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Consumer Electronics in Morocco
August 2022
Consumer electronics in 2022: The big picture
Overall, consumers electronics are expected to register moderate volume growth in 2022 and higher current value growth, as inflations starts creeping up. Inflation is increasing due to the war in Ukraine, which is pushing up energy prices, and there is also continuing global supply constraints of key components of consumer electronics and this is also pushing up prices.
2022 key trends
Inflation is beginning to creep up in 2022, due to global factors such as rising energy prices as a result of the war in Ukraine. This is particularly evident in headphones and to an extent in mobile phones.
Competitive landscape
Samsung Electronics Morocco is expected to continue to lead the competitive landscape in 2022, largely driven by its strength in lucrative consumers electronics such as computers, televisions and mobile phones. Another key strength of Samsung is that it offers a wide array of products at different price points and this ensures a larger consumer base.
Retailing developments
In terms of e-commerce, the 2020 lockdowns led to a surge in e-commerce, with the lockdowns giving players the push to improve their service in terms of logistics and payment options etc and they will benefit from this investment over the coming years. In terms of overall distribution, the preferred channels are specialised stores, followed by hypermarket/supermarkets, with e-commerce being the third most popular channel.
What next for consumer electronics?
Consumer electronics will register moderate volume growth over the forecast period, with constant value growth being higher, due to an inflationary environment. If the war in Ukraine continues to drag on, inflation will continue to rise and there could also possibly be a recession.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics 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:
Computers and Peripherals
In-Car Entertainment
Home Audio and Cinema
Home Video
Imaging Devices
Mobile Phones
Portable Players
Wearable Electronics
If you're in the Consumer Electronics 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 Electronics 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 Electronics in Morocco?
Which are the leading brands in Morocco?
How are products distributed in Morocco?
How is the rise of e-commerce changing the retail landscape?
How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
How are considerations such as urban development and the rise in single-person households driving sales growth?
Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
Where is future growth expected to be most dynamic?
Consumer Electronics in Morocco
EXECUTIVE SUMMARY
Consumer electronics in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for consumer electronics?
MARKET DATA
Table 1 Sales of Consumer Electronics by Category: Volume 2017-2022Table 2 Sales of Consumer Electronics by Category: Value 2017-2022Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2017-2022Table 4 Sales of Consumer Electronics by Category: % Value Growth 2017-2022Table 5 NBO Company Shares of Consumer Electronics: % Volume 2018-2022Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2019-2022Table 7 Distribution of Consumer Electronics by Channel: % Volume 2017-2022Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2022-2027Table 9 Forecast Sales of Consumer Electronics by Category: Value 2022-2027Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2022-2027Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
Computers and Peripherals in Morocco
KEY DATA FINDINGS
2022 DEVELOPMENTS
Players offer promotions to support volume sales
Competitive landscape remains unchanged
Tablets on downward trend
PROSPECTS AND OPPORTUNITIES
Marginal volume growth over forecast period
Growth of gaming niche
Arrival of 5G could dampen volume sales
CATEGORY DATA
Table 12 Sales of Computers and Peripherals by Category: Volume 2017-2022Table 13 Sales of Computers and Peripherals by Category: Value 2017-2022Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2017-2022Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2017-2022Table 16 Sales of Computers by Category: Business Volume 2017-2022Table 17 Sales of Computers by Category: Business Value MSP 2017-2022Table 18 Sales of Computers by Category: Business Volume Growth 2017-2022Table 19 Sales of Computers by Category: Business Value MSP Growth 2017-2022Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2018-2022Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2019-2022Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2017-2022Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2022-2027Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2022-2027Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2022-2027Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2022-2027Table 27 Forecast Sales of Computers by Category: Business Volume 2022-2027Table 28 Forecast Sales of Computers by Category: Business Value MSP 2022-2027Table 29 Forecast Sales of Computers by Category: Business Volume Growth 2022-2027Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2022-2027
In-Car Entertainment in Morocco
KEY DATA FINDINGS
2022 DEVELOPMENTS
Further volume decline in 2022
Cars increasingly have in-built systems
Free navigation apps hamper sales of in-car navigation systems
PROSPECTS AND OPPORTUNITIES
Negative outlook over forecast period
Chinese brands gain volume share
Morocco’s booming car manufacturing industry does not bode well for in-car entertainment
CATEGORY DATA
Table 31 Sales of In-Car Entertainment by Category: Volume 2017-2022Table 32 Sales of In-Car Entertainment by Category: Value 2017-2022Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2017-2022Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2017-2022Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2018-2022Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2019-2022Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2017-2022Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2022-2027Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2022-2027Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2022-2027Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2022-2027
Home Audio and Cinema in Morocco
KEY DATA FINDINGS
2022 DEVELOPMENTS
Slight increase in volume sales in 2022
Sony consolidates lead in largely static competitive environment
Hi-Fi systems dominate segment
PROSPECTS AND OPPORTUNITIES
Minimal volume growth over forecast period
Hi-Fi systems appeal to low- and middle-income consumers
Uncertain economic outlook dampens volume sales
CATEGORY DATA
Table 42 Sales of Home Audio and Cinema by Category: Volume 2017-2022Table 43 Sales of Home Audio and Cinema by Category: Value 2017-2022Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2017-2022Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2017-2022Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2018-2022Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2019-2022Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2018-2022Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2022-2027Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2022-2027Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2022-2027Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2022-2027
Home Video in Morocco
KEY DATA FINDINGS
2022 DEVELOPMENTS
TVs performs strongly in 2022
TVs only growing segment in 2022
Samsung makes share gains
PROSPECTS AND OPPORTUNITIES
Positive outlook for televisions over forecast period
Growth for OLED TVs as prices fall
New content delivery options to make video players redundant
CATEGORY DATA
Table 53 Sales of Home Video by Category: Volume 2017-2022Table 54 Sales of Home Video by Category: Value 2017-2022Table 55 Sales of Home Video by Category: % Volume Growth 2017-2022Table 56 Sales of Home Video by Category: % Value Growth 2017-2022Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2017-2022Table 58 NBO Company Shares of Home Video: % Volume 2018-2022Table 59 LBN Brand Shares of Home Video: % Volume 2019-2022Table 60 Distribution of Home Video by Channel: % Volume 2017-2022Table 61 Forecast Sales of Home Video by Category: Volume 2022-2027Table 62 Forecast Sales of Home Video by Category: Value 2022-2027Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2022-2027Table 64 Forecast Sales of Home Video by Category: % Value Growth 2022-2027Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2022-2027
Headphones in Morocco
KEY DATA FINDINGS
2022 DEVELOPMENTS
TWS earbuds drives volume sales in headphones in 2022
Apple continues to lead but landscape becomes more fragmented
Rapidly changing technology means headphones needs to be upgraded frequently
PROSPECTS AND OPPORTUNITIES
Healthy volume growth over forecast period
Further shift away from wireless earphones
Affordable brands gaining volume share
CATEGORY DATA
Table 66 Sales of Headphones by Category: Volume 2017-2022Table 67 Sales of Headphones by Category: Value 2017-2022Table 68 Sales of Headphones by Category: % Volume Growth 2017-2022Table 69 Sales of Headphones by Category: % Value Growth 2017-2022Table 70 NBO Company Shares of Headphones: % Volume 2018-2022Table 71 LBN Brand Shares of Headphones: % Volume 2019-2022Table 72 Distribution of Headphones by Channel: % Volume 2017-2022Table 73 Forecast Sales of Headphones by Category: Volume 2022-2027Table 74 Forecast Sales of Headphones by Category: Value 2022-2027Table 75 Forecast Sales of Headphones by Category: % Volume Growth 2022-2027Table 76 Forecast Sales of Headphones by Category: % Value Growth 2022-2027
Imaging Devices in Morocco
KEY DATA FINDINGS
2022 DEVELOPMENTS
Steep volume decline in 2022
Canon holds on to lead due to wide portfolio across different price points
Digital cameras fare better than digital camcorders
PROSPECTS AND OPPORTUNITIES
Bleak outlook over forecast period
Lifting of restrictions offers some opportunities for digital camcorders
Uncertain economic outlook dampens volume sales
CATEGORY DATA
Table 77 Sales of Imaging Devices by Category: Volume 2017-2022Table 78 Sales of Imaging Devices by Category: Value 2017-2022Table 79 Sales of Imaging Devices by Category: % Volume Growth 2017-2022Table 80 Sales of Imaging Devices by Category: % Value Growth 2017-2022Table 81 NBO Company Shares of Imaging Devices: % Volume 2018-2022Table 82 LBN Brand Shares of Imaging Devices: % Volume 2019-2022Table 83 Distribution of Imaging Devices by Channel: % Volume 2017-2022Table 84 Forecast Sales of Imaging Devices by Category: Volume 2022-2027Table 85 Forecast Sales of Imaging Devices by Category: Value 2022-2027Table 86 Forecast Sales of Imaging Devices by Category: % Volume Growth 2022-2027Table 87 Forecast Sales of Imaging Devices by Category: % Value Growth 2022-2027
Mobile Phones in Morocco
KEY DATA FINDINGS
2022 DEVELOPMENTS
Healthy volume and current value growth in 2022
Leaders experience share erosion as Chinese competitors gain traction
Increasing demand for bigger screens
PROSPECTS AND OPPORTUNITIES
Smartphones will benefit from widening demand for internet access
Uncertain economic outlook dampens volume demand
Population growth and increased social media use stimulate sales of smartphones
CATEGORY DATA
Table 88 Sales of Mobile Phones by Category: Volume 2017-2022Table 89 Sales of Mobile Phones by Category: Value 2017-2022Table 90 Sales of Mobile Phones by Category: % Volume Growth 2017-2022Table 91 Sales of Mobile Phones by Category: % Value Growth 2017-2022Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2019-2022Table 93 NBO Company Shares of Mobile Phones: % Volume 2018-2022Table 94 LBN Brand Shares of Mobile Phones: % Volume 2019-2022Table 95 Distribution of Mobile Phones by Channel: % Volume 2017-2022Table 96 Forecast Sales of Mobile Phones by Category: Volume 2022-2027Table 97 Forecast Sales of Mobile Phones by Category: Value 2022-2027Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2022-2027Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2022-2027Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2022-2027
Portable Players in Morocco
KEY DATA FINDINGS
2022 DEVELOPMENTS
Continued volume decline for portable media players
Growth for wireless speakers
Manufacturers’ strength in wireless speakers key to performance
PROSPECTS AND OPPORTUNITIES
Portable media players continue downward decline
Continued but slowing growth for wireless speakers
Uncertain economic outlook dampens volume sales
CATEGORY DATA
Table 101 Sales of Portable Players by Category: Volume 2017-2022Table 102 Sales of Portable Players by Category: Value 2017-2022Table 103 Sales of Portable Players by Category: % Volume Growth 2017-2022Table 104 Sales of Portable Players by Category: % Value Growth 2017-2022Table 105 NBO Company Shares of Portable Players: % Volume 2018-2022Table 106 LBN Brand Shares of Portable Players: % Volume 2019-2022Table 107 Distribution of Portable Players by Channel: % Volume 2017-2022Table 108 Forecast Sales of Portable Players by Category: Volume 2022-2027Table 109 Forecast Sales of Portable Players by Category: Value 2022-2027Table 110 Forecast Sales of Portable Players by Category: % Volume Growth 2022-2027Table 111 Forecast Sales of Portable Players by Category: % Value Growth 2022-2027
Wearable Electronics in Morocco
KEY DATA FINDINGS
2022 DEVELOPMENTS
Further volume growth in 2022
Limited consumer base
Apple maintains lead
PROSPECTS AND OPPORTUNITIES
Ongoing shift towards smart wearables
Cheaper Chinese products gain ground among cash-strapped consumers, though Apple retains its lead
Rising health consciousness bodes well for wearable electronics
CATEGORY DATA
Table 112 Sales of Wearable Electronics by Category: Volume 2017-2022Table 113 Sales of Wearable Electronics by Category: Value 2017-2022Table 114 Sales of Wearable Electronics by Category: % Volume Growth 2017-2022Table 115 Sales of Wearable Electronics by Category: % Value Growth 2017-2022Table 116 NBO Company Shares of Wearable Electronics: % Volume 2018-2022Table 117 LBN Brand Shares of Wearable Electronics: % Volume 2019-2022Table 118 Distribution of Wearable Electronics by Channel: % Volume 2017-2022Table 119 Forecast Sales of Wearable Electronics by Category: Volume 2022-2027Table 120 Forecast Sales of Wearable Electronics by Category: Value 2022-2027Table 121 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2022-2027Table 122 Forecast Sales of Wearable Electronics by Category: % Value Growth 2022-2027
The following categories and subcategories are included:
Consumer Electronics
Desktops
Laptops
Tablets
Monitors
Printers
In-Car Navigation
In-Car Speakers
In-Dash Media Players
Audio Separates
Digital Media Player Docks
Hi-Fi Systems
Home Cinema and Speaker Systems
Speakers
Other Home Audio and Cinema
Analogue TVs
LCD TVs
OLED TVs
Plasma TVs
Other TVs
TV Combis
BD Players
DVD Players
Video Recorders
Mass Wireless Headbands
Premium Wireless Headbands
Mass Wireless Earphones
Premium Wireless Earphones
Mass TWS Earbuds
Premium TWS Earbuds
Digital Cameras
Digital Camcorders
Feature Phones
Smartphones
E-Readers
Portable Multimedia Players
Other Portable Media Players
Wireless Speakers
Activity Bands
Activity Watch (Analogue)
Activity Watch (Digital)
Smart Wearables
Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.