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The COVID-19 pandemic has exerted a very significant impact on daily life in Morocco, as well as on personal finances and the national economy. The government responded to the pandemic with very strong restrictions: people were forced to remain in their homes unless they had a valid reason to go outside. Permissions to leave the home needed to be validated with letters from employers or other authorities. Many Moroccan companies switched to remote working. Travel between cities and international...
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 2016-2020, 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 2025 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
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on consumer appliances
COVID-19 country impact
Company response
Retailing shift
What next for consumer appliances?
MARKET INDICATORS
Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2015-2020 Table 2 Replacement Cycles of Consumer Appliances by Category 2015-2020 Table 3 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2020-2025 Table 4 Forecast Replacement Cycles of Consumer Appliances by Category 2020-2025MARKET DATA
Table 5 Sales of Consumer Appliances by Category: Volume 2015-2020 Table 6 Sales of Consumer Appliances by Category: Value 2015-2020 Table 7 Sales of Consumer Appliances by Category: % Volume Growth 2015-2020 Table 8 Sales of Consumer Appliances by Category: % Value Growth 2015-2020 Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2015-2020 Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2015-2020 Table 11 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2015-2020 Table 12 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2015-2020 Table 13 Sales of Small Appliances by Category: Volume 2015-2020 Table 14 Sales of Small Appliances by Category: Value 2015-2020 Table 15 Sales of Small Appliances by Category: % Volume Growth 2015-2020 Table 16 Sales of Small Appliances by Category: % Value Growth 2015-2020 Table 17 NBO Company Shares of Major Appliances: % Volume 2016-2020 Table 18 LBN Brand Shares of Major Appliances: % Volume 2017-2020 Table 19 NBO Company Shares of Small Appliances: % Volume 2016-2020 Table 20 LBN Brand Shares of Small Appliances: % Volume 2017-2020 Table 21 Distribution of Major Appliances by Format: % Volume 2015-2020 Table 22 Distribution of Small Appliances by Format: % Volume 2015-2020 Table 23 Forecast Sales of Consumer Appliances by Category: Volume 2020-2025 Table 24 Forecast Sales of Consumer Appliances by Category: Value 2020-2025 Table 25 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2020-2025 Table 26 Forecast Sales of Consumer Appliances by Category: % Value Growth 2020-2025 Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2020-2025 Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2020-2025 Table 29 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2020-2025 Table 30 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2020-2025 Table 31 Forecast Sales of Small Appliances by Category: Volume 2020-2025 Table 32 Forecast Sales of Small Appliances by Category: Value 2020-2025 Table 33 Forecast Sales of Small Appliances by Category: % Volume Growth 2020-2025 Table 34 Forecast Sales of Small Appliances by Category: % Value Growth 2020-2025DISCLAIMER
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Economic impact of COVID-19 pandemic cuts demand for refrigeration appliances
Leading brands maintain volumes with discounts and special offers
Refrigeration appliance owners the most affected by COVID-19 lockdowns
RECOVERY AND OPPORTUNITIES
Longer replacement cycles to slow rate of recovery
Discounts and more appealing financing to drive short-term growth
Sales volumes to recover in line with key sectors' return to normalcy
CATEGORY DATA
Table 35 Sales of Refrigeration Appliances by Category: Volume 2015-2020 Table 36 Sales of Refrigeration Appliances by Category: Value 2015-2020 Table 37 Sales of Refrigeration Appliances by Category: % Volume Growth 2015-2020 Table 38 Sales of Refrigeration Appliances by Category: % Value Growth 2015-2020 Table 39 Sales of Freezers by Format: % Volume 2015-2020 Table 40 Sales of Freezers by Volume Capacity: % Volume 2015-2020 Table 41 Sales of Fridge Freezers by Format: % Volume 2015-2020 Table 42 Sales of Fridge Freezers by Volume Capacity: % Volume 2015-2020 Table 43 Sales of Fridge Freezers by Connected Appliances: % Volume 2016-2020 Table 44 Sales of Fridges by Volume Capacity: % Volume 2015-2020 Table 45 NBO Company Shares of Refrigeration Appliances: % Volume 2016-2020 Table 46 LBN Brand Shares of Refrigeration Appliances: % Volume 2017-2020 Table 47 NBO Company Shares of Built-in Fridge Freezers: % Volume 2016-2020 Table 48 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2016-2020 Table 49 NBO Company Shares of Built-in Fridges: % Volume 2016-2020 Table 50 NBO Company Shares of Freestanding Fridges: % Volume 2016-2020 Table 51 Distribution of Refrigeration Appliances by Format: % Volume 2015-2020 Table 52 Production of Refrigeration Appliances: Total Volume 2015-2020 Table 53 Forecast Sales of Refrigeration Appliances by Category: Volume 2020-2025 Table 54 Forecast Sales of Refrigeration Appliances by Category: Value 2020-2025 Table 55 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2020-2025 Table 56 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consequences of COVID-19 pandemic make sales much more difficult
Discounts and combo sales prevent more serious volume losses
E-commerce no substitute for in-store purchases
RECOVERY AND OPPORTUNITIES
Sales volumes to grow faster than retail value
Longer replacement cycles to limit rates of growth
Sales volumes to recover in line with key sectors' return to normalcy
CATEGORY DATA
Table 57 Sales of Home Laundry Appliances by Category: Volume 2015-2020 Table 58 Sales of Home Laundry Appliances by Category: Value 2015-2020 Table 59 Sales of Home Laundry Appliances by Category: % Volume Growth 2015-2020 Table 60 Sales of Home Laundry Appliances by Category: % Value Growth 2015-2020 Table 61 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2015-2020 Table 62 Sales of Automatic Washing Machines by Format: % Volume 2015-2020 Table 63 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2015-2020 Table 64 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2016-2020 Table 65 NBO Company Shares of Home Laundry Appliances: % Volume 2016-2020 Table 66 LBN Brand Shares of Home Laundry Appliances: % Volume 2017-2020 Table 67 Distribution of Home Laundry Appliances by Format: % Volume 2015-2020 Table 68 Production of Home Laundry Appliances: Total Volume 2015-2020 Table 69 Forecast Sales of Home Laundry Appliances by Category: Volume 2020-2025 Table 70 Forecast Sales of Home Laundry Appliances by Category: Value 2020-2025 Table 71 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2020-2025 Table 72 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Store closures and financial worries put consumers off purchasing new dishwashers
Manufacturers use discounting to maintain volumes
Dishwasher owners the most affected by COVID-19 lockdowns
RECOVERY AND OPPORTUNITIES
Sales volumes to recover in line with recovery of real estate sector
Discounts to drive short-term growth in dishwasher purchases
Future growth to be tied to country's recovery from the COVID-19 pandemic
CATEGORY DATA
Table 73 Sales of Dishwashers by Category: Volume 2015-2020 Table 74 Sales of Dishwashers by Category: Value 2015-2020 Table 75 Sales of Dishwashers by Category: % Volume Growth 2015-2020 Table 76 Sales of Dishwashers by Category: % Value Growth 2015-2020 Table 77 Sales of Dishwashers by Format: % Volume 2015-2020 Table 78 Sales of Dishwashers by Connected Appliances: % Volume 2016-2020 Table 79 NBO Company Shares of Dishwashers: % Volume 2016-2020 Table 80 LBN Brand Shares of Dishwashers: % Volume 2017-2020 Table 81 Distribution of Dishwashers by Format: % Volume 2015-2020 Table 82 Production of Dishwashers: Total Volume 2015-2020 Table 83 Forecast Sales of Dishwashers by Category: Volume 2020-2025 Table 84 Forecast Sales of Dishwashers by Category: Value 2020-2025 Table 85 Forecast Sales of Dishwashers by Category: % Volume Growth 2020-2025 Table 86 Forecast Sales of Dishwashers by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Logistics issues cause additional difficulties for sales of large cooking appliances
Lockdown in cities prevents consumers from buying appliances
Consumers avoid appliances stores for financial as well as health reasons
RECOVERY AND OPPORTUNITIES
Recovery to be closely linked to the country's recovery from the COVID-19 pandemic
Consumer demand to wane due to lack of new products
Recovery of foodservice businesses in the tourism industry to support growth of large cooking appliances
CATEGORY DATA
Table 87 Sales of Large Cooking Appliances by Category: Volume 2015-2020 Table 88 Sales of Large Cooking Appliances by Category: Value 2015-2020 Table 89 Sales of Large Cooking Appliances by Category: % Volume Growth 2015-2020 Table 90 Sales of Large Cooking Appliances by Category: % Value Growth 2015-2020 Table 91 Sales of Built-in Hobs by Format: % Volume 2015-2020 Table 92 Sales of Ovens by Connected Appliances: % Volume 2016-2020 Table 93 NBO Company Shares of Large Cooking Appliances: % Volume 2016-2020 Table 94 LBN Brand Shares of Large Cooking Appliances: % Volume 2017-2020 Table 95 NBO Company Shares of Built-in Hobs: % Volume 2016-2020 Table 96 NBO Company Shares of Ovens: % Volume 2016-2020 Table 97 NBO Company Shares of Cooker Hoods: % Volume 2016-2020 Table 98 NBO Company Shares of Built-in Cooker Hoods: % Volume 2016-2020 Table 99 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2016-2020 Table 100 NBO Company Shares of Cookers: % Volume 2016-2020 Table 101 Distribution of Large Cooking Appliances by Format: % Volume 2015-2020 Table 102 Production of Large Cooking Appliances: Total Volume 2015-2020 Table 103 Forecast Sales of Large Cooking Appliances by Category: Volume 2020-2025 Table 104 Forecast Sales of Large Cooking Appliances by Category: Value 2020-2025 Table 105 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2020-2025 Table 106 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Disruption to logistics chains impacts sales volumes
Microwave purchases further harmed by widespread store closures
Leading brands maintain volumes with discounts and special offers
RECOVERY AND OPPORTUNITIES
Consumer demand to increase with arrival of new products
Longer replacement cycles to slow rate of recovery
Discounts and combo deals to become more widespread
CATEGORY DATA
Table 107 Sales of Microwaves by Category: Volume 2015-2020 Table 108 Sales of Microwaves by Category: Value 2015-2020 Table 109 Sales of Microwaves by Category: % Volume Growth 2015-2020 Table 110 Sales of Microwaves by Category: % Value Growth 2015-2020 Table 111 Sales of Microwaves by Connected Appliances: % Volume 2016-2020 Table 112 NBO Company Shares of Microwaves: % Volume 2016-2020 Table 113 LBN Brand Shares of Microwaves: % Volume 2017-2020 Table 114 Distribution of Microwaves by Format: % Volume 2015-2020 Table 115 Production of Microwaves: Total Volume 2015-2020 Table 116 Forecast Sales of Microwaves by Category: Volume 2020-2025 Table 117 Forecast Sales of Microwaves by Category: Value 2020-2025 Table 118 Forecast Sales of Microwaves by Category: % Volume Growth 2020-2025 Table 119 Forecast Sales of Microwaves by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers avoid appliances stores for financial and health reasons
Financial concerns lead to longer replacement cycles
Leading brands maintain volumes with discounts and special offers
RECOVERY AND OPPORTUNITIES
Recovery of foodservice establishments to fuel growth of food preparation appliances
Longer replacement cycles to slow rate of recovery
Discounts and combination deals to become more commonplace
CATEGORY DATA
Table 120 Sales of Food Preparation Appliances by Category: Volume 2015-2020 Table 121 Sales of Food Preparation Appliances by Category: Value 2015-2020 Table 122 Sales of Food Preparation Appliances by Category: % Volume Growth 2015-2020 Table 123 Sales of Food Preparation Appliances by Category: % Value Growth 2015-2020 Table 124 NBO Company Shares of Food Preparation Appliances: % Volume 2016-2020 Table 125 LBN Brand Shares of Food Preparation Appliances: % Volume 2017-2020 Table 126 Distribution of Food Preparation Appliances by Format: % Volume 2015-2020 Table 127 Forecast Sales of Food Preparation Appliances by Category: Volume 2020-2025 Table 128 Forecast Sales of Food Preparation Appliances by Category: Value 2020-2025 Table 129 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2020-2025 Table 130 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Logistics issues cause additional difficulties for sales of small cooking appliances
Consumers avoid appliances stores for financial and health reasons
Leading brands maintain volumes with discounts and special offers
RECOVERY AND OPPORTUNITIES
Recovery of foodservice businesses to drive growth of small cooking appliances
Sales volumes to grow faster than retail value
Longer replacement cycles to slow rate of recovery
CATEGORY DATA
Table 131 Sales of Small Cooking Appliances by Category: Volume 2015-2020 Table 132 Sales of Small Cooking Appliances by Category: Value 2015-2020 Table 133 Sales of Small Cooking Appliances by Category: % Volume Growth 2015-2020 Table 134 Sales of Small Cooking Appliances by Category: % Value Growth 2015-2020 Table 135 Sales of Freestanding Hobs by Format: % Volume 2015-2020 Table 136 NBO Company Shares of Small Cooking Appliances: % Volume 2016-2020 Table 137 LBN Brand Shares of Small Cooking Appliances: % Volume 2017-2020 Table 138 Distribution of Small Cooking Appliances by Format: % Volume 2015-2020 Table 139 Forecast Sales of Small Cooking Appliances by Category: Volume 2020-2025 Table 140 Forecast Sales of Small Cooking Appliances by Category: Value 2020-2025 Table 141 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2020-2025 Table 142 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers put off purchasing appliances for financial and health reasons
Disruption to logistics chains impacts sales volumes
Leading brands maintain volumes with discounts and special offers
RECOVERY AND OPPORTUNITIES
Discounts and other promotions to become more widespread
Demand for vacuum cleaners to return in line with easing of COVID-19 pandemic
Longer replacement cycles to slow rate of recovery
CATEGORY DATA
Table 143 Sales of Vacuum Cleaners by Category: Volume 2015-2020 Table 144 Sales of Vacuum Cleaners by Category: Value 2015-2020 Table 145 Sales of Vacuum Cleaners by Category: % Volume Growth 2015-2020 Table 146 Sales of Vacuum Cleaners by Category: % Value Growth 2015-2020 Table 147 NBO Company Shares of Vacuum Cleaners: % Volume 2016-2020 Table 148 LBN Brand Shares of Vacuum Cleaners: % Volume 2017-2020 Table 149 Distribution of Vacuum Cleaners by Format: % Volume 2015-2020 Table 150 Forecast Sales of Vacuum Cleaners by Category: Volume 2020-2025 Table 151 Forecast Sales of Vacuum Cleaners by Category: Value 2020-2025 Table 152 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2020-2025 Table 153 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Financial and health reasons behind drop in sales
Disruption to logistics chains impacts sales volumes
Leading brands maintain volumes with discounts and special offers
RECOVERY AND OPPORTUNITIES
Demand for personal care appliances to rise in line with easing of COVID-19 pandemic
Longer replacement cycles to slow rate of recovery
Leading brands to maintain volumes with discounts and special offers
CATEGORY DATA
Table 154 Sales of Personal Care Appliances by Category: Volume 2015-2020 Table 155 Sales of Personal Care Appliances by Category: Value 2015-2020 Table 156 Sales of Personal Care Appliances by Category: % Volume Growth 2015-2020 Table 157 Sales of Personal Care Appliances by Category: % Value Growth 2015-2020 Table 158 Sales of Body Shavers by Format: % Volume 2015-2020 Table 159 Sales of Hair Care Appliances by Format: % Volume 2015-2020 Table 160 NBO Company Shares of Personal Care Appliances 2016-2020 Table 161 LBN Brand Shares of Personal Care Appliances 2017-2020 Table 162 Distribution of Personal Care Appliances by Format: % Volume 2015-2020 Table 163 Forecast Sales of Personal Care Appliances by Category: Volume 2020-2025 Table 164 Forecast Sales of Personal Care Appliances by Category: Value 2020-2025 Table 165 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2020-2025 Table 166 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers avoid appliances stores for financial and health reasons
Disruption to logistics chains impacts sales volumes
Leading brands maintain volumes with discounts and special offers
RECOVERY AND OPPORTUNITIES
Recovery to be closely linked to the country's recovery from the COVID-19 pandemic
Longer replacement cycles to slow rate of recovery
Discounts and other promotions to become more widespread
CATEGORY DATA
Table 167 Sales of Air Treatment Products by Category: Volume 2015-2020 Table 168 Sales of Air Treatment Products by Category: Value 2015-2020 Table 169 Sales of Air Treatment Products by Category: % Volume Growth 2015-2020 Table 170 Sales of Air Treatment Products by Category: % Value Growth 2015-2020 Table 171 Sales of Air Conditioners by Connected Appliances: % Volume 2016-2020 Table 172 NBO Company Shares of Air Treatment Products: % Volume 2016-2020 Table 173 LBN Brand Shares of Air Treatment Products: % Volume 2017-2020 Table 174 Distribution of Air Treatment Products by Format: % Volume 2015-2020 Table 175 Production of Air Conditioners: Total Volume 2015-2020 Table 176 Forecast Sales of Air Treatment Products by Category: Volume 2020-2025 Table 177 Forecast Sales of Air Treatment Products by Category: Value 2020-2025 Table 178 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2020-2025 Table 179 Forecast Sales of Air Treatment Products by Category: % Value Growth 2020-2025