Home care in Morocco continued to be significantly impacted by economic indicators and trends at the end of the review period. While GDP rose in 2023 and 2024, the geopolitical context in Europe linked to the war in Ukraine continued to fuel rises in energy and raw materials prices at the international level. These same tensions were felt at the national level. Increases in the prices of food and energy products helped to generate high inflation in Morocco in 2023, although there was a slowdown...
Euromonitor International's Home Care in Morocco market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), 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, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet 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 Home 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.
- Home Care in Morocco
- Euromonitor International
- February 2025
- List Of Contents And Tables
- HOME CARE IN MOROCCO
- EXECUTIVE SUMMARY
- Home care in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retailing developments
- What next for home care?
- MARKET INDICATORS
- Table 1 Households 2019-2024
- MARKET DATA
- Table 2 Sales of Home Care by Category: Value 2019-2024
- Table 3 Sales of Home Care by Category: % Value Growth 2019-2024
- Table 4 NBO Company Shares of Home Care: % Value 2020-2024
- Table 5 LBN Brand Shares of Home Care: % Value 2021-2024
- Table 6 Penetration of Private Label in Home Care by Category: % Value 2019-2024
- Table 7 Distribution of Home Care by Format: % Value 2019-2024
- Table 8 Distribution of Home Care by Format and Category: % Value 2024
- Table 9 Forecast Sales of Home Care by Category: Value 2024-2029
- Table 10 Forecast Sales of Home Care by Category: % Value Growth 2024-2029
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- LAUNDRY CARE IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Promotions help to stimulate a demand for fabric softeners and liquid detergents
- Rising household penetration of automatic washing machines dampens the demand for bar and hand wash detergents
- Unilever leverages large pack sizes to gain ground on Procter & Gamble
- PROSPECTS AND OPPORTUNITIES
- Economic concerns to continue to limit retail volume growth potential
- Ongoing shift to automatic detergents to hinder the demand for bar and hand wash detergents
- Domestic players to continue to gain momentum
- CATEGORY INDICATORS
- Table 11 Household Possession of Washing Machines 2019-2024
- CATEGORY DATA
- Table 12 Sales of Laundry Care by Category: Value 2019-2024
- Table 13 Sales of Laundry Care by Category: % Value Growth 2019-2024
- Table 14 Sales of Laundry Aids by Category: Value 2019-2024
- Table 15 Sales of Laundry Aids by Category: % Value Growth 2019-2024
- Table 16 Sales of Laundry Detergents by Category: Value 2019-2024
- Table 17 Sales of Laundry Detergents by Category: % Value Growth 2019-2024
- Table 18 Sales of In-Wash Spot and Stain Removers by Type: % Value Breakdown 2019-2024
- Table 19 NBO Company Shares of Laundry Care: % Value 2020-2024
- Table 20 LBN Brand Shares of Laundry Care: % Value 2021-2024
- Table 21 NBO Company Shares of Laundry Aids: % Value 2020-2024
- Table 22 LBN Brand Shares of Laundry Aids: % Value 2021-2024
- Table 23 NBO Company Shares of Laundry Detergents: % Value 2020-2024
- Table 24 LBN Brand Shares of Laundry Detergents: % Value 2021-2024
- Table 25 Forecast Sales of Laundry Care by Category: Value 2024-2029
- Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2024-2029
- DISHWASHING IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Growing consumer base for dishwashing
- The tablet format gains weight in automatic dishwashing
- Hand dishwashing sees strong investment
- PROSPECTS AND OPPORTUNITIES
- Switch to liquids to continue but paste alternatives remain a threat
- Automatic dishwashing tablets to continue fast development
- Foodservice chains offer growth opportunities for automatic dishwashing
- CATEGORY INDICATORS
- Table 27 Household Possession of Dishwashers 2019-2024
- CATEGORY DATA
- Table 28 Sales of Dishwashing by Category: Value 2019-2024
- Table 29 Sales of Dishwashing by Category: % Value Growth 2019-2024
- Table 30 NBO Company Shares of Dishwashing: % Value 2020-2024
- Table 31 LBN Brand Shares of Dishwashing: % Value 2021-2024
- Table 32 Forecast Sales of Dishwashing by Category: Value 2024-2029
- Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2024-2029
- SURFACE CARE IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- New scents add dynamism to dominant floor cleaners
- Growing use of window/glass cleaners in the home, office and other businesses
- Other categories continue to develop and grow in surface care
- PROSPECTS AND OPPORTUNITIES
- Players to leverage pack sizes to encourage switch to packaged surface care
- Home and business use to push window/glass cleaners
- User perception of surface care products as essential to foster demand
- CATEGORY DATA
- Table 34 Sales of Surface Care by Category: Value 2019-2024
- Table 35 Sales of Surface Care by Category: % Value Growth 2019-2024
- Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2019-2024
- Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2019-2024
- Table 38 NBO Company Shares of Surface Care: % Value 2020-2024
- Table 39 LBN Brand Shares of Surface Care: % Value 2021-2024
- Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2024
- Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2021-2024
- Table 42 Forecast Sales of Surface Care by Category: Value 2024-2029
- Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2024-2029
- BLEACH IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Maturity and usage concerns limit growth potential
- High popularity of informal products
- Local brands gain ground on Ace
- PROSPECTS AND OPPORTUNITIES
- Market saturation and substitutes threaten bleach
- Private label to gain importance
- Players to incorporate scents, disinfection and antibacterial properties
- CATEGORY DATA
- Table 44 Sales of Bleach: Value 2019-2024
- Table 45 Sales of Bleach: % Value Growth 2019-2024
- Table 46 NBO Company Shares of Bleach: % Value 2020-2024
- Table 47 LBN Brand Shares of Bleach: % Value 2021-2024
- Table 48 Forecast Sales of Bleach: Value 2024-2029
- Table 49 Forecast Sales of Bleach: % Value Growth 2024-2029
- TOILET CARE IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Affordability maintains the dominance of toilet liquids/foam
- Novelty gains traction among local consumers
- Rim blocks ride price and durability advantages
- PROSPECTS AND OPPORTUNITIES
- Players aim to maintain prices to widen demand
- Low prices and familiarity to boost the demand for toilet liquids
- Surface care offers lower-priced alternatives to toilet care
- CATEGORY DATA
- Table 50 Sales of Toilet Care by Category: Value 2019-2024
- Table 51 Sales of Toilet Care by Category: % Value Growth 2019-2024
- Table 52 NBO Company Shares of Toilet Care: % Value 2020-2024
- Table 53 LBN Brand Shares of Toilet Care: % Value 2021-2024
- Table 54 Forecast Sales of Toilet Care by Category: Value 2024-2029
- Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2024-2029
- POLISHES IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Non-essential perception limits spending on polishes
- Smart leverages wide offer and price points to win over consumers of shoe polish
- Limited consumer bases for metal and furniture polishes
- PROSPECTS AND OPPORTUNITIES
- Economic and availability issues to restrict growth potential
- Preference for tiled floors to hit floor polish while high prices limit the uptake of furniture and metal polishes
- Surface care threatens the use of polishes
- CATEGORY DATA
- Table 56 Sales of Polishes by Category: Value 2019-2024
- Table 57 Sales of Polishes by Category: % Value Growth 2019-2024
- Table 58 NBO Company Shares of Polishes: % Value 2020-2024
- Table 59 LBN Brand Shares of Polishes: % Value 2021-2024
- Table 60 Forecast Sales of Polishes by Category: Value 2024-2029
- Table 61 Forecast Sales of Polishes by Category: % Value Growth 2024-2029
- AIR CARE IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Traditional air care formats at risk of being considered out-of-date
- Economy positioning informs consumer choices
- Reckitt Benckiser responds to the shift to natural essential oils
- PROSPECTS AND OPPORTUNITIES
- Health and ecological threats to usage persist
- Modernisation trends to exert upward pressure on prices
- Reduced hazard products to improve the image of air care
- CATEGORY DATA
- Table 62 Sales of Air Care by Category: Value 2019-2024
- Table 63 Sales of Air Care by Category: % Value Growth 2019-2024
- Table 64 Sales of Air Care by Fragrance: Value Ranking 2022-2024
- Table 65 NBO Company Shares of Air Care: % Value 2020-2024
- Table 66 LBN Brand Shares of Air Care: % Value 2021-2024
- Table 67 Forecast Sales of Air Care by Category: Value 2024-2029
- Table 68 Forecast Sales of Air Care by Category: % Value Growth 2024-2029
- HOME INSECTICIDES IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Hot climate spurs the need for home insecticides
- Switch to more affordable insecticide baits
- TM Trading Morocco leads an active category
- PROSPECTS AND OPPORTUNITIES
- Morocco’s hot climate and strong discounting activity to continue to grow demand
- Focus on crawling insects in spray/aerosol insecticides while the electric format is set to gain momentum
- Insecticides to remain popular despite health concerns
- CATEGORY DATA
- Table 69 Sales of Home Insecticides by Category: Value 2019-2024
- Table 70 Sales of Home Insecticides by Category: % Value Growth 2019-2024
- Table 71 Sales of Spray/Aerosol Insecticides by Type: % Value 2019-2024
- Table 72 NBO Company Shares of Home Insecticides: % Value 2020-2024
- Table 73 LBN Brand Shares of Home Insecticides: % Value 2021-2024
- Table 74 Forecast Sales of Home Insecticides by Category: Value 2024-2029
- Table 75 Forecast Sales of Home Insecticides by Category: % Value Growth 2024-2029
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