Small Cooking Appliances in Morocco

PROSPECTS

Unit prices expected to marginally decline over the forecast period

Manufacturers are expected to lead a higher number of promotional activities in small cooking appliances to continue pushing volume sales. This will be accompanied by a marginal drop in the average unit price to encourage local consumers from all income groups to purchase a greater amount of, or replace, their old cooking appliances.

Health and wellness trend set to drive sales

Many Moroccans are extremely attached to their appearance in society. There is a growing base of young Moroccan bloggers, YouTubers and social media models that tends to attract a wide range of followers from different ages who are fascinated by their fit and healthy lifestyles.

Coffee machine sales expected to grow over the forecast period

Many Instagram figures in Morocco and YouTubers tend to show their followers that they drink coffee they make using special coffee machines. Many of these social media figures advertise coffee machines and thus tend to make a higher number of people interested in purchasing one.

COMPETITIVE LANDSCAPE

Group SEB strengthens leadership of small cooking appliances

Groupe SEB succeeded in maintaining its leading position in small cooking appliances in Morocco. This is due to the popularity of its brands such as Moulinex, Rowenta and Krups which are perceived very positively by a large number of local consumers.

International players own the leading brands

International companies such as Groupe SEB and Koninklijke Philips Electronics continued to lead small cooking appliances in Morocco. This is due to the large number of products they offer along with the innovative designs and features that they bring to the market, which local players such as Manar are unable to compete strongly with.

Focus on design is evident in 2018

Within the category, there was a very notable focus on design by a large number of manufacturers in different appliances. Companies tend to offer a slick and modern design that attract consumers along with offering very innovative features and unique shapes for consumers to remember.

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