Having surged by more than a fifth in 2020, as the pandemic made personal hygiene much more of a priority for many local consumers, in addition to the fact that they were spending much more time at home, retail constant value sales (2021 prices) of bath and shower were little better than flat in 2021. This slowdown was particularly notable in bar soap, liquid soap and body wash/gel.
Domestic brand Taous (Lesieur Cristal SA) continued to lead in bath and shower during 2021, ahead of Dettol (Reckitt Benckiser Group Plc) and Dove (Unilever Group). The Taous brand continued to benefit from brand equity built over many years, as well as a wide distribution strategy that ensures availability across all major distribution channels, both modern and traditional, and a product positioning that relies on innovation and diversification.
Traditional grocery retailers continued to dominate distribution in bath and shower during 2021, but they have lost value share to other beauty and personal care non-grocery specialists since the onset of the pandemic, as the latter tend to be very competitive on price. Indeed, the retail value share of the latter almost doubled during 2021.
While the rate of growth in retail constant value sales of bath and shower will accelerate during 2022, it will remain modest during the review period as a whole, with intimate hygiene the top performer, as consumer lifestyles accelerate in line with the diminishing threat of the pandemic. Mounting inflationary pressure will pose a threat to growth, at least during the early part of the forecast period.
While it lost significant retail value share in 2021, e-commerce is set to steadily grow in importance as a distribution channel for bath and shower over the course of the forecast period. The country’s internet retail infrastructure will continue to mature, while affluent urban consumers will become more accustomed to doing their grocery shopping online.
There will be no more than a marginal decline in retail constant value sales of hand sanitisers during the forecast period. Although the epidemiological threat posed by COVID-19 has diminished due to vaccination and the development of effective medicines to treat it, a significant number of local consumers have grown accustomed to using hand sanitisers, and they are likely to maintain the habit.
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Understand the latest market trends and future growth opportunities for the Bath and Shower industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Bath and Shower
This is the aggregation of bar soap, bath additives, body wash/shower gel, intimate washes, intimate wipes, liquid soap and talcum powder. Includes perfumed line extensions of mass or premium fragrances if sold individually; if part of a gift set these products are excluded.See All of Our Definitions
This report originates from Passport, our Bath and Shower research and analysis database.
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