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Country Report

Consumer Appliances in

Consumer Appliances in Morocco

106 pages, Dec 2017

US$2,650

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Executive Summary

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Consumer appliances in Morocco in 2017

Consumers in large cities tended to buy new consumer appliances such as dishwashers and automatic tumble dryers to save time and effort. Additionally, the growing number of deals and promotions by large consumer appliances companies drove retail value and volume sales in 2017.

Ecological and smart choices

Morocco signed up to the United Nations Environment Programme’s “En.lighten” initiative, as part of its ecological efforts and pledge in recent years.

Competition between major brands

The major brands in consumer appliances witnessed major competition in both large and small appliances. Minor brands offered lower-priced products than major brands.

The rise of e-commerce in Morocco

E-commerce continued to develop in Morocco over the review period, with strong growth in online payments and numbers of credit and debit cards in use. In 2017, the three top e-commerce websites in Morocco were Jumia, Hmizate, and Hmall – both Jumia and Hmall offered large and small appliances.

Growing Chinese products in consumer appliances in Morocco

Imports of Chinese consumer appliances increased significantly. These were available in all consumer appliances categories and tended to be cheap, which attracted a wide range of low- and middle-income consumers.

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Consumer Appliances Sample Report Consumer Appliances Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Consumer Appliances industry in Morocco with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Consumer Appliances industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Morocco for free:

The Consumer Appliances in Morocco market research report includes:

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

Our market research reports answer questions such as:

What is the market size of Consumer Appliances in Morocco?
What are the major brands in Morocco?
How was category performance been affected by current economic climate?
How is penetration for consumer appliances going to develop over the medium term?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Appliances market research database.

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Consumer Appliances in Morocco

EXECUTIVE SUMMARY

Consumer appliances in Morocco in 2017

Ecological and smart choices

Competition between major brands

The rise of e-commerce in Morocco

Growing Chinese products in consumer appliances in Morocco

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2012-2017
Table 2 Replacement Cycles of Consumer Appliances by Category 2012-2017
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2017-2022
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2017-2022

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2012-2017
Table 6 Sales of Consumer Appliances by Category: Value 2012-2017
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2012-2017
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2012-2017
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2012-2017
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2012-2017
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2012-2017
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2012-2017
Table 13 Sales of Small Appliances by Category: Volume 2012-2017
Table 14 Sales of Small Appliances by Category: Value 2012-2017
Table 15 Sales of Small Appliances by Category: % Volume Growth 2012-2017
Table 16 Sales of Small Appliances by Category: % Value Growth 2012-2017
Table 17 NBO Company Shares of Major Appliances: % Volume 2013-2017
Table 18 LBN Brand Shares of Major Appliances: % Volume 2014-2017
Table 19 NBO Company Shares of Small Appliances: % Volume 2013-2017
Table 20 LBN Brand Shares of Small Appliances: % Volume 2014-2017
Table 21 Distribution of Major Appliances by Format: % Volume 2012-2017
Table 22 Distribution of Small Appliances by Format: % Volume 2012-2017
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2017-2022
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2017-2022
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2017-2022
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
Table 31 Forecast Sales of Small Appliances by Category: Volume 2017-2022
Table 32 Forecast Sales of Small Appliances by Category: Value 2017-2022
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2017-2022
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Air Treatment Products in Morocco

HEADLINES

PROSPECTS

Healthy retail volume growth set to continue

Air conditioners remains the largest category

Window air conditioners remains small while air purifiers gains ground

COMPETITIVE LANDSCAPE

Carriers Corp remains the leading player

Chinese products continue to attract low-income consumers

Innovative products attract consumers

CATEGORY DATA

Table 35 Sales of Air Treatment Products by Category: Volume 2012-2017
Table 36 Sales of Air Treatment Products by Category: Value 2012-2017
Table 37 Sales of Air Treatment Products by Category: % Volume Growth 2012-2017
Table 38 Sales of Air Treatment Products by Category: % Value Growth 2012-2017
Table 39 Sales of Air Conditioners by Connected Appliances: % Volume 2013-2017
Table 40 NBO Company Shares of Air Treatment Products: % Volume 2013-2017
Table 41 LBN Brand Shares of Air Treatment Products: % Volume 2014-2017
Table 42 Distribution of Air Treatment Products by Format: % Volume 2012-2017
Table 43 Production, Imports and Exports of Air Conditioners: Total Volume 2012-2017
Table 44 Forecast Sales of Air Treatment Products by Category: Volume 2017-2022
Table 45 Forecast Sales of Air Treatment Products by Category: Value 2017-2022
Table 46 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 47 Forecast Sales of Air Treatment Products by Category: % Value Growth 2017-2022

Dishwashers in Morocco

HEADLINES

PROSPECTS

Stable demand expected over the forecast period

Dishwashers maintains positive growth in 2017

Built-in dishwashers the strongest performer

COMPETITIVE LANDSCAPE

Whirlpool Corp retains its leading position

LG Corp a close second

International players continued to outperform local players

CATEGORY DATA

Table 48 Sales of Dishwashers by Category: Volume 2012-2017
Table 49 Sales of Dishwashers by Category: Value 2012-2017
Table 50 Sales of Dishwashers by Category: % Volume Growth 2012-2017
Table 51 Sales of Dishwashers by Category: % Value Growth 2012-2017
Table 52 Sales of Dishwashers by Format: % Volume 2012-2017
Table 53 Sales of Dishwashers by Connected Appliances: % Volume 2013-2017
Table 54 NBO Company Shares of Dishwashers: % Volume 2013-2017
Table 55 LBN Brand Shares of Dishwashers: % Volume 2014-2017
Table 56 Distribution of Dishwashers by Format: % Volume 2012-2017
Table 57 Production, Imports and Exports of Dishwashers: Total Volume 2012-2017
Table 58 Forecast Sales of Dishwashers by Category: Volume 2017-2022
Table 59 Forecast Sales of Dishwashers by Category: Value 2017-2022
Table 60 Forecast Sales of Dishwashers by Category: % Volume Growth 2017-2022
Table 61 Forecast Sales of Dishwashers by Category: % Value Growth 2017-2022

Food Preparation Appliances in Morocco

HEADLINES

PROSPECTS

Healthy diet trends encourage consumers to invest in cooking appliances

Chinese gain ground

Blenders the most dynamic category in 2017

COMPETITIVE LANDSCAPE

Groupe SEB maintains its leading position

Moulinex and Philips the top brands

Increased competition due to cheap imports

CATEGORY DATA

Table 62 Sales of Food Preparation Appliances by Category: Volume 2012-2017
Table 63 Sales of Food Preparation Appliances by Category: Value 2012-2017
Table 64 Sales of Food Preparation Appliances by Category: % Volume Growth 2012-2017
Table 65 Sales of Food Preparation Appliances by Category: % Value Growth 2012-2017
Table 66 NBO Company Shares of Food Preparation Appliances: % Volume 2013-2017
Table 67 LBN Brand Shares of Food Preparation Appliances: % Volume 2014-2017
Table 68 Distribution of Food Preparation Appliances by Format: % Volume 2012-2017
Table 69 Forecast Sales of Food Preparation Appliances by Category: Volume 2017-2022
Table 70 Forecast Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 72 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022

Home Laundry Appliances in Morocco

HEADLINES

PROSPECTS

Home laundry appliances expected to record positive growth over the forecast period

Demand for dryers remains low

Freestanding appliances outperform built-in

COMPETITIVE LANDSCAPE

LG Corp is still leading in home laundry appliances in 2017

Low-income categories still targeted

International players outperform domestic competitors

CATEGORY DATA

Table 73 Sales of Home Laundry Appliances by Category: Volume 2012-2017
Table 74 Sales of Home Laundry Appliances by Category: Value 2012-2017
Table 75 Sales of Home Laundry Appliances by Category: % Volume Growth 2012-2017
Table 76 Sales of Home Laundry Appliances by Category: % Value Growth 2012-2017
Table 77 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2013-2017
Table 78 Sales of Automatic Washing Machines by Format: % Volume 2012-2017
Table 79 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2012-2017
Table 80 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2013-2017
Table 81 NBO Company Shares of Home Laundry Appliances: % Volume 2013-2017
Table 82 LBN Brand Shares of Home Laundry Appliances: % Volume 2014-2017
Table 83 Distribution of Home Laundry Appliances by Format: % Volume 2012-2017
Table 84 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2012-2017
Table 85 Forecast Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 86 Forecast Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 87 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 88 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022

Large Cooking Appliances in Morocco

HEADLINES

PROSPECTS

Steady growth set to continue

Large cooking appliances records strong retail volume growth in 2017

Built-in hobs the most dynamic category

COMPETITIVE LANDSCAPE

Whirlpool Corp leads

Manar SA sustained its second position

Turkish and Chinese products enter the category

CATEGORY DATA

Table 89 Sales of Large Cooking Appliances by Category: Volume 2012-2017
Table 90 Sales of Large Cooking Appliances by Category: Value 2012-2017
Table 91 Sales of Large Cooking Appliances by Category: % Volume Growth 2012-2017
Table 92 Sales of Large Cooking Appliances by Category: % Value Growth 2012-2017
Table 93 Sales of Built-in Hobs by Format: % Volume 2012-2017
Table 94 Sales of Ovens by Connected Appliances: % Volume 2013-2017
Table 95 NBO Company Shares of Large Cooking Appliances: % Volume 2013-2017
Table 96 LBN Brand Shares of Large Cooking Appliances: % Volume 2014-2017
Table 97 NBO Company Shares of Built-in Hobs: % Volume 2013-2017
Table 98 NBO Company Shares of Ovens: % Volume 2013-2017
Table 99 NBO Company Shares of Cooker Hoods: % Volume 2013-2017
Table 100 NBO Company Shares of Built-in Cooker Hoods: % Volume 2013-2017
Table 101 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2013-2017
Table 102 NBO Company Shares of Cookers: % Volume 2013-2017
Table 103 Distribution of Large Cooking Appliances by Format: % Volume 2012-2017
Table 104 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2012-2017
Table 105 Forecast Sales of Large Cooking Appliances by Category: Volume 2017-2022
Table 106 Forecast Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 107 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 108 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022

Microwaves in Morocco

HEADLINES

PROSPECTS

Microwaves is expected to register strong volume growth over the forecast period

Strong growth of microwaves in 2017

Hectic urban lifestyles drive retail volume sales

COMPETITIVE LANDSCAPE

LG Corp retains the leading position

Whirlpool Corp maintains second position

Presence of Chinese and Turkish products increases

CATEGORY DATA

Table 109 Sales of Microwaves by Category: Volume 2012-2017
Table 110 Sales of Microwaves by Category: Value 2012-2017
Table 111 Sales of Microwaves by Category: % Volume Growth 2012-2017
Table 112 Sales of Microwaves by Category: % Value Growth 2012-2017
Table 113 Sales of Microwaves by Connected Appliances: % Volume 2013-2017
Table 114 NBO Company Shares of Microwaves: % Volume 2013-2017
Table 115 LBN Brand Shares of Microwaves: % Volume 2014-2017
Table 116 Distribution of Microwaves by Format: % Volume 2012-2017
Table 117 Production, Imports and Exports of Microwaves: Total Volume 2012-2017
Table 118 Forecast Sales of Microwaves by Category: Volume 2017-2022
Table 119 Forecast Sales of Microwaves by Category: Value 2017-2022
Table 120 Forecast Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 121 Forecast Sales of Microwaves by Category: % Value Growth 2017-2022

Personal Care Appliances in Morocco

HEADLINES

PROSPECTS

Interest in personal appearance increases

Hair care appliances the best performer in 2017

Growing demand for electric facial cleansers

COMPETITIVE LANDSCAPE

Phillips remains the most popular brand in 2017

Top players offer wide product ranges

Chinese products gain popularity

CATEGORY DATA

Table 122 Sales of Personal Care Appliances by Category: Volume 2012-2017
Table 123 Sales of Personal Care Appliances by Category: Value 2012-2017
Table 124 Sales of Personal Care Appliances by Category: % Volume Growth 2012-2017
Table 125 Sales of Personal Care Appliances by Category: % Value Growth 2012-2017
Table 126 Sales of Body Shavers by Format: % Volume 2012-2017
Table 127 Sales of Hair Care Appliances by Format: % Volume 2012-2017
Table 128 NBO Company Shares of Personal Care Appliances 2013-2017
Table 129 LBN Brand Shares of Personal Care Appliances 2014-2017
Table 130 Distribution of Personal Care Appliances by Format: % Volume 2012-2017
Table 131 Forecast Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 132 Forecast Sales of Personal Care Appliances by Category: Value 2017-2022
Table 133 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 134 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2017-2022

Refrigeration Appliances in Morocco

HEADLINES

PROSPECTS

Positive growth over the forecast period

Sustained growth in 2017 driven by promotional activities

Positive performance across main refrigeration appliances

COMPETITIVE LANDSCAPE

Manar SA still leading in refrigeration appliances in 2017

Many companies target low-income segment in 2017

Presence of Chinese products increases

CATEGORY DATA

Table 135 Sales of Refrigeration Appliances by Category: Volume 2012-2017
Table 136 Sales of Refrigeration Appliances by Category: Value 2012-2017
Table 137 Sales of Refrigeration Appliances by Category: % Volume Growth 2012-2017
Table 138 Sales of Refrigeration Appliances by Category: % Value Growth 2012-2017
Table 139 Sales of Freezers by Format: % Volume 2012-2017
Table 140 Sales of Freezers by Volume Capacity: % Volume 2012-2017
Table 141 Sales of Fridge Freezers by Format: % Volume 2012-2017
Table 142 Sales of Fridge Freezers by Volume Capacity: % Volume 2012-2017
Table 143 Sales of Fridge Freezers by Connected Appliances: % Volume 2013-2017
Table 144 Sales of Fridges by Volume Capacity: % Volume 2012-2017
Table 145 NBO Company Shares of Refrigeration Appliances: % Volume 2013-2017
Table 146 LBN Brand Shares of Refrigeration Appliances: % Volume 2014-2017
Table 147 NBO Company Shares of Built-in Fridge Freezers: % Volume 2013-2017
Table 148 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2013-2017
Table 149 NBO Company Shares of Built-in Fridges: % Volume 2013-2017
Table 150 NBO Company Shares of Freestanding Fridges: % Volume 2013-2017
Table 151 Distribution of Refrigeration Appliances by Format: % Volume 2012-2017
Table 152 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2012-2017
Table 153 Forecast Sales of Refrigeration Appliances by Category: Volume 2017-2022
Table 154 Forecast Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 155 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 156 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022

Small Cooking Appliances in Morocco

HEADLINES

PROSPECTS

Healthy retail volume growth expected over the forecast period

Coffee machine and kettles gain popularity

Cooking at home will remain a cultural pillar

COMPETITIVE LANDSCAPE

Groupe SEB leads

Chinese brands gaining ground

Nespresso, Dubois and Lavazza lead in espresso coffee machines

CATEGORY DATA

Table 157 Sales of Small Cooking Appliances by Category: Volume 2012-2017
Table 158 Sales of Small Cooking Appliances by Category: Value 2012-2017
Table 159 Sales of Small Cooking Appliances by Category: % Volume Growth 2012-2017
Table 160 Sales of Small Cooking Appliances by Category: % Value Growth 2012-2017
Table 161 Sales of Fresstanding Hobs by Format: % Volume 2012-2017
Table 162 NBO Company Shares of Small Cooking Appliances: % Volume 2013-2017
Table 163 LBN Brand Shares of Small Cooking Appliances: % Volume 2014-2017
Table 164 Distribution of Small Cooking Appliances by Format: % Volume 2012-2017
Table 165 Forecast Sales of Small Cooking Appliances by Category: Volume 2017-2022
Table 166 Forecast Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 167 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 168 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022

Vacuum Cleaners in Morocco

HEADLINES

PROSPECTS

Healthy retail volume growth set to continue

Cylinder vacuums will remain the most popular over the forecast period

Launch of robotic vacuums expected

COMPETITIVE LANDSCAPE

Groupe SEB remains the leader

LG Corp and SEB Group are competing fiercely for the second position

Chinese products present but demand still low

CATEGORY DATA

Table 169 Sales of Vacuum Cleaners by Category: Volume 2012-2017
Table 170 Sales of Vacuum Cleaners by Category: Value 2012-2017
Table 171 Sales of Vacuum Cleaners by Category: % Volume Growth 2012-2017
Table 172 Sales of Vacuum Cleaners by Category: % Value Growth 2012-2017
Table 173 NBO Company Shares of Vacuum Cleaners: % Volume 2013-2017
Table 174 LBN Brand Shares of Vacuum Cleaners: % Volume 2014-2017
Table 175 Distribution of Vacuum Cleaners by Format: % Volume 2012-2017
Table 176 Forecast Sales of Vacuum Cleaners by Category: Volume 2017-2022
Table 177 Forecast Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 178 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 179 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Consumer Appliances in Morocco

New Report Guarantee

Executive Summary

New Report Guarantee

Consumer appliances in Morocco in 2017

Ecological and smart choices

Competition between major brands

The rise of e-commerce in Morocco

Growing Chinese products in consumer appliances in Morocco

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Consumer Appliances in Morocco

EXECUTIVE SUMMARY

Consumer appliances in Morocco in 2017

Ecological and smart choices

Competition between major brands

The rise of e-commerce in Morocco

Growing Chinese products in consumer appliances in Morocco

MARKET INDICATORS

MARKET DATA

SOURCES

Air Treatment Products in Morocco

HEADLINES

PROSPECTS

Healthy retail volume growth set to continue

Air conditioners remains the largest category

Window air conditioners remains small while air purifiers gains ground

COMPETITIVE LANDSCAPE

Carriers Corp remains the leading player

Chinese products continue to attract low-income consumers

Innovative products attract consumers

CATEGORY DATA

Dishwashers in Morocco

HEADLINES

PROSPECTS

Stable demand expected over the forecast period

Dishwashers maintains positive growth in 2017

Built-in dishwashers the strongest performer

COMPETITIVE LANDSCAPE

Whirlpool Corp retains its leading position

LG Corp a close second

International players continued to outperform local players

CATEGORY DATA

Food Preparation Appliances in Morocco

HEADLINES

PROSPECTS

Healthy diet trends encourage consumers to invest in cooking appliances

Chinese gain ground

Blenders the most dynamic category in 2017

COMPETITIVE LANDSCAPE

Groupe SEB maintains its leading position

Moulinex and Philips the top brands

Increased competition due to cheap imports

CATEGORY DATA

Home Laundry Appliances in Morocco

HEADLINES

PROSPECTS

Home laundry appliances expected to record positive growth over the forecast period

Demand for dryers remains low

Freestanding appliances outperform built-in

COMPETITIVE LANDSCAPE

LG Corp is still leading in home laundry appliances in 2017

Low-income categories still targeted

International players outperform domestic competitors

CATEGORY DATA

Large Cooking Appliances in Morocco

HEADLINES

PROSPECTS

Steady growth set to continue

Large cooking appliances records strong retail volume growth in 2017

Built-in hobs the most dynamic category

COMPETITIVE LANDSCAPE

Whirlpool Corp leads

Manar SA sustained its second position