Home audio and cinema saw continued positive growth in 2019, with growing sales of soundbars and wireless speakers. This was underpinned by rising purchasing power among local consumers, along with the growing trend of having wireless speakers or soundbars in the home, especially with the growing use of smartphones, high resolution LCD TVs, and the popularity of video games, etc.
Digital media player docks is another category demonstrating continued growth in 2019, which is set to continue over the forecast period. Products in the category are gaining popularity among Moroccan consumers thanks to their availability, affordability, convenience and sound quality.
Hi-Fi systems and digital media player docks both saw growth in 2019, which is expected to continue over the forecast period. Many people from low income groups and in rural areas are still using such products in Morocco, finding them affordable and convenient.
Sony Maroc is leading player in the home audio and cinema environment in Morocco. The company benefits from its strong brand name within the country, and saw an increase in retail volume share in 2019.
Samsung saw a notable retail volume share gain in the home audio and cinema category in 2019, thanks to its strong showing in portable media players. The company’s products in this category saw increased popularity as its smartphones gained strength, and consumers were attracted by products from the same manufacturer, which they perceived as likely to offer greater compatibility.
International players dominate sales in this category, a position underpinned by their reputation for quality, strong brand names, and widespread presence in retail outlets. International players also have access to high levels of financial capital, allowing them to implement strong marketing and promotional campaigns.
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This industry report originates from Passport, our Consumer Electronics market research database.