Dishwashers was one of the few major appliances that was seeing strong growth prior to the outbreak of the COVID-19 pandemic. The reason for this was that more women were joining the workforce in Morocco and so had less time to do household chores by hand.
As seen across consumer appliances in 2021, retailers and manufacturers made widespread use of discounts and promotions to encourage people to purchase dishwashers. With many retailers seeing their operations hugely disrupted in 2020 by the COVID-19 pandemic they were keen to attract consumers back into stores.
With people spending more time at home they created more dirty dishes and thus had to use their dishwashers more frequently in 2020 and 2021. Increased usage meant these appliances experienced more wear and tear and thus this reduced the replacement frequency.
Strong retail volume growth is expected is expected to be seen in dishwashers over the forecast period providing the economy continues to recover. Agriculture and tourism are key to Morocco’s economy and therefore as improvements are seen in these areas this should lead to increased purchasing power and improved consumer confidence is likely to also recover.
Urbanisation was a developing trend that was seen over the review period as consumers increasingly migrated to larger cities and towns in search of better jobs and education and an improved standard of living. This trend was already helping to push sales of products such as dishwashers, as people in these areas increasingly moved away from doing things manually, especially in urban centres, as they looked for ways to add convenience to their lives.
Price discounting is likely to remain a feature within the category over the forecast period as companies realise that this is a winning strategy when it comes to driving volume sales. Retailers are also likely to push attractive financing packages as a way to drive sales among those consumers who might otherwise not have considered purchasing dishwashers.
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A dishwasher is a device for cleaning crockery and cutlery. Freestanding models are commonly available in full-size, slimline and compact variants. Built-in machines can be fully integrated (completely hidden by a door front and have their controls at the top of the dishwasher door on the inside), semi-integrated which are covered by a matching kitchen door up to the height drawer, which are usually built in at chest height to make loading easier.See All of Our Definitions
This report originates from Passport, our Dishwashers research and analysis database.
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