NEWS & INSIGHTS

The bathroom sanitaryware market in the Middle East is expanding at a remarkable pace. Valued at USD 85.6 billion in 2024, it is expected to grow to USD 132.4 billion by 2033. This growth in demand for high quality bathroom products is being driven by rapid urbanisation, an expanding pipeline of residential and commercial construction and booming hospitality developments. Recent ongoing government investment in infrastructure and the ever-growing population’s rising disposable income has led to a rise in suppliers eager to invest in quality and luxury bathroom products.

Among the Middle Eastern countries, Saudi Arabia is experiencing the most rapid growth. Under the ambitious Vision 2030 programme, it is transforming its construction and infrastructure landscape with plans for more than half a million new homes, over 275,000 hotel rooms, millions of square metres of retail space, and significant investment in offices and commercial infrastructure.

This level of development has established Saudi Arabia as the leader in the Gulf Cooperation Council’s (GCC) sanitaryware markets, making it an attractive industry to expand into.

Despite robust economic growth across the region, the Middle Eastern sanitaryware market presents both opportunities and challenges that suppliers must navigate with geopolitical conflicts continue to create pricing volatility and supply chain challenges, affecting raw material costs and logistics across the wider region.

Contrary to widespread perceptions of manufacturing gaps, the region has significant local production capabilities, particularly in Turkey. Regional manufacturers such as RAK Ceramics, one of the largest ceramics manufacturers in the world with global production capacity of 5.7 million pieces of sanitaryware per year, have established strong manufacturing bases. However, the market remains strategically dependent on imports for certain product categories and to meet growing demand, particularly in the Gulf states where the UAE shows the highest per capita consumption and the fastest growth rate in import value.

Competition remains intense, with global leaders such as TOTO, Kohler, Roca, and Ideal Standard all firmly established across the Middle East. With both Ideal Standard and Roca having manufacturing interests in Egypt.

The hospitality market continues to flourish, with Dubai alone welcoming 18.72 million visitors in 2024; a nine percent increase from the previous year. Development and renovation remain big business, not only in hotels but also in domestic housing, where bathrooms are often replaced more frequently than in other parts of the world.

This is driven by demand for quality, with design also playing a central role. In the Middle East, bathrooms are viewed as lifestyle spaces, with luxury aesthetics, customisation, and distinctive design features, particularly in baths, being essential elements of consumer choice.

As urbanisation accelerates, so does the demand for product innovation and sustainability. Governments across the region are increasingly prioritising environmentally conscious developments, which is influencing the demand for new, more sustainable sanitaryware product manufacturers, encouraging them to enter the market.

UK bathroom manufacturers are uniquely positioned to capitalise on the Middle Eastern sanitaryware market’s growth trajectory. UK manufacturers have a reputation for quality, sustainability and innovation. With British manufacturers setting industry standards both nationally and internationally, despite competition from lower-cost overseas producers. The UK’s strict building regulations emphasise safety, accessibility, and durability, creating demand for high-quality products that meet stringent performance standards – exactly what discerning Middle Eastern markets demand.

This heritage of quality craftsmanship resonates powerfully in markets where luxury and reliability are non-negotiable. British suppliers have earned global recognition for their commitment to sustainable manufacturing processes, long-term product performance and genuine aftersales support – increasingly critical factors in Middle Eastern countries.

With fifty years of British manufacturing expertise, Trojan has evolved from humble Yorkshire beginnings into one of Europe’s largest acrylic bath manufacturers, establishing a compelling value proposition for the Middle East. With 180 employees across three state-of-the-art facilities, we maintain family-owned values and commitment to quality. Trojan has already established a proven track record working with developers, architects, and hoteliers across the region, with a dedicated agency office in Dubai and deep understanding of Middle Eastern market requirements.

Our manufacturing capabilities extend far beyond basic products. We are cable of delivering solutions that combine luxury aesthetics with commercial-grade durability. Our comprehensive 25-year guarantee demonstrates our confidence in long-term performance – a critical consideration for large-scale hospitality and residential developments where replacement costs are prohibitive.

Our reputation is further strengthened by our growing track record in the region. Recently, we supplied over 1,700 Trojan D-shaped baths for the Baniyas North Emirati Housing scheme delivered by the Abu Dhabi Government. Worth $844 million, phase one of the development spans an area of 3.1 square kilometres and will house thousands of UAE Nationals. Working with Aldar, the master real estate developer and Trojan Construction Group UAE Trojan supplied the luxury villas with a bath manufactured in the UK at our Huddersfield facility.

This project is just one example of our ability to deliver on major developments in collaboration with local traders, architects, and developers. By combining heritage with innovation and tailoring solutions to local preferences, we are steadily building our presence across the Middle East.

Looking ahead, the outlook for the Middle Eastern sanitaryware market is one of sustained growth and continued innovation. By combining our 50-year British heritage with forward-thinking innovation we’re confident in establishing Trojan as the premier choice for luxury residential developments, hospitality projects, and commercial installations across the Middle East. At Trojan, we are committed to expanding our footprint by launching new product collections that align with the region’s demand for sustainability and luxury.

By strengthening our network of partnerships with local traders and developers, and working with our global partners, we are confident that with our British heritage, versatile product range, and proven expertise, we are well-positioned to will enable Trojan to become a trusted partner in shaping the future of the Middle Eastern bathroom market.

To find out more about our expansion into the Middle East and the products we offer there, please get in touch with our expert team in the UAE