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Report
Consumer Appliances in Morocco
Market Direction I 2022-12-08 I 116 Pages I Euromonitor
In 2022, retail volume sales of consumer appliances continue to recover from the sharp decline observed during 2020. With hybrid working arrangements remaining in place, this helps fuel demand for consumer appliances that improve the home environment, such as blenders, coffee machines, as well as air purifiers, amongst others.
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 2017-2021, 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 2026 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.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Consumer Appliances in Morocco
Euromonitor International
December 2022
List Of Contents And Tables
CONSUMER APPLIANCES IN MOROCCO
EXECUTIVE SUMMARY
Consumer appliances in 2022: The big picture
2022 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 2017-2022
Table 2 Replacement Cycles of Consumer Appliances by Category 2017-2022
Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2022-2027
Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2022-2027
MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2017-2022
Table 6 Sales of Consumer Appliances by Category: Value 2017-2022
Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
Table 8 Sales of Consumer Appliances by Category: % Value Growth 2017-2022
Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
Table 13 Sales of Small Appliances by Category: Volume 2017-2022
Table 14 Sales of Small Appliances by Category: Value 2017-2022
Table 15 Sales of Small Appliances by Category: % Volume Growth 2017-2022
Table 16 Sales of Small Appliances by Category: % Value Growth 2017-2022
Table 17 NBO Company Shares of Major Appliances: % Volume 2018-2022
Table 18 LBN Brand Shares of Major Appliances: % Volume 2019-2022
Table 19 NBO Company Shares of Small Appliances: % Volume 2018-2022
Table 20 LBN Brand Shares of Small Appliances: % Volume 2019-2022
Table 21 Distribution of Major Appliances by Format: % Volume 2017-2022
Table 22 Distribution of Small Appliances by Format: % Volume 2017-2022
Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2022-2027
Table 24 Forecast Sales of Consumer Appliances by Category: Value 2022-2027
Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2022-2027
Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2022-2027
Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2022-2027
Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2022-2027
Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2022-2027
Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2022-2027
Table 31 Forecast Sales of Small Appliances by Category: Volume 2022-2027
Table 32 Forecast Sales of Small Appliances by Category: Value 2022-2027
Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2022-2027
Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
REFRIGERATION APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fuller recovery seen in 2022 as economy activity has resumed
Prices fall as players turn to discounting activities to drive demand
Players focus on new product offers with innovative features
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 2017-2022
Table 36 Sales of Refrigeration Appliances by Category: Value 2017-2022
Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022
Table 39 Sales of Freezers by Format: % Volume 2017-2022
Table 40 Sales of Freezers by Volume Capacity: % Volume 2017-2022
Table 41 Sales of Fridge Freezers by Format: % Volume 2017-2022
Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2017-2022
Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2018-2022
Table 44 Sales of Fridges by Volume Capacity: % Volume 2017-2022
Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2018-2022
Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2019-2022
Table 47 NBO Company Shares of Built-in Fridge Freezers: % Volume 2018-2022
Table 48 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2018-2022
Table 49 NBO Company Shares of Built-in Fridges: % Volume 2018-2022
Table 50 NBO Company Shares of Freestanding Fridges: % Volume 2018-2022
Table 51 Distribution of Refrigeration Appliances by Format: % Volume 2017-2022
Table 52 Forecast Sales of Refrigeration Appliances by Category: Volume 2022-2027
Table 53 Forecast Sales of Refrigeration Appliances by Category: Value 2022-2027
Table 54 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2022-2027
Table 55 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2022-2027
HOME LAUNDRY APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Home laundry appliances on the path to recovery as Morocco's economy shows 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 in 2023
Recovery in housing market projected to fuel demand
CATEGORY DATA
Table 56 Sales of Home Laundry Appliances by Category: Volume 2017-2022
Table 57 Sales of Home Laundry Appliances by Category: Value 2017-2022
Table 58 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
Table 59 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
Table 60 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-2022
Table 61 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
Table 62 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-2022
Table 63 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2018-2022
Table 64 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
Table 65 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
Table 66 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
Table 67 Production of Home Laundry Appliances: Total Volume 2017-2022
Table 68 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
Table 69 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
Table 70 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2022-2027
Table 71 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2022-2027
DISHWASHERS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fuller recovery in sales of dishwashers as people return to work in 2022
Players use price discounting to attract sales
As dishwashers struggle with the increased load some people return to hand dishwashing
PROSPECTS AND OPPORTUNITIES
Steady growth in demand for dishwashers as purchasing power strengthens
Urbanisation helping to fuel demand for dishwashers
Price discounting expected to remain commonplace
CATEGORY DATA
Table 72 Sales of Dishwashers by Category: Volume 2017-2022
Table 73 Sales of Dishwashers by Category: Value 2017-2022
Table 74 Sales of Dishwashers by Category: % Volume Growth 2017-2022
Table 75 Sales of Dishwashers by Category: % Value Growth 2017-2022
Table 76 Sales of Dishwashers by Format: % Volume 2017-2022
Table 77 Sales of Dishwashers by Connected Appliances: % Volume 2018-2022
Table 78 NBO Company Shares of Dishwashers: % Volume 2018-2022
Table 79 LBN Brand Shares of Dishwashers: % Volume 2019-2022
Table 80 Distribution of Dishwashers by Format: % Volume 2017-2022
Table 81 Production of Dishwashers: Total Volume 2017-2022
Table 82 Forecast Sales of Dishwashers by Category: Volume 2022-2027
Table 83 Forecast Sales of Dishwashers by Category: Value 2022-2027
Table 84 Forecast Sales of Dishwashers by Category: % Volume Growth 2022-2027
Table 85 Forecast Sales of Dishwashers by Category: % Value Growth 2022-2027
LARGE COOKING APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales of large cooking appliances benefit from improving situation
Increased wear and tear as consumers 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 2017-2022
Table 87 Sales of Large Cooking Appliances by Category: Value 2017-2022
Table 88 Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
Table 89 Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022
Table 90 Sales of Built-in Hobs by Format: % Volume 2017-2022
Table 91 Sales of Ovens by Connected Appliances: % Volume 2018-2022
Table 92 NBO Company Shares of Large Cooking Appliances: % Volume 2018-2022
Table 93 LBN Brand Shares of Large Cooking Appliances: % Volume 2019-2022
Table 94 NBO Company Shares of Built-in Hobs: % Volume 2018-2022
Table 95 NBO Company Shares of Ovens: % Volume 2018-2022
Table 96 NBO Company Shares of Cooker Hoods: % Volume 2018-2022
Table 97 NBO Company Shares of Built-in Cooker Hoods: % Volume 2018-2022
Table 98 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2018-2022
Table 99 NBO Company Shares of Cookers: % Volume 2018-2022
Table 100 Distribution of Large Cooking Appliances by Format: % Volume 2017-2022
Table 101 Forecast Sales of Large Cooking Appliances by Category: Volume 2022-2027
Table 102 Forecast Sales of Large Cooking Appliances by Category: Value 2022-2027
Table 103 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2022-2027
Table 104 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2022-2027
MICROWAVES IN MOROCCO
KEY DATA FINDINGS
2022 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 2017-2022
Table 106 Sales of Microwaves by Category: Value 2017-2022
Table 107 Sales of Microwaves by Category: % Volume Growth 2017-2022
Table 108 Sales of Microwaves by Category: % Value Growth 2017-2022
Table 109 Sales of Microwaves by Connected Appliances: % Volume 2018-2022
Table 110 NBO Company Shares of Microwaves: % Volume 2018-2022
Table 111 LBN Brand Shares of Microwaves: % Volume 2019-2022
Table 112 Distribution of Microwaves by Format: % Volume 2017-2022
Table 113 Forecast Sales of Microwaves by Category: Volume 2022-2027
Table 114 Forecast Sales of Microwaves by Category: Value 2022-2027
Table 115 Forecast Sales of Microwaves by Category: % Volume Growth 2022-2027
Table 116 Forecast Sales of Microwaves by Category: % Value Growth 2022-2027
FOOD PREPARATION APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Health and wellness trend boosts demand for juice extractors
Increase in home cooked meals helps drive demand
With its popular Moulinex brand, SEB Groupe maintains its leading position in 2022
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 2017-2022
Table 118 Sales of Food Preparation Appliances by Category: Value 2017-2022
Table 119 Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
Table 120 Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022
Table 121 NBO Company Shares of Food Preparation Appliances: % Volume 2018-2022
Table 122 LBN Brand Shares of Food Preparation Appliances: % Volume 2019-2022
Table 123 Distribution of Food Preparation Appliances by Format: % Volume 2017-2022
Table 124 Forecast Sales of Food Preparation Appliances by Category: Volume 2022-2027
Table 125 Forecast Sales of Food Preparation Appliances by Category: Value 2022-2027
Table 126 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2022-2027
Table 127 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2022-2027
SMALL COOKING APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Price discounting boosts volume sales
Demand for home-brewed coffee helps spark a recovery
Social influencers help drive demand for breadmakers
PROSPECTS AND OPPORTUNITIES
Stable growth 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 2017-2022
Table 129 Sales of Small Cooking Appliances by Category: Value 2017-2022
Table 130 Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
Table 131 Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022
Table 132 Sales of Freestanding Hobs by Format: % Volume 2017-2022
Table 133 NBO Company Shares of Small Cooking Appliances: % Volume 2018-2022
Table 134 LBN Brand Shares of Small Cooking Appliances: % Volume 2019-2022
Table 135 Distribution of Small Cooking Appliances by Format: % Volume 2017-2022
Table 136 Forecast Sales of Small Cooking Appliances by Category: Volume 2022-2027
Table 137 Forecast Sales of Small Cooking Appliances by Category: Value 2022-2027
Table 138 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2022-2027
Table 139 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2022-2027
VACUUM CLEANERS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales of vacuum cleaners remain largely based on replacement purchases
The robot invasion put on hold as consumers exercise caution in their spending
In an inflationary environment, discounting activities help draw potential customers
PROSPECTS AND OPPORTUNITIES
Slow growth 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 2017-2022
Table 141 Sales of Vacuum Cleaners by Category: Value 2017-2022
Table 142 Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
Table 143 Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022
Table 144 NBO Company Shares of Vacuum Cleaners: % Volume 2018-2022
Table 145 LBN Brand Shares of Vacuum Cleaners: % Volume 2019-2022
Table 146 Distribution of Vacuum Cleaners by Format: % Volume 2017-2022
Table 147 Forecast Sales of Vacuum Cleaners by Category: Volume 2022-2027
Table 148 Forecast Sales of Vacuum Cleaners by Category: Value 2022-2027
Table 149 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2022-2027
Table 150 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2022-2027
PERSONAL CARE APPLIANCES IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Fuller recovery seen in personal care appliances as social conditions return to normal
Mixed results seen in the different categories
Price discounting helps drive demand
PROSPECTS AND OPPORTUNITIES
As consumers socialise more, this is set to benefit sales of personal care appliances
Economy brands could help drive volume growth as incomes are squeezed
Professional services at hair and beauty salons could threaten sales
CATEGORY DATA
Table 151 Sales of Personal Care Appliances by Category: Volume 2017-2022
Table 152 Sales of Personal Care Appliances by Category: Value 2017-2022
Table 153 Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
Table 154 Sales of Personal Care Appliances by Category: % Value Growth 2017-2022
Table 155 Sales of Body Shavers by Format: % Volume 2017-2022
Table 156 Sales of Hair Care Appliances by Format: % Volume 2017-2022
Table 157 NBO Company Shares of Personal Care Appliances 2018-2022
Table 158 LBN Brand Shares of Personal Care Appliances 2019-2022
Table 159 Distribution of Personal Care Appliances by Format: % Volume 2017-2022
Table 160 Forecast Sales of Personal Care Appliances by Category: Volume 2022-2027
Table 161 Forecast Sales of Personal Care Appliances by Category: Value 2022-2027
Table 162 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2022-2027
Table 163 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2022-2027
AIR TREATMENT PRODUCTS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Stable growth in sales of air treatment products
Hybrid working arrangements focus attention on the need for cooling appliances
Increasing pollution levels help 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 2017-2022
Table 165 Sales of Air Treatment Products by Category: Value 2017-2022
Table 166 Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
Table 167 Sales of Air Treatment Products by Category: % Value Growth 2017-2022
Table 168 Sales of Air Conditioners by Connected Appliances: % Volume 2018-2022
Table 169 NBO Company Shares of Air Treatment Products: % Volume 2018-2022
Table 170 LBN Brand Shares of Air Treatment Products: % Volume 2019-2022
Table 171 Distribution of Air Treatment Products by Format: % Volume 2017-2022
Table 172 Forecast Sales of Air Treatment Products by Category: Volume 2022-2027
Table 173 Forecast Sales of Air Treatment Products by Category: Value 2022-2027
Table 174 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2022-2027
Table 175 Forecast Sales of Air Treatment Products by Category: % Value Growth 2022-2027
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