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: 86 | Publication date: Oct 2008
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
Household care continues to post positive growth
In 2007, household care continued to perform well. Sales growth was stronger in 2007 than during the review period. This increase was mainly attributable to consumer preference for quality products and for large pack sizes that offer value for money. Volume growth was due to increased penetration in suburban and rural areas. This penetration was mainly supported by affiliates of multinationals as well as domestic players, which established an intimate knowledge of consumer needs and preferences. The best-selling household care products, such as laundry detergents and hand dishwashing products, gained acceptance from rural consumers and were competitively prices so as to maximise volume sales.
Dishwashing products is the most dynamic sector as penetration rate widens
Dishwashing products showed the fastest growth in current value sales, largely due to the fact that it is emerging from a lower base, as well as changing consumer habits. Increasing product availability along with advertising campaigns led to growing awareness about the dangers of using laundry detergents to wash dishes. Thus, more Moroccans switched from using multi-purpose cleaners or laundry detergents to using specific dishwashing products. Increases in disposable income also resulted in wider penetration of hand dishwashing products.
IMM Procter & Gamble SA maintains its lead
By far the largest company in household care in Morocco is IMM Procter & Gamble SA. Its strength lies in laundry care, surface care and chlorine bleach – three of the larger sectors in household care. It has a fairly substantial lead in these sectors. One reason for its success is that it offers a variety of products in different price bands, in order to appeal to a wide range of consumers. For example, in powder detergents it offers brands such as Bonux, an economy product; Tide, which is mid-priced; and Ariel, which has a premium positioning and is available in several types to meet different needs. Many of its brands have a long-standing presence in the market, to the point of being household names. For example, many Moroccans refer to any hand wash detergents or powder detergents products as Tide.
Independent small grocers leads sales while modern retailing formats continue to flourish
Independent small grocers leads the distribution of household care products although its share is declining slightly in favour of modern distribution channels, such as supermarkets/hypermarkets and convenience stores. Hypermarket chains – such as Marjane and Aswak Assalam – and supermarket chains – such as Acima and Label Vie – are developing rapidly, as consumers display strong support for modern retail formats; more people are beginning to appreciate the one-stop shopping solution made possible by the large array of products stocked by these retailers. Furthermore, air-conditioned supermarkets/hypermarkets have made shopping a more comfortable experience for consumers, especially during hot and humid weather. Convenience stores is also developing fast following the launch of the large chain Hanouty, which has opened more than 250 outlets since its creation in 2007.
The maturity of key sectors hinders forecast growth
Household care will enjoy positive value growth over the forecast period. However, some of the larger sectors such as laundry care and chlorine bleach are extremely mature with penetration rates of close to 100%. This factor combined with slow population growth will make it difficult to attain significant volume growth during the forecast period, but value sales can still make some advances with the introduction of more expensive products that offer improved performance. Other less key areas, such as dishwashing products and surface care, are expected to exhibit moderate growth, while smaller sector like insecticides, air care, polishes and toilet care products will exhibit moderate to dynamic growth to offset the slow growth in the aforementioned sectors.
Table of contents
HOUSEHOLD CARE IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Household care continues to post positive growth
Dishwashing products is the most dynamic sector as penetration rate widens
IMM Procter & Gamble SA maintains its lead
Independent small grocers leads sales while modern retailing formats continue to flourish
The maturity of key sectors hinders forecast growth
KEY TRENDS AND DEVELOPMENTS
Packaging innovations seek to address demand for greater convenience
Private label gains ground in household care as retail chains expand
Multinationals likely to continue increasing their share
Development of supermarkets/hypermarkets is the key to success*
Improved disposable incomes and falling inflation rates behind increased consumer sophistication
MARKET INDICATORS
Table 1 Households 2002-2007
MARKET DATA
Table 2 Sales of Household Care by Sector: Value 2002-2007
Table 3 Sales of Household Care by Sector: % Value Growth 2002-2007
Table 4 Household Care Company Shares 2003-2007
Table 5 Household Care Brand Shares 2004-2007
Table 6 Penetration of Private Label by Sector 2003-2007
Table 7 Sales of Household Care by Distribution Format: % Analysis 2002-2007
Table 8 Sales of Household Care by Sector and Distribution Format: % Analysis 2007
Table 9 Forecast Sales of Household Care by Sector: Value 2007-2012
Table 10 Forecast Sales of Household Care by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
CHIMITECHNIC MAROC - HOUSEHOLD CARE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Chimitechnic Maroc: Key Facts
Summary 3 Chimitechnic Maroc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Chimitechnic Maroc: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Chimitechnic Maroc: Competitive Position 2007
DISTRA SA - HOUSEHOLD CARE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Distra SA: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Distra SA: Competitive Position 2007
LESIEUR CRISTAL - HOUSEHOLD CARE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Lesieur Cristal: Key Facts
Summary 9 Lesieur Cristal: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Lesieur Cristal: Competitive Position 2007
MARCHIME MAROC - HOUSEHOLD CARE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Marchime Maroc: Key Facts
Summary 12 Marchime: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Marchime: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Marchime Maroc: Competitive Position 2007
LAUNDRY CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 11 Household Penetration of Washing Machines 2002-2007
SECTOR DATA
Table 12 Sales of Laundry Care by Subsector: Value 2002-2007
Table 13 Sales of Laundry Care by Subsector: % Value Growth 2002-2007
Table 14 Sales of Laundry Detergents by Type: Value 2002-2007
Table 15 Sales of Laundry Detergents by Type: % Value Growth 2002-2007
Table 16 Sales of Standard versus Concentrated Fabric Softeners: % Analysis 2004-2007
Table 17 Sales of Laundry Aids by Type: Value 2002-2007
Table 18 Sales of Laundry Aids by Type: % Value Growth 2002-2007
Table 19 Laundry Care Company Shares 2003-2007
Table 20 Laundry Care Brand Shares 2004-2007
Table 21 Laundry Detergents Company Shares 2003-2007
Table 22 Laundry Detergents Brand Shares 2004-2007
Table 23 Laundry Aids Company Shares 2003-2007
Table 24 Laundry Aids Brand Shares 2004-2007
Table 25 Forecast Sales of Laundry Care by Subsector: Value 2007-2012
Table 26 Forecast Sales of Laundry Care by Subsector: % Value Growth 2007-2012
DISHWASHING PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 27 Household Penetration of Dishwashers 2002-2007
SECTOR DATA
Table 28 Sales of Dishwashing Products by Subsector: Value 2002-2007
Table 29 Sales of Dishwashing Products by Subsector: % Value Growth 2002-2007
Table 30 Dishwashing Products Company Shares 2003-2007
Table 31 Dishwashing Products Brand Shares 2004-2007
Table 32 Forecast Sales of Dishwashing Products by Subsector: Value 2007-2012
Table 33 Forecast Sales of Dishwashing Products by Subsector: % Value Growth 2007-2012
SURFACE CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 34 Sales of Surface Care by Subsector: Value 2002-2007
Table 35 Sales of Surface Care by Subsector: % Value Growth 2002-2007
Table 36 Surface Care Company Shares 2003-2007
Table 37 Surface Care Brand Shares 2004-2007
Table 38 Forecast Sales of Surface Care by Subsector: Value 2007-2012
Table 39 Forecast Sales of Surface Care by Subsector: % Value Growth 2007-2012
CHLORINE BLEACH IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Chlorine Bleach by Type: % Value Analysis 2005-2007
Table 41 Sales of Chlorine Bleach: Value 2002-2007
Table 42 Sales of Chlorine Bleach: % Value Growth 2002-2007
Table 43 Chlorine Bleach Company Shares 2003-2007
Table 44 Chlorine Bleach Brand Shares 2004-2007
Table 45 Forecast Sales of Chlorine Bleach: Value 2007-2012
Table 46 Forecast Sales of Chlorine Bleach: % Value Growth 2007-2012
TOILET CARE PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Sales of Toilet Care Products by Subsector: Value 2002-2007
Table 48 Sales of Toilet Care Products by Subsector: % Value Growth 2002-2007
Table 49 Toilet Care Products Company Shares 2003-2007
Table 50 Toilet Care Products Brand Shares 2004-2007
Table 51 Forecast Sales of Toilet Care Products by Subsector: Value 2007-2012
Table 52 Forecast Sales of Toilet Care Products by Subsector: % Value Growth 2007-2012
POLISHES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Sales of Polishes by Subsector: Value 2002-2007
Table 54 Sales of Polishes by Subsector: % Value Growth 2002-2007
Table 55 Polishes Company Shares 2003-2007
Table 56 Polishes Brand Shares 2004-2007
Table 57 Forecast Sales of Polishes by Subsector: Value 2007-2012
Table 58 Forecast Sales of Polishes by Subsector: % Value Growth 2007-2012
AIR CARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Sales of Air Care by Subsector: Value 2002-2007
Table 60 Sales of Air Care by Subsector: % Value Growth 2002-2007
Table 61 Air Care Fragrances Rankings by Value 2006-2007
Table 62 Air Care Company Shares 2003-2007
Table 63 Air Care Brand Shares 2004-2007
Table 64 Forecast Sales of Air Care by Subsector: Value 2007-2012
Table 65 Forecast Sales of Air Care by Subsector: % Value Growth 2007-2012
INSECTICIDES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 66 Sales of Insecticides by Subsector: Value 2002-2007
Table 67 Sales of Insecticides by Subsector: % Value Growth 2002-2007
Table 68 Spray Insecticides by Type: % Value Breakdown 2006-2007
Table 69 Insecticides Company Shares 2003-2007
Table 70 Insecticides Brand Shares 2004-2007
Table 71 Forecast Sales of Insecticides by Subsector: Value 2007-2012
Table 72 Forecast Sales of Insecticides by Subsector: % Value Growth 2007-2012