Wearable Electronics in Morocco

PROSPECTS

Lifestyle trends and rising incomes underpin growth

Changing lifestyles are benefiting sales of wearable electronics in Morocco. As people are living faster, more hectic lifestyles, and disposable incomes rise in urban areas, they seek convenient wearable electronics that can perform many tasks at once.

Purchases limited to more affluent consumers

Smart wearables and activity watches remain very limited to a specific niche of consumers. Generally, the use of such products is still very limited and targets mainly fitness enthusiasts those in upper-income segments.

Fashion- and health-aware young professionals set to underpin demand

The growing number of products and choices in the category is expected to drive sales over the forecast period, especially as smart wearables become increasingly fashionable and have very slick and smooth designs. Fashion and appearance are likely to further influence wearable electronics over the forecast period.

COMPETITIVE LANDSCAPE

Apple leads through quality and brand image...

Apple leads sales of wearable electronics with its popular Apple Watch product. The company is perceived positively by local consumers due to the high quality of its products across various consumer electronics categories.

...but Fitbit erodes its leading position

Fitbit eroded Apples lead in 2019, appealing to consumers in lower-income groups who are unable to afford the US giant’s high-value products. Local companies do not operate in wearable electronics due to lack of experience and know-how, and the limited financial capital available to invest in research and development, so Fitbit represents the next most affordable option for many consumers.

Huawei loses share due to security issues and app concerns, despite strong distribution and promotional strategies

Huawei is recording noticeable sales in Morocco as it offers very affordable products and has a strong distribution and promotional strategy in the country. The company sells its products across various modern retailers such as supermarkets/hypermarkets, independent specialist consumer electronics retailers, and also online.

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