Table of Content

Consumer Appliances in Morocco
Euromonitor International
March 2022

List Of Contents And Tables

CONSUMER APPLIANCES IN MOROCCO
EXECUTIVE SUMMARY
Consumer appliances in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2016-2021
Table 2 Replacement Cycles of Consumer Appliances by Category 2016-2021
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2021-2026
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2021-2026
MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2016-2021
Table 6 Sales of Consumer Appliances by Category: Value 2016-2021
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2016-2021
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2016-2021
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2016-2021
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2016-2021
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2016-2021
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2016-2021
Table 13 Sales of Small Appliances by Category: Volume 2016-2021
Table 14 Sales of Small Appliances by Category: Value 2016-2021
Table 15 Sales of Small Appliances by Category: % Volume Growth 2016-2021
Table 16 Sales of Small Appliances by Category: % Value Growth 2016-2021
Table 17 NBO Company Shares of Major Appliances: % Volume 2017-2021
Table 18 LBN Brand Shares of Major Appliances: % Volume 2018-2021
Table 19 NBO Company Shares of Small Appliances: % Volume 2017-2021
Table 20 LBN Brand Shares of Small Appliances: % Volume 2018-2021
Table 21 Distribution of Major Appliances by Format: % Volume 2016-2021
Table 22 Distribution of Small Appliances by Format: % Volume 2016-2021
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2021-2026
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2021-2026
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2021-2026
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2021-2026
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2021-2026
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2021-2026
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2021-2026
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2021-2026
Table 31 Forecast Sales of Small Appliances by Category: Volume 2021-2026
Table 32 Forecast Sales of Small Appliances by Category: Value 2021-2026
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2021-2026
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
REFRIGERATION APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2021 DEVELOPMENTS
Slight improvement seen in 2021 as Morocco eases its COVID-19 measures
Prices fall as players turn to discounting activities to drive demand
Lack of innovation as players focus on maintaining supplies of popular lines
PROSPECTS AND OPPORTUNITIES
Sales expected to improve once economy starts to recover
Price discounting and financing set to play a key role in driving demand
Recovery in housing market projected to fuel demand
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2016-2021
Table 36 Sales of Refrigeration Appliances by Category: Value 2016-2021
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2016-2021
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2016-2021
Table 39 Sales of Freezers by Format: % Volume 2016-2021
Table 40 Sales of Freezers by Volume Capacity: % Volume 2016-2021
Table 41 Sales of Fridge Freezers by Format: % Volume 2016-2021
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2016-2021
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2017-2021
Table 44 Sales of Fridges by Volume Capacity: % Volume 2016-2021
Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2017-2021
Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2018-2021
Table 47 NBO Company Shares of Built-in Fridge Freezers: % Volume 2017-2021
Table 48 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2017-2021
Table 49 NBO Company Shares of Built-in Fridges: % Volume 2017-2021
Table 50 NBO Company Shares of Freestanding Fridges: % Volume 2017-2021
Table 51 Distribution of Refrigeration Appliances by Format: % Volume 2016-2021
Table 52 Forecast Sales of Refrigeration Appliances by Category: Volume 2021-2026
Table 53 Forecast Sales of Refrigeration Appliances by Category: Value 2021-2026
Table 54 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2021-2026
Table 55 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2021-2026
HOME LAUNDRY APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home laundry appliances on the path to recovery as Morocco’s economy shows early signs of improvement
Price discounting drives volume growth but suppresses value growth
More laundry loads helps create demand for new and replacement home laundry appliances
PROSPECTS AND OPPORTUNITIES
Bright outlook for home laundry appliances
Economic pressures likely to continue being felt
Limited opportunities for value growth expected to put a cap on innovation
CATEGORY DATA
Table 56 Sales of Home Laundry Appliances by Category: Volume 2016-2021
Table 57 Sales of Home Laundry Appliances by Category: Value 2016-2021
Table 58 Sales of Home Laundry Appliances by Category: % Volume Growth 2016-2021
Table 59 Sales of Home Laundry Appliances by Category: % Value Growth 2016-2021
Table 60 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2016-2021
Table 61 Sales of Automatic Washing Machines by Format: % Volume 2016-2021
Table 62 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2016-2021
Table 63 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2017-2021
Table 64 NBO Company Shares of Home Laundry Appliances: % Volume 2017-2021
Table 65 LBN Brand Shares of Home Laundry Appliances: % Volume 2018-2021
Table 66 Distribution of Home Laundry Appliances by Format: % Volume 2016-2021
Table 67 Production of Home Laundry Appliances: Total Volume 2016-2021
Table 68 Forecast Sales of Home Laundry Appliances by Category: Volume 2021-2026
Table 69 Forecast Sales of Home Laundry Appliances by Category: Value 2021-2026
Table 70 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2021-2026
Table 71 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2021-2026
DISHWASHERS IN MOROCCO
KEY DATA FINDINGS
2021 DEVELOPMENTS
Dishwashers shows signs of recovery after a significant setback in 2020
Players use price discounting to attract sales
As dishwashers struggle with the increased load some people return to hand dishwashing
PROSPECTS AND OPPORTUNITIES
Increase in economic activity key to the recovery of dishwashers
Urbanisation helping to fuel demand for dishwashers
Price discounting expected to remain commonplace
CATEGORY DATA
Table 72 Sales of Dishwashers by Category: Volume 2016-2021
Table 73 Sales of Dishwashers by Category: Value 2016-2021
Table 74 Sales of Dishwashers by Category: % Volume Growth 2016-2021
Table 75 Sales of Dishwashers by Category: % Value Growth 2016-2021
Table 76 Sales of Dishwashers by Format: % Volume 2016-2021
Table 77 Sales of Dishwashers by Connected Appliances: % Volume 2017-2021
Table 78 NBO Company Shares of Dishwashers: % Volume 2017-2021
Table 79 LBN Brand Shares of Dishwashers: % Volume 2018-2021
Table 80 Distribution of Dishwashers by Format: % Volume 2016-2021
Table 81 Production of Dishwashers: Total Volume 2016-2021
Table 82 Forecast Sales of Dishwashers by Category: Volume 2021-2026
Table 83 Forecast Sales of Dishwashers by Category: Value 2021-2026
Table 84 Forecast Sales of Dishwashers by Category: % Volume Growth 2021-2026
Table 85 Forecast Sales of Dishwashers by Category: % Value Growth 2021-2026
LARGE COOKING APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales of large cooking appliances benefit from improving situation
Increased wear and tear as consumers forced to cook more meals at home
Players use discounting activity to drive sales putting pressure on prices
PROSPECTS AND OPPORTUNITIES
Economic improvement key to growth
Growing interest in home cooking should help drive demand
Price discounting and financing should help deliver volume growth
CATEGORY DATA
Table 86 Sales of Large Cooking Appliances by Category: Volume 2016-2021
Table 87 Sales of Large Cooking Appliances by Category: Value 2016-2021
Table 88 Sales of Large Cooking Appliances by Category: % Volume Growth 2016-2021
Table 89 Sales of Large Cooking Appliances by Category: % Value Growth 2016-2021
Table 90 Sales of Built-in Hobs by Format: % Volume 2016-2021
Table 91 Sales of Ovens by Connected Appliances: % Volume 2017-2021
Table 92 NBO Company Shares of Large Cooking Appliances: % Volume 2017-2021
Table 93 LBN Brand Shares of Large Cooking Appliances: % Volume 2018-2021
Table 94 NBO Company Shares of Built-in Hobs: % Volume 2017-2021
Table 95 NBO Company Shares of Ovens: % Volume 2017-2021
Table 96 NBO Company Shares of Cooker Hoods: % Volume 2017-2021
Table 97 NBO Company Shares of Built-in Cooker Hoods: % Volume 2017-2021
Table 98 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2017-2021
Table 99 NBO Company Shares of Cookers: % Volume 2017-2021
Table 100 Distribution of Large Cooking Appliances by Format: % Volume 2016-2021
Table 101 Forecast Sales of Large Cooking Appliances by Category: Volume 2021-2026
Table 102 Forecast Sales of Large Cooking Appliances by Category: Value 2021-2026
Table 103 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2021-2026
Table 104 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2021-2026
MICROWAVES IN MOROCCO
KEY DATA FINDINGS
2021 DEVELOPMENTS
Resumption of economic activity supports sales
Price discounting a key feature of company strategies
Work from home arrangements help create demand for microwaves
PROSPECTS AND OPPORTUNITIES
Convenience set to be a key driver of growth
Microwaves expected to find favour with small, urban households
Price discounting set to continue
CATEGORY DATA
Table 105 Sales of Microwaves by Category: Volume 2016-2021
Table 106 Sales of Microwaves by Category: Value 2016-2021
Table 107 Sales of Microwaves by Category: % Volume Growth 2016-2021
Table 108 Sales of Microwaves by Category: % Value Growth 2016-2021
Table 109 Sales of Microwaves by Connected Appliances: % Volume 2017-2021
Table 110 NBO Company Shares of Microwaves: % Volume 2017-2021
Table 111 LBN Brand Shares of Microwaves: % Volume 2018-2021
Table 112 Distribution of Microwaves by Format: % Volume 2016-2021
Table 113 Forecast Sales of Microwaves by Category: Volume 2021-2026
Table 114 Forecast Sales of Microwaves by Category: Value 2021-2026
Table 115 Forecast Sales of Microwaves by Category: % Volume Growth 2021-2026
Table 116 Forecast Sales of Microwaves by Category: % Value Growth 2021-2026
FOOD PREPARATION APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2021 DEVELOPMENTS
Signs of recovery as COVID-19 restrictions ease
Consumers spend more time in the kitchen due to home seclusion
Increase in home cooked meals helps drive demand
PROSPECTS AND OPPORTUNITIES
Improving economy and promotional offers set to fuel demand
Convenience and health and wellness key trends to look out for
Creativity in the kitchen should help drive demand
CATEGORY DATA
Table 117 Sales of Food Preparation Appliances by Category: Volume 2016-2021
Table 118 Sales of Food Preparation Appliances by Category: Value 2016-2021
Table 119 Sales of Food Preparation Appliances by Category: % Volume Growth 2016-2021
Table 120 Sales of Food Preparation Appliances by Category: % Value Growth 2016-2021
Table 121 NBO Company Shares of Food Preparation Appliances: % Volume 2017-2021
Table 122 LBN Brand Shares of Food Preparation Appliances: % Volume 2018-2021
Table 123 Distribution of Food Preparation Appliances by Format: % Volume 2016-2021
Table 124 Forecast Sales of Food Preparation Appliances by Category: Volume 2021-2026
Table 125 Forecast Sales of Food Preparation Appliances by Category: Value 2021-2026
Table 126 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2021-2026
Table 127 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2021-2026
SMALL COOKING APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2021 DEVELOPMENTS
Small improvement seen as consumer confidence picks up
Demand for home-brewed coffee helps spark a recovery
Social influencers help drive demand for breadmakers
PROSPECTS AND OPPORTUNITIES
Swift recovery projected for small cooking appliances
New product launches expected as the situation improves
Desirability, affordability and convenience key considerations when it comes to small cooking appliances
CATEGORY DATA
Table 128 Sales of Small Cooking Appliances by Category: Volume 2016-2021
Table 129 Sales of Small Cooking Appliances by Category: Value 2016-2021
Table 130 Sales of Small Cooking Appliances by Category: % Volume Growth 2016-2021
Table 131 Sales of Small Cooking Appliances by Category: % Value Growth 2016-2021
Table 132 Sales of Freestanding Hobs by Format: % Volume 2016-2021
Table 133 NBO Company Shares of Small Cooking Appliances: % Volume 2017-2021
Table 134 LBN Brand Shares of Small Cooking Appliances: % Volume 2018-2021
Table 135 Distribution of Small Cooking Appliances by Format: % Volume 2016-2021
Table 136 Forecast Sales of Small Cooking Appliances by Category: Volume 2021-2026
Table 137 Forecast Sales of Small Cooking Appliances by Category: Value 2021-2026
Table 138 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2021-2026
Table 139 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2021-2026
VACUUM CLEANERS IN MOROCCO
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales see only a limited improvement as consumers postpone replacing their vacuum cleaners
The robot invasion put on hold as consumers exercise caution in their spending
Discounting activities fail to provide significant results
PROSPECTS AND OPPORTUNITIES
Slow recovery predicted for vacuum cleaners
Improving economy should encourage replacement purchases
Prices set to continue falling
CATEGORY DATA
Table 140 Sales of Vacuum Cleaners by Category: Volume 2016-2021
Table 141 Sales of Vacuum Cleaners by Category: Value 2016-2021
Table 142 Sales of Vacuum Cleaners by Category: % Volume Growth 2016-2021
Table 143 Sales of Vacuum Cleaners by Category: % Value Growth 2016-2021
Table 144 NBO Company Shares of Vacuum Cleaners: % Volume 2017-2021
Table 145 LBN Brand Shares of Vacuum Cleaners: % Volume 2018-2021
Table 146 Distribution of Vacuum Cleaners by Format: % Volume 2016-2021
Table 147 Forecast Sales of Vacuum Cleaners by Category: Volume 2021-2026
Table 148 Forecast Sales of Vacuum Cleaners by Category: Value 2021-2026
Table 149 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2021-2026
Table 150 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2021-2026
PERSONAL CARE APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2021 DEVELOPMENTS
Muted recovery seen in personal care appliances as economic activity picks up
Mixed results seen in the different categories
Price discounting helps drive demand
PROSPECTS AND OPPORTUNITIES
As consumer confidence picks up so too should sales of personal care appliances
Economy brands could help drive volume growth as incomes are squeezed
Reopening of hair and beauty salons could threaten sales
CATEGORY DATA
Table 151 Sales of Personal Care Appliances by Category: Volume 2016-2021
Table 152 Sales of Personal Care Appliances by Category: Value 2016-2021
Table 153 Sales of Personal Care Appliances by Category: % Volume Growth 2016-2021
Table 154 Sales of Personal Care Appliances by Category: % Value Growth 2016-2021
Table 155 Sales of Body Shavers by Format: % Volume 2016-2021
Table 156 Sales of Hair Care Appliances by Format: % Volume 2016-2021
Table 157 NBO Company Shares of Personal Care Appliances 2017-2021
Table 158 LBN Brand Shares of Personal Care Appliances 2018-2021
Table 159 Distribution of Personal Care Appliances by Format: % Volume 2016-2021
Table 160 Forecast Sales of Personal Care Appliances by Category: Volume 2021-2026
Table 161 Forecast Sales of Personal Care Appliances by Category: Value 2021-2026
Table 162 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2021-2026
Table 163 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2021-2026
AIR TREATMENT PRODUCTS IN MOROCCO
KEY DATA FINDINGS
2021 DEVELOPMENTS
Signs of improvement in the economy benefit sales of air treatment products
Home seclusion focuses attention on the need for cooling appliances
COVID-19 helps generate increased interest in air purifiers
PROSPECTS AND OPPORTUNITIES
Growth closely tied to the performance of the local economy
Creating the perfect home environment will be an important focus for those that can afford it
Air conditioners increasingly seen as a must-have appliance in the hot summer months
CATEGORY DATA
Table 164 Sales of Air Treatment Products by Category: Volume 2016-2021
Table 165 Sales of Air Treatment Products by Category: Value 2016-2021
Table 166 Sales of Air Treatment Products by Category: % Volume Growth 2016-2021
Table 167 Sales of Air Treatment Products by Category: % Value Growth 2016-2021
Table 168 Sales of Air Conditioners by Connected Appliances: % Volume 2017-2021
Table 169 NBO Company Shares of Air Treatment Products: % Volume 2017-2021
Table 170 LBN Brand Shares of Air Treatment Products: % Volume 2018-2021
Table 171 Distribution of Air Treatment Products by Format: % Volume 2016-2021
Table 172 Forecast Sales of Air Treatment Products by Category: Volume 2021-2026
Table 173 Forecast Sales of Air Treatment Products by Category: Value 2021-2026
Table 174 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2021-2026
Table 175 Forecast Sales of Air Treatment Products by Category: % Value Growth 2021-2026