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.
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Tables: 126 | Publication date: Jun 2008
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- 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; Premium cosmetics; Skin care; Sun care
Executive summary
Growth improves slightly despite financial constraints
Value sales of cosmetics and toiletries recorded growth in 2007, although at a slightly slower rate than in previous years. The reason for the slowdown in growth was the moderation of economic growth, in the aftermath of a decline in agricultural GDP, along with the knock-on effects of the fuel price hikes of 2006, which led to higher manufacturing costs and price increases on consumer goods. This was despite a reduction in the inflation rate in 2007, to below 3%. However, the economy showed signs of recovery, thanks to dynamic growth in non-agricultural GDP, which contributed to an increasing propensity to spend among consumers.
High rate of product innovation seen
In the context of increasing market maturity, many players have opted for diversification and sophistication to fight for attention and boost value sales. Products that were originally only available in a standard format have become more specialised, with the addition of more added value functions aimed at tackling specific cosmetic issues, such as therapeutic or whitening toothpastes, skin friendly deodorants, and bar soap with firming or anti-ageing properties. One of the main trends was the use of functional ingredients, such as those used in food, especially in skin care. Manufacturers launched products with aloe vera such as Johnson & Johnson in baby skin care. Other players focused on local ingredients to attract more consumers, such as argan oil and henna, particularly in hair care and skin care.
Multinationals continue to lead the way
Multinationals continue to dominate the Moroccan cosmetics and toiletries market. In 2007, multinationals extended their efforts and invested in further product innovation to expand their consumer base. L’Oréal’s subsidiary Union pour la Fabrication le Commerce et l'Industrie (UFCI) maintained its leadership thanks to its wide presence in all subsectors. It has transformed some of its mass products into “upper mass” products, thereby making them more attractive and positioning them as luxurious yet affordable. However, in recent years, a handful of powerful local brands, together with established home-grown rivals, have emerged from the shadow of the multinationals with new marketing drives, and have moved brands upmarket to position them in the premium segment, such as Lesieur Cristal, Absim Maroc, Biotal Cosmetics and Beric SA.
Perfumeries and large retail outlets gain preference
The market has seen the entry of big retail chains, like Marionnaud, Sephora and Nocibe, which stock a wider variety of brands retailing at various sizes and prices, allowing them to target different consumer segments. These chains have open shelving and testers which allow customers to choose and try perfumes freely. Small perfumeries have also diversified their offer and sought to maintain customer loyalty through giving help and guidance to customers. Hypermarkets/supermarkets also saw their share increase, thanks to the lower prices which these larger modern outlets can achieve through their economies of scale. Retailers such as Marjane, Aswak Assalam, Acima and Label Vie are opening new stores in small cities, which will provide a good opportunity for mass producers to increase sales and brand exposure.
Cosmetic and toiletries growth still healthy during forecast period
Sales of cosmetics and toiletries are expected to grow steadily over the forecast period, due to greater interest in appearance and general health among young consumers. Sales will also be fuelled by emerging ranges that will see rapid growth rates, and by the rising share of mid-priced and premium products. Healthy growth will still be led by high value sectors, notably colour cosmetics, fragrances and skin care, where more innovation is expected during the forecast period. Women’s products are anticipated to grow faster than men’s grooming products, since it is still typical for the whole household to share the same products. Nevertheless, men’s grooming will still see healthy growth, as in some areas it is growing from a low base, such as men’s skin care. Sales will also be driven by more promotions by manufacturers.
Table of contents
COSMETICS AND TOILETRIES IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth improves slightly despite financial constraints
High rate of product innovation seen
Multinationals continue to lead the way
Perfumeries and large retail outlets gain preference
Cosmetic and toiletries growth still healthy during forecast period
KEY TRENDS AND DEVELOPMENTS
Economic growth helps to realise market potential
Social developments see women’s purchasing power grow
Multinationals continue to dominate
Added-value natural ingredients become increasingly important
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2002-2007
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2002-2007
Table 3 Sales of Premium Cosmetics by Sector: Value 2002-2007
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2002-2007
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2003-2007
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2003-2007
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2004-2007
Table 8 Penetration of Private Label by Sector by Retail Value 2002-2007
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2002-2007
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2007
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2007-2012
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2007-2012
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2007-2012
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
ABSIM MAROC SA - COSMETICS AND TOILETRIES - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Absim Maroc: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 3 Absim Maroc: Competitive Position 2007
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 2007
LABORATOIRES AZBANE SA - COSMETICS AND TOILETRIES - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Laboratoires Azbane SA: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Laboratoires Azbane SA: Competitive Position 2007
LESIEUR CRISTAL - COSMETICS AND TOILETRIES - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Lesieur Cristal: Key Facts
Summary 9 Lesieur Cristal: Operational Indicators
COMPANY BACKGROUND
PRODUTION
Summary 10 Lesieur Cristal: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Lesieur Cristal: Competitive Position 2007
MAPARCO SA - COSMETICS AND TOILETRIES - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Sté Marocaine de Parfumerie et Cosmétiques (Maparco SA)
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 Maparco SA: Competitive Position 2007
BABY CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 15 Sales of Baby Care by Subsector: Value 2002-2007
Table 16 Sales of Baby Care by Subsector: % Value Growth 2002-2007
Table 17 Baby Care Premium Vs Mass % Analysis 2002-2007
Table 18 Baby Care Company Shares by Retail Value 2003-2007
Table 19 Baby Care Brand Shares by Retail Value 2004-2007
Table 20 Baby Care Premium Brand Shares 2007
Table 21 Forecast Sales of Baby Care by Subsector: Value 2007-2012
Table 22 Forecast Sales of Baby Care by Subsector: % Value Growth 2007-2012
Table 23 Forecast Baby Care Premium Vs Mass % Analysis 2007-2012
BATH AND SHOWER PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Sales of Bath and Shower Products by Subsector: Value 2002-2007
Table 25 Sales of Bath and Shower Products by Subsector: % Value Growth 2002-2007
Table 26 Bath and Shower Products Premium Vs Mass % Analysis 2002-2007
Table 27 Bath and Shower Products Company Shares by Retail Value 2003-2007
Table 28 Bath and Shower Products Brand Shares by Retail Value 2004-2007
Table 29 Bath and Shower Products Premium Brand Shares 2007
Table 30 Forecast Sales of Bath and Shower Products by Subsector: Value 2007-2012
Table 31 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2007-2012
Table 32 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2007-2012
DEODORANTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Sales of Deodorants by Subsector: Value 2002-2007
Table 34 Sales of Deodorants by Subsector: % Value Growth 2002-2007
Table 35 Deodorants Premium Vs Mass % Analysis 2002-2007
Table 36 Deodorants Company Shares by Retail Value 2003-2007
Table 37 Deodorants Brand Shares by Retail Value 2004-2007
Table 38 Forecast Sales of Deodorants by Subsector: Value 2007-2012
Table 39 Forecast Sales of Deodorants by Subsector: % Value Growth 2007-2012
Table 40 Forecast Deodorants Premium Vs Mass % Analysis 2007-2012
HAIR CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 Retail Sales of Styling Agents by Type 2003-2007
Table 42 Sales of Hair Care by Subsector: Value 2002-2007
Table 43 Sales of Hair Care by Subsector: % Value Growth 2002-2007
Table 44 Hair Care Premium Vs Mass % Analysis 2002-2007
Table 45 Hair Care Company Shares by Retail Value 2003-2007
Table 46 Hair Care Brand Shares by Retail Value 2004-2007
Table 47 Styling Agents Brand Shares by Retail Value 2004-2007
Table 48 Salon Hair Care Company Shares by Retail Value 2003-2007
Table 49 Salon Hair Care Brand Shares by Retail Value 2004-2007
Table 50 Hair Care Premium Brand Shares 2007
Table 51 Forecast Sales of Hair Care by Subsector: Value 2007-2012
Table 52 Forecast Sales of Hair Care by Subsector: % Value Growth 2007-2012
Table 53 Forecast Hair Care Premium Vs Mass % Analysis 2007-2012
COLOUR COSMETICS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 54 Sales of Colour Cosmetics by Subsector: Value 2002-2007
Table 55 Sales of Colour Cosmetics by Subsector: % Value Growth 2002-2007
Table 56 Colour Cosmetics Premium Vs Mass % Analysis 2002-2007
Table 57 Colour Cosmetics Company Shares by Retail Value 2003-2007
Table 58 Colour Cosmetics Brand Shares by Retail Value 2004-2007
Table 59 Colour Cosmetics Premium Brand Shares 2007
Table 60 Forecast Sales of Colour Cosmetics by Subsector: Value 2007-2012
Table 61 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2007-2012
Table 62 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2007-2012
MEN'S GROOMING PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Sales of Men's Grooming Products by Subsector: Value 2002-2007
Table 64 Sales of Men's Grooming Products by Subsector: % Value Growth 2002-2007
Table 65 Sales of Men's Razors and Blades by Type 2005-2007
Table 66 Men's Grooming Products Company Shares by Retail Value 2003-2007
Table 67 Men's Grooming Products Brand Shares by Retail Value 2004-2007
Table 68 Forecast Sales of Men's Grooming Products by Subsector: Value 2007-2012
Table 69 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2007-2012
ORAL HYGIENE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 70 Retail Sales of Toothpaste by Type: % Analysis 2003-2007
Table 71 Retail Sales of Manual Toothbrushes by Type: % Analysis 2003-2007
Table 72 Sales of Oral Hygiene by Subsector: Value 2002-2007
Table 73 Sales of Oral Hygiene by Subsector: % Value Growth 2002-2007
Table 74 Sales of Manual and Power Toothbrushes by Type: Value 2002-2007
Table 75 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2002-2007
Table 76 Oral Hygiene Company Shares by Retail Value 2003-2007
Table 77 Oral Hygiene Brand Shares by Retail Value 2004-2007
Table 78 Forecast Sales of Oral Hygiene by Subsector: Value 2007-2012
Table 79 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2007-2012
Table 80 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2007-2012
Table 81 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2007-2012
FRAGRANCES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 82 Sales of Fragrances by Subsector: Value 2002-2007
Table 83 Sales of Fragrances by Subsector: % Value Growth 2002-2007
Table 84 Fragrances Premium Vs Mass % Analysis 2002-2007
Table 85 Fragrances Company Shares by Retail Value 2003-2007
Table 86 Fragrances Brand Shares by Retail Value 2004-2007
Table 87 Forecast Sales of Fragrances by Subsector: Value 2007-2012
Table 88 Forecast Sales of Fragrances by Subsector: % Value Growth 2007-2012
Table 89 Forecsast Fragrances Premium Vs Mass % Analysis 2007-2012
SKIN CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 90 Sales of Skin Care by Subsector: Value 2002-2007
Table 91 Sales of Skin Care by Subsector: % Value Growth 2002-2007
Table 92 Skin Care Premium Vs Mass % Analysis 2002-2007
Table 93 Skin Care Company Shares by Retail Value 2003-2007
Table 94 Skin Care Brand Shares by Retail Value 2004-2007
Table 95 Skin Care Premium Brand Shares 2007
Table 96 Forecast Sales of Skin Care by Subsector: Value 2007-2012
Table 97 Forecast Sales of Skin Care by Subsector: % Value Growth 2007-2012
Table 98 Forecast Skin Care Premium Vs Mass % Analysis 2007-2012
DEPILATORIES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 99 Sales of Depilatories by Subsector: Value 2002-2007
Table 100 Sales of Depilatories by Subsector: % Value Growth 2002-2007
Table 101 Depilatories Company Shares by Retail Value 2003-2007
Table 102 Depilatories Brand Shares by Retail Value 2004-2007
Table 103 Forecast Sales of Depilatories by Subsector: Value 2007-2012
Table 104 Forecast Sales of Depilatories by Subsector: % Value Growth 2007-2012
SUN CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 105 Sales of Sun Care by Subsector: Value 2002-2007
Table 106 Sales of Sun Care by Subsector: % Value Growth 2002-2007
Table 107 Sun Care Premium Vs Mass % Analysis 2002-2007
Table 108 Sun Care Company Shares by Retail Value 2003-2007
Table 109 Sun Care Brand Shares by Retail Value 2004-2007
Table 110 Sun Care Premium Brand Shares 2007
Table 111 Forecast Sales of Sun Care by Subsector: Value 2007-2012
Table 112 Forecast Sales of Sun Care by Subsector: % Value Growth 2007-2012
Table 113 Forecast Sun Care Premium Vs Mass % Analysis 2007-2012