Microwaves in Morocco

PROSPECTS

Microwaves set to grow over the forecast period

Many Moroccans were becoming increasingly familiar with microwaves at the end of the review period. This trend is expected to remain strong over the forecast period amid the growing promotional activities of such products through various distribution channels and advertisements through social media and street billboards.

Built-in microwaves set to grow over the forecast period

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

Innovation is expected to drive sales

Over the forecast period, manufacturers are predicted to launch new innovative products such as microwaves with integrated grills as well as microwaves that support connectivity and smart features such as voice control and scan-to-cook. Moroccans are always curious about testing new products and features in these appliances and innovation will be one of the key factors to driving volume growth over the forecast period.

COMPETITIVE LANDSCAPE

LG Corp remains the leading player

LG Corp retained its leadership of microwaves in Morocco in 2018. This was mainly due to its strong advertising campaigns for microwaves, especially through its promotional activities inside retailers.

Promotional activities remain the driving factor for sales

All companies competing in microwaves offer appealing deals and discounts throughout the year. Some companies even try to offer discounts on microwaves when consumers purchase other appliances such as fridges or dishwashers to push volume sales.

Chinese and Turkish brands have increasing presence

Many Moroccans tend to choose inexpensive Chinese and Turkish brands, especially for microwaves to save money. Such brands are sold in the market as they are imported by various private local investors who tend to bring in different brands at any given time.

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