Microwaves in Morocco

PROSPECTS

Microwaves experiences positive growth, driven by growing awareness and busier, urban lifestyles that demand time-saving options

Microwaves is positively growing in Morocco, since a high number of consumers do not own one in their homes, leaving a growth opportunity for players. Also driving this growth is the increasingly busy lifestyles of consumers in large cities, driving sales of microwaves as a time-saving solution to prepare food quickly before going to work, or when consumers are tired in the evening.

Built-in microwaves and innovation is set to drive growth over the forecast period

Built-in microwaves is expected to register stronger retail volume growth over the forecast period than it did in the review period. This is mainly due to the fact that all newly built apartments and homes tend to have modern kitchens with built-in microwaves.

Freestanding ovens with built-in microwaves and health concerns are a threat to microwave volume sales

The growing number of freestanding ovens on offer in Morocco that offer multitasking solutions is a threat to the volume sales of microwaves. For example, in 2019 Moulinex from the SEB Group launched a new oven which can microwave, can grill, and can defrost items, as well as cooking meals.

COMPETITIVE LANDSCAPE

LG Corp remains the leading player through an attractive quality-price-ratio and widespread availability

LG Corp lead sales of microwaves in Morocco in 2019, retaining its lead of the landscape. In 2019, LG Corp hired dedicated promoters to sell their items in stores, and they operate through both traditional sellers, (where consumers tend to buy items based on the advice of the shopkeeper), modern retailers such as hypermarkets and at specialist CAP retailers.

Through its innovative features and high-quality reputation, Whirlpool retains its second-place position in 2019

Close behind leader LG Corp, Whirlpool Corp is the second leading player in microwaves. Whirlpool Corp is an established offering in Morocco, which focuses more on the high-end consumer.

Competition comes from Chinese and Turkish items, as well as ovens that have built-in microwave features

Many Moroccans tend to choose inexpensive Chinese and Turkish items to save money, especially when it comes to microwaves. These products are imported by various private local investors, who tend to bring in different brands at any given time, and are sold through souks where a large number of Moroccans shop, especially those with low purchasing power.

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