Consumer Electronics in Morocco

August 2021
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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 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer electronics?

MARKET DATA

Table 1 Sales of Consumer Electronics by Category: Volume 2016-2021 Table 2 Sales of Consumer Electronics by Category: Value 2016-2021 Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2016-2021 Table 4 Sales of Consumer Electronics by Category: % Value Growth 2016-2021 Table 5 NBO Company Shares of Consumer Electronics: % Volume 2017-2021 Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2018-2021 Table 7 Distribution of Consumer Electronics by Channel: % Volume 2016-2021 Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2021-2026 Table 9 Forecast Sales of Consumer Electronics by Category: Value 2021-2026 Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2021-2026 Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 1 Research Sources

Computers and Peripherals in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Hewlett-Packard SARL maintains lead while Lenovo gains share and Samsung experiences decline in category share
Category bounces back in 2021 thanks to remote working, though product shortages remain problematic
Growth in smartphones helped by the maintenance of unit prices

PROSPECTS AND OPPORTUNITIES

Smartphones continue to have a negative impact on laptops and tablets
Printers represents only category set to return to growth over forecast period
Further share gains for e-commerce as consumers become more confident and comfortable shopping online

CATEGORY DATA

Table 12 Sales of Computers and Peripherals by Category: Volume 2016-2021 Table 13 Sales of Computers and Peripherals by Category: Value 2016-2021 Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2016-2021 Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2016-2021 Table 16 Sales of Computers by Category: Business Volume 2016-2021 Table 17 Sales of Computers by Category: Business Value MSP 2016-2021 Table 18 Sales of Computers by Category: Busines Volume Growth 2016-2021 Table 19 Sales of Computers by Category: Business Value MSP Growth 2016-2021 Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2017-2021 Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2018-2021 Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2016-2021 Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2021-2026 Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2021-2026 Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2021-2026 Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2021-2026 Table 27 Forecast Sales of Computers by Category: Business Volume 2021-2026 Table 28 Forecast Sales of Computers by Category: Business Value MSP 2021-2026 Table 29 Forecast Sales of Computers by Category: Busines Volume Growth 2021-2026 Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2021-2026

In-Car Entertainment in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Return to modest growth although competition from smartphones and the high quality of factory-fitted units stifles demand
MTX maintains lead in a category characterised by price competition although disruptions in imports lead to product shortages
JBL benefits from Samsung acquisition, Chinese products appeal with low pricing

PROSPECTS AND OPPORTUNITIES

Smartphones to continue eroding demand, underpinned by enhanced connectivity
Local players unable to compete while Chinese offerings gain share
Falling used car sales and imports reduce growth potential

CATEGORY DATA

Table 31 Sales of In-Car Entertainment by Category: Volume 2016-2021 Table 32 Sales of In-Car Entertainment by Category: Value 2016-2021 Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2016-2021 Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2016-2021 Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2017-2021 Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2018-2021 Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2016-2021 Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2021-2026 Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2021-2026 Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2021-2026 Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2021-2026

Home Audio and Cinema in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Modest return to growth in a category that fails to appeal to consumers due to its luxury positioning
Audio separates suffer further as economic factors bite
Sony consolidates lead in largely static competitive environment

PROSPECTS AND OPPORTUNITIES

Modest recovery for home audio and cinema with Hi-Fi systems achieving the strongest growth
Lower cost products appeal to low- and middle-income consumers
Electronics and appliance specialist retailers remains the outright leading channel, while e-commerce gains traction

CATEGORY DATA

Table 42 Sales of Home Audio and Cinema by Category: Volume 2016-2021 Table 43 Sales of Home Audio and Cinema by Category: Value 2016-2021 Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2016-2021 Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2016-2021 Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2017-2021 Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2018-2021 Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2017-2021 Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2021-2026 Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2021-2026 Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2021-2026 Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2021-2026

Home Video in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Return to growth for home video although the category is in a long-term decline
Video players crash as consumers move to new content delivery platforms
Samsung and LG make share gains at Sony’s expense

PROSPECTS AND OPPORTUNITIES

LCD TVs sees the strongest recovery in the immediate aftermath of the pandemic
New content delivery options to make video players redundant
2022 FIFA World Cup boosts demand for TVs

CATEGORY DATA

Table 53 Sales of Home Video by Category: Volume 2016-2021 Table 54 Sales of Home Video by Category: Value 2016-2021 Table 55 Sales of Home Video by Category: % Volume Growth 2016-2021 Table 56 Sales of Home Video by Category: % Value Growth 2016-2021 Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2016-2021 Table 58 NBO Company Shares of Home Video: % Volume 2017-2021 Table 59 LBN Brand Shares of Home Video: % Volume 2018-2021 Table 60 Distribution of Home Video by Channel: % Volume 2016-2021 Table 61 Forecast Sales of Home Video by Category: Volume 2021-2026 Table 62 Forecast Sales of Home Video by Category: Value 2021-2026 Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2021-2026 Table 64 Forecast Sales of Home Video by Category: % Value Growth 2021-2026 Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2021-2026

Imaging Devices in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Imaging devices suffers from intensifying competition from smartphones
Shrinking consumer base for dedicated digital imaging devices with pricing being a major factor
Manufacturers seek to outsmart smartphones when it comes to photography

PROSPECTS AND OPPORTUNITIES

Decline of imaging devices continues as consumers increasingly embrace smartphones
Despite appeal of Chinese units to low-income consumers, multinationals remain dominant
In-store strategies and discount offers to attract consumers

CATEGORY DATA

Table 66 Sales of Imaging Devices by Category: Volume 2016-2021 Table 67 Sales of Imaging Devices by Category: Value 2016-2021 Table 68 Sales of Imaging Devices by Category: % Volume Growth 2016-2021 Table 69 Sales of Imaging Devices by Category: % Value Growth 2016-2021 Table 70 NBO Company Shares of Imaging Devices: % Volume 2017-2021 Table 71 LBN Brand Shares of Imaging Devices: % Volume 2018-2021 Table 72 Distribution of Imaging Devices by Channel: % Volume 2016-2021 Table 73 Forecast Sales of Imaging Devices by Category: Volume 2021-2026 Table 74 Forecast Sales of Imaging Devices by Category: Value 2021-2026 Table 75 Forecast Sales of Imaging Devices by Category: % Volume Growth 2021-2026 Table 76 Forecast Sales of Imaging Devices by Category: % Value Growth 2021-2026

Portable Players in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Smartphones represent strong threat to portable media players due to variety of usage
Wireless speakers only category to register a positive performance in 2021
Manufacturers’ strength in wireless speakers key to overall category performance

PROSPECTS AND OPPORTUNITIES

Smartphones continues eroding demand for portable players
Wireless speakers sees notable growth during the ongoing pandemic
E-commerce gains share, while traditional markets remain important for Chinese units

CATEGORY DATA

Table 77 Sales of Portable Players by Category: Volume 2016-2021 Table 78 Sales of Portable Players by Category: Value 2016-2021 Table 79 Sales of Portable Players by Category: % Volume Growth 2016-2021 Table 80 Sales of Portable Players by Category: % Value Growth 2016-2021 Table 81 NBO Company Shares of Portable Players: % Volume 2017-2021 Table 82 LBN Brand Shares of Portable Players: % Volume 2017-2021 Table 83 Distribution of Portable Players by Channel: % Volume 2016-2021 Table 84 Forecast Sales of Portable Players by Category: Volume 2021-2026 Table 85 Forecast Sales of Portable Players by Category: Value 2021-2026 Table 86 Forecast Sales of Portable Players by Category: % Volume Growth 2021-2026 Table 87 Forecast Sales of Portable Players by Category: % Value Growth 2021-2026

Mobile Phones in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Growth in smartphones stimulated by product shortages in tablets and laptops
Expansion of 4G and potential launch of 5G services boost popularity of smartphones
Leaders experience share erosion as Chinese competitors gain traction

PROSPECTS AND OPPORTUNITIES

Continued rise of smartphone penetration while feature phones increasingly limited
Growth in the population, mobile phone possession and increase in social media uptake stimulate sales of mobile phones while consumers use smartphones to track their health
Bricks and mortar specialists to maintain strong share over forecast period

CATEGORY DATA

Table 88 Sales of Mobile Phones by Category: Volume 2016-2021 Table 89 Sales of Mobile Phones by Category: Value 2016-2021 Table 90 Sales of Mobile Phones by Category: % Volume Growth 2016-2021 Table 91 Sales of Mobile Phones by Category: % Value Growth 2016-2021 Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2018-2021 Table 93 NBO Company Shares of Mobile Phones: % Volume 2017-2021 Table 94 LBN Brand Shares of Mobile Phones: % Volume 2018-2021 Table 95 Distribution of Mobile Phones by Channel: % Volume 2017-2021 Table 96 Forecast Sales of Mobile Phones by Category: Volume 2021-2026 Table 97 Forecast Sales of Mobile Phones by Category: Value 2021-2026 Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2021-2026 Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2021-2026 Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2021-2026

Wearable Electronics in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Category rebounds in 2021 after COVID-19 related downturn in the previous year
Limited consumer base and competition from smartphones characterises the category in 2021
Apple maintains lead while cheaper alternatives make volume share gains

PROSPECTS AND OPPORTUNITIES

Health and improved connectivity underpin strong recovery from a low base
Cheaper Chinese products gain ground among cash-strapped consumers in the wake of the pandemic, though Apple retains its lead
Functionality and fashion value to boost growth of activity watches

CATEGORY DATA

Table 101 Sales of Wearable Electronics by Category: Volume 2016-2021 Table 102 Sales of Wearable Electronics by Category: Value 2016-2021 Table 103 Sales of Wearable Electronics by Category: % Volume Growth 2016-2021 Table 104 Sales of Wearable Electronics by Category: % Value Growth 2016-2021 Table 105 NBO Company Shares of Wearable Electronics: % Volume 2017-2021 Table 106 LBN Brand Shares of Wearable Electronics: % Volume 2018-2021 Table 107 Distribution of Wearable Electronics by Channel: % Volume 2016-2021 Table 108 Forecast Sales of Wearable Electronics by Category: Volume 2021-2026 Table 109 Forecast Sales of Wearable Electronics by Category: Value 2021-2026 Table 110 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2021-2026 Table 111 Forecast Sales of Wearable Electronics by Category: % Value Growth 2021-2026
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This report originates from Passport, our Consumer Electronics research and analysis database.

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