Beauty and Personal Care in Morocco

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,650	143 Pages	Euromonitor International	May, 2023	EP17973182

Best Price Guarantee
Price	from $2,650
Length	143 Pages
Publisher	Euromonitor International
Published Date	May, 2023
SKU	EP17973182

Beauty and Personal Care in Morocco

2022 saw demand under some pressure due to a far more controlled attitude towards spending among the local population amidst the spectre of inflation and a significant increase in the cost of living. After a strong recovery in economic activity during 2021 as GDP growth climbed to more than 7%, the growth performance of Morocco's economy stood at just 1.3% in 2022, due in no small part to the unfavourable economic situation, especially for the important agricultural sector, which has been strong...

Euromonitor International's Beauty and Personal Care 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 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Beauty and Personal Care 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.

Beauty and Personal Care in Morocco
Euromonitor International
May 2023
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN MOROCCO
EXECUTIVE SUMMARY
Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
MARKET DATA: Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022; Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022; Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022; Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022; Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022; Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022; Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022; Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022; Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027; Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES: Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Mass fragrances benefits from high inflation and return to pre-pandemic lifestyles
Mass deodorants another big winner as consumers prioritise value for money
Rising popularity of masstige brands supports sales growth in mass skin care
Mass colour cosmetics continue to appeal due to low prices and good value for money
Mass brands lose ground in baby and child-specific products
PROSPECTS AND OPPORTUNITIES
Demand for mass brands to rise amidst high inflation and harsh economic conditions
Improving image of mainstream brands to support demand for mass brands
Mass hair care brands set to remain popular as consumers prioritise value
CATEGORY DATA: Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022; Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022; Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022; Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022; Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027; Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027
PREMIUM BEAUTY AND PERSONAL CARE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Pressure on demand as challenging economic conditions curb discretionary spending
Infrequent use due to high prices impacts demand for premium brands
Premium brands gradually gaining share, in line with global trends
Masstige brands threaten to steal premium brands’ thunder
PROSPECTS AND OPPORTUNITIES
Ongoing economic malaise presents a potential threat to sales of premium brands
Premium brands set to be strongest in fragrances, colour cosmetics and skin care
Value for money set to remain the main priority for consumers of all income levels
CATEGORY DATA: Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022; Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022; Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022; Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022; Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027; Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
BABY AND CHILD-SPECIFIC PRODUCTS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Morocco’s declining birth rate continues to put pressure on demand
Baby wipes proves resilient to the pressures created by the economic slowdown
Essential products weather the economic storm as demand remains consistent
Rising prices put pressure on demand, resulting in more regular price promotions
Products that target babies remain on top of the sales charts
PROSPECTS AND OPPORTUNITIES
Baby and child-specific products set to continue underperforming
Long-term trends with regards to the birth rate likely to remain unfavourable
Baby wipes to continue being seen as practical, useful and essential
Premium brands set to suffer as consumers migrate towards masstige brands
CATEGORY DATA: Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022; Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022; Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022; Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022; Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022; Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022; Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022; Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022; Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027; Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027; Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
BATH AND SHOWER IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Improvements in hygiene habits mitigate the impact of falling spending power
Rising prices put pressure on demand as consumers trade down to private label
Consumers seek out added value as brands diversify and innovate
Segmentation expected to remain a major focus for the category leaders
Argan oil remains a major trend across various bath and shower categories
Natural positioning likely to remain a particularly popular area of added value
Antibacterial liquid soap continues to boom during the post-pandemic era
International players remain dominant despite the leadership of Lesieur Cristal
PROSPECTS AND OPPORTUNITIES
Few changes expected in bath and shower as sales continue to rise steadily
Rising demand expected as high inflation gives way to greater unit price stability
Strong headwinds unlikely as bath and shower remains an essential category
CATEGORY DATA: Table 34 Sales of Bath and Shower by Category: Value 2017-2022; Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022; Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022; Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022; Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022; Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022; Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027; Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027; Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
COLOUR COSMETICS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Spending on colour cosmetics remains robust despite high inflation
Unit price increases due to high inflation suppress demand
Demand for lip products takes off as consumers begin to socialise more often
Eye make-up benefits from the prevailing trends as new looks prove crucial
Facial makeup continues to boom due to its status as an essential item
Nail products underperforms as the category is not in tune with current trends
Premium brands continue to struggle as consumers favour affordable options
PROSPECTS AND OPPORTUNITIES
An improved performance ahead for colour cosmetics
Mascara and foundation/concealer set to benefit from the prevailing trends
Colour cosmetics to continue facing limits on demand due to narrow consumer base
CATEGORY DATA: Table 43 Sales of Colour Cosmetics by Category: Value 2017-2022; Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022; Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022; Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022; Table 47 LBN Brand Shares of Eye Make-up: % Value 2019-2022; Table 48 LBN Brand Shares of Facial Make-up: % Value 2019-2022; Table 49 LBN Brand Shares of Lip Products: % Value 2019-2022; Table 50 LBN Brand Shares of Nail Products: % Value 2019-2022; Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022; Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027; Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
DEODORANTS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Improving personal hygiene standards support sales growth in deodorants
Growth accelerates amidst a return to work and socialising outside of the home
Deodorant sprays remains the largest category on the back of a strong performance
Pressure on value sales despite unit price growth as consumers trade down
Brands rely on novelty to attract the attention of increasingly sophisticated consumers
PROSPECTS AND OPPORTUNITIES
Positive growth ahead for deodorants as consumers become more demanding
Deodorant sprays set to remain the largest and most dynamic category of deodorants
Downwards pressure on unit prices to flow from price promotions
Demand for premium brands set to continue dwindling
CATEGORY DATA: Table 54 Sales of Deodorants by Category: Value 2017-2022; Table 55 Sales of Deodorants by Category: % Value Growth 2017-2022; Table 56 Sales of Deodorants by Premium vs Mass: % Value 2017-2022; Table 57 NBO Company Shares of Deodorants: % Value 2018-2022; Table 58 LBN Brand Shares of Deodorants: % Value 2019-2022; Table 59 LBN Brand Shares of Premium Deodorants: % Value 2019-2022; Table 60 Forecast Sales of Deodorants by Category: Value 2022-2027; Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027; Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
DEPILATORIES IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Sales of depilatories increase as local women pay more attention to hair removal
Rising demand for convenient and time-saving products supports sales growth
Women’s razors and blades remain popular among less affluent consumer segments
Hair removers/bleaches remains a small category due to competition from sugaring
Women’s pre-shave a small category due to the preference for low-cost alternatives
Bic the leading name in depilatories due to the economical reputation of its products
PROSPECTS AND OPPORTUNITIES
Non-essential status of depilatories to put more pressure on sales growth
Women’s razors and blades to remain the default option for most consumers
The custom of women using men’s razors and blades set to limit sales potential
Price discounting likely to remain at the core of marketing strategies
CATEGORY DATA: Table 63 Sales of Depilatories by Category: Value 2017-2022; Table 64 Sales of Depilatories by Category: % Value Growth 2017-2022; Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022; Table 66 NBO Company Shares of Depilatories: % Value 2018-2022; Table 67 LBN Brand Shares of Depilatories: % Value 2019-2022; Table 68 Forecast Sales of Depilatories by Category: Value 2022-2027; Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
FRAGRANCES IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Overall demand for fragrances drops as spending power falls, favouring mass brands
Direct selling supports a widening of the consumer base for mass women’s fragrances
Average unit price under pressure due to trading down from premium to mass brands
Unisex fragrances remain unpopular as consumers prefer clearly gendered products
PROSPECTS AND OPPORTUNITIES
Consistently positive growth ahead for fragrances despite pressure on spending
Mass fragrances set to outperform premium fragrances as consumers trade down
Mass women’s fragrances set to remain the largest and most dynamic category
CATEGORY DATA: Table 70 Sales of Fragrances by Category: Value 2017-2022; Table 71 Sales of Fragrances by Category: % Value Growth 2017-2022; Table 72 NBO Company Shares of Fragrances: % Value 2018-2022; Table 73 LBN Brand Shares of Fragrances: % Value 2019-2022; Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022; Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022; Table 76 Forecast Sales of Fragrances by Category: Value 2022-2027; Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
HAIR CARE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rising interest in maintaining a neat and attractive appearance boosts demand
2-in-1 products and medicated shampoos are out-of-step with prevailing trends
More advanced formulas come to the fore as added value becomes more essential
The trend for tinting one’s hair at home supports growth in colourants
Aggressive price discounting puts downwards pressure on the average unit price
Mass brands gather momentum as they underscore their dominance in hair care
Styling agents booms amidst a return to socialising and working outside of the home
L'Oréal maintains its very strong position in hair care via ownership of key brands
PROSPECTS AND OPPORTUNITIES
More value-added products set to appear as brands look to beat saturation
Conditioners slated for robust growth as sales rise from a relatively low base
Colourants to continue booming as the at-home approach to hair care spreads
Pressure on consumer spending set to prove crucial as brands reduce their prices
CATEGORY DATA: Table 78 Sales of Hair Care by Category: Value 2017-2022; Table 79 Sales of Hair Care by Category: % Value Growth 2017-2022; Table 80 Sales of Hair Care by Premium vs Mass: % Value 2017-2022; Table 81 NBO Company Shares of Hair Care: % Value 2018-2022; Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022; Table 83 LBN Brand Shares of Hair Care: % Value 2019-2022; Table 84 LBN Brand Shares of Colourants: % Value 2019-2022; Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022; Table 86 LBN Brand Shares of Styling Agents: % Value 2019-2022; Table 87 LBN Brand Shares of Premium Hair Care: % Value 2019-2022; Table 88 Forecast Sales of Hair Care by Category: Value 2022-2027; Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027; Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
MEN'S GROOMING IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
The increasing importance of personal grooming among men boosts demand
Mass men’s deodorants continues to benefit from its essential status
Men’s razors and blades remains dominant despite current unfavourable style trends
Strong growth in men’s skin care a clear signal of changing attitudes
The development of men’s grooming in Morocco lags behind other countries
PROSPECTS AND OPPORTUNITIES
Sales growth ahead as attitudes towards men’s grooming continue to evolve
Shift away from sharing beauty and personal care products to support sales growth
Men’s deodorants slated for strong growth on the basis of their essential status
Maturity of demand set to suppress growth in men’s shaving
CATEGORY DATA: Table 91 Sales of Men’s Grooming by Category: Value 2017-2022; Table 92 Sales of Men’s Grooming by Category: % Value Growth 2017-2022; Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022; Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022; Table 95 NBO Company Shares of Men’s Grooming: % Value 2018-2022; Table 96 LBN Brand Shares of Men’s Grooming: % Value 2019-2022; Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022; Table 98 Forecast Sales of Men’s Grooming by Category: Value 2022-2027; Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
ORAL CARE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Spreading awareness of the importance of oral hygiene supports rising demand
A wider range of products becomes more appealing
Toothpaste remains dominant in sales of oral care due to innovation and new launches
Mouthwashes/dental rinses booms as consumers become more familiar with products
Toothbrushes remain essential as innovation sweeps through the category
Heavy use of price promotions puts downwards pressure on unit prices and value growth
Products with a natural positioning gain ground as demand patterns evolve
PROSPECTS AND OPPORTUNITIES
Growing awareness of the importance of oral hygiene set to support growth
Few major threats expected to emerge as oral care continues to develop
Unit prices set to decline due to aggressive price competition and regular promotions
Mouthwashes/dental rinses set to boom as consumers become more demanding
CATEGORY DATA: Table 100 Sales of Oral Care by Category: Value 2017-2022; Table 101 Sales of Oral Care by Category: % Value Growth 2017-2022; Table 102 Sales of Toothbrushes by Category: Value 2017-2022; Table 103 Sales of Toothbrushes by Category: % Value Growth 2017-2022; Table 104 Sales of Toothpaste by Type: % Value Breakdown 2018-2022; Table 105 NBO Company Shares of Oral Care: % Value 2018-2022; Table 106 LBN Brand Shares of Oral Care: % Value 2019-2022; Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022; Table 108 LBN Brand Shares of Toothpaste: % Value 2019-2022; Table 109 Forecast Sales of Oral Care by Category: Value 2022-2027; Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027; Table 111 Forecast Sales of Toothbrushes by Category: Value 2022-2027; Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
SKIN CARE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Consumers increasingly using skin care to prevent ageing at a younger age
Mass anti-agers benefits from proliferation of value-added products
Skin care products with whitening properties remain very popular
Products designed specifically to be used around the eyes gain ground in facial care
Major multinational names dominate skin care, leaving little room for local players
PROSPECTS AND OPPORTUNITIES
Positive growth ahead due to the primacy of youthfulness in local beauty standards
Mass anti-agers to continue benefiting from the desire to look younger
No major threats expected to emerge despite the adverse economic situation
Unit prices to rise due to high inflation and the rising cost of doing business
CATEGORY DATA: Table 113 Sales of Skin Care by Category: Value 2017-2022; Table 114 Sales of Skin Care by Category: % Value Growth 2017-2022; Table 115 NBO Company Shares of Skin Care: % Value 2018-2022; Table 116 LBN Brand Shares of Skin Care: % Value 2019-2022; Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022; Table 118 LBN Brand Shares of Anti-agers: % Value 2019-2022; Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022; Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022; Table 121 LBN Brand Shares of Premium Skin Care: % Value 2019-2022; Table 122 Forecast Sales of Skin Care by Category: Value 2022-2027; Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
SUN CARE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Another positive performance for sun care as the post-pandemic recovery continues
Sun protection remains the most essential and important category of sun care
Global heating and increasingly regular heatwaves spur demand for sun care
Limited pressure on unit prices as brands engage in price promotions to remain relevant
Aftersun gains ground as sunburn becomes a more common problem
Key sun care brands look to add value via moisturising and anti-ageing properties
PROSPECTS AND OPPORTUNITIES
Sun care slated for positive growth as temperatures rise and consumers catch on
Brand owners set to respond to rising demand with new value-added products
CATEGORY DATA: Table 124 Sales of Sun Care by Category: Value 2017-2022; Table 125 Sales of Sun Care by Category: % Value Growth 2017-2022; Table 126 NBO Company Shares of Sun Care: % Value 2018-2022; Table 127 LBN Brand Shares of Sun Care: % Value 2019-2022; Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022; Table 129 Forecast Sales of Sun Care by Category: Value 2022-2027; Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027