Consumer electronics in 2025: The big picture
The Moroccan economy has started to show signs of recovery in 2025 as inflation has continued to fall compared to the beginning of 2024 which has helped to boost purchasing power. This has helped drive growth in sales of consumer electronics. However, despite the fact that inflation is dropping, the majority of middle-income consumers are still continuing to feel the pinch and thus remain wary about spending too much, whilst lower income consumers are yet to feel any direct benefit from the improving economy thus far.
2025 key trends
TWS earbuds has seen dynamic growth in 2025 with both the premium and mass segments drawing strong interest. These products tap into the growing desire to purchase easy to use equipment that can be used on the go. There is increasing awareness about TWS earbuds in the country and the quality has improved a great deal which has also helped to boost sales. Young Moroccans are leading increasingly busy on-the-go lives with the majority of the population aged under 30 years old, which is also helping to boost sales of products such as TWS earbuds. In addition, the fact that the working population has also grown and continues to grow also means that many more Moroccans can afford to purchase these products.
Competitive landscape
Samsung Electronics continues to lead consumer electronics in Morocco in 2025 thanks to the wide range of products that the company has to offer in Morocco. The brand is highly sought after and has a good sales team in place which are able to offer price discounts to interested customers that can go beyond the prices listed online. In fact, Samsung is considered by local consumers to be the only premium brand that has successfully implanted itself in Morocco whereas other international brands such as Apple have struggled with image problems and high prices.
Channel developments
Appliance and electronics specialists continue to dominate sales of consumer electronics in Morocco in 2025 thanks to their large array of different products and their ability to slash prices, particularly on computers and televisions. There is a wide array of these types of specialists up and down the country such as Tangerois, Electroplanet, Biougnach and Bousfiha, to name but a few. Moroccans like to have a look around these stores and to seek advice on the different brands and what they offer before purchasing and these stores use aggressive price discounts to entice consumers into making a purchase. In addition, there is a wide range of stores such as LG, Samsung and Xiaomi’s Mi-Home to choose from which also helps to build consumer loyalty to brick and mortar stores.
What next for consumer electronics?
Sales of consumer electronics are projected to see steady growth in retail volume terms over the forecast period, on the back of rising purchasing power and an expected upswing overall for the Moroccan economy. Volume growth is, however, expected to be relatively moderate as consumers will likely remain cautious about spending over 2026 and possibly 2027 before they start becoming more confident again towards the end of the forecast period. Wearable electronics is projected to remain one of the most dynamic areas of consumer electronics due to the wide array of cheap and easy to wear options as well as the much more expensive variants from players such as Samsung. In addition, wireless speakers are also becoming increasingly popular and will likely continue to take share away from the traditional speakers of the past.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Electronics industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Computers and Peripherals
- In-Car Entertainment
- Home Audio and Cinema
- Home Video
- Imaging Devices
- Mobile Phones
- Portable Players
- Wearable Electronics
If you're in the Consumer Electronics industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Electronics in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Electronics in Morocco?
- Which are the leading brands in Morocco?
- How are products distributed in Morocco?
- How is the rise of e-commerce changing the retail landscape?
- How has COVID-19 and accordant macroeconomic and retail disruption impacted consumer demand?
- How are considerations such as urban development and the rise in single-person households driving sales growth?
- Where is technology taking the market? Which products are pioneering growth? Which face obsolescence?
- Where is future growth expected to be most dynamic?
Consumer Electronics in Morocco
Consumer electronics in 2025: The big picture
2025 key trends
Competitive landscape
Channel developments
What next for consumer electronics?
DISCLAIMER
Computers and Peripherals in Morocco
KEY DATA FINDINGS
Retailers slash prices in an effort to push volume sales
HP leads the market due to wide product offering across numerous categories
Appliances and electronics specialists dominate distribution with e-commerce gaining traction
Promotional activity and an uptick in the economy set to boost sales
Larger monitors will grow in popularity driven by gamers and specialist work requirements
AI integration will shape computers and peripherals within the forecast
In-Car Entertainment in Morocco
KEY DATA FINDINGS
In-car speakers the one bright spot as demand for in-car entertainment falls
MTX Audio benefits from expansion across Morocco while Pioneer remains the go-to brand of in-car speakers
Appliance and electronic specialists benefit from offering the complete package
Remaining growth opportunities rest on in-car speakers
Companies likely to focus on aftercare and installation services over innovation
Rise in car sales set to drive the growth in-car speakers
Home Audio and Cinema in Morocco
KEY DATA FINDINGS
Home audio cinema products face competition from modern alternatives
JBL leads while Devialet benefits from the high-quality image of its products
Appliances and electronics specialists benefit from promotional activities, expert advice and payment plans
Home audio and cinema is expected to struggle over the forecast period
Innovation will be directed towards sound quality and portability
Aesthetically appealing and retro products will appeal to higher income consumers
Home Video in Morocco
KEY DATA FINDINGS
Economic recovery and an improving housing market boosts sales of televisions
Samsung extends its lead despite increasing competition
Brand stores help appliance and electronic stores lead distribution
Volume growth will be sluggish in the forecast, with the majority of demand stemming from the upper income segment.
Xiaomi could disrupt the market as consumers look for higher quality at lower prices
Most consumers will continue to look for value which could favour cheaper brands
Wireless Headphones in Morocco
KEY DATA FINDINGS
TWS earbuds continues to fuel growth within wireless headphones
JBL retains the lead thanks to its broad product portfolio and accessible prices
Appliance and electronics specialists benefit from a broad reach
Wireless headphones as a whole will continue to see growth in the forecast
Extended battery power and improved sound quality will be a focus of innovation
Alternative products such as watch buds could drive innovation in the future
Imaging Devices in Morocco
KEY DATA FINDINGS
Sales of imaging devices continue to decline as a result of smartphones
Imaging devices remains a consolidated category
Appliance and electronic specialists adopt omnichannel strategies to maintain dominance
Improved smartphone cameras present a further threat to sales
AI capabilities may come into play as a way to compete with smartphones
Nostalgia and tourism may play a role in keeping the category alive
Mobile Phones in Morocco
KEY DATA FINDINGS
Smartphones continue to display robust growth as Morocco’s youths drive demand
Samsung retains a strong lead but faces mounting competition
Appliance and electronics specialists dominate thanks to wide reach
Sales of smartphones set to continue growing throughout the forecast period
AI set to become the defining feature
Manufacturers will look to differentiate their smartphones to gain share
Portable Players in Morocco
KEY DATA FINDINGS
Wireless speakers see strong demand in an otherwise declining market
Premium brands of wireless speakers the big winners in 2025
E-commerce making significant gains as consumers look for the best deals
Wireless speakers will remain critical to the future of portable players
Smart home integration and modern designs likely to influence demand
Value brands such as JBL expected to drive demand
Wearable Electronics in Morocco
KEY DATA FINDINGS
Wearables continue to experience strong growth driven by health and wellness and alternative brands
Cheaper brands take a bite out of Apple’s share
Appliance and electronics specialists and e-commerce account for most sales
Expanding variety of products at differing price points will increase access
Alternative products such as fitness rings expected to enter the market
Players will need to focus on both the function and the form to push sales
The following categories and subcategories are included:
Consumer Electronics
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- Desktops
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- Laptops
- Tablets
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- Monitors
- Printers
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- In-Car Navigation
- In-Car Speakers
- In-Dash Media Players
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- Audio Separates
- Digital Media Player Docks
- Hi-Fi Systems
- Home Cinema and Speaker Systems
- Speakers
- Other Home Audio and Cinema
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- Analogue TVs
- LCD TVs
- OLED TVs
- Plasma TVs
- Other TVs
- TV Combis
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- BD Players
- DVD Players
- Video Recorders
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- Mass Wireless Headbands
- Premium Wireless Headbands
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- Mass Wireless Earphones
- Premium Wireless Earphones
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- Mass TWS Earbuds
- Premium TWS Earbuds
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- Digital Cameras
- Digital Camcorders
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- Feature Phones
- Smartphones
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- E-Readers
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- Portable Multimedia Players
- Other Portable Media Players
- Wireless Speakers
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- Activity Bands
- Activity Watch (Analogue)
- Activity Watch (Digital)
- Smart Wearables
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Consumer Electronics
Consumer Electronics refers to the sales of Computers and Peripherals, In-Home Consumer Electronics, In-Car Entertainment and Portable Consumer Electronics to the end consumer.
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This report originates from Passport, our Consumer Electronics research and analysis database.
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