PROSPECTS AND OPPORTUNITIES
Slower growth is expected in upcoming years
Retail volume growth is expected to slow down slightly over the forecast period with sales hovering around the 1%-mark year on year for built-in microwaves and a higher annual growth rate of around 3-4% mark for freestanding microwaves. Built-in microwaves may fare better if the housing market improves, and housing prices come down over the forecast period.
Lack of innovation hinders category development
Microwaves are likely to suffer from a lack of innovation over the forecast period which could potentially attract consumers who are looking for a quick fix for meals during the working week. Apart from some new colour launches, microwaves have failed to capture consumers’ attention in recent years with sales reliant on purchases from foreign expatriates and Moroccans who like to have a sophisticated kitchen to show off to their friends.
Consumers likely to benefit from larger microwaves
The typical size of the microwave is a potential barrier to the use of these appliances in Moroccan households. Microwaves could receive a boost in sales if larger products were offered.
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Overview:
Understand the latest market trends and future growth opportunities for the Microwaves 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.
If you're in the Microwaves 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 Microwaves 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 Microwaves in Morocco?
- Which are the leading brands in Morocco?
- How are products distributed in Morocco?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Microwaves in Morocco - Category analysis
KEY DATA FINDINGS
Microwaves have strong appeal in local households
Colour innovation in microwaves helps to energise category
Candy and Samsung slash prices to stay relevant
Slower growth is expected in upcoming years
Lack of innovation hinders category development
Consumers likely to benefit from larger microwaves
Consumer Appliances in Morocco - Industry Overview
Consumer appliances in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
DISCLAIMER
The following categories and subcategories are included:
Microwaves
- Built-in Microwaves
- Freestanding Microwaves
Microwaves
Microwaves use electromagnetic waves to heat food. When the waves are absorbed by water, fats or sugars, they‘re converted directly into atomic motion – or heat. Unlike conventional ovens, in which heat is conducted from the outside of the food towards the centre, the microwave‘s radio waves target the water and fat molecules evenly, throughout the food.
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This report originates from Passport, our Microwaves research and analysis database.
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