Dishwashing in Morocco

PROSPECTS

Strong growth expected over forecast period

Dishwashing in Morocco is expected to record strong growth in both volume and value terms (current value terms as well as at constant 2018 prices) over the forecast period. This will be the result of growing urbanisation and consumer awareness of dishwashing.

Automatic dishwasher usage is growing strongly

In Morocco, increasing numbers of women are joining the workforce, which is benefitting demand for automatic dishwashers, as many women lack time to clean the dishes manually. The rapid expansion of modern retailers, which tend to offer discounts and appealing offers on dishwashers have also increased the interest of local consumers in such products and also increased the penetration rate in Morocco.

Economic slowdown may impact growth

The economic slowdown that the country experienced at the end of the review period, and which has resulted in increasing unemployment may negatively affect sales of dishwashing over the forecast period. This is mainly because local households will adopt a saving strategy and thus will spend less money on such products, instead focusing more on other important products such as food and other necessary products.

COMPETITIVE LANDSCAPE

Hygiene Orient SA retains leadership of dishwashing

Hygiene Orient SA continued to lead dishwashing in Morocco in 2018, due to its diverse product portfolio. The company also runs very strong advertising campaigns and a distribution strategy utilising both modern and traditional retailers across the country.

Hand dishwashing remains fairly concentrated

Hand dishwashing in Morocco remained fairly concentrated in 2018 with a large share of value sales being held by the six leading players. However, there was still room for many small companies to hold low value share in 2018.

Automatic dishwashing in Morocco is dominated by international players

Automatic dishwashing in Morocco is dominated mainly by international key players. This is mainly because these companies have some of the most recognisable brands in the country.

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