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Home Laundry Appliances in Morocco
March 2022
2021 DEVELOPMENTS
Home laundry appliances on the path to recovery as Morocco’s economy shows early signs of improvement
Sales of home laundry appliances were severely affected by the impact of COVID-19 in 2020. The pandemic created logistical challenges, led to widespread store closures for several months of the year, and greatly reduced the purchasing power of most consumers.
Price discounting drives volume growth but suppresses value growth
Many companies worked on offering promotions and discounts in an attempt to attract more sales in 2021 and to help bring consumers back into stores. This supported volume sales of home laundry appliances as some people were keen to take advantage of the attractive prices on offer.
More laundry loads helps create demand for new and replacement home laundry appliances
As a result of the COVID-19 pandemic people spent substantially more time at home during 2020 and 2021. Due to fears over catching or spreading COVID-19 many households also washed clothes and laundry more frequently.
PROSPECTS AND OPPORTUNITIES
Bright outlook for home laundry appliances
As Morocco climbs out of the hole left in the economy by COVID-19 this should help fuel a recovery in terms of retail volume sales of home laundry appliances. Home seclusion put additional strain on these appliances with consumers carrying out more laundry loads and as such the replacement cycle is expected to shorten.
Economic pressures likely to continue being felt
While the return of tourism should help to kickstart Morocco’s economy, many consumers are likely to continue facing budgetary pressures for the foreseeable future, with COVID-19 having taken a heavy toll. With this in mind, it is expected that manufacturers and retailers will need to continue offering discounts and promotions over the forecast period to encourage consumers to invest in these big ticket items.
Limited opportunities for value growth expected to put a cap on innovation
While home laundry appliances is projected to continue delivering steady gains in retail volume terms over the forecast period, this is likely to be fuelled by price discounting and therefore this is likely to undermine value growth. With value sales of home laundry appliances set to decline over the forecast period (at constant 2021 prices) this could discourage players from investing in new product development in the market with the focus instead being on offering the most popular and affordable lines.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Laundry Appliances 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.
If you're in the Home Laundry Appliances 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 Home Laundry Appliances 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 Home Laundry Appliances in Morocco?
Which are the leading brands in Morocco?
How are products distributed in Morocco?
To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
How are considerations such as urban development and the rise in single-person households determining sales growth?
Where is future growth expected to be most dynamic?
Home Laundry Appliances in Morocco - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home laundry appliances on the path to recovery as Morocco’s economy shows early signs of improvement
Price discounting drives volume growth but suppresses value growth
More laundry loads helps create demand for new and replacement home laundry appliances
PROSPECTS AND OPPORTUNITIES
Bright outlook for home laundry appliances
Economic pressures likely to continue being felt
Limited opportunities for value growth expected to put a cap on innovation
CATEGORY DATA
Table 1 Sales of Home Laundry Appliances by Category: Volume 2016-2021Table 2 Sales of Home Laundry Appliances by Category: Value 2016-2021Table 3 Sales of Home Laundry Appliances by Category: % Volume Growth 2016-2021Table 4 Sales of Home Laundry Appliances by Category: % Value Growth 2016-2021Table 5 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2016-2021Table 6 Sales of Automatic Washing Machines by Format: % Volume 2016-2021Table 7 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2016-2021Table 8 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2017-2021Table 9 NBO Company Shares of Home Laundry Appliances: % Volume 2017-2021Table 10 LBN Brand Shares of Home Laundry Appliances: % Volume 2018-2021Table 11 Distribution of Home Laundry Appliances by Format: % Volume 2016-2021Table 12 Production of Home Laundry Appliances: Total Volume 2016-2021Table 13 Forecast Sales of Home Laundry Appliances by Category: Volume 2021-2026Table 14 Forecast Sales of Home Laundry Appliances by Category: Value 2021-2026Table 15 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2021-2026Table 16 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2021-2026
Consumer Appliances in Morocco - Industry Overview
EXECUTIVE SUMMARY
Consumer appliances in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
MARKET INDICATORS
Table 17 Household Penetration of Selected Total Stock Consumer Appliances by Category 2016-2021Table 18 Replacement Cycles of Consumer Appliances by Category 2016-2021Table 19 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2021-2026Table 20 Forecast Replacement Cycles of Consumer Appliances by Category 2021-2026
MARKET DATA
Table 21 Sales of Consumer Appliances by Category: Volume 2016-2021Table 22 Sales of Consumer Appliances by Category: Value 2016-2021Table 23 Sales of Consumer Appliances by Category: % Volume Growth 2016-2021Table 24 Sales of Consumer Appliances by Category: % Value Growth 2016-2021Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2016-2021Table 26 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2016-2021Table 27 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2016-2021Table 28 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2016-2021Table 29 Sales of Small Appliances by Category: Volume 2016-2021Table 30 Sales of Small Appliances by Category: Value 2016-2021Table 31 Sales of Small Appliances by Category: % Volume Growth 2016-2021Table 32 Sales of Small Appliances by Category: % Value Growth 2016-2021Table 33 NBO Company Shares of Major Appliances: % Volume 2017-2021Table 34 LBN Brand Shares of Major Appliances: % Volume 2018-2021Table 35 NBO Company Shares of Small Appliances: % Volume 2017-2021Table 36 LBN Brand Shares of Small Appliances: % Volume 2018-2021Table 37 Distribution of Major Appliances by Format: % Volume 2016-2021Table 38 Distribution of Small Appliances by Format: % Volume 2016-2021Table 39 Forecast Sales of Consumer Appliances by Category: Volume 2021-2026Table 40 Forecast Sales of Consumer Appliances by Category: Value 2021-2026Table 41 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2021-2026Table 42 Forecast Sales of Consumer Appliances by Category: % Value Growth 2021-2026Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2021-2026Table 44 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2021-2026Table 45 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2021-2026Table 46 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2021-2026Table 47 Forecast Sales of Small Appliances by Category: Volume 2021-2026Table 48 Forecast Sales of Small Appliances by Category: Value 2021-2026Table 49 Forecast Sales of Small Appliances by Category: % Volume Growth 2021-2026Table 50 Forecast Sales of Small Appliances by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Home Laundry Appliances
Built-in Home Laundry Appliances
Freestanding Home Laundry Appliances
Built-in Automatic Dryers
Freestanding Automatic Dryers
Built-in Automatic Washer Dryers
Freestanding Automatic Washer Dryers
Built-in Automatic Washing Machines
Freestanding Automatic Washing Machines
Semi-Automatic Washing Machines
Home Laundry Appliances
Home laundry appliances includes the following categories: automatic dryers, automatic washing machines, automatic washer dryers and semi-automatic washing machines.