Consumer Appliances in Morocco

December 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Dishwashers
  • Home Laundry Appliances
  • Large Cooking Appliances
  • Microwaves
  • Refrigeration Appliances
  • Air Treatment Products
  • Food Preparation Appliances
  • Personal Care Appliances
  • Small Cooking Appliances
  • Vacuum Cleaners

If you're in the Consumer Appliances industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Appliances in Morocco report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Consumer Appliances in Morocco?
  • Which are the leading brands in Morocco?
  • How are products distributed in Morocco?
  • To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
  • How are considerations such as urban development and the rise in single-person households determining sales growth?
  • Where is future growth expected to be most dynamic?
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Consumer Appliances in Morocco

Consumer appliances in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2017-2022
Table 2 Replacement Cycles of Consumer Appliances by Category 2017-2022
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2022-2027
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2022-2027
Table 5 Sales of Consumer Appliances by Category: Volume 2017-2022
Table 6 Sales of Consumer Appliances by Category: Value 2017-2022
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2017-2022
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
Table 13 Sales of Small Appliances by Category: Volume 2017-2022
Table 14 Sales of Small Appliances by Category: Value 2017-2022
Table 15 Sales of Small Appliances by Category: % Volume Growth 2017-2022
Table 16 Sales of Small Appliances by Category: % Value Growth 2017-2022
Table 17 NBO Company Shares of Major Appliances: % Volume 2018-2022
Table 18 LBN Brand Shares of Major Appliances: % Volume 2019-2022
Table 19 NBO Company Shares of Small Appliances: % Volume 2018-2022
Table 20 LBN Brand Shares of Small Appliances: % Volume 2019-2022
Table 21 Distribution of Major Appliances by Format: % Volume 2017-2022
Table 22 Distribution of Small Appliances by Format: % Volume 2017-2022
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2022-2027
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2022-2027
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2022-2027
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2022-2027
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2022-2027
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2022-2027
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2022-2027
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2022-2027
Table 31 Forecast Sales of Small Appliances by Category: Volume 2022-2027
Table 32 Forecast Sales of Small Appliances by Category: Value 2022-2027
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2022-2027
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2022-2027

DISCLAIMER

Summary 1 Research Sources

Dishwashers in Morocco

KEY DATA FINDINGS

Fuller recovery in sales of dishwashers as people return to work in 2022
Players use price discounting to attract sales
As dishwashers struggle with the increased load some people return to hand dishwashing
Steady growth in demand for dishwashers as purchasing power strengthens
Urbanisation helping to fuel demand for dishwashers
Price discounting expected to remain commonplace
Table 35 Sales of Dishwashers by Category: Volume 2017-2022
Table 36 Sales of Dishwashers by Category: Value 2017-2022
Table 37 Sales of Dishwashers by Category: % Volume Growth 2017-2022
Table 38 Sales of Dishwashers by Category: % Value Growth 2017-2022
Table 39 Sales of Dishwashers by Format: % Volume 2017-2022
Table 40 Sales of Dishwashers by Connected Appliances: % Volume 2018-2022
Table 41 NBO Company Shares of Dishwashers: % Volume 2018-2022
Table 42 LBN Brand Shares of Dishwashers: % Volume 2019-2022
Table 43 Distribution of Dishwashers by Format: % Volume 2017-2022
Table 44 Production of Dishwashers: Total Volume 2017-2022
Table 45 Forecast Sales of Dishwashers by Category: Volume 2022-2027
Table 46 Forecast Sales of Dishwashers by Category: Value 2022-2027
Table 47 Forecast Sales of Dishwashers by Category: % Volume Growth 2022-2027
Table 48 Forecast Sales of Dishwashers by Category: % Value Growth 2022-2027

Home Laundry Appliances in Morocco

KEY DATA FINDINGS

Home laundry appliances on the path to recovery as Morocco’s economy shows signs of improvement
Price discounting drives volume growth but suppresses value growth
More laundry loads helps create demand for new and replacement home laundry appliances
Bright outlook for home laundry appliances
Economic pressures likely to continue being felt in 2023
Recovery in housing market projected to fuel demand
Table 49 Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 50 Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 51 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 52 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
Table 53 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-2022
Table 54 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
Table 55 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-2022
Table 56 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2018-2022
Table 57 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
Table 58 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
Table 59 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
Table 60 Production of Home Laundry Appliances: Total Volume 2017-2022
Table 61 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
Table 62 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
Table 63 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2022-2027
Table 64 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2022-2027

Large Cooking Appliances in Morocco

KEY DATA FINDINGS

Sales of large cooking appliances benefit from improving situation
Increased wear and tear as consumers cook more meals at home
Players use discounting activity to drive sales putting pressure on prices
Economic improvement key to growth
Growing interest in home cooking should help drive demand
Price discounting and financing should help deliver volume growth
Table 65 Sales of Large Cooking Appliances by Category: Volume 2017-2022
Table 66 Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 67 Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 68 Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022
Table 69 Sales of Built-in Hobs by Format: % Volume 2017-2022
Table 70 Sales of Ovens by Connected Appliances: % Volume 2018-2022
Table 71 NBO Company Shares of Large Cooking Appliances: % Volume 2018-2022
Table 72 LBN Brand Shares of Large Cooking Appliances: % Volume 2019-2022
Table 73 NBO Company Shares of Built-in Hobs: % Volume 2018-2022
Table 74 NBO Company Shares of Ovens: % Volume 2018-2022
Table 75 NBO Company Shares of Cooker Hoods: % Volume 2018-2022
Table 76 NBO Company Shares of Built-in Cooker Hoods: % Volume 2018-2022
Table 77 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2018-2022
Table 78 NBO Company Shares of Cookers: % Volume 2018-2022
Table 79 Distribution of Large Cooking Appliances by Format: % Volume 2017-2022
Table 80 Forecast Sales of Large Cooking Appliances by Category: Volume 2022-2027
Table 81 Forecast Sales of Large Cooking Appliances by Category: Value 2022-2027
Table 82 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2022-2027
Table 83 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2022-2027

Microwaves in Morocco

KEY DATA FINDINGS

Resumption of economic activity supports sales
Price discounting a key feature of company strategies
Work from home arrangements help create demand for microwaves
Convenience set to be a key driver of growth
Microwaves expected to find favour with small, urban households
Price discounting set to continue
Table 84 Sales of Microwaves by Category: Volume 2017-2022
Table 85 Sales of Microwaves by Category: Value 2017-2022
Table 86 Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 87 Sales of Microwaves by Category: % Value Growth 2017-2022
Table 88 Sales of Microwaves by Connected Appliances: % Volume 2018-2022
Table 89 NBO Company Shares of Microwaves: % Volume 2018-2022
Table 90 LBN Brand Shares of Microwaves: % Volume 2019-2022
Table 91 Distribution of Microwaves by Format: % Volume 2017-2022
Table 92 Forecast Sales of Microwaves by Category: Volume 2022-2027
Table 93 Forecast Sales of Microwaves by Category: Value 2022-2027
Table 94 Forecast Sales of Microwaves by Category: % Volume Growth 2022-2027
Table 95 Forecast Sales of Microwaves by Category: % Value Growth 2022-2027

Refrigeration Appliances in Morocco

KEY DATA FINDINGS

Fuller recovery seen in 2022 as economy activity has resumed
Prices fall as players turn to discounting activities to drive demand
Players focus on new product offers with innovative features
Sales expected to improve once economy starts to recover
Price discounting and financing set to play a key role in driving demand
Recovery in housing market projected to fuel demand
Table 96 Sales of Refrigeration Appliances by Category: Volume 2017-2022
Table 97 Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 98 Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 99 Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022
Table 100 Sales of Freezers by Format: % Volume 2017-2022
Table 101 Sales of Freezers by Volume Capacity: % Volume 2017-2022
Table 102 Sales of Fridge Freezers by Format: % Volume 2017-2022
Table 103 Sales of Fridge Freezers by Volume Capacity: % Volume 2017-2022
Table 104 Sales of Fridge Freezers by Connected Appliances: % Volume 2018-2022
Table 105 Sales of Fridges by Volume Capacity: % Volume 2017-2022
Table 106 NBO Company Shares of Refrigeration Appliances: % Volume 2018-2022
Table 107 LBN Brand Shares of Refrigeration Appliances: % Volume 2019-2022
Table 108 NBO Company Shares of Built-in Fridge Freezers: % Volume 2018-2022
Table 109 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2018-2022
Table 110 NBO Company Shares of Built-in Fridges: % Volume 2018-2022
Table 111 NBO Company Shares of Freestanding Fridges: % Volume 2018-2022
Table 112 Distribution of Refrigeration Appliances by Format: % Volume 2017-2022
Table 113 Forecast Sales of Refrigeration Appliances by Category: Volume 2022-2027
Table 114 Forecast Sales of Refrigeration Appliances by Category: Value 2022-2027
Table 115 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2022-2027
Table 116 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2022-2027

Air Treatment Products in Morocco

KEY DATA FINDINGS

Stable growth in sales of air treatment products
Hybrid working arrangements focus attention on the need for cooling appliances
Increasing pollution levels help generate increased interest in air purifiers
Growth closely tied to the performance of the local economy
Creating the perfect home environment will be an important focus for those that can afford it
Air conditioners increasingly seen as a must-have appliance in the hot summer months
Table 117 Sales of Air Treatment Products by Category: Volume 2017-2022
Table 118 Sales of Air Treatment Products by Category: Value 2017-2022
Table 119 Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 120 Sales of Air Treatment Products by Category: % Value Growth 2017-2022
Table 121 Sales of Air Conditioners by Connected Appliances: % Volume 2018-2022
Table 122 NBO Company Shares of Air Treatment Products: % Volume 2018-2022
Table 123 LBN Brand Shares of Air Treatment Products: % Volume 2019-2022
Table 124 Distribution of Air Treatment Products by Format: % Volume 2017-2022
Table 125 Forecast Sales of Air Treatment Products by Category: Volume 2022-2027
Table 126 Forecast Sales of Air Treatment Products by Category: Value 2022-2027
Table 127 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2022-2027
Table 128 Forecast Sales of Air Treatment Products by Category: % Value Growth 2022-2027

Food Preparation Appliances in Morocco

KEY DATA FINDINGS

Health and wellness trend boosts demand for juice extractors
Increase in home cooked meals helps drive demand
With its popular Moulinex brand, SEB Groupe maintains its leading position in 2022
Improving economy and promotional offers set to fuel demand
Convenience and health and wellness key trends to look out for
Creativity in the kitchen should help drive demand
Table 129 Sales of Food Preparation Appliances by Category: Volume 2017-2022
Table 130 Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 131 Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 132 Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022
Table 133 NBO Company Shares of Food Preparation Appliances: % Volume 2018-2022
Table 134 LBN Brand Shares of Food Preparation Appliances: % Volume 2019-2022
Table 135 Distribution of Food Preparation Appliances by Format: % Volume 2017-2022
Table 136 Forecast Sales of Food Preparation Appliances by Category: Volume 2022-2027
Table 137 Forecast Sales of Food Preparation Appliances by Category: Value 2022-2027
Table 138 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2022-2027
Table 139 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2022-2027

Personal Care Appliances in Morocco

KEY DATA FINDINGS

Fuller recovery seen in personal care appliances as social conditions return to normal
Mixed results seen in the different categories
Price discounting helps drive demand
As consumers socialise more, this is set to benefit sales of personal care appliances
Economy brands could help drive volume growth as incomes are squeezed
Professional services at hair and beauty salons could threaten sales
Table 140 Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 141 Sales of Personal Care Appliances by Category: Value 2017-2022
Table 142 Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 143 Sales of Personal Care Appliances by Category: % Value Growth 2017-2022
Table 144 Sales of Body Shavers by Format: % Volume 2017-2022
Table 145 Sales of Hair Care Appliances by Format: % Volume 2017-2022
Table 146 NBO Company Shares of Personal Care Appliances 2018-2022
Table 147 LBN Brand Shares of Personal Care Appliances 2019-2022
Table 148 Distribution of Personal Care Appliances by Format: % Volume 2017-2022
Table 149 Forecast Sales of Personal Care Appliances by Category: Volume 2022-2027
Table 150 Forecast Sales of Personal Care Appliances by Category: Value 2022-2027
Table 151 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2022-2027
Table 152 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2022-2027

Small Cooking Appliances in Morocco

KEY DATA FINDINGS

Price discounting boosts volume sales
Demand for home-brewed coffee helps spark a recovery
Social influencers help drive demand for breadmakers
Stable growth projected for small cooking appliances
New product launches expected as the situation improves
Desirability, affordability and convenience key considerations when it comes to small cooking appliances
Table 153 Sales of Small Cooking Appliances by Category: Volume 2017-2022
Table 154 Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 155 Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 156 Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022
Table 157 Sales of Freestanding Hobs by Format: % Volume 2017-2022
Table 158 NBO Company Shares of Small Cooking Appliances: % Volume 2018-2022
Table 159 LBN Brand Shares of Small Cooking Appliances: % Volume 2019-2022
Table 160 Distribution of Small Cooking Appliances by Format: % Volume 2017-2022
Table 161 Forecast Sales of Small Cooking Appliances by Category: Volume 2022-2027
Table 162 Forecast Sales of Small Cooking Appliances by Category: Value 2022-2027
Table 163 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2022-2027
Table 164 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2022-2027

Vacuum Cleaners in Morocco

KEY DATA FINDINGS

Sales of vacuum cleaners remain largely based on replacement purchases
The robot invasion put on hold as consumers exercise caution in their spending
In an inflationary environment, discounting activities help draw potential customers
Slow growth predicted for vacuum cleaners
Improving economy should encourage replacement purchases
Prices set to continue falling
Table 165 Sales of Vacuum Cleaners by Category: Volume 2017-2022
Table 166 Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 167 Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 168 Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022
Table 169 NBO Company Shares of Vacuum Cleaners: % Volume 2018-2022
Table 170 LBN Brand Shares of Vacuum Cleaners: % Volume 2019-2022
Table 171 Distribution of Vacuum Cleaners by Format: % Volume 2017-2022
Table 172 Forecast Sales of Vacuum Cleaners by Category: Volume 2022-2027
Table 173 Forecast Sales of Vacuum Cleaners by Category: Value 2022-2027
Table 174 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2022-2027
Table 175 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2022-2027
The following categories and subcategories are included:

Consumer Appliances

    • Built-In Major Appliances
    • Freestanding Major Appliances
      • Built-in Dishwashers
      • Freestanding Dishwashers
      • Built-in Home Laundry Appliances
      • Freestanding Home Laundry Appliances
        • Built-in Automatic Dryers
        • Freestanding Automatic Dryers
        • Built-in Automatic Washer Dryers
        • Freestanding Automatic Washer Dryers
        • Built-in Automatic Washing Machines
        • Freestanding Automatic Washing Machines
      • Semi-Automatic Washing Machines
      • Built-in Large Cooking Appliances
      • Freestanding Large Cooking Appliances
      • Built-in Hobs
      • Ovens
        • Built-in Cooker Hoods
        • Freestanding Cooker Hoods
      • Cookers
      • Range Cookers
      • Built-in Microwaves
      • Freestanding Microwaves
      • Built-in Refrigeration Appliances
      • Freestanding Refrigeration Appliances
        • Built-in Electric Wine Coolers/Chillers
        • Freestanding Electric Wine Coolers/Chillers
        • Built-in Freezers
        • Freestanding Freezers
        • Built-in Fridge Freezers
        • Freestanding Fridge Freezers
        • Built-in Fridges
        • Freestanding Fridges
      • Air Purifiers
          • Portable Room Air Conditioners
          • Split Air Conditioners
          • Window Air Conditioners
        • Air Coolers
        • Cooling Fans
      • Dehumidifiers
      • Humidifiers
      • Blenders
      • Food Processors
        • Centrifugal Juicers
        • Slow Juicers
      • Mixers
      • Other Food Preparation Appliances
    • Heating Appliances
    • Irons
      • Body Shavers
      • Electric Facial Cleansers
      • Hair Care Appliances
        • Battery Toothbrush Units
        • Electric Toothbrush Units
        • Other Oral Care Appliances
      • Other Personal Care Appliances
      • Breadmakers
          • Espresso Coffee Machines
          • Filter Coffee Machines
          • Other Standard Coffee Machines
          • Hard Pods
          • Soft Pods
      • Coffee Mills
        • Light Fryers
        • Deep Fat Fryers
      • Electric Grills
      • Electric Steamers
      • Freestanding Hobs
      • Kettles
      • Rice Cookers
      • Slow Cookers
      • Other Small Cooking Appliances
        • Cylinder Vacuum Cleaners
        • Handheld Vacuum Cleaners
        • Stick Vacuum Cleaners
        • Upright Vacuum Cleaners
        • Steam Vacuum Cleaners
      • Robotic Vacuum Cleaners

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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