Every spike in temperatures brings a surge in orders, according to installers, who describe summer as by far the busiest period of the year—a trend reinforced by increasingly frequent episodes of extreme heat.
“We see a sharp increase in demand every time temperatures soar, both from households and offices,” said Adil, who runs a company specializing in air conditioning systems.
Private households account for the bulk of summer demand.
“Most of our customers at this time of year are homeowners,” he said. “For businesses, we try to spread installations over the rest of the year to avoid the seasonal rush.”
Wall-mounted split units dominate demand
The best-selling product remains the wall-mounted split air conditioner, which has become the preferred option for residential customers.
Despite the variety of brands on the market, Adil said manufacturing origin is no longer a major differentiating factor.
“Almost all air conditioners sold in Morocco are manufactured in China. The differences lie in build quality, energy efficiency, available features and after-sales service.”
He added that installation quality often matters more than the brand itself.
“When properly installed, even a standard model delivers excellent performance and meets the needs of most households, particularly in Morocco’s coastal cities where periods of extreme heat tend to be relatively short.”
Falling prices broaden the market
Lower prices have also fueled demand.
A new 9,000-BTU air conditioner now starts at around 2,800 dirhams, while higher-end models equipped with additional features typically sell for up to 5,000 dirhams, depending on the brand and specifications.
The decline in prices has helped transform air conditioning from a premium product into what many consumers increasingly view as a necessity.
“Not long ago, air conditioners were mainly for affluent households,” Adil said. “Today, with more frequent heat waves and lower prices, they are becoming an essential appliance in many homes.”
Fans lose ground but retain a niche
The shift is also evident in stores selling fans.
“Traditional fans don’t sell nearly as well as they used to,” said Hamid, a retailer. “Since air conditioners became more affordable, demand has dropped significantly.”
He attributes the trend primarily to comfort.
“An air conditioner actually cools a room, while a fan simply circulates the air. It’s also much quieter, especially at night.”
Fans have not disappeared from the market, however. Instead, demand has shifted toward professional ventilation systems installed in restaurants, supermarkets and villas, where they are used to improve air circulation and remove odors.
As Morocco experiences longer and more frequent periods of extreme heat, the cooling market is undergoing a lasting transformation. Falling equipment costs and rising temperatures are making air conditioning increasingly commonplace, while traditional fans are gradually giving way to more efficient cooling solutions.
