Cosmetics And Toiletries in Morocco
Euromonitor International's Cosmetics And Toiletries 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, 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 illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 145 | Publication date: Sep 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Cosmetics and toiletries continue to perform positively
Value sales of cosmetics and toiletries saw positive growth in 2008. The reason for this dynamic performance was the economic recovery in the country, following a modest economic performance in 2007 as GDP posted growth of more than 6%, up from the 3% registered in 2007. This positive economic environment led to improving disposable income as unemployment rates dropped to less than 10%, and also contributed to an increasing propensity to spend among consumers who demonstrated a greater interest in grooming themselves. Consumer interest was also aroused by the expanding range of products launched by manufacturers.
New product launches a major boost for cosmetics and toiletries
Major companies operating in cosmetics and toiletries are gradually increasing their spending on research and development in order to satisfy more sophisticated consumer demands. New product launches and greater demand for modern products such as shower gel, conditioners, men’s grooming products and skin care also helped to strengthen sales. This is why manufacturers are seeking ways to expand their product portfolio, by introducing novelty ingredients as well as developing value added formulations. Multinational giants remain the pioneers in terms of the number of new product launches, while domestic companies are lagging behind. The most interesting domestic development is the use of local argan oil ingredient in skin, sun and hair care products.
A competitive market dominated by multinationals
The cosmetics and toiletries market in Morocco is becoming more competitive and highly fragmented due to the presence of various local and multinational brands, and many direct selling players. The recent free-trade agreements signed by Morocco with many Arab, EU and Asian countries led to a rapid flow of cheap imported products. However multinational players such as Union pour la Fabrication le Commerce et l’Industrie (L’Oréal), Beiersdorf Maroc SA, Unilever and Palmolive still maintain their lead. This is due largely to their domination of key product types such as colour cosmetics, hair care and skin care, benefiting from their brand reputation supported by constant investment in new product developments and marketing activities. Local players continue to lose shares due to their limited budgets, which curtails their ability to emulate international brands.
Perfumeries dominate distribution
Distribution of cosmetic and toiletries in Morocco is dominated by perfumeries, which held a 37% value share in 2008. Perfumeries’ lead has also been consolidated by the entry of major beauty specialist chains such as Marionnaud, Sephora and Nocibe. Other existing chains, such as Yves Rocher, Style de Parfum and Beauty Success, also expanded their presence in Morocco by opening several outlets across the country. These modern perfumeries attract a large number of consumers thanks to their wide display of brands in all price segments, allowing them to target various consumer groups. Moreover, these modern outlets offer their customers new facilities not allowed in traditional retail outlets, such as open shelves and testers, as well as in-store assistance.
Cosmetic and toiletries expected to see positive growth in future
Cosmetic and toiletries sales are expected to see a steady growth in coming years due to improving disposable income, growing interest in personal appearance among consumers, along with constant innovation and new product launches. Colour cosmetics, fragrances and skin care – the main categories in the cosmetics and toiletries market – are expected to see more product developments, with the launch of value-added products to boost performance, as they are reaching maturity. The fast-emerging product types such as men’s grooming and sun care will also thrive due to greater interest in appearance and general health among young consumers.
Table of contents
COSMETICS AND TOILETRIES IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Cosmetics and toiletries continue to perform positively
New product launches a major boost for cosmetics and toiletries
A competitive market dominated by multinationals
Perfumeries dominate distribution
Cosmetic and toiletries expected to see positive growth in future
KEY TRENDS AND DEVELOPMENTS
Innovations help fuel growth
Male-specific cosmetics and toiletries increasingly important
Multinationals in control, domestic brands lose share
Growing interest in natural products
Demographics shape demand
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
ABSIM MAROC SA - COSMETICS AND TOILETRIES - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Absim Maroc SA: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Absim Maroc SA: Competitive Position 2008
BERIC SA - COSMETICS AND TOILETRIES - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Beric SA: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 5 Beric SA: Competitive Position 2008
LABORATOIRES AZBANE SA - COSMETICS AND TOILETRIES - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Laboratoires Azbane SA: Key Facts
Summary 7 Laboratoires Azbane SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 Laboratoires Azbane SA: Competitive Position 2008
LESIEUR CRISTAL - COSMETICS AND TOILETRIES - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Lesieur Cristal SA: Key Facts
Summary 10 Lesieur Cristal SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Lesieur Cristal SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Lesieur Cristal SA: Competitive Position 2008
MAPARCO SA - COSMETICS AND TOILETRIES - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Maparco SA: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 14 Maparco SA: Competitive Position 2008
BABY CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2003-2008
Table 16 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 17 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 18 Baby Care Company Shares by Retail Value 2004-2008
Table 19 Baby Care Brand Shares by Retail Value 2005-2008
Table 20 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 21 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 22 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 23 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 24 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 25 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 26 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 27 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 28 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 29 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 30 Bath and Shower Products Premium Brand Shares 2005-2008
Table 31 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 32 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 33 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Deodorants by Subsector: Value 2003-2008
Table 35 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 36 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 37 Deodorants Company Shares by Retail Value 2004-2008
Table 38 Deodorants Brand Shares by Retail Value 2005-2008
Table 39 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 40 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 41 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of Hair Care by Subsector: Value 2003-2008
Table 43 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 44 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 45 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 46 Hair Care Company Shares by Retail Value 2004-2008
Table 47 Hair Care Brand Shares by Retail Value 2005-2008
Table 48 Styling Agents Brand Shares by Retail Value 2005-2008
Table 49 Colourants Brand Shares by Retail Value 2005-2008
Table 50 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 51 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 52 Hair Care Premium Brand Shares 2005-2008
Table 53 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 54 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 55 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 57 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 58 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 59 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 60 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 61 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 62 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 63 Lip Products Brand Shares by Retail Value 2005-2008
Table 64 Nail Products Brand Shares by Retail Value 2005-2008
Table 65 Colour Cosmetics Premium Brand Shares 2005-2008
Table 66 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 67 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 68 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 70 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 71 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 72 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 73 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 74 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 75 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 76 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 77 Sales of Manual Toothbrushes by Type: % Value Analysis 2004-2009
Table 78 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 79 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 80 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 81 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 82 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 83 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 84 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 85 Toothpaste Brand Shares by Retail Value 2005-2008
Table 86 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 87 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 88 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 89 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 90 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 91 Sales of Fragrances by Concentration: % Value Analysis 2004-2009
Table 92 Sales of Fragrances by Subsector: Value 2003-2008
Table 93 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 94 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 95 Fragrances Company Shares by Retail Value 2004-2008
Table 96 Fragrances Brand Shares by Retail Value 2005-2008
Table 97 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 98 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 99 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 100 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 101 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 102 Sales of Skin Care by Subsector: Value 2003-2008
Table 103 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 104 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 105 Skin Care Company Shares by Retail Value 2004-2008
Table 106 Skin Care Brand Shares by Retail Value 2005-2008
Table 107 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 108 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 109 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 110 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 111 Skin Care Premium Brand Shares 2005-2008
Table 112 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 113 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 114 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 115 Sales of Depilatories by Subsector: Value 2003-2008
Table 116 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 117 Depilatories Company Shares by Retail Value 2004-2008
Table 118 Depilatories Brand Shares by Retail Value 2005-2008
Table 119 Forecast Sales of Depilatories by Subsector: Value 2008-2013
Table 120 Forecast Sales of Depilatories by Subsector: % Value Growth 2008-2013
SUN CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 121 Sales of Sun Protection by Factor: % Value Analysis 2004-2009
Table 122 Sales of Sun Protection by Formulation: % Value Analysis 2004-2009
Table 123 Sales of Sun Care by Subsector: Value 2003-2008
Table 124 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 125 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 126 Sun Care Company Shares by Retail Value 2004-2008
Table 127 Sun Care Brand Shares by Retail Value 2005-2008
Table 128 Sun Care Premium Brand Shares 2005-2008
Table 129 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 130 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 131 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013