Consumer Appliances in Morocco
Consumer appliances in Morocco has demonstrated mixed performance amidst rising inflation and supply chain disruptions in 2023. Despite a dip in demand during 2021 and early 2022, certain categories have regained their pre-pandemic sales levels. Still, the vast majority of consumer appliance categories have yet to see a full recovery, due to current economic constraints and lower consumer purchasing power. The rising price of consumer appliances and tighter household budgets have become importan...
Euromonitor International's Consumer Appliances in Morocco report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, format trends or distribution issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Major Appliances, Small Appliances.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Consumer Appliances in Morocco report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2019-2023, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, format trends or distribution issues. Forecasts to 2028 illustrate how the market is set to change.
Product coverage: Major Appliances, Small Appliances.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Consumer Appliances market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Consumer Appliances in Morocco
Euromonitor International
January 2024
LIST OF CONTENTS AND TABLES
CONSUMER APPLIANCES IN MOROCCO
EXECUTIVE SUMMARY
Consumer appliances in 2023: The big picture
2023 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 2018-2024
Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2024
MARKET DATA
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
SOURCES
Summary 1 Research Sources
REFRIGERATION APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
Sales expected to improve once economy starts to recover
More players expected to localise production
Innovation to focus on niche markets and customisation
CATEGORY DATA
Table 33 Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 34 Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 35 Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 36 Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023
Table 37 Sales of Freezers by Format: % Volume 2018-2023
Table 38 Sales of Freezers by Volume Capacity: % Volume 2018-2023
Table 39 Sales of Fridge Freezers by Format: % Volume 2018-2023
Table 40 Sales of Fridge Freezers by Volume Capacity: % Volume 2018-2023
Table 41 Sales of Fridge Freezers by Smart Appliances: % Volume 2019-2023
Table 42 Sales of Fridges by Volume Capacity: % Volume 2018-2023
Table 43 NBO Company Shares of Refrigeration Appliances: % Volume 2019-2023
Table 44 LBN Brand Shares of Refrigeration Appliances: % Volume 2020-2023
Table 45 NBO Company Shares of Built-in Fridge Freezers: % Volume 2019-2023
Table 46 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2019-2023
Table 47 NBO Company Shares of Built-in Fridges: % Volume 2019-2023
Table 48 NBO Company Shares of Freestanding Fridges: % Volume 2019-2023
Table 49 Distribution of Refrigeration Appliances by Format: % Volume 2018-2023
Table 50 Production of Refrigeration Appliances: Total Volume 2018-2023
Table 51 Forecast Sales of Refrigeration Appliances by Category: Volume 2023-2028
Table 52 Forecast Sales of Refrigeration Appliances by Category: Value 2023-2028
Table 53 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2023-2028
Table 54 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2023-2028
HOME LAUNDRY APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Home laundry appliances enjoy healthy growth
Competition intensifies in home laundry appliances
Price discounting drives volume growth but suppresses value growth
PROSPECTS AND OPPORTUNITIES
Promising outlook for home laundry appliances
Rising demand for energy-efficient consumer appliances
International brands to expand share and help drive category growth
CATEGORY DATA
Table 55 Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 56 Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 57 Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 58 Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023
Table 59 Sales of Automatic Washer Dryers by Smart Appliances: % Volume 2018-2023
Table 60 Sales of Automatic Washing Machines by Format: % Volume 2018-2023
Table 61 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2018-2023
Table 62 Sales of Automatic Washing Machines by Smart Appliances: % Volume 2019-2023
Table 63 NBO Company Shares of Home Laundry Appliances: % Volume 2019-2023
Table 64 LBN Brand Shares of Home Laundry Appliances: % Volume 2020-2023
Table 65 Distribution of Home Laundry Appliances by Format: % Volume 2018-2023
Table 66 Production of Home Laundry Appliances: Total Volume 2018-2023
Table 67 Forecast Sales of Home Laundry Appliances by Category: Volume 2023-2028
Table 68 Forecast Sales of Home Laundry Appliances by Category: Value 2023-2028
Table 69 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2023-2028
Table 70 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2023-2028
DISHWASHERS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
Rising demand for dishwashers as purchasing power strengthens
Players to use price discounting to drive sales
Consumers seek affordable dishwashers and supplies
CATEGORY DATA
Table 71 Sales of Dishwashers by Category: Volume 2018-2023
Table 72 Sales of Dishwashers by Category: Value 2018-2023
Table 73 Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 74 Sales of Dishwashers by Category: % Value Growth 2018-2023
Table 75 Sales of Dishwashers by Format: % Volume 2018-2023
Table 76 Sales of Dishwashers by Smart Appliances: % Volume 2019-2023
Table 77 NBO Company Shares of Dishwashers: % Volume 2019-2023
Table 78 LBN Brand Shares of Dishwashers: % Volume 2020-2023
Table 79 Distribution of Dishwashers by Format: % Volume 2018-2023
Table 80 Production of Dishwashers: Total Volume 2018-2023
Table 81 Forecast Sales of Dishwashers by Category: Volume 2023-2028
Table 82 Forecast Sales of Dishwashers by Category: Value 2023-2028
Table 83 Forecast Sales of Dishwashers by Category: % Volume Growth 2023-2028
Table 84 Forecast Sales of Dishwashers by Category: % Value Growth 2023-2028
LARGE COOKING APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Stable volume growth in large cooking appliances
Players use discounting activity to drive sales putting pressure on prices
Growing interest in more sustainable appliances
PROSPECTS AND OPPORTUNITIES
Strong growth potential for built-in large cooking appliances
Opportunities to tap into growing demand for sustainable cooking appliances
B2B offers new revenue potential
CATEGORY DATA
Table 85 Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 86 Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023
Table 89 Sales of Built-in Hobs by Format: % Volume 2018-2023
Table 90 Sales of Ovens by Smart Appliances: % Volume 2019-2023
Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2019-2023
Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2020-2023
Table 93 NBO Company Shares of Built-in Hobs: % Volume 2019-2023
Table 94 NBO Company Shares of Ovens: % Volume 2019-2023
Table 95 NBO Company Shares of Cooker Hoods: % Volume 2019-2023
Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2019-2023
Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2019-2023
Table 98 NBO Company Shares of Cookers: % Volume 2019-2023
Table 99 NBO Company Shares of Range Cookers: % Volume 2019-2023
Table 100 Distribution of Large Cooking Appliances by Format: % Volume 2018-2023
Table 101 Production of Large Cooking Appliances: Total Volume 2018-2023
Table 102 Forecast Sales of Large Cooking Appliances by Category: Volume 2023-2028
Table 103 Forecast Sales of Large Cooking Appliances by Category: Value 2023-2028
Table 104 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2023-2028
Table 105 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2023-2028
MICROWAVES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Microwaves enjoy robust volume growth
Little change in competitive landscape
Widespread myths concerning health effects of microwaves
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 106 Sales of Microwaves by Category: Volume 2018-2023
Table 107 Sales of Microwaves by Category: Value 2018-2023
Table 108 Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 109 Sales of Microwaves by Category: % Value Growth 2018-2023
Table 110 Sales of Microwaves by Smart Appliances: % Volume 2019-2023
Table 111 NBO Company Shares of Microwaves: % Volume 2019-2023
Table 112 LBN Brand Shares of Microwaves: % Volume 2020-2023
Table 113 Distribution of Microwaves by Format: % Volume 2018-2023
Table 114 Production of Microwaves: Total Volume 2018-2023
Table 115 Forecast Sales of Microwaves by Category: Volume 2023-2028
Table 116 Forecast Sales of Microwaves by Category: Value 2023-2028
Table 117 Forecast Sales of Microwaves by Category: % Volume Growth 2023-2028
Table 118 Forecast Sales of Microwaves by Category: % Value Growth 2023-2028
FOOD PREPARATION APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
Promotional efforts key to driving sales
Consumers looking for innovative appliances to support modern living
E-commerce offers growth opportunities for category
CATEGORY DATA
Table 119 Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 120 Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 121 Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 122 Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023
Table 123 NBO Company Shares of Food Preparation Appliances: % Volume 2019-2023
Table 124 LBN Brand Shares of Food Preparation Appliances: % Volume 2020-2023
Table 125 Distribution of Food Preparation Appliances by Format: % Volume 2018-2023
Table 126 Forecast Sales of Food Preparation Appliances by Category: Volume 2023-2028
Table 127 Forecast Sales of Food Preparation Appliances by Category: Value 2023-2028
Table 128 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2023-2028
Table 129 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2023-2028
SMALL COOKING APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air fryers enjoy growing appeal
Nespresso focus on collaborations to drive brand awareness
Social influencers help drive demand for breadmakers
PROSPECTS AND OPPORTUNITIES
Stable growth projected for small cooking appliances
Growing focus on sustainability
Opportunities for innovation in small cooking appliances
CATEGORY DATA
Table 130 Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 131 Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 132 Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 133 Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023
Table 134 Sales of Freestanding Hobs by Format: % Volume 2018-2023
Table 135 NBO Company Shares of Small Cooking Appliances: % Volume 2019-2023
Table 136 LBN Brand Shares of Small Cooking Appliances: % Volume 2020-2023
Table 137 Distribution of Small Cooking Appliances by Format: % Volume 2018-2023
Table 138 Forecast Sales of Small Cooking Appliances by Category: Volume 2023-2028
Table 139 Forecast Sales of Small Cooking Appliances by Category: Value 2023-2028
Table 140 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2023-2028
Table 141 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2023-2028
VACUUM CLEANERS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Volume sales strengthen in Morocco
Premium vacuum cleaners gain appeal
Expansion of smart vacuum cleaners
PROSPECTS AND OPPORTUNITIES
Consumers keen on premium vacuum cleaners
Data privacy is a growing issue in Morocco
Improving economy should encourage replacement purchases
CATEGORY DATA
Table 142 Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 143 Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 144 Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 145 Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023
Table 146 Sales of Robotic Vacuum Cleaners by Smart Appliances: % Volume 2019-2023
Table 147 NBO Company Shares of Vacuum Cleaners: % Volume 2019-2023
Table 148 LBN Brand Shares of Vacuum Cleaners: % Volume 2020-2023
Table 149 Distribution of Vacuum Cleaners by Format: % Volume 2018-2023
Table 150 Forecast Sales of Vacuum Cleaners by Category: Volume 2023-2028
Table 151 Forecast Sales of Vacuum Cleaners by Category: Value 2023-2028
Table 152 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2023-2028
Table 153 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2023-2028
PERSONAL CARE APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Strong recovery for personal care appliances
Hair care appliances outperform other products
Fragmented competitive landscape likely to expand
PROSPECTS AND OPPORTUNITIES
Promising outlook ahead for personal care appliances
Hair care appliances to remain key area of growth
Stronger focus on brand differentiation
CATEGORY DATA
Table 154 Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 155 Sales of Personal Care Appliances by Category: Value 2018-2023
Table 156 Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 157 Sales of Personal Care Appliances by Category: % Value Growth 2018-2023
Table 158 Sales of Body Shavers by Format: % Volume 2018-2023
Table 159 Sales of Hair Care Appliances by Format: % Volume 2018-2023
Table 160 NBO Company Shares of Personal Care Appliances 2019-2023
Table 161 LBN Brand Shares of Personal Care Appliances 2020-2023
Table 162 Distribution of Personal Care Appliances by Format: % Volume 2018-2023
Table 163 Forecast Sales of Personal Care Appliances by Category: Volume 2023-2028
Table 164 Forecast Sales of Personal Care Appliances by Category: Value 2023-2028
Table 165 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2023-2028
Table 166 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2023-2028
AIR TREATMENT PRODUCTS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air treatment products struggle to recover post-pandemic
Global warming supports sales of air conditioning units
Focus on safety and energy efficiency
PROSPECTS AND OPPORTUNITIES
Growth closely tied to the performance of the local economy
Air purifiers to grow from a low base
Energy efficient appliances to gain traction
CATEGORY DATA
Table 167 Sales of Air Treatment Products by Category: Volume 2018-2023
Table 168 Sales of Air Treatment Products by Category: Value 2018-2023
Table 169 Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 170 Sales of Air Treatment Products by Category: % Value Growth 2018-2023
Table 171 Sales of Air Conditioners by Smart Appliances: % Volume 2019-2023
Table 172 NBO Company Shares of Air Treatment Products: % Volume 2019-2023
Table 173 LBN Brand Shares of Air Treatment Products: % Volume 2020-2023
Table 174 Distribution of Air Treatment Products by Format: % Volume 2018-2023
Table 175 Production of Air Conditioners: Total Volume 2018-2023
Table 176 Forecast Sales of Air Treatment Products by Category: Volume 2023-2028
Table 177 Forecast Sales of Air Treatment Products by Category: Value 2023-2028
Table 178 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2023-2028
Table 179 Forecast Sales of Air Treatment Products by Category: % Value Growth 2023-2028
Euromonitor International
January 2024
LIST OF CONTENTS AND TABLES
CONSUMER APPLIANCES IN MOROCCO
EXECUTIVE SUMMARY
Consumer appliances in 2023: The big picture
2023 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 2018-2024
Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2024
MARKET DATA
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
SOURCES
Summary 1 Research Sources
REFRIGERATION APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
Sales expected to improve once economy starts to recover
More players expected to localise production
Innovation to focus on niche markets and customisation
CATEGORY DATA
Table 33 Sales of Refrigeration Appliances by Category: Volume 2018-2023
Table 34 Sales of Refrigeration Appliances by Category: Value 2018-2023
Table 35 Sales of Refrigeration Appliances by Category: % Volume Growth 2018-2023
Table 36 Sales of Refrigeration Appliances by Category: % Value Growth 2018-2023
Table 37 Sales of Freezers by Format: % Volume 2018-2023
Table 38 Sales of Freezers by Volume Capacity: % Volume 2018-2023
Table 39 Sales of Fridge Freezers by Format: % Volume 2018-2023
Table 40 Sales of Fridge Freezers by Volume Capacity: % Volume 2018-2023
Table 41 Sales of Fridge Freezers by Smart Appliances: % Volume 2019-2023
Table 42 Sales of Fridges by Volume Capacity: % Volume 2018-2023
Table 43 NBO Company Shares of Refrigeration Appliances: % Volume 2019-2023
Table 44 LBN Brand Shares of Refrigeration Appliances: % Volume 2020-2023
Table 45 NBO Company Shares of Built-in Fridge Freezers: % Volume 2019-2023
Table 46 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2019-2023
Table 47 NBO Company Shares of Built-in Fridges: % Volume 2019-2023
Table 48 NBO Company Shares of Freestanding Fridges: % Volume 2019-2023
Table 49 Distribution of Refrigeration Appliances by Format: % Volume 2018-2023
Table 50 Production of Refrigeration Appliances: Total Volume 2018-2023
Table 51 Forecast Sales of Refrigeration Appliances by Category: Volume 2023-2028
Table 52 Forecast Sales of Refrigeration Appliances by Category: Value 2023-2028
Table 53 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2023-2028
Table 54 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2023-2028
HOME LAUNDRY APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Home laundry appliances enjoy healthy growth
Competition intensifies in home laundry appliances
Price discounting drives volume growth but suppresses value growth
PROSPECTS AND OPPORTUNITIES
Promising outlook for home laundry appliances
Rising demand for energy-efficient consumer appliances
International brands to expand share and help drive category growth
CATEGORY DATA
Table 55 Sales of Home Laundry Appliances by Category: Volume 2018-2023
Table 56 Sales of Home Laundry Appliances by Category: Value 2018-2023
Table 57 Sales of Home Laundry Appliances by Category: % Volume Growth 2018-2023
Table 58 Sales of Home Laundry Appliances by Category: % Value Growth 2018-2023
Table 59 Sales of Automatic Washer Dryers by Smart Appliances: % Volume 2018-2023
Table 60 Sales of Automatic Washing Machines by Format: % Volume 2018-2023
Table 61 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2018-2023
Table 62 Sales of Automatic Washing Machines by Smart Appliances: % Volume 2019-2023
Table 63 NBO Company Shares of Home Laundry Appliances: % Volume 2019-2023
Table 64 LBN Brand Shares of Home Laundry Appliances: % Volume 2020-2023
Table 65 Distribution of Home Laundry Appliances by Format: % Volume 2018-2023
Table 66 Production of Home Laundry Appliances: Total Volume 2018-2023
Table 67 Forecast Sales of Home Laundry Appliances by Category: Volume 2023-2028
Table 68 Forecast Sales of Home Laundry Appliances by Category: Value 2023-2028
Table 69 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2023-2028
Table 70 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2023-2028
DISHWASHERS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
Rising demand for dishwashers as purchasing power strengthens
Players to use price discounting to drive sales
Consumers seek affordable dishwashers and supplies
CATEGORY DATA
Table 71 Sales of Dishwashers by Category: Volume 2018-2023
Table 72 Sales of Dishwashers by Category: Value 2018-2023
Table 73 Sales of Dishwashers by Category: % Volume Growth 2018-2023
Table 74 Sales of Dishwashers by Category: % Value Growth 2018-2023
Table 75 Sales of Dishwashers by Format: % Volume 2018-2023
Table 76 Sales of Dishwashers by Smart Appliances: % Volume 2019-2023
Table 77 NBO Company Shares of Dishwashers: % Volume 2019-2023
Table 78 LBN Brand Shares of Dishwashers: % Volume 2020-2023
Table 79 Distribution of Dishwashers by Format: % Volume 2018-2023
Table 80 Production of Dishwashers: Total Volume 2018-2023
Table 81 Forecast Sales of Dishwashers by Category: Volume 2023-2028
Table 82 Forecast Sales of Dishwashers by Category: Value 2023-2028
Table 83 Forecast Sales of Dishwashers by Category: % Volume Growth 2023-2028
Table 84 Forecast Sales of Dishwashers by Category: % Value Growth 2023-2028
LARGE COOKING APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Stable volume growth in large cooking appliances
Players use discounting activity to drive sales putting pressure on prices
Growing interest in more sustainable appliances
PROSPECTS AND OPPORTUNITIES
Strong growth potential for built-in large cooking appliances
Opportunities to tap into growing demand for sustainable cooking appliances
B2B offers new revenue potential
CATEGORY DATA
Table 85 Sales of Large Cooking Appliances by Category: Volume 2018-2023
Table 86 Sales of Large Cooking Appliances by Category: Value 2018-2023
Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2018-2023
Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2018-2023
Table 89 Sales of Built-in Hobs by Format: % Volume 2018-2023
Table 90 Sales of Ovens by Smart Appliances: % Volume 2019-2023
Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2019-2023
Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2020-2023
Table 93 NBO Company Shares of Built-in Hobs: % Volume 2019-2023
Table 94 NBO Company Shares of Ovens: % Volume 2019-2023
Table 95 NBO Company Shares of Cooker Hoods: % Volume 2019-2023
Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2019-2023
Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2019-2023
Table 98 NBO Company Shares of Cookers: % Volume 2019-2023
Table 99 NBO Company Shares of Range Cookers: % Volume 2019-2023
Table 100 Distribution of Large Cooking Appliances by Format: % Volume 2018-2023
Table 101 Production of Large Cooking Appliances: Total Volume 2018-2023
Table 102 Forecast Sales of Large Cooking Appliances by Category: Volume 2023-2028
Table 103 Forecast Sales of Large Cooking Appliances by Category: Value 2023-2028
Table 104 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2023-2028
Table 105 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2023-2028
MICROWAVES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Microwaves enjoy robust volume growth
Little change in competitive landscape
Widespread myths concerning health effects of microwaves
PROSPECTS AND OPPORTUNITIES
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
CATEGORY DATA
Table 106 Sales of Microwaves by Category: Volume 2018-2023
Table 107 Sales of Microwaves by Category: Value 2018-2023
Table 108 Sales of Microwaves by Category: % Volume Growth 2018-2023
Table 109 Sales of Microwaves by Category: % Value Growth 2018-2023
Table 110 Sales of Microwaves by Smart Appliances: % Volume 2019-2023
Table 111 NBO Company Shares of Microwaves: % Volume 2019-2023
Table 112 LBN Brand Shares of Microwaves: % Volume 2020-2023
Table 113 Distribution of Microwaves by Format: % Volume 2018-2023
Table 114 Production of Microwaves: Total Volume 2018-2023
Table 115 Forecast Sales of Microwaves by Category: Volume 2023-2028
Table 116 Forecast Sales of Microwaves by Category: Value 2023-2028
Table 117 Forecast Sales of Microwaves by Category: % Volume Growth 2023-2028
Table 118 Forecast Sales of Microwaves by Category: % Value Growth 2023-2028
FOOD PREPARATION APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
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
PROSPECTS AND OPPORTUNITIES
Promotional efforts key to driving sales
Consumers looking for innovative appliances to support modern living
E-commerce offers growth opportunities for category
CATEGORY DATA
Table 119 Sales of Food Preparation Appliances by Category: Volume 2018-2023
Table 120 Sales of Food Preparation Appliances by Category: Value 2018-2023
Table 121 Sales of Food Preparation Appliances by Category: % Volume Growth 2018-2023
Table 122 Sales of Food Preparation Appliances by Category: % Value Growth 2018-2023
Table 123 NBO Company Shares of Food Preparation Appliances: % Volume 2019-2023
Table 124 LBN Brand Shares of Food Preparation Appliances: % Volume 2020-2023
Table 125 Distribution of Food Preparation Appliances by Format: % Volume 2018-2023
Table 126 Forecast Sales of Food Preparation Appliances by Category: Volume 2023-2028
Table 127 Forecast Sales of Food Preparation Appliances by Category: Value 2023-2028
Table 128 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2023-2028
Table 129 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2023-2028
SMALL COOKING APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air fryers enjoy growing appeal
Nespresso focus on collaborations to drive brand awareness
Social influencers help drive demand for breadmakers
PROSPECTS AND OPPORTUNITIES
Stable growth projected for small cooking appliances
Growing focus on sustainability
Opportunities for innovation in small cooking appliances
CATEGORY DATA
Table 130 Sales of Small Cooking Appliances by Category: Volume 2018-2023
Table 131 Sales of Small Cooking Appliances by Category: Value 2018-2023
Table 132 Sales of Small Cooking Appliances by Category: % Volume Growth 2018-2023
Table 133 Sales of Small Cooking Appliances by Category: % Value Growth 2018-2023
Table 134 Sales of Freestanding Hobs by Format: % Volume 2018-2023
Table 135 NBO Company Shares of Small Cooking Appliances: % Volume 2019-2023
Table 136 LBN Brand Shares of Small Cooking Appliances: % Volume 2020-2023
Table 137 Distribution of Small Cooking Appliances by Format: % Volume 2018-2023
Table 138 Forecast Sales of Small Cooking Appliances by Category: Volume 2023-2028
Table 139 Forecast Sales of Small Cooking Appliances by Category: Value 2023-2028
Table 140 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2023-2028
Table 141 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2023-2028
VACUUM CLEANERS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Volume sales strengthen in Morocco
Premium vacuum cleaners gain appeal
Expansion of smart vacuum cleaners
PROSPECTS AND OPPORTUNITIES
Consumers keen on premium vacuum cleaners
Data privacy is a growing issue in Morocco
Improving economy should encourage replacement purchases
CATEGORY DATA
Table 142 Sales of Vacuum Cleaners by Category: Volume 2018-2023
Table 143 Sales of Vacuum Cleaners by Category: Value 2018-2023
Table 144 Sales of Vacuum Cleaners by Category: % Volume Growth 2018-2023
Table 145 Sales of Vacuum Cleaners by Category: % Value Growth 2018-2023
Table 146 Sales of Robotic Vacuum Cleaners by Smart Appliances: % Volume 2019-2023
Table 147 NBO Company Shares of Vacuum Cleaners: % Volume 2019-2023
Table 148 LBN Brand Shares of Vacuum Cleaners: % Volume 2020-2023
Table 149 Distribution of Vacuum Cleaners by Format: % Volume 2018-2023
Table 150 Forecast Sales of Vacuum Cleaners by Category: Volume 2023-2028
Table 151 Forecast Sales of Vacuum Cleaners by Category: Value 2023-2028
Table 152 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2023-2028
Table 153 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2023-2028
PERSONAL CARE APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Strong recovery for personal care appliances
Hair care appliances outperform other products
Fragmented competitive landscape likely to expand
PROSPECTS AND OPPORTUNITIES
Promising outlook ahead for personal care appliances
Hair care appliances to remain key area of growth
Stronger focus on brand differentiation
CATEGORY DATA
Table 154 Sales of Personal Care Appliances by Category: Volume 2018-2023
Table 155 Sales of Personal Care Appliances by Category: Value 2018-2023
Table 156 Sales of Personal Care Appliances by Category: % Volume Growth 2018-2023
Table 157 Sales of Personal Care Appliances by Category: % Value Growth 2018-2023
Table 158 Sales of Body Shavers by Format: % Volume 2018-2023
Table 159 Sales of Hair Care Appliances by Format: % Volume 2018-2023
Table 160 NBO Company Shares of Personal Care Appliances 2019-2023
Table 161 LBN Brand Shares of Personal Care Appliances 2020-2023
Table 162 Distribution of Personal Care Appliances by Format: % Volume 2018-2023
Table 163 Forecast Sales of Personal Care Appliances by Category: Volume 2023-2028
Table 164 Forecast Sales of Personal Care Appliances by Category: Value 2023-2028
Table 165 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2023-2028
Table 166 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2023-2028
AIR TREATMENT PRODUCTS IN MOROCCO
KEY DATA FINDINGS
2023 DEVELOPMENTS
Air treatment products struggle to recover post-pandemic
Global warming supports sales of air conditioning units
Focus on safety and energy efficiency
PROSPECTS AND OPPORTUNITIES
Growth closely tied to the performance of the local economy
Air purifiers to grow from a low base
Energy efficient appliances to gain traction
CATEGORY DATA
Table 167 Sales of Air Treatment Products by Category: Volume 2018-2023
Table 168 Sales of Air Treatment Products by Category: Value 2018-2023
Table 169 Sales of Air Treatment Products by Category: % Volume Growth 2018-2023
Table 170 Sales of Air Treatment Products by Category: % Value Growth 2018-2023
Table 171 Sales of Air Conditioners by Smart Appliances: % Volume 2019-2023
Table 172 NBO Company Shares of Air Treatment Products: % Volume 2019-2023
Table 173 LBN Brand Shares of Air Treatment Products: % Volume 2020-2023
Table 174 Distribution of Air Treatment Products by Format: % Volume 2018-2023
Table 175 Production of Air Conditioners: Total Volume 2018-2023
Table 176 Forecast Sales of Air Treatment Products by Category: Volume 2023-2028
Table 177 Forecast Sales of Air Treatment Products by Category: Value 2023-2028
Table 178 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2023-2028
Table 179 Forecast Sales of Air Treatment Products by Category: % Value Growth 2023-2028
