Consumer Appliances in Morocco

Consumer Appliances in Morocco

EXECUTIVE SUMMARY

Stable retail volume growth for 2018

Innovation and promotional activities are the main trends in consumer appliances

Groupe SEB becomes the leading player in consumer appliances

Hypermarkets and online retailers are gaining share

Strong retail volume growth expected over the forecast period

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2013-2018
Table 2 Replacement Cycles of Consumer Appliances by Category 2013-2018
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Volume 2013-2018
Table 6 Sales of Consumer Appliances by Category: Value 2013-2018
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2013-2018
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2013-2018
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2013-2018
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2013-2018
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2013-2018
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2013-2018
Table 13 Sales of Small Appliances by Category: Volume 2013-2018
Table 14 Sales of Small Appliances by Category: Value 2013-2018
Table 15 Sales of Small Appliances by Category: % Volume Growth 2013-2018
Table 16 Sales of Small Appliances by Category: % Value Growth 2013-2018
Table 17 NBO Company Shares of Major Appliances: % Volume 2014-2018
Table 18 LBN Brand Shares of Major Appliances: % Volume 2015-2018
Table 19 NBO Company Shares of Small Appliances: % Volume 2014-2018
Table 20 LBN Brand Shares of Small Appliances: % Volume 2015-2018
Table 21 Distribution of Major Appliances by Format: % Volume 2013-2018
Table 22 Distribution of Small Appliances by Format: % Volume 2013-2018
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2018-2023
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2018-2023
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 31 Forecast Sales of Small Appliances by Category: Volume 2018-2023
Table 32 Forecast Sales of Small Appliances by Category: Value 2018-2023
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Food Preparation Appliances in Morocco

HEADLINES

PROSPECTS

Blenders remains most dynamic performer

Food preparation appliances set to grow

Growing number of Chinese and Turkish products could damage sales

COMPETITIVE LANDSCAPE

Groupe SEB continues to lead food preparation appliances

New brands are evolving in food preparation appliances

Connected ovens are emerging slowly in Morocco

CATEGORY DATA

Table 35 Sales of Food Preparation Appliances by Category: Volume 2013-2018
Table 36 Sales of Food Preparation Appliances by Category: Value 2013-2018
Table 37 Sales of Food Preparation Appliances by Category: % Volume Growth 2013-2018
Table 38 Sales of Food Preparation Appliances by Category: % Value Growth 2013-2018
Table 39 NBO Company Shares of Food Preparation Appliances: % Volume 2014-2018
Table 40 LBN Brand Shares of Food Preparation Appliances: % Volume 2015-2018
Table 41 Distribution of Food Preparation Appliances by Format: % Volume 2013-2018
Table 42 Forecast Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 43 Forecast Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 44 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 45 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023

Home Laundry Appliances in Morocco

HEADLINES

PROSPECTS

Positive growth is expected over the forecast period

Manufacturers set to focus on innovation over the forecast period

Automatic washing machines set to drive sales over the forecast period

COMPETITIVE LANDSCAPE

International players continue to drive value sales

Samsung gains leadership of home laundry appliances

Notable new product development

CATEGORY DATA

Table 46 Sales of Home Laundry Appliances by Category: Volume 2013-2018
Table 47 Sales of Home Laundry Appliances by Category: Value 2013-2018
Table 48 Sales of Home Laundry Appliances by Category: % Volume Growth 2013-2018
Table 49 Sales of Home Laundry Appliances by Category: % Value Growth 2013-2018
Table 50 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2014-2018
Table 51 Sales of Automatic Washing Machines by Format: % Volume 2013-2018
Table 52 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2013-2018
Table 53 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2014-2018
Table 54 NBO Company Shares of Home Laundry Appliances: % Volume 2014-2018
Table 55 LBN Brand Shares of Home Laundry Appliances: % Volume 2015-2018
Table 56 Distribution of Home Laundry Appliances by Format: % Volume 2013-2018
Table 57 Production, Imports and Exports of Home Laundry Appliances: Total Volume 2013-2018
Table 58 Forecast Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 59 Forecast Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 60 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 61 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023

Large Cooking Appliances in Morocco

HEADLINES

PROSPECTS

Large cooking appliances set to grow over the forecast period

Built-in cooking appliances set to gain momentum

Innovation is expected to drive volume sales over the forecast period

COMPETITIVE LANDSCAPE

Whirlpool leads large cooking appliances

Manar SA continues to lose share

Connected ovens expected to emerge

CATEGORY DATA

Table 62 Sales of Large Cooking Appliances by Category: Volume 2013-2018
Table 63 Sales of Large Cooking Appliances by Category: Value 2013-2018
Table 64 Sales of Large Cooking Appliances by Category: % Volume Growth 2013-2018
Table 65 Sales of Large Cooking Appliances by Category: % Value Growth 2013-2018
Table 66 Sales of Built-in Hobs by Format: % Volume 2013-2018
Table 67 Sales of Ovens by Connected Appliances: % Volume 2014-2018
Table 68 NBO Company Shares of Large Cooking Appliances: % Volume 2014-2018
Table 69 LBN Brand Shares of Large Cooking Appliances: % Volume 2015-2018
Table 70 NBO Company Shares of Built-in Hobs: % Volume 2014-2018
Table 71 NBO Company Shares of Ovens: % Volume 2014-2018
Table 72 NBO Company Shares of Cooker Hoods: % Volume 2014-2018
Table 73 NBO Company Shares of Built-in Cooker Hoods: % Volume 2014-2018
Table 74 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2014-2018
Table 75 NBO Company Shares of Cookers: % Volume 2014-2018
Table 76 Distribution of Large Cooking Appliances by Format: % Volume 2013-2018
Table 77 Production, Imports and Exports of Large Cooking Appliances: Total Volume 2013-2018
Table 78 Forecast Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 79 Forecast Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 80 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 81 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023

Microwaves in Morocco

HEADLINES

PROSPECTS

Microwaves set to grow over the forecast period

Built-in microwaves set to grow over the forecast period

Innovation is expected to drive sales

COMPETITIVE LANDSCAPE

LG Corp remains the leading player

Promotional activities remain the driving factor for sales

Chinese and Turkish brands have increasing presence

CATEGORY DATA

Table 82 Sales of Microwaves by Category: Volume 2013-2018
Table 83 Sales of Microwaves by Category: Value 2013-2018
Table 84 Sales of Microwaves by Category: % Volume Growth 2013-2018
Table 85 Sales of Microwaves by Category: % Value Growth 2013-2018
Table 86 Sales of Microwaves by Connected Appliances: % Volume 2014-2018
Table 87 NBO Company Shares of Microwaves: % Volume 2014-2018
Table 88 LBN Brand Shares of Microwaves: % Volume 2015-2018
Table 89 Distribution of Microwaves by Format: % Volume 2013-2018
Table 90 Production, Imports and Exports of Microwaves: Total Volume 2013-2018
Table 91 Forecast Sales of Microwaves by Category: Volume 2018-2023
Table 92 Forecast Sales of Microwaves by Category: Value 2018-2023
Table 93 Forecast Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 94 Forecast Sales of Microwaves by Category: % Value Growth 2018-2023

Personal Care Appliances in Morocco

HEADLINES

PROSPECTS

Growth is set to remain strong

Growing urbanisation will benefit volume sales

Inexpensive spas and hair salons may threaten sales

COMPETITIVE LANDSCAPE

International brands lead category

Growing number of Turkish and Chinese brands

Non-grocery specialists is main distribution channel

CATEGORY DATA

Table 95 Sales of Personal Care Appliances by Category: Volume 2013-2018
Table 96 Sales of Personal Care Appliances by Category: Value 2013-2018
Table 97 Sales of Personal Care Appliances by Category: % Volume Growth 2013-2018
Table 98 Sales of Personal Care Appliances by Category: % Value Growth 2013-2018
Table 99 Sales of Body Shavers by Format: % Volume 2013-2018
Table 100 Sales of Hair Care Appliances by Format: % Volume 2013-2018
Table 101 NBO Company Shares of Personal Care Appliances 2014-2018
Table 102 LBN Brand Shares of Personal Care Appliances 2015-2018
Table 103 Distribution of Personal Care Appliances by Format: % Volume 2013-2018
Table 104 Forecast Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 105 Forecast Sales of Personal Care Appliances by Category: Value 2018-2023
Table 106 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 107 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2018-2023

Refrigeration Appliances in Morocco

HEADLINES

PROSPECTS

Fridge freezers remains the dominant refrigeration appliance

Innovation is expected to drive growth over the forecast period

Rapid expansion of modern retailers will benefit sales over the forecast period

COMPETITIVE LANDSCAPE

International key players remain leaders in refrigeration appliances in Morocco

Companies compete by pushing volume sales

Advertising is the main strategies for competition in this category

CATEGORY DATA

Table 108 Sales of Refrigeration Appliances by Category: Volume 2013-2018
Table 109 Sales of Refrigeration Appliances by Category: Value 2013-2018
Table 110 Sales of Refrigeration Appliances by Category: % Volume Growth 2013-2018
Table 111 Sales of Refrigeration Appliances by Category: % Value Growth 2013-2018
Table 112 Sales of Freezers by Format: % Volume 2013-2018
Table 113 Sales of Freezers by Volume Capacity: % Volume 2013-2018
Table 114 Sales of Fridge Freezers by Format: % Volume 2013-2018
Table 115 Sales of Fridge Freezers by Volume Capacity: % Volume 2013-2018
Table 116 Sales of Fridge Freezers by Connected Appliances: % Volume 2014-2018
Table 117 Sales of Fridges by Volume Capacity: % Volume 2013-2018
Table 118 NBO Company Shares of Refrigeration Appliances: % Volume 2014-2018
Table 119 LBN Brand Shares of Refrigeration Appliances: % Volume 2015-2018
Table 120 NBO Company Shares of Built-in Fridge Freezers: % Volume 2014-2018
Table 121 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2014-2018
Table 122 NBO Company Shares of Built-in Fridges: % Volume 2014-2018
Table 123 NBO Company Shares of Freestanding Fridges: % Volume 2014-2018
Table 124 Distribution of Refrigeration Appliances by Format: % Volume 2013-2018
Table 125 Production, Imports and Exports of Refrigeration Appliances: Total Volume 2013-2018
Table 126 Forecast Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 127 Forecast Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 128 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 129 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023

Small Cooking Appliances in Morocco

HEADLINES

PROSPECTS

Unit prices expected to marginally decline over the forecast period

Health and wellness trend set to drive sales

Coffee machine sales expected to grow over the forecast period

COMPETITIVE LANDSCAPE

Group SEB strengthens leadership of small cooking appliances

International players own the leading brands

Focus on design is evident in 2018

CATEGORY DATA

Table 130 Sales of Small Cooking Appliances by Category: Volume 2013-2018
Table 131 Sales of Small Cooking Appliances by Category: Value 2013-2018
Table 132 Sales of Small Cooking Appliances by Category: % Volume Growth 2013-2018
Table 133 Sales of Small Cooking Appliances by Category: % Value Growth 2013-2018
Table 134 Sales of Freestanding Hobs by Format: % Volume 2013-2018
Table 135 NBO Company Shares of Small Cooking Appliances: % Volume 2014-2018
Table 136 LBN Brand Shares of Small Cooking Appliances: % Volume 2015-2018
Table 137 Distribution of Small Cooking Appliances by Format: % Volume 2013-2018
Table 138 Forecast Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 139 Forecast Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 140 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 141 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023

Vacuum Cleaners in Morocco

HEADLINES

PROSPECTS

Vacuum cleaners set to grow over the forecast period

Smart devices are expected to emerge over the forecast period

Cylinder vacuum cleaners will remain the most used

COMPETITIVE LANDSCAPE

Groupe SEB leads vacuum cleaners in Morocco

Specialist retailers adapt to internet retailing

LG retains ranking but loses share

CATEGORY DATA

Table 142 Sales of Vacuum Cleaners by Category: Volume 2013-2018
Table 143 Sales of Vacuum Cleaners by Category: Value 2013-2018
Table 144 Sales of Vacuum Cleaners by Category: % Volume Growth 2013-2018
Table 145 Sales of Vacuum Cleaners by Category: % Value Growth 2013-2018
Table 146 NBO Company Shares of Vacuum Cleaners: % Volume 2014-2018
Table 147 LBN Brand Shares of Vacuum Cleaners: % Volume 2015-2018
Table 148 Distribution of Vacuum Cleaners by Format: % Volume 2013-2018
Table 149 Forecast Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 150 Forecast Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 151 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 152 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023

Air Treatment Products in Morocco

HEADLINES

PROSPECTS

Consumers seek relief from high temperatures in Morocco

Sales set to increase over the forecast period

Air purifiers set to grow over the forecast period

COMPETITIVE LANDSCAPE

Innovation is set to be a competitive advantage

Carrier Corp retains leadership

Declining unit prices

CATEGORY DATA

Table 153 Sales of Air Treatment Products by Category: Volume 2013-2018
Table 154 Sales of Air Treatment Products by Category: Value 2013-2018
Table 155 Sales of Air Treatment Products by Category: % Volume Growth 2013-2018
Table 156 Sales of Air Treatment Products by Category: % Value Growth 2013-2018
Table 157 Sales of Air Conditioners by Connected Appliances: % Volume 2014-2018
Table 158 NBO Company Shares of Air Treatment Products: % Volume 2014-2018
Table 159 LBN Brand Shares of Air Treatment Products: % Volume 2015-2018
Table 160 Distribution of Air Treatment Products by Format: % Volume 2013-2018
Table 161 Production, Imports and Exports of Air Conditioners: Total Volume 2013-2018
Table 162 Forecast Sales of Air Treatment Products by Category: Volume 2018-2023
Table 163 Forecast Sales of Air Treatment Products by Category: Value 2018-2023
Table 164 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 165 Forecast Sales of Air Treatment Products by Category: % Value Growth 2018-2023

Dishwashers in Morocco

HEADLINES

PROSPECTS

Energy efficient features are expected to drive sales in dishwashers

Lower unit prices drive volume sales

Reduced noise dishwashers will be in increasing demand over forecast period

COMPETITIVE LANDSCAPE

Promotional activities remain most successful strategy for dishwashers

International manufacturers remain leaders of dishwashers

Whirlpool gains ground

CATEGORY DATA

Table 166 Sales of Dishwashers by Category: Volume 2013-2018
Table 167 Sales of Dishwashers by Category: Value 2013-2018
Table 168 Sales of Dishwashers by Category: % Volume Growth 2013-2018
Table 169 Sales of Dishwashers by Category: % Value Growth 2013-2018
Table 170 Sales of Dishwashers by Format: % Volume 2013-2018
Table 171 Sales of Dishwashers by Connected Appliances: % Volume 2014-2018
Table 172 NBO Company Shares of Dishwashers: % Volume 2014-2018
Table 173 LBN Brand Shares of Dishwashers: % Volume 2015-2018
Table 174 Distribution of Dishwashers by Format: % Volume 2013-2018
Table 175 Production, Imports and Exports of Dishwashers: Total Volume 2013-2018
Table 176 Forecast Sales of Dishwashers by Category: Volume 2018-2023
Table 177 Forecast Sales of Dishwashers by Category: Value 2018-2023
Table 178 Forecast Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 179 Forecast Sales of Dishwashers by Category: % Value Growth 2018-2023

---