Small Cooking Appliances in Morocco

PROSPECTS

The growing health and wellness trend drives sales of light fat fryers, as deep fat fryers suffer

Deep fat fryers continued to record negative sales in Morocco in 2019. As the growing health and wellness trend sees consumers reaching for healthier food and drink options, and those with lower levels of calories, fats and sugars, consumers have been moving away from deep fat fryers.

Coffee machine sales are expected to increase over the forecast period, benefiting from the growing coffee culture and in-store demonstrations

Coffee machines continue to record strong sales in Morocco, especially pod coffee machines such as Lavazza a Modo Mio from Philips and Nespresso from Nestle Maroc SA. Pod coffee machines succeeded to attract a wide range of coffee lovers through demonstrations and workshops held in retail outlets, in both hypermarkets and special CAP retailers.

Espresso coffee machines see fast growth, benefiting from affordable pricing and promotional activities

Espresso coffee machines saw fast growth in terms of volume sales in 2019, popular in Morocco as it is accessible to a wide range of consumers at low, affordable prices. Marketing and promotional activities are also very dynamic in espresso coffee machines, due to the large number of players that operate in this landscape.

COMPETITIVE LANDSCAPE

Group SEB retains its leadership with offerings Moulinex, Rowenta and Krups

International players 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 landscape, making them tough competition for local players such as Manar, which are unable to compete strongly.

Koninklijke Philips Electronics NV increases its share due to consumer awareness and high-quality offerings

Koninklijke Philips Electronics NV is the second leading player in small cooking appliances. The player operates in many areas across small cooking appliances, and it benefits from a strong distribution strategy – selling through various channels including specialist CAP retailers, hypermarkets, supermarkets and internet retailers.

Unbranded Chinese products are a threat to the growth of small appliances, as established players focus on innovation to compete

The large number of Chinese unbranded products imported to the country by private investors is a threat to the sales of small cooking appliances, over the forecast period. This is due to these products being much cheaper than their branded counterparts, sold through traditional retailers where a vast majority of low and mid-income Moroccan consumers shop - especially in small cities and rural areas which account for almost half of the total population in the country.

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