Home Laundry Appliances in Morocco

PROSPECTS

Automatic washing machines remain popular, as consumers preference models with larger capacity

There is a shift in the landscape in Morocco, towards having larger capacity in washing machines, and as such, sales in 6kg machines were declining in 2019 – a trend that is expected to remain the same over the forecast period.

Modern retailers gain popularity as traditional retailers struggle to implement government rules

In 2019, when it came to washing machine sales, modern retailers gained share at the expense of the traditional channels. This gain in share was due to the government forcing all traditional retailers to pay taxes, offer buyers receipts and warranties– making the landscape between modern and traditional retailers fair.

Innovation drives sales of home laundry appliances, and manufacturers will focus on this to boost sales over the forecast period

Innovation is driving sales and growth in home laundry appliances. Examples of this include the Samsung AddWash, which allows the user to add clothes to a wash without stopping the machine, and the LG 6 Motion Direct Drive washing machine, which offers tumbling, scrubbing, rolling, swing, and filtration.

COMPETITIVE LANDSCAPE

Samsung Corp retains its leadership through product innovations, as LG Corp ranks second through offering price promotions

In 2019, Samsung Corp retained its lead of home laundry appliances in Morocco, which it gained from LG Corp in 2018. Samsung Corp benefits from offering connected and smart home laundry appliances, which can be controlled by a smartphone, and new models like the AddWash, where users can add clothes to their washing load, without having to stop the machine.

Competition is weak for automatic dryers, as sales struggle against the warm weather of Morocco

The automatic dryers landscape saw low levels of sales in 2019, and the competition was not fierce. These low sales were the result of many Moroccan consumers perceiving automatic dryers to be unnecessary and expensive.

International players compete with local players, driving sales in home laundry appliances

Samsung, LG and Bosch are key players and just some examples of the many international brands that dominate home laundry appliances in Morocco. This is due to these players strong global reputations, as well as their longstanding presence in Morocco.

Files are delivered directly into your account within a few minutes of purchase.