Household Care in Morocco
Euromonitor International's Household 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, 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: 83 | Publication date: Sep 2007
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
Air care; Chlorine bleach; Dishwashing products; Insecticides; Laundry care; Polishes; Surface care; Toilet care products
Executive summary
Increased purchasing power drives value growth
Many Moroccans enjoyed an increase in their disposable income during 2006. Economic conditions in the country improved, with a low inflation rate and falling unemployment. Higher consumer confidence led to increased spending, particularly by the urban middle and upper classes. Increased purchasing power fuelled volume and value growth across most sectors of household care, with consumers buying specialist products rather than using traditional cleaning methods. Consumers also switched from using chlorine bleach or laundry detergents for a range of cleaning tasks, to using task-specific products.
Growth of smaller households contributes to increased volume and value sales
The number of smaller households in Morocco is increasing, and is contributing to increased volume and value sales of household care products. Moroccans are now staying single for longer and marrying much later. In urban areas, particularly, this has created a growing number of smaller households, whereby friends rent a flat or house together. Previously, people continued to live at home until getting married, and many continued to live in large households with extended family members even after getting married. As all the members of the new smaller households tend to go out to work, demand for convenient, time-saving household care products has grown. Demand for convenience has also come from young married couples, as more women go out to work.
Supermarkets/hypermarkets helps raise awareness and increases distribution
Awareness of many household care products remains low in Morocco, continuing to hamper volume and value growth. However, the continued expansion and growing popularity of supermarkets/hypermarkets has helped boost volume sales, as well as raising awareness of many products. Supermarkets/hypermarkets outlets stock a wide range of household care products and are used by manufacturers and distributors to introduce new brands and products. Browsing in supermarkets/hypermarkets is often the first contact that consumers have with new household care products. Many outlets also have staff on hand to answer queries and offer advice.
Basic products continue to dominate
Household care in Morocco continues to be dominated by basic products. Most sectors are at the developmental stage and players’ main concerns are to widen product penetration and drive volume sales. Concentrated, added-value products are yet to emerge and, in many sectors, products continue to be limited to one or two formats. For example, automatic detergents comprises mainly standard powder detergents, with only a limited range of standard liquid detergents available. Detergent tablets, liquid capsules and gels have not yet emerged. Price continues to be a key factor, as most Moroccan consumers are still very price sensitive. The success of cheap private label products, such as Marjane’s Auchan line, illustrates the importance of low price coupled with perceptions of basic quality and effectiveness. Environmental concerns have yet to make an impact on the Moroccan household care market.
Volume and value growth slow down as some sectors reach maturity
In household care sectors that are reaching maturity, such as laundry care and dishwashing products, volume and value growth will slow down over the forecast period. In developing sectors such as surface care and toilet care products, moderate steady volume and value growth will continue, fuelled by the same trends as in 2006. Chlorine bleach will, however, decline, as consumers switch to new, less harsh products. The forecast period is also likely to see middle- and upper-income consumers begin to trade up to value-added, mid-priced or premium products.
Table of contents
HOUSEHOLD CARE IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Increased purchasing power drives value growth
Growth of smaller households contributes to increased volume and value sales
Supermarkets/hypermarkets helps raise awareness and increases distribution
Basic products continue to dominate
Volume and value growth slow down as some sectors reach maturity
KEY TRENDS AND DEVELOPMENTS
Improving disposable income fuels higher volume and value sales and sees consumers switch to modern cleaning products
Smaller pack sizes welcomed by low-income consumers
Expansion of supermarkets/hypermarkets helps to spread product awareness and boosts volume sales
Lifting of customs duties and new free trade agreements lead to an influx of cheap products
Raising awareness is the main focus of players
More emphasis on product quality and value-added properties
MARKET INDICATORS
Table 1 Households 2001-2006
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2001-2006
Table 3 Sales of Household Care by Sector: % Value Growth 2001-2006
Table 4 Household Care Company Shares 2002-2006
Table 5 Household Care Brand Shares 2003-2006
Table 6 Penetration of Private Label by Sector 2002-2006
Table 7 Sales of Household Care by Distribution Format: % Analysis 2001/2006
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2006
Table 9 Forecast Sales of Household Care by Sector: Value 2006-2011
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - MOROCCO
CHIMITECHNIC MAROC - HOUSEHOLD CARE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Chimitechnic Maroc: Key Facts
Summary 2 Chimitechnic Maroc Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Chimitechnic Maroc: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 4 Chimitechnic Maroc: Competitive Position 2006
DISTRA SA - HOUSEHOLD CARE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Distra SA: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 6 Distra SA: Competitive Position 2006
LESIEUR CRISTAL - HOUSEHOLD CARE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Lesieur Cristal: Key Facts
Summary 8 Lesieur Cristal: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 9 Lesieur Cristal: Competitive Position 2006
MARCHIME MAROC - HOUSEHOLD CARE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Marchime Maroc: Key Facts
Summary 11 Marchime Maroc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Marchime Maroc: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 13 Marchime Maroc: Competitive Position 2006
LAUNDRY CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2001-2006
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2001-2006
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2001-2006
Table 14 Sales of Laundry Detergents by Type: Value 2001-2006
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2001-2006
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2006
Table 17 Sales of Laundry Aids by Type: Value 2001-2006
Table 18 Sales of Laundry Aids by Type: % Value Growth 2001-2006
Table 19 Laundry Care Company Shares 2002-2006
Table 20 Laundry Care Brand Shares 2003-2006
Table 21 Laundry Detergents Company Shares 2002-2006
Table 22 Laundry Detergents Brand Shares 2003-2006
Table 23 Laundry Aids Company Shares 2002-2006
Table 24 Laundry Aids Brand Shares 2003-2006
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2006-2011
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2006-2011
DISHWASHING PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2001-2006
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2001-2006
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2001-2006
Table 30 Dishwashing Products Company Shares 2002-2006
Table 31 Dishwashing Products Brand Shares 2003-2006
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2006-2011
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2006-2011
SURFACE CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2001-2006
Table 35 Sales of Surface Care by Subsector: % Value Growth 2001-2006
Table 36 Surface Care Company Shares 2002-2006
Table 37 Surface Care Brand Shares 2003-2006
Table 38 Forecast Sales of Surface Care by Subsector: Value 2006-2011
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2006-2011
CHLORINE BLEACH IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Sales of Chlorine Bleach: Value 2001-2006
Table 41 Sales of Chlorine Bleach: % Value Growth 2001-2006
Table 42 Chlorine Bleach Company Shares 2002-2006
Table 43 Chlorine Bleach Brand Shares 2003-2006
Table 44 Forecast Sales of Chlorine Bleach: Value 2006-2011
Table 45 Forecast Sales of Chlorine Bleach: % Value Growth 2006-2011
TOILET CARE PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Toilet Care Products by Subsector: Value 2001-2006
Table 47 Sales of Toilet Care Products by Subsector: % Value Growth 2001-2006
Table 48 Toilet Care Products Company Shares 2002-2006
Table 49 Toilet Care Products Brand Shares 2003-2006
Table 50 Forecast Sales of Toilet Care Products by Subsector: Value 2006-2011
Table 51 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2006-2011
POLISHES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Sales of Polishes by Subsector: Value 2001-2006
Table 53 Sales of Polishes by Subsector: % Value Growth 2001-2006
Table 54 Polishes Company Shares 2002-2006
Table 55 Polishes Brand Shares 2003-2006
Table 56 Forecast Sales of Polishes by Subsector: Value 2006-2011
Table 57 Forecast Sales of Polishes by Subsector: % Value Growth 2006-2011
AIR CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 58 Sales of Air Care by Subsector: Value 2001-2006
Table 59 Sales of Air Care by Subsector: % Value Growth 2001-2006
Table 60 Leading Fragrances for Air Care 2006
Table 61 Air Care Company Shares 2002-2006
Table 62 Air Care Brand Shares 2003-2006
Table 63 Forecast Sales of Air Care by Subsector: Value 2006-2011
Table 64 Forecast Sales of Air Care by Subsector: % Value Growth 2006-2011
INSECTICIDES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Sales of Insecticides by Subsector: Value 2001-2006
Table 66 Sales of Insecticides by Subsector: % Value Growth 2001-2006
Table 67 Insecticides Company Shares 2002-2006
Table 68 Insecticides Brand Shares 2003-2006
Table 69 Forecast Sales of Insecticides by Subsector: Value 2006-2011
Table 70 Forecast Sales of Insecticides by Subsector: % Value Growth 2006-2011