Understand the demographic, socioeconomic and cultural influences...
Understand the demographic, socioeconomic and cultural influences that shape consumer demand and future prospects in Africa, with analyses that offer unique local knowledge and insight in support of comprehensive market statistics.
Despite being a large category, hair care posted one of the weakest current retail value performances in beauty and personal care in 2022. One key challenge for the landscape has been the wide availability of cheaper counterfeit brands, which have…
Fragrances in Nigeria performed relatively well in 2022, despite poor economic conditions, with inflation reducing consumer spending power while rising unit prices. With the category having seen a weak performance over the review period, particularly…
In 2022, poor economic conditions weakened retail volume growth for products within depilatories. As such, depressed consumer spending power in 2022, due to an inflationary economy and depreciated local currency, saw growth slow compared to the more…
The performance of deodorants in 2022 was impacted by poor economic conditions and rising price points due to the depreciation of the local currency. As such, retail volume growth suffered during the year. However, current retail value growth was…
Despite poor economic conditions, colour cosmetics recorded a positive performance in 2022. However, most products saw slower retail volume sales due to weaker consumer spending power caused by high inflation, while the high increases in unit prices,…
Beauty and personal care recorded a positive current retail value performance in 2022; however, much of this was due to rising inflation. High inflation, primarily driven by the depreciation of the local currency against the US dollar, led to higher…
Bath and shower saw solid retail volume and retail value growth in 2022, despite rising levels of inflation and poor economic conditions. While inflationary conditions due to the depreciation of the local currency led to a strong rise in unit prices,…
Baby and child-specific products recorded solid current retail value growth in 2022; however, this was heavily due to the strong increase in unit prices for all categories, rather than an indication of a positive performance. High inflation in the…
Sun care recorded another positive sales performance during 2022 as category continued to announce back from the seven year sales declines recorded at the peak of the COVID-19 pandemic during 2020. However, it should be noted that there is still a…
One of the key factors that has growth in skin care in Morocco in recent years is the widening of the consumer group for these products to include younger women who in the past might not have considered it important to begin thinking about skin care…
The tough economic conditions that prevailed in Morocco during 2022 prompted many consumers to become much more cautious with regards to their discretionary spending and this put huge pressure on demand for premium beauty and personal care. While…
Recent years have seen local consumers become increasingly aware of the importance of maintaining a strict daily oral hygiene routine and this is linked to the increased importance of appearance and personal image in Moroccan society. This has led to…
Moroccan men are increasingly feeling the pressure to maintain strict personal hygiene and personal grooming routines as changes in society have placed far more emphasis on male beauty while encouraging men to pay attention to their appearance. This…
Mass fragrances registered a particularly strong performance as sales rebounded robustly over the course of 2022. The main driver of growth in the category is that many consumers are reverting to their pre-pandemic lifestyle habits and this has meant…
Hair care registered a positive performance in 2022 as consumers paid more attention to their appearance during the post-pandemic era. Both women and men are paying increasing attention to maintaining their look as socialising outside of the home…
The economic crisis that Morocco continues to face had a significant negative impact on demand for fragrances over the course of 2022 as consumers curbed all non-essential spending amidst high inflation and a significant increase in the cost of…
Recent years have seen Morocco’s female population become increasingly preoccupied with appearance and maintaining a feminine, attractive and well-groomed appearance is now considered essential, especially among younger consumer groups. This trend…
One of the few positive outcomes of the COVID-19 pandemic for sales of deodorants was that many local consumers are now paying more attention to their personal hygiene routines. In particular, young men are becoming much more conscious about body…
Towards the end of the review period, spending on colour cosmetics continued to increase gradually among Moroccan consumers despite the tough economic situation and the pressure that this has put on household incomes. Various categories of colour…
2022 saw demand under some pressure due to a far more controlled attitude towards spending among the local population amidst the spectre of inflation and a significant increase in the cost of living. After a strong recovery in economic activity…