Consumer Appliances in Morocco

Consumer Appliances in Morocco

EXECUTIVE SUMMARY

Volume sales in consumer appliances is driven by innovation, the development of the real estate landscape and promotional activities

Innovation, smart devices and affordable promotions shaped the landscape of consumer goods

Koninklijke Philips Electronics NV leads volume sales in consumer appliances, benefiting from its established brand, wide distribution and innovative products

Internet retailing is on the rise and hypermarkets drive volume sales through wide distribution and competitive promotional offers

Strong retail volume growth is expected over the forecast period, driven by innovation, promotions and the favourable economic landscape

MARKET INDICATORS

Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2014-2019
Table 2 Replacement Cycles of Consumer Appliances by Category 2014-2019
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2019-2024
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2019-2024

MARKET DATA

Table 5 Sales of Consumer Appliances by Category: Value 2014-2019
Table 6 Sales of Consumer Appliances by Category: % Volume Growth 2014-2019
Table 7 Sales of Consumer Appliances by Category: % Value Growth 2014-2019
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2014-2019
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2014-2019
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2014-2019
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2014-2019
Table 12 Sales of Small Appliances by Category: Volume 2014-2019
Table 13 Sales of Small Appliances by Category: Value 2014-2019
Table 14 Sales of Small Appliances by Category: % Volume Growth 2014-2019
Table 15 Sales of Small Appliances by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Major Appliances: % Volume 2015-2019
Table 17 LBN Brand Shares of Major Appliances: % Volume 2016-2019
Table 18 NBO Company Shares of Small Appliances: % Volume 2015-2019
Table 19 LBN Brand Shares of Small Appliances: % Volume 2016-2019
Table 20 Distribution of Major Appliances by Format: % Volume 2014-2019
Table 21 Distribution of Small Appliances by Format: % Volume 2014-2019
Table 22 Forecast Sales of Consumer Appliances by Category: Volume 2019-2024
Table 23 Forecast Sales of Consumer Appliances by Category: Value 2019-2024
Table 24 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2019-2024
Table 25 Forecast Sales of Consumer Appliances by Category: % Value Growth 2019-2024
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2019-2024
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2019-2024
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2019-2024
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2019-2024
Table 30 Forecast Sales of Small Appliances by Category: Volume 2019-2024
Table 31 Forecast Sales of Small Appliances by Category: Value 2019-2024
Table 32 Forecast Sales of Small Appliances by Category: % Volume Growth 2019-2024
Table 33 Forecast Sales of Small Appliances by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Air Treatment Products in Morocco

HEADLINES

PROSPECTS

Consumers rely on air conditioners to seek relief from high temperatures in Morocco

Sales are set to increase over the forecast period driven by the real estate landscape and the expansion of modern retailers

Air purifiers and cooling fans set to increase over the forecast period

COMPETITIVE LANDSCAPE

Carrier Corp retains its leadership position, bringing innovation to the landscape and offering consumers high-quality products

Small players attract consumers through appealing quality-price-ratios

Players compete through innovation as smart devices become more popular

CATEGORY DATA

Table 34 Sales of Air Treatment Products by Category: Volume 2014-2019
Table 35 Sales of Air Treatment Products by Category: Value 2014-2019
Table 36 Sales of Air Treatment Products by Category: % Volume Growth 2014-2019
Table 37 Sales of Air Treatment Products by Category: % Value Growth 2014-2019
Table 38 Sales of Air Conditioners by Connected Appliances: % Volume 2015-2019
Table 39 NBO Company Shares of Air Treatment Products: % Volume 2015-2019
Table 40 LBN Brand Shares of Air Treatment Products: % Volume 2016-2019
Table 41 Distribution of Air Treatment Products by Format: % Volume 2014-2019
Table 42 Production of Air Conditioners: Total Volume 2014-2019
Table 43 Forecast Sales of Air Treatment Products by Category: Volume 2019-2024
Table 44 Forecast Sales of Air Treatment Products by Category: Value 2019-2024
Table 45 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2019-2024
Table 46 Forecast Sales of Air Treatment Products by Category: % Value Growth 2019-2024

Dishwashers in Morocco

HEADLINES

PROSPECTS

Sales of dishwashers increase as consumers appreciate the time saving, and energy-efficient properties of the appliances

The positive real estate landscape is pushing sales of dishwashers, as tenants want to rent properties full equip with appliances

Lower unit prices drive volume sales as price-sensitive consumers appreciate more affordable price points

COMPETITIVE LANDSCAPE

Whirlpool continues to gain share as consumers appreciate its high quality, innovation and wide availability

LG Corp ranks second-place, focusing on extending their promotional activities to gain volume sales

Competition is set to get fierce over the forecast period as players compete to reach the untapped audience

CATEGORY DATA

Table 47 Sales of Dishwashers by Category: Volume 2014-2019
Table 48 Sales of Dishwashers by Category: Value 2014-2019
Table 49 Sales of Dishwashers by Category: % Volume Growth 2014-2019
Table 50 Sales of Dishwashers by Category: % Value Growth 2014-2019
Table 51 Sales of Dishwashers by Format: % Volume 2014-2019
Table 52 Sales of Dishwashers by Connected Appliances: % Volume 2015-2019
Table 53 NBO Company Shares of Dishwashers: % Volume 2015-2019
Table 54 LBN Brand Shares of Dishwashers: % Volume 2016-2019
Table 55 Distribution of Dishwashers by Format: % Volume 2014-2019
Table 56 Production of Dishwashers: Total Volume 2014-2019
Table 57 Forecast Sales of Dishwashers by Category: Volume 2019-2024
Table 58 Forecast Sales of Dishwashers by Category: Value 2019-2024
Table 59 Forecast Sales of Dishwashers by Category: % Volume Growth 2019-2024
Table 60 Forecast Sales of Dishwashers by Category: % Value Growth 2019-2024

Food Preparation Appliances in Morocco

HEADLINES

PROSPECTS

Blenders recorded the highest growth in 2019, driven from the growing health and wellness trend where consumers aim to follow a healthier diet

Sales of food preparation appliances are driven by religious festivals, partnered with promotions and deals in hypermarkets

Unbranded Chinese products are a threat to food appliances, as local consumers are often attracted to lower price points

COMPETITIVE LANDSCAPE

Groupe SEB leads food preparation appliances, with an established offering of brands including the popular Moulinex

Koninklijke Philips Electronics remains in second, with a strong position, benefiting from running promotions and offers in hypermarkets

Online retailing is set to increase over the forecast period, as Amazon enters the landscape

CATEGORY DATA

Table 61 Sales of Food Preparation Appliances by Category: Volume 2014-2019
Table 62 Sales of Food Preparation Appliances by Category: Value 2014-2019
Table 63 Sales of Food Preparation Appliances by Category: % Volume Growth 2014-2019
Table 64 Sales of Food Preparation Appliances by Category: % Value Growth 2014-2019
Table 65 NBO Company Shares of Food Preparation Appliances: % Volume 2015-2019
Table 66 LBN Brand Shares of Food Preparation Appliances: % Volume 2016-2019
Table 67 Distribution of Food Preparation Appliances by Format: % Volume 2014-2019
Table 68 Forecast Sales of Food Preparation Appliances by Category: Volume 2019-2024
Table 69 Forecast Sales of Food Preparation Appliances by Category: Value 2019-2024
Table 70 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2019-2024
Table 71 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2019-2024

Home Laundry Appliances in Morocco

HEADLINES

PROSPECTS

Automatic washing machines remain popular, as consumers preference models with larger capacity

Modern retailers gain popularity as traditional retailers struggle to implement government rules

Innovation drives sales of home laundry appliances, and manufacturers will focus on this to boost sales over the forecast period

COMPETITIVE LANDSCAPE

Samsung Corp retains its leadership through product innovations, as LG Corp ranks second through offering price promotions

Competition is weak for automatic dryers, as sales struggle against the warm weather of Morocco

International players compete with local players, driving sales in home laundry appliances

CATEGORY DATA

Table 72 Sales of Home Laundry Appliances by Category: Volume 2014-2019
Table 73 Sales of Home Laundry Appliances by Category: Value 2014-2019
Table 74 Sales of Home Laundry Appliances by Category: % Volume Growth 2014-2019
Table 75 Sales of Home Laundry Appliances by Category: % Value Growth 2014-2019
Table 76 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2019
Table 77 Sales of Automatic Washing Machines by Format: % Volume 2014-2019
Table 78 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2014-2019
Table 79 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2015-2019
Table 80 NBO Company Shares of Home Laundry Appliances: % Volume 2015-2019
Table 81 LBN Brand Shares of Home Laundry Appliances: % Volume 2016-2019
Table 82 Distribution of Home Laundry Appliances by Format: % Volume 2014-2019
Table 83 Production of Home Laundry Appliances: Total Volume 2014-2019
Table 84 Forecast Sales of Home Laundry Appliances by Category: Volume 2019-2024
Table 85 Forecast Sales of Home Laundry Appliances by Category: Value 2019-2024
Table 86 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2019-2024
Table 87 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2019-2024

Large Cooking Appliances in Morocco

HEADLINES

PROSPECTS

Ramadan drives sales of large cooking appliances as consumers prepare for the holy month

Built-in cooking appliances drive growth as consumers are willing to pay extra for their desired kitchen aesthetic

Growth over the forecast is driven by the booming real estate landscape, an increase in tech-savvy consumers and the expansion of modern retailers

COMPETITIVE LANDSCAPE

No change at the top as consumers are loyal to established players

Whirlpool retains its lead in 2019, through a strong reputation and wide availability

Manar SA improves the quality of its offerings to retain its second-place position in 2019

CATEGORY DATA

Table 88 Sales of Large Cooking Appliances by Category: Volume 2014-2019
Table 89 Sales of Large Cooking Appliances by Category: Value 2014-2019
Table 90 Sales of Large Cooking Appliances by Category: % Volume Growth 2014-2019
Table 91 Sales of Large Cooking Appliances by Category: % Value Growth 2014-2019
Table 92 Sales of Built-in Hobs by Format: % Volume 2014-2019
Table 93 Sales of Ovens by Connected Appliances: % Volume 2015-2019
Table 94 NBO Company Shares of Large Cooking Appliances: % Volume 2015-2019
Table 95 LBN Brand Shares of Large Cooking Appliances: % Volume 2016-2019
Table 96 NBO Company Shares of Built-in Hobs: % Volume 2015-2019
Table 97 NBO Company Shares of Ovens: % Volume 2015-2019
Table 98 NBO Company Shares of Cooker Hoods: % Volume 2015-2019
Table 99 NBO Company Shares of Built-in Cooker Hoods: % Volume 2015-2019
Table 100 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2015-2019
Table 101 NBO Company Shares of Cookers: % Volume 2015-2019
Table 102 Distribution of Large Cooking Appliances by Format: % Volume 2014-2019
Table 103 Production of Large Cooking Appliances: Total Volume 2014-2019
Table 104 Forecast Sales of Large Cooking Appliances by Category: Volume 2019-2024
Table 105 Forecast Sales of Large Cooking Appliances by Category: Value 2019-2024
Table 106 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2019-2024
Table 107 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2019-2024

Microwaves in Morocco

HEADLINES

PROSPECTS

Microwaves experiences positive growth, driven by growing awareness and busier, urban lifestyles that demand time-saving options

Built-in microwaves and innovation is set to drive growth over the forecast period

Freestanding ovens with built-in microwaves and health concerns are a threat to microwave volume sales

COMPETITIVE LANDSCAPE

LG Corp remains the leading player through an attractive quality-price-ratio and widespread availability

Through its innovative features and high-quality reputation, Whirlpool retains its second-place position in 2019

Competition comes from Chinese and Turkish items, as well as ovens that have built-in microwave features

CATEGORY DATA

Table 108 Sales of Microwaves by Category: Volume 2014-2019
Table 109 Sales of Microwaves by Category: Value 2014-2019
Table 110 Sales of Microwaves by Category: % Volume Growth 2014-2019
Table 111 Sales of Microwaves by Category: % Value Growth 2014-2019
Table 112 Sales of Microwaves by Connected Appliances: % Volume 2015-2019
Table 113 NBO Company Shares of Microwaves: % Volume 2015-2019
Table 114 LBN Brand Shares of Microwaves: % Volume 2016-2019
Table 115 Distribution of Microwaves by Format: % Volume 2014-2019
Table 116 Production of Microwaves: Total Volume 2014-2019
Table 117 Forecast Sales of Microwaves by Category: Volume 2019-2024
Table 118 Forecast Sales of Microwaves by Category: Value 2019-2024
Table 119 Forecast Sales of Microwaves by Category: % Volume Growth 2019-2024
Table 120 Forecast Sales of Microwaves by Category: % Value Growth 2019-2024

Personal Care Appliances in Morocco

HEADLINES

PROSPECTS

A rise in self-care and daily grooming boosts volume sales of personal care appliances

Body shavers are gaining popularity thanks to innovative cordless designs

Oral care appliances and electric toothbrushes see the lowest levels of growth

COMPETITIVE LANDSCAPE

International players lead in personal care appliances, offering established names and quality above that of local players

Innovations for body shavers is set to boost growth over the forecast period

The growing number of Turkish and Chinese offerings are a potential threat to growth

CATEGORY DATA

Table 121 Sales of Personal Care Appliances by Category: Volume 2014-2019
Table 122 Sales of Personal Care Appliances by Category: Value 2014-2019
Table 123 Sales of Personal Care Appliances by Category: % Volume Growth 2014-2019
Table 124 Sales of Personal Care Appliances by Category: % Value Growth 2014-2019
Table 125 Sales of Body Shavers by Format: % Volume 2014-2019
Table 126 Sales of Hair Care Appliances by Format: % Volume 2014-2019
Table 127 NBO Company Shares of Personal Care Appliances 2015-2019
Table 128 LBN Brand Shares of Personal Care Appliances 2016-2019
Table 129 Distribution of Personal Care Appliances by Format: % Volume 2014-2019
Table 130 Forecast Sales of Personal Care Appliances by Category: Volume 2019-2024
Table 131 Forecast Sales of Personal Care Appliances by Category: Value 2019-2024
Table 132 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2019-2024
Table 133 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2019-2024

Refrigeration Appliances in Morocco

HEADLINES

PROSPECTS

Growth is driven by a rise in modern retailers, with consumers replacing applications, or buying appliances for their first homes

Fridge freezers benefit from being convenient choices that form part of sales packages

Players focus on innovation, which will drive growth over the forecast period

COMPETITIVE LANDSCAPE

Manar SA has strong volume sales due to its established reputation and popular sales tactics, however, in 2019, it loses share to Whirlpool

An active year for LG which gets back on its feet with a new product innovation

As sales slowdown, players focus on innovation to tempt consumers

CATEGORY DATA

Table 134 Sales of Refrigeration Appliances by Category: Volume 2014-2019
Table 135 Sales of Refrigeration Appliances by Category: Value 2014-2019
Table 136 Sales of Refrigeration Appliances by Category: % Volume Growth 2014-2019
Table 137 Sales of Refrigeration Appliances by Category: % Value Growth 2014-2019
Table 138 Sales of Freezers by Format: % Volume 2014-2019
Table 139 Sales of Freezers by Volume Capacity: % Volume 2014-2019
Table 140 Sales of Fridge Freezers by Format: % Volume 2014-2019
Table 141 Sales of Fridge Freezers by Volume Capacity: % Volume 2014-2019
Table 142 Sales of Fridge Freezers by Connected Appliances: % Volume 2015-2019
Table 143 Sales of Fridges by Volume Capacity: % Volume 2014-2019
Table 144 NBO Company Shares of Refrigeration Appliances: % Volume 2015-2019
Table 145 LBN Brand Shares of Refrigeration Appliances: % Volume 2016-2019
Table 146 NBO Company Shares of Built-in Fridge Freezers: % Volume 2015-2019
Table 147 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2015-2019
Table 148 NBO Company Shares of Built-in Fridges: % Volume 2015-2019
Table 149 NBO Company Shares of Freestanding Fridges: % Volume 2015-2019
Table 150 Distribution of Refrigeration Appliances by Format: % Volume 2014-2019
Table 151 Production of Refrigeration Appliances: Total Volume 2014-2019
Table 152 Forecast Sales of Refrigeration Appliances by Category: Volume 2019-2024
Table 153 Forecast Sales of Refrigeration Appliances by Category: Value 2019-2024
Table 154 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2019-2024
Table 155 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2019-2024

Small Cooking Appliances in Morocco

HEADLINES

PROSPECTS

The growing health and wellness trend drives sales of light fat fryers, as deep fat fryers suffer

Coffee machine sales are expected to increase over the forecast period, benefiting from the growing coffee culture and in-store demonstrations

Espresso coffee machines see fast growth, benefiting from affordable pricing and promotional activities

COMPETITIVE LANDSCAPE

Group SEB retains its leadership with offerings Moulinex, Rowenta and Krups

Koninklijke Philips Electronics NV increases its share due to consumer awareness and high-quality offerings

Unbranded Chinese products are a threat to the growth of small appliances, as established players focus on innovation to compete

CATEGORY DATA

Table 156 Sales of Small Cooking Appliances by Category: Volume 2014-2019
Table 157 Sales of Small Cooking Appliances by Category: Value 2014-2019
Table 158 Sales of Small Cooking Appliances by Category: % Volume Growth 2014-2019
Table 159 Sales of Small Cooking Appliances by Category: % Value Growth 2014-2019
Table 160 Sales of Freestanding Hobs by Format: % Volume 2014-2019
Table 161 NBO Company Shares of Small Cooking Appliances: % Volume 2015-2019
Table 162 LBN Brand Shares of Small Cooking Appliances: % Volume 2016-2019
Table 163 Distribution of Small Cooking Appliances by Format: % Volume 2014-2019
Table 164 Forecast Sales of Small Cooking Appliances by Category: Volume 2019-2024
Table 165 Forecast Sales of Small Cooking Appliances by Category: Value 2019-2024
Table 166 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2019-2024
Table 167 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2019-2024

Vacuum Cleaners in Morocco

HEADLINES

PROSPECTS

Robotic vacuum cleaners are on the rise, as LG and Bosch test these products on the landscape

Stick vacuum cleaners remain popular, but cylinder vacuum cleaners experience the most growth, driven my being cheap, convenient and easy to store

Innovation, busy lifestyles and retail promotions drive sales of vacuum cleaners over the forecast period

COMPETITIVE LANDSCAPE

Groupe SEB leads vacuum cleaners through well-known offerings Moulinex and Rowenta

Dyson compete through innovation, launching wireless vacuum cleaners in Morocco

Traditional cleaning methods threaten ongoing growth in vacuum cleaners

CATEGORY DATA

Table 168 Sales of Vacuum Cleaners by Category: Volume 2014-2019
Table 169 Sales of Vacuum Cleaners by Category: Value 2014-2019
Table 170 Sales of Vacuum Cleaners by Category: % Volume Growth 2014-2019
Table 171 Sales of Vacuum Cleaners by Category: % Value Growth 2014-2019
Table 172 NBO Company Shares of Vacuum Cleaners: % Volume 2015-2019
Table 173 LBN Brand Shares of Vacuum Cleaners: % Volume 2016-2019
Table 174 Distribution of Vacuum Cleaners by Format: % Volume 2014-2019
Table 175 Forecast Sales of Vacuum Cleaners by Category: Volume 2019-2024
Table 176 Forecast Sales of Vacuum Cleaners by Category: Value 2019-2024
Table 177 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2019-2024
Table 178 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2019-2024

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