Refrigeration Appliances in Morocco

PROSPECTS

Growth is driven by a rise in modern retailers, with consumers replacing applications, or buying appliances for their first homes

Refrigeration appliances recorded a decline over the first and the second quarter of 2019 in Morocco, but overall growth was positive. The decline in growth was due to the bulk of the population already owning the appliances – which means that most sales are either customers replacing their old appliances, or new couples, purchasing them for their first home.

Fridge freezers benefit from being convenient choices that form part of sales packages

Fridge freezers continued to record strong growth in Morocco in 2019, a trend that is expected to remain active over the forecast period. Many Moroccans lack space in their kitchens to house a large freestanding freezer, which is used by consumers who want to keep their food and beverages fresh especially during the summer.

Players focus on innovation, which will drive growth over the forecast period

Many players compete by offering innovative features to gain or protect their share. For example, Samsung, LG, and Bosch offer energy-saving features on their new refrigeration appliances, appealing to Moroccans as a large number suffer from expensive electricity bills.

COMPETITIVE LANDSCAPE

Manar SA has strong volume sales due to its established reputation and popular sales tactics, however, in 2019, it loses share to Whirlpool

Manar SA came in second in volume sales in refrigeration appliances in 2019, thanks to its popular offering Siera. Siera has been operating in Morocco for a long time, and has succeeded in building a strong, long-lasting relationship with local consumers.

An active year for LG which gets back on its feet with a new product innovation

LG has been very active in refrigeration appliances in 2019. After a decline in sales in 2017, LG changed its regional office from Morocco to Algeria, and made a strong comeback in 2019, hiring more dedicated promoters and operating on both traditional and modern retail channels.

As sales slowdown, players focus on innovation to tempt consumers

The high penetration rate in refrigeration appliances in Morocco is slowing down sales. To speed up sales, players are offering innovative products and designs, to encourage consumers to purchase new refrigeration applications.

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