The forecast period is expected to see baby and child-specific products record a fairly robust performance, although the category is expected to continue underperforming due to various unfavourable background factors. The most important of these is Morocco’s declining birth rate, which means that the end consumer base for baby and child-specific products will continue to contract for the foreseeable future.
The deceleration of Morocco’s population growth in recent years is likely to continue having a negative impact on demand for baby and child-specific products long after the forecast period as there are numerous long-term demographic trends which suggest structural shifts in the country’s population over the longer term. While much of the Markham population lives in the traditional communities where birth rates remain high, Moroccan society is becoming increasingly modern, urban and international in outlook.
Baby wipes is slated for the most dynamic performance in baby and child-specific products over the forecast period, with sales set to continue increasing robustly from a relatively low base. As baby wipes is a category that is still at a relatively early stage of development in Morocco, the category offers much room for further growth.
The proportion of category sales accounted by premium brands is expected to gradually decline over the forecast period as the economic slowdown and the general preference of local consumers combine to create a hostile environment for premium brands of baby and child-specific products. With few Moroccans able to afford premium beauty and personal care products on a regular basis and with most people in the country, even affluent elites, willing to opt for masstige brands rather than upgrading to out-and-out premium brands, consumers are expected to continue shifting towards mass brands as time passes.
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Understand the latest market trends and future growth opportunities for the Baby and Child-specific Products industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Baby and Child-specific Products industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Baby and Child-specific Products
Includes products for babies and toddlers aged 0-3 years and products for children under 11 years of age. Adult products with a secondary claim such as ‘suitable for children and sensitive skins’, are not included.
See All of Our DefinitionsThis report originates from Passport, our Baby and Child-specific Products research and analysis database.
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