Consumer Appliances in Morocco

January 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Dishwashers
  • Home Laundry Appliances
  • Large Cooking Appliances
  • Microwaves
  • Refrigeration Appliances
  • Air Treatment Products
  • Food Preparation Appliances
  • Personal Care Appliances
  • Small Cooking Appliances
  • Vacuum Cleaners

If you're in the Consumer Appliances industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Consumer Appliances in Morocco report includes:

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

This report answers:

  • What is the market size of Consumer Appliances in Morocco?
  • Which are the leading brands in Morocco?
  • How are products distributed in Morocco?
  • To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
  • How are considerations such as urban development and the rise in single-person households determining sales growth?
  • Where is future growth expected to be most dynamic?
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Consumer Appliances in Morocco

Consumer appliances in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2024
Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2024
Table 3 Sales of Consumer Appliances by Category: Volume 2018-2023
Table 4 Sales of Consumer Appliances by Category: Value 2018-2023
Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2018-2023
Table 6 Sales of Consumer Appliances by Category: % Value Growth 2018-2023
Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2018-2023
Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2018-2023
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2018-2023
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2018-2023
Table 11 Sales of Small Appliances by Category: Volume 2018-2023
Table 12 Sales of Small Appliances by Category: Value 2018-2023
Table 13 Sales of Small Appliances by Category: % Volume Growth 2018-2023
Table 14 Sales of Small Appliances by Category: % Value Growth 2018-2023
Table 15 NBO Company Shares of Major Appliances: % Volume 2019-2023
Table 16 LBN Brand Shares of Major Appliances: % Volume 2020-2023
Table 17 NBO Company Shares of Small Appliances: % Volume2019-2023
Table 18 LBN Brand Shares of Small Appliances: % Volume2020-2023
Table 19 Distribution of Major Appliances by Format: % Volume 2018-2023
Table 20 Distribution of Small Appliances by Format: % Volume 2018-2023
Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2023-2028
Table 22 Forecast Sales of Consumer Appliances by Category: Value 2023-2028
Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2023-2028
Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2023-2028
Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2023-2028
Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2023-2028
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2023-2028
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2023-2028
Table 29 Forecast Sales of Small Appliances by Category: Volume 2023-2028
Table 30 Forecast Sales of Small Appliances by Category: Value 2023-2028
Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2023-2028
Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2023-2028

DISCLAIMER

Summary 1 Research Sources

Dishwashers in Morocco

KEY DATA FINDINGS

Dishwasher volume sales restored back to pre-pandemic levels
Pandemic leaves lasting impact on dishwasher category
Beko brand gains retail volume share as affordability wins over consumers
Rising demand for dishwashers as purchasing power strengthens
Players to use price discounting to drive sales
Consumers seek affordable dishwashers and supplies
Table 33 Sales of Dishwashers by Category: Volume 2018-2023
Table 34 Sales of Dishwashers by Category: Value 2018-2023
Table 35 Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 36 Sales of Dishwashers by Category: % Value Growth 2018-2023
Table 37 Sales of Dishwashers by Format: % Volume 2018-2023
Table 38 Sales of Dishwashers by Smart Appliances: % Volume 2019-2023
Table 39 NBO Company Shares of Dishwashers: % Volume 2019-2023
Table 40 LBN Brand Shares of Dishwashers: % Volume 2020-2023
Table 41 Distribution of Dishwashers by Format: % Volume 2018-2023
Table 42 Production of Dishwashers: Total Volume 2018-2023
Table 43 Forecast Sales of Dishwashers by Category: Volume 2023-2028
Table 44 Forecast Sales of Dishwashers by Category: Value 2023-2028
Table 45 Forecast Sales of Dishwashers by Category: % Volume Growth 2023-2028
Table 46 Forecast Sales of Dishwashers by Category: % Value Growth 2023-2028

Home Laundry Appliances in Morocco

KEY DATA FINDINGS

Home laundry appliances enjoy healthy growth
Competition intensifies in home laundry appliances
Price discounting drives volume growth but suppresses value growth
Promising outlook for home laundry appliances
Rising demand for energy-efficient consumer appliances
International brands to expand share and help drive category growth
Table 47 Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 48 Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 49 Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 50 Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023
Table 51 Sales of Automatic Washer Dryers by Smart Appliances: % Volume 2018-2023
Table 52 Sales of Automatic Washing Machines by Format: % Volume 2018-2023
Table 53 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2018-2023
Table 54 Sales of Automatic Washing Machines by Smart Appliances: % Volume 2019-2023
Table 55 NBO Company Shares of Home Laundry Appliances: % Volume 2019-2023
Table 56 LBN Brand Shares of Home Laundry Appliances: % Volume 2020-2023
Table 57 Distribution of Home Laundry Appliances by Format: % Volume 2018-2023
Table 58 Production of Home Laundry Appliances: Total Volume 2018-2023
Table 59 Forecast Sales of Home Laundry Appliances by Category: Volume 2023-2028
Table 60 Forecast Sales of Home Laundry Appliances by Category: Value 2023-2028
Table 61 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2023-2028
Table 62 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2023-2028

Large Cooking Appliances in Morocco

KEY DATA FINDINGS

Stable volume growth in large cooking appliances
Players use discounting activity to drive sales putting pressure on prices
Growing interest in more sustainable appliances
Strong growth potential for built-in large cooking appliances
Opportunities to tap into growing demand for sustainable cooking appliances
B2B offers new revenue potential
Table 63 Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 64 Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 65 Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 66 Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023
Table 67 Sales of Built-in Hobs by Format: % Volume 2018-2023
Table 68 Sales of Ovens by Smart Appliances: % Volume 2019-2023
Table 69 NBO Company Shares of Large Cooking Appliances: % Volume 2019-2023
Table 70 LBN Brand Shares of Large Cooking Appliances: % Volume 2020-2023
Table 71 NBO Company Shares of Built-in Hobs: % Volume 2019-2023
Table 72 NBO Company Shares of Ovens: % Volume 2019-2023
Table 73 NBO Company Shares of Cooker Hoods: % Volume 2019-2023
Table 74 NBO Company Shares of Built-in Cooker Hoods: % Volume 2019-2023
Table 75 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2019-2023
Table 76 NBO Company Shares of Cookers: % Volume 2019-2023
Table 77 NBO Company Shares of Range Cookers: % Volume 2019-2023
Table 78 Distribution of Large Cooking Appliances by Format: % Volume 2018-2023
Table 79 Production of Large Cooking Appliances: Total Volume 2018-2023
Table 80 Forecast Sales of Large Cooking Appliances by Category: Volume 2023-2028
Table 81 Forecast Sales of Large Cooking Appliances by Category: Value 2023-2028
Table 82 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2023-2028
Table 83 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2023-2028

Microwaves in Morocco

KEY DATA FINDINGS

Microwaves enjoy robust volume growth
Little change in competitive landscape
Widespread myths concerning health effects of microwaves
Convenience set to be a key driver of growth
Value for money products to be sought out by consumers
Energy-efficient models to gain appeal
Table 84 Sales of Microwaves by Category: Volume 2018-2023
Table 85 Sales of Microwaves by Category: Value 2018-2023
Table 86 Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 87 Sales of Microwaves by Category: % Value Growth 2018-2023
Table 88 Sales of Microwaves by Smart Appliances: % Volume 2019-2023
Table 89 NBO Company Shares of Microwaves: % Volume 2019-2023
Table 90 LBN Brand Shares of Microwaves: % Volume 2020-2023
Table 91 Distribution of Microwaves by Format: % Volume 2018-2023
Table 92 Production of Microwaves: Total Volume 2018-2023
Table 93 Forecast Sales of Microwaves by Category: Volume 2023-2028
Table 94 Forecast Sales of Microwaves by Category: Value 2023-2028
Table 95 Forecast Sales of Microwaves by Category: % Volume Growth 2023-2028
Table 96 Forecast Sales of Microwaves by Category: % Value Growth 2023-2028

Refrigeration Appliances in Morocco

KEY DATA FINDINGS

Slowdown in volume growth as consumers economise
Local brands gain appeal due to affordability and stronger domestic production
Brands focus on customisation and personalisation trend
Sales expected to improve once economy starts to recover
More players expected to localise production
Innovation to focus on niche markets and customisation
Table 97 Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 98 Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 99 Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 100 Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023
Table 101 Sales of Freezers by Format: % Volume 2018-2023
Table 102 Sales of Freezers by Volume Capacity: % Volume 2018-2023
Table 103 Sales of Fridge Freezers by Format: % Volume 2018-2023
Table 104 Sales of Fridge Freezers by Volume Capacity: % Volume 2018-2023
Table 105 Sales of Fridge Freezers by Smart Appliances: % Volume 2019-2023
Table 106 Sales of Fridges by Volume Capacity: % Volume 2018-2023
Table 107 NBO Company Shares of Refrigeration Appliances: % Volume 2019-2023
Table 108 LBN Brand Shares of Refrigeration Appliances: % Volume 2020-2023
Table 109 NBO Company Shares of Built-in Fridge Freezers: % Volume 2019-2023
Table 110 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2019-2023
Table 111 NBO Company Shares of Built-in Fridges: % Volume 2019-2023
Table 112 NBO Company Shares of Freestanding Fridges: % Volume 2019-2023
Table 113 Distribution of Refrigeration Appliances by Format: % Volume 2018-2023
Table 114 Production of Refrigeration Appliances: Total Volume 2018-2023
Table 115 Forecast Sales of Refrigeration Appliances by Category: Volume 2023-2028
Table 116 Forecast Sales of Refrigeration Appliances by Category: Value 2023-2028
Table 117 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2023-2028
Table 118 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2023-2028

Air Treatment Products in Morocco

KEY DATA FINDINGS

Air treatment products struggle to recover post-pandemic
Global warming supports sales of air conditioning units
Focus on safety and energy efficiency
Growth closely tied to the performance of the local economy
Air purifiers to grow from a low base
Energy efficient appliances to gain traction
Table 119 Sales of Air Treatment Products by Category: Volume 2018-2023
Table 120 Sales of Air Treatment Products by Category: Value 2018-2023
Table 121 Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 122 Sales of Air Treatment Products by Category: % Value Growth 2018-2023
Table 123 Sales of Air Conditioners by Smart Appliances: % Volume 2019-2023
Table 124 NBO Company Shares of Air Treatment Products: % Volume 2019-2023
Table 125 LBN Brand Shares of Air Treatment Products: % Volume 2020-2023
Table 126 Distribution of Air Treatment Products by Format: % Volume 2018-2023
Table 127 Production of Air Conditioners: Total Volume 2018-2023
Table 128 Forecast Sales of Air Treatment Products by Category: Volume 2023-2028
Table 129 Forecast Sales of Air Treatment Products by Category: Value 2023-2028
Table 130 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2023-2028
Table 131 Forecast Sales of Air Treatment Products by Category: % Value Growth 2023-2028

Food Preparation Appliances in Morocco

KEY DATA FINDINGS

Modern and healthy lifestyles drive demand for food preparation appliances
Affordability is key to uptake in the category
E-commerce grows from a low base
Promotional efforts key to driving sales
Consumers looking for innovative appliances to support modern living
E-commerce offers growth opportunities for category
Table 132 Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 133 Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 134 Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 135 Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023
Table 136 NBO Company Shares of Food Preparation Appliances: % Volume 2019-2023
Table 137 LBN Brand Shares of Food Preparation Appliances: % Volume 2020-2023
Table 138 Distribution of Food Preparation Appliances by Format: % Volume 2018-2023
Table 139 Forecast Sales of Food Preparation Appliances by Category: Volume 2023-2028
Table 140 Forecast Sales of Food Preparation Appliances by Category: Value 2023-2028
Table 141 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2023-2028
Table 142 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2023-2028

Personal Care Appliances in Morocco

KEY DATA FINDINGS

Strong recovery for personal care appliances
Hair care appliances outperform other products
Fragmented competitive landscape likely to expand
Promising outlook ahead for personal care appliances
Hair care appliances to remain key area of growth
Stronger focus on brand differentiation
Table 143 Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 144 Sales of Personal Care Appliances by Category: Value 2018-2023
Table 145 Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 146 Sales of Personal Care Appliances by Category: % Value Growth 2018-2023
Table 147 Sales of Body Shavers by Format: % Volume 2018-2023
Table 148 Sales of Hair Care Appliances by Format: % Volume 2018-2023
Table 149 NBO Company Shares of Personal Care Appliances 2019-2023
Table 150 LBN Brand Shares of Personal Care Appliances 2020-2023
Table 151 Distribution of Personal Care Appliances by Format: % Volume 2018-2023
Table 152 Forecast Sales of Personal Care Appliances by Category: Volume 2023-2028
Table 153 Forecast Sales of Personal Care Appliances by Category: Value 2023-2028
Table 154 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2023-2028
Table 155 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2023-2028

Small Cooking Appliances in Morocco

KEY DATA FINDINGS

Air fryers enjoy growing appeal
Nespresso focus on collaborations to drive brand awareness
Social influencers help drive demand for breadmakers
Stable growth projected for small cooking appliances
Growing focus on sustainability
Opportunities for innovation in small cooking appliances
Table 156 Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 157 Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 158 Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 159 Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023
Table 160 Sales of Freestanding Hobs by Format: % Volume 2018-2023
Table 161 NBO Company Shares of Small Cooking Appliances: % Volume 2019-2023
Table 162 LBN Brand Shares of Small Cooking Appliances: % Volume 2020-2023
Table 163 Distribution of Small Cooking Appliances by Format: % Volume 2018-2023
Table 164 Forecast Sales of Small Cooking Appliances by Category: Volume 2023-2028
Table 165 Forecast Sales of Small Cooking Appliances by Category: Value 2023-2028
Table 166 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2023-2028
Table 167 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2023-2028

Vacuum Cleaners in Morocco

KEY DATA FINDINGS

Volume sales strengthen in Morocco
Premium vacuum cleaners gain appeal
Expansion of smart vacuum cleaners
Consumers keen on premium vacuum cleaners
Data privacy is a growing issue in Morocco
Improving economy should encourage replacement purchases
Table 168 Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 169 Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 170 Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 171 Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023
Table 172 Sales of Robotic Vacuum Cleaners by Smart Appliances: % Volume 2019-2023
Table 173 NBO Company Shares of Vacuum Cleaners: % Volume 2019-2023
Table 174 LBN Brand Shares of Vacuum Cleaners: % Volume 2020-2023
Table 175 Distribution of Vacuum Cleaners by Format: % Volume 2018-2023
Table 176 Forecast Sales of Vacuum Cleaners by Category: Volume 2023-2028
Table 177 Forecast Sales of Vacuum Cleaners by Category: Value 2023-2028
Table 178 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2023-2028
Table 179 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2023-2028
The following categories and subcategories are included:

Consumer Appliances

    • Built-In Major Appliances
    • Freestanding Major Appliances
      • Built-in Dishwashers
      • Freestanding Dishwashers
      • Built-in Home Laundry Appliances
      • Freestanding Home Laundry Appliances
        • Built-in Automatic Dryers
        • Freestanding Automatic Dryers
        • Built-in Automatic Washer Dryers
        • Freestanding Automatic Washer Dryers
        • Built-in Automatic Washing Machines
        • Freestanding Automatic Washing Machines
      • Semi-Automatic Washing Machines
      • Built-in Large Cooking Appliances
      • Freestanding Large Cooking Appliances
      • Built-in Hobs
      • Ovens
        • Built-in Cooker Hoods
        • Freestanding Cooker Hoods
      • Cookers
      • Range Cookers
      • Built-in Microwaves
      • Freestanding Microwaves
      • Built-in Refrigeration Appliances
      • Freestanding Refrigeration Appliances
        • Built-in Electric Wine Coolers/Chillers
        • Freestanding Electric Wine Coolers/Chillers
        • Built-in Freezers
        • Freestanding Freezers
        • Built-in Fridge Freezers
        • Freestanding Fridge Freezers
        • Built-in Fridges
        • Freestanding Fridges
      • Air Purifiers
          • Portable Room Air Conditioners
          • Split Air Conditioners
          • Window Air Conditioners
        • Air Coolers
        • Cooling Fans
      • Dehumidifiers
      • Humidifiers
      • Blenders
      • Food Processors
        • Centrifugal Juicers
        • Slow Juicers
      • Mixers
      • Other Food Preparation Appliances
    • Heating Appliances
    • Irons
      • Body Shavers
      • Electric Facial Cleansers
      • Hair Care Appliances
        • Battery Toothbrush Units
        • Electric Toothbrush Units
        • Other Oral Care Appliances
      • Other Personal Care Appliances
      • Breadmakers
          • Espresso Coffee Machines
          • Filter Coffee Machines
          • Other Standard Coffee Machines
          • Hard Pods
          • Soft Pods
      • Coffee Mills
        • Air Fryers
        • Oil Based Fryers
      • Electric Grills
      • Electric Steamers
      • Freestanding Hobs
      • Kettles
      • Rice Cookers
      • Slow Cookers
      • Other Small Cooking Appliances
        • Cylinder Vacuum Cleaners
        • Handheld Vacuum Cleaners
        • Stick Vacuum Cleaners
        • Upright Vacuum Cleaners
        • Steam Vacuum Cleaners
      • Robotic Vacuum Cleaners

Consumer Appliances

Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.

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