+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)

Consumer Appliances in Morocco

  • PDF Icon

    Report

  • 114 Pages
  • January 2024
  • Region: Morocco
  • Euromonitor International
  • ID: 2595671
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 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.

Table of Contents

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 MOROCCOKEY 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 MOROCCOKEY 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 MOROCCOKEY 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 MOROCCOKEY 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 MOROCCOKEY 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 MOROCCOKEY 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 MOROCCOKEY 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 MOROCCOKEY 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 MOROCCOKEY 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 MOROCCOKEY 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