Executive Summary

Aug 2019
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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Wearable Electronics in Morocco

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Overview

Discover the latest market trends and uncover sources of future market growth for the Wearable Electronics industry in Morocco with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wearable Electronics industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wearable Electronics in Morocco market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Wearable Electronics in Morocco?
  • What are the major brands in Morocco?
  • What is the growth rate for Wearable Electronics in Morocco?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Electronics market research database.

Wearable Electronics in Morocco - Category analysis

HEADLINES

PROSPECTS

Lifestyle trends and rising incomes underpin growth
Purchases limited to more affluent consumers
Fashion- and health-aware young professionals set to underpin demand

COMPETITIVE LANDSCAPE

Apple leads through quality and brand image...
...but Fitbit erodes its leading position
Huawei loses share due to security issues and app concerns, despite strong distribution and promotional strategies

CATEGORY DATA

Table 1 Sales of Wearable Electronics by Category: Volume 2014-2019
Table 2 Sales of Wearable Electronics by Category: Value 2014-2019
Table 3 Sales of Wearable Electronics by Category: % Volume Growth 2014-2019
Table 4 Sales of Wearable Electronics by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Wearable Electronics: % Volume 2015-2019
Table 6 LBN Brand Shares of Wearable Electronics: % Volume 2016-2019
Table 7 Distribution of Wearable Electronics by Channel: % Volume 2015-2019
Table 8 Forecast Sales of Wearable Electronics by Category: Volume 2019-2024
Table 9 Forecast Sales of Wearable Electronics by Category: Value 2019-2024
Table 10 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Wearable Electronics by Category: % Value Growth 2019-2024

Consumer Electronics in Morocco - Industry Overview

EXECUTIVE SUMMARY

Smartphones’ impact felt across the market, smuggled products an issue
Consumers seek modern, innovative products, payment options increase affordability
Samsung consolidates lead, local players fail to compete
Specialist retailers remain dominant due to product range and advice, but internet retailing and hypermarkets see shares rise
International brands’ quality/cost ratio trumps price for Moroccan consumers, stifles potential for local players

MARKET DATA

Table 12 Sales of Consumer Electronics by Category: Volume 2014-2019
Table 13 Sales of Consumer Electronics by Category: Value 2014-2019
Table 14 Sales of Consumer Electronics by Category: % Volume Growth 2014-2019
Table 15 Sales of Consumer Electronics by Category: % Value Growth 2014-2019
Table 16 NBO Company Shares of Consumer Electronics: % Volume 2015-2019
Table 17 LBN Brand Shares of Consumer Electronics: % Volume 2016-2019
Table 18 Distribution of Consumer Electronics by Channel: % Volume 2014-2019
Table 19 Forecast Sales of Consumer Electronics by Category: Volume 2019-2024
Table 20 Forecast Sales of Consumer Electronics by Category: Value 2019-2024
Table 21 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2019-2024
Table 22 Forecast Sales of Consumer Electronics by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources