The rate of growth in retail constant value sales (2021 prices) of baby and child-specific products slowed significantly during 2021. This slowdown was particularly notable in baby and child-specific toiletries, demand for which had been particularly strong in 2020, as the pandemic made hygiene more of a priority for parents.
The five largest players in baby and child-specific products (Johnson & Johnson Maroc SA, Beiersdorf Maroc SA, Maphar Laboratoires SA, L'Oréal Maroc and K-Dis Sarl) have all lost significant value share since the onset of the pandemic due in large part to supply chain disruption: Between 2019 and 2021, their cumulative retail value share declined. Conversely, the retail value share of “others,” i.
Baby and child-specific products are widely distributed in Morocco, with modern grocery retailers (particularly hypermarkets) and non-grocery specialists (mainly chemists/pharmacies) both significant channels. Drugstores/parapharmacies are growing in importance as the number of them steadily increases, while e-commerce is an emerging channel that was given a significant boost by the pandemic, with some manufacturers partnering with e-commerce marketplaces like Jumia.
The rate of growth in retail constant value sales of baby and child-specific products will accelerate over the course of the forecast period but underperform in terms of the review period prior to the onset of the pandemic. Growth will be supported by an anticipated post-pandemic economic recovery and urbanisation, but mounting inflationary pressure will pose a significant threat to the former.
Demand growth will also be stimulated by growing awareness among parents of safety standards. Marketing and social media will play a significant role in this, with industry players using a variety of channels to inform consumers of the benefits of their products.
Although e-commerce lost ground in baby and child-specific products during 2021, it is set to grow in importance during the forecast period. Local consumers will gradually grow more accustomed to shopping online, with its wide product offer and competitive pricing particularly attractive to them.
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Understand the latest market trends and future growth opportunities for the Baby Care 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.
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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 Definitions
This report originates from Passport, our Baby Care research and analysis database.
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