Consumer Electronics in Morocco

Consumer Electronics in Morocco

EXECUTIVE SUMMARY

Smartphones’ impact felt across the market, smuggled products an issue

Consumers seek modern, innovative products, payment options increase affordability

Samsung consolidates lead, local players fail to compete

Specialist retailers remain dominant due to product range and advice, but internet retailing and hypermarkets see shares rise

International brands’ quality/cost ratio trumps price for Moroccan consumers, stifles potential for local players

MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 2 Sales of Consumer Electronics by Category: Value 2014-2019
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Imaging Devices in Morocco

HEADLINES

PROSPECTS

Demand eroded as smartphones gain popularity

SLR units gain traction as photographers at all levels seek quality

Digital camcorders increasingly redundant as smartphones gain strength

COMPETITIVE LANDSCAPE

Canon leads due to strong reputation and availability

In-store strategies and discount offers implemented to attract consumers

Cheap Chinese units appeal to low-income consumers, but multinationals set to remain dominant

CATEGORY DATA

Table 12 Sales of Imaging Devices by Category: Volume 2013-2018
Table 13 Sales of Imaging Devices by Category: Value 2013-2018
Table 14 Sales of Imaging Devices by Category: % Volume Growth 2013-2018
Table 15 Sales of Imaging Devices by Category: % Value Growth 2013-2018

Imaging Devices in Morocco

HEADLINES

PROSPECTS

Demand eroded as smartphones gain popularity

SLR units gain traction as photographers at all levels seek quality

Digital camcorders increasingly redundant as smartphones gain strength

COMPETITIVE LANDSCAPE

Canon leads due to strong reputation and availability

In-store strategies and discount offers implemented to attract consumers

Cheap Chinese units appeal to low-income consumers, but multinationals set to remain dominant

CATEGORY DATA

Table 16 Sales of Imaging Devices by Category: Volume 2013-2018
Table 17 Sales of Imaging Devices by Category: Value 2013-2018
Table 18 Sales of Imaging Devices by Category: % Volume Growth 2013-2018
Table 19 Sales of Imaging Devices by Category: % Value Growth 2013-2018

Computers and Peripherals in Morocco

HEADLINES

PROSPECTS

Smartphones erode demand for desktops, laptops and tablets

Demand for monitors increasingly limited to gamers

Business demand sees continued growth, underpinned by government efforts

COMPETITIVE LANDSCAPE

Hewlett-Packard a strong category leader with quality products

Samsung opens bricks and mortar outlets, targets smuggled goods

Lenovo gains share with business focus and quality/price balance

CATEGORY DATA

Table 20 Sales of Computers and Peripherals by Category: Volume 2014-2019
Table 21 Sales of Computers and Peripherals by Category: Value 2014-2019
Table 22 Sales of Computers and Peripherals by Category: % Volume Growth 2014-2019
Table 23 Sales of Computers and Peripherals by Category: % Value Growth 2014-2019
Table 24 Sales of Computers by Category: Business Volume 2014-2019
Table 25 Sales of Computers by Category: Business Value MSP 2014-2019
Table 26 Sales of Computers by Category: Busines Volume Growth 2014-2019
Table 27 Sales of Computers by Category: Business Value MSP Growth 2014-2019
Table 28 Sales of Laptops by Form Factor 2018-2019
Table 29 Sales of Tablets by Operating System 2014-2019
Table 30 NBO Company Shares of Computers and Peripherals: % Volume 2015-2019
Table 31 LBN Brand Shares of Computers and Peripherals: % Volume 2016-2019
Table 32 Distribution of Computers and Peripherals by Channel: % Volume 2014-2019
Table 33 Forecast Sales of Computers and Peripherals by Category: Volume 2019-2024
Table 34 Forecast Sales of Computers and Peripherals by Category: Value 2019-2024
Table 35 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2019-2024
Table 36 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2019-2024
Table 37 Forecast Sales of Computers by Category: Business Volume 2019-2024
Table 38 Forecast Sales of Computers by Category: Business Value MSP 2019-2024
Table 39 Forecast Sales of Computers by Category: Busines Volume Growth 2019-2024
Table 40 Forecast Sales of Computers by Category: Business Value MSP Growth 2019-2024
Table 41 Forecast Sales of Laptops by Form Factor 2019-2024
Table 42 Forecast Sales of Tablets by Operating System 2019-2024

Home Audio and Cinema in Morocco

HEADLINES

PROSPECTS

Lifestyle trends and smartphone penetration boost demand

Convenience boosts digital media player docks and Bluetooth headphones

Hi-Fi products remain popular outside urban centres, audio separates in decline

COMPETITIVE LANDSCAPE

Sony leads, based on strong brand image and longstanding presence

Samsung’s growth in smartphones carries over into portable media players

International players’ financial strength ensures their dominance

CATEGORY DATA

Table 43 Sales of Home Audio and Cinema by Category: Volume 2014-2019
Table 44 Sales of Home Audio and Cinema by Category: Value 2014-2019
Table 45 Sales of Home Audio and Cinema by Category: % Volume Growth 2014-2019
Table 46 Sales of Home Audio and Cinema by Category: % Value Growth 2014-2019
Table 47 NBO Company Shares of Home Audio and Cinema: % Volume 2015-2019
Table 48 LBN Brand Shares of Home Audio and Cinema: % Volume 2016-2019
Table 49 Distribution of Home Audio and Cinema by Channel: % Volume 2014-2019
Table 50 Forecast Sales of Home Audio and Cinema by Category: Volume 2019-2024
Table 51 Forecast Sales of Home Audio and Cinema by Category: Value 2019-2024
Table 52 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2019-2024
Table 53 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2019-2024

Home Video in Morocco

HEADLINES

PROSPECTS

Popularity of TV results in demand for affordable, high-quality viewing experience

Video players increasingly supplanted by streaming services

Further growth to be driven by LCD TVs

COMPETITIVE LANDSCAPE

Samsung leads through strength in LCD TVs

LG’s overall volume share suffers as OLED TVs decline in 2019

International brands benefit from quality and innovation

CATEGORY DATA

Table 54 Sales of Home Video by Category: Volume 2014-2019
Table 55 Sales of Home Video by Category: Value 2014-2019
Table 56 Sales of Home Video by Category: % Volume Growth 2014-2019
Table 57 Sales of Home Video by Category: % Value Growth 2014-2019
Table 58 Sales of LCD TVs by Network Connectivity: % Retail Volume 2014-2019
Table 59 Sales of OLED TVs by Network Connectivity: % Retail Volume 2014-2019
Table 60 NBO Company Shares of Home Video: % Volume 2015-2019
Table 61 LBN Brand Shares of Home Video: % Volume 2016-2019
Table 62 Distribution of Home Video by Channel: % Volume 2014-2019
Table 63 Forecast Sales of Home Video by Category: Volume 2019-2024
Table 64 Forecast Sales of Home Video by Category: Value 2019-2024
Table 65 Forecast Sales of Home Video by Category: % Volume Growth 2019-2024
Table 66 Forecast Sales of Home Video by Category: % Value Growth 2019-2024
Table 67 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2019-2024
Table 68 Forecast Sales of OLED TVs by Network Connectivity: % Retail Volume 2019-2024

Imaging Devices in Morocco

HEADLINES

PROSPECTS

Demand eroded as smartphones gain popularity

SLR units gain traction as photographers at all levels seek quality

Digital camcorders increasingly redundant as smartphones gain strength

COMPETITIVE LANDSCAPE

Canon leads due to strong reputation and availability

In-store strategies and discount offers implemented to attract consumers

Cheap Chinese units appeal to low-income consumers, but multinationals set to remain dominant

CATEGORY DATA

Table 69 Sales of Imaging Devices by Category: Volume 2014-2019
Table 70 Sales of Imaging Devices by Category: Value 2014-2019
Table 71 Sales of Imaging Devices by Category: % Volume Growth 2014-2019
Table 72 Sales of Imaging Devices by Category: % Value Growth 2014-2019
Table 73 Sales of Digital Cameras by Type: % Retail Volume 2014-2019
Table 74 NBO Company Shares of Imaging Devices: % Volume 2015-2019
Table 75 LBN Brand Shares of Imaging Devices: % Volume 2016-2019
Table 76 Distribution of Imaging Devices by Channel: % Volume 2014-2019
Table 77 Forecast Sales of Imaging Devices by Category: Volume 2019-2024
Table 78 Forecast Sales of Imaging Devices by Category: Value 2019-2024
Table 79 Forecast Sales of Imaging Devices by Category: % Volume Growth 2019-2024
Table 80 Forecast Sales of Imaging Devices by Category: % Value Growth 2019-2024
Table 81 Forecast Sales of Digital Cameras by Type: % Retail Volume 2019-2024

In-Car Entertainment in Morocco

HEADLINES

PROSPECTS

Smartphones erode demand for dedicated in-car units

Retailers reduce space for in-car entertainment products, quality of factory-fitted units impacts demand

Reduced used car sales and imports reduce growth potential

COMPETITIVE LANDSCAPE

Leading players benefit from strong retail presence, JBL continues to gain share

Local players unable to compete with their larger international counterparts

Players face continued challenge of rising smartphone penetration

CATEGORY DATA

Table 82 Sales of In-Car Entertainment by Category: Volume 2014-2019
Table 83 Sales of In-Car Entertainment by Category: Value 2014-2019
Table 84 Sales of In-Car Entertainment by Category: % Volume Growth 2014-2019
Table 85 Sales of In-Car Entertainment by Category: % Value Growth 2014-2019
Table 86 NBO Company Shares of In-Car Entertainment: % Volume 2015-2019
Table 87 LBN Brand Shares of In-Car Entertainment: % Volume 2016-2019
Table 88 Distribution of In-Car Entertainment by Channel: % Volume 2014-2019
Table 89 Forecast Sales of In-Car Entertainment by Category: Volume 2019-2024
Table 90 Forecast Sales of In-Car Entertainment by Category: Value 2019-2024
Table 91 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2019-2024
Table 92 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2019-2024

Mobile Phones in Morocco

HEADLINES

PROSPECTS

Smartphones go from strength to strength in urban areas

Faster connections set to underpin continued smartphone growth

Consumer base for feature phones continues to shrink

COMPETITIVE LANDSCAPE

Local players unable to match international counterparts in terms of performance

Samsung consolidates lead thanks to smartphone uptake

Players implement strategies to combat problem of smuggled units

CATEGORY DATA

Table 93 Sales of Mobile Phones by Category: Volume 2014-2019
Table 94 Sales of Mobile Phones by Category: Value 2014-2019
Table 95 Sales of Mobile Phones by Category: % Volume Growth 2014-2019
Table 96 Sales of Mobile Phones by Category: % Value Growth 2014-2019
Table 97 Sales of Smartphones by Screen Size: % Retail Volume 2018-2019
Table 98 NBO Company Shares of Mobile Phones: % Volume 2015-2019
Table 99 LBN Brand Shares of Mobile Phones: % Volume 2016-2019
Table 100 Distribution of Mobile Phones by Channel: % Volume 2014-2019
Table 101 Forecast Sales of Mobile Phones by Category: Volume 2019-2024
Table 102 Forecast Sales of Mobile Phones by Category: Value 2019-2024
Table 103 Forecast Sales of Mobile Phones by Category: % Volume Growth 2019-2024
Table 104 Forecast Sales of Mobile Phones by Category: % Value Growth 2019-2024
Table 105 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2019-2024

Portable Players in Morocco

HEADLINES

PROSPECTS

Portable players as a whole set to suffer as smartphones take hold...

...while wireless speakers benefit from smartphones’ popularity

E-readers predicted to remain negligible over forecast period

COMPETITIVE LANDSCAPE

Apple maintains lead due to quality and lack of smuggled products

Competition intensifies in wireless speakers

Bose leads wireless speakers, but sees share eroded by JBL and Sony

CATEGORY DATA

Table 106 Sales of Portable Players by Category: Volume 2014-2019
Table 107 Sales of Portable Players by Category: Value 2014-2019
Table 108 Sales of Portable Players by Category: % Volume Growth 2014-2019
Table 109 Sales of Portable Players by Category: % Value Growth 2014-2019
Table 110 NBO Company Shares of Portable Players: % Volume 2015-2019
Table 111 LBN Brand Shares of Portable Players: % Volume 2016-2019
Table 112 Distribution of Portable Players by Channel: % Volume 2014-2019
Table 113 Forecast Sales of Portable Players by Category: Volume 2019-2024
Table 114 Forecast Sales of Portable Players by Category: Value 2019-2024
Table 115 Forecast Sales of Portable Players by Category: % Volume Growth 2019-2024
Table 116 Forecast Sales of Portable Players by Category: % Value Growth 2019-2024

Wearable Electronics in Morocco

HEADLINES

PROSPECTS

Lifestyle trends and rising incomes underpin growth

Purchases limited to more affluent consumers

Fashion- and health-aware young professionals set to underpin demand

COMPETITIVE LANDSCAPE

Apple leads through quality and brand image...

...but Fitbit erodes its leading position

Huawei loses share due to security issues and app concerns, despite strong distribution and promotional strategies

CATEGORY DATA

Table 117 Sales of Wearable Electronics by Category: Volume 2014-2019
Table 118 Sales of Wearable Electronics by Category: Value 2014-2019
Table 119 Sales of Wearable Electronics by Category: % Volume Growth 2014-2019
Table 120 Sales of Wearable Electronics by Category: % Value Growth 2014-2019
Table 121 NBO Company Shares of Wearable Electronics: % Volume 2015-2019
Table 122 LBN Brand Shares of Wearable Electronics: % Volume 2016-2019
Table 123 Distribution of Wearable Electronics by Channel: % Volume 2015-2019
Table 124 Forecast Sales of Wearable Electronics by Category: Volume 2019-2024
Table 125 Forecast Sales of Wearable Electronics by Category: Value 2019-2024
Table 126 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 127 Forecast Sales of Wearable Electronics by Category: % Value Growth 2019-2024

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