Beauty and Personal Care in Morocco

Beauty and Personal Care in Morocco

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Morocco

KEY DATA FINDINGS

2020 IMPACT

Mass health and beauty care maintains growth due to essentiality

E-commerce and digital marketing support mass beauty and personal care in 2020

L’Oréal Maroc maintains leads in mass beauty and personal care in 2020

RECOVERY AND OPPORTUNITIES

Mass skin care benefits from mask-wearing and hand sanitising

Beauty specialist retailers expected to recover slowly over the duration of the forecast period

Natural products, online marketing, and e-commerce all on the horizon for mass beauty and personal care

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Morocco

KEY DATA FINDINGS

2020 IMPACT

Most product areas suffer from the pandemic, however moisturisers and treatments performs well due to “maskne”

Shifts to distribution due to lockdown

L’Oréal Maroc maintains lead in premium beauty and personal care in 2020

RECOVERY AND OPPORTUNITIES

Recovery expected from as soon as 2021 as consumers return to pre pandemic grooming routines

Lower-income consumers continue to struggle financially

The premiumisation trend benefits premium skin care post pandemic

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Morocco

KEY DATA FINDINGS

2020 IMPACT

Baby and child-specific products proves to be crisis-resilient as parents prioritise the needs of their children

Beach closures and international travel bans result in declining demand for sun care

Stockpiling results in stockouts in chemists/pharmacies and drugstores/parapharmacies

RECOVERY AND OPPORTUNITIES

Demand for natural products increases in response to the growing health and wellness trend post pandemic

Immediate rebound for sun care as beaches reopen and outdoor activities resume

Growth stimulated by growing awareness and increased digital marketing

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Morocco

KEY DATA FINDINGS

2020 IMPACT

Increased demand for antibacterial soap leads bath and shower to success in 2020

Body powder and intimate washes suffer in 2020

Domestic brand Taous continues to lead, although international players characterise bath and shower

RECOVERY AND OPPORTUNITIES

Declining sales expected in 2021 as the pandemic comes to an end

E-commerce expected to continue gathering pace

Demand for natural and eco-friendly products persists

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Morocco

KEY DATA FINDINGS

2020 IMPACT

Store closures and economic concerns result in plummeting demand for colour cosmetics

Mask-wearing reduces demand for lip products whilst increasing the need for eye make-up

L’Oréal Maroc continues to lead despite slight value share decline

RECOVERY AND OPPORTUNITIES

Immediate recovery for colour cosmetics as consumers resume socialising

Nail products recover the fastest as consumers avoid nail salons due to the contamination risk

E-commerce continue to threaten the performance of other channels

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Morocco

KEY DATA FINDINGS

2020 IMPACT

Increased time spent at home leads to less demand for deodorants

Lack of socialising leads deodorant sprays to suffer in 2020

Leading player Unilever Maghreb increases its value share in 2020

RECOVERY AND OPPORTUNITIES

Deodorants recovers from as soon as 2021

Convenience trend boosts demand for roll-ons and sprays

Further demand for natural and free-from products

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Morocco

KEY DATA FINDINGS

2020 IMPACT

Beauty salon closures promote demand for depilatories

Men’s razors continue to threaten women’s depilatory products

International players continue to lead depilatories in 2020

RECOVERY AND OPPORTUNITIES

Return to beauty salons causes devastating effects for depilatories in 2021

Ongoing economic concerns benefit both women’s and men’s razors and blades

E-commerce continues to gather pace, benefiting from the slowed recovery of direct selling

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Hair Care in Morocco

KEY DATA FINDINGS

2020 IMPACT

Hair salon closures leads to DIY hair care during lockdown

Reduced purchasing powers benefit mass brands and home-made beauty recipes

L’Oréal Maroc continues to lead hair care in 2020 despite interrupted marketing strategies

RECOVERY AND OPPORTUNITIES

Initial current value decline before hair care performs exceptionally for the duration of the forecast period

E-commerce continues to replace direct selling post pandemic

Increased health and wellness sparks demand for more natural hair care

CATEGORY DATA

Table 70 Sales of Hair Care by Category: Value 2015-2020
Table 71 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 72 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 73 NBO Company Shares of Hair Care: % Value 2016-2020
Table 74 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 75 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 76 LBN Brand Shares of Colourants: % Value 2017-2020
Table 77 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 78 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 79 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 80 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 81 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 82 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Morocco

KEY DATA FINDINGS

2020 IMPACT

Remote-working and economic concerns lead to devastating consequences for men’s grooming in 2020

Direct selling comes to a halt whilst e-commerce flourishes

Procter & Gamble Maroc continue to lead thanks to the best-selling brand Gillette

RECOVERY AND OPPORTUNITIES

Men’s grooming set to recover immediately as life returns to pre pandemic norms

Hygiene and cleanliness boosts demand for men’s grooming

Middle-class men remain the target audience for men’s grooming

CATEGORY DATA

Table 83 Sales of Men’s Grooming by Category: Value 2015-2020
Table 84 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 85 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 86 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 87 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 88 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 89 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 90 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 91 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Morocco

KEY DATA FINDINGS

2020 IMPACT

Increased oral hygiene boosts demand for oral care amidst the pandemic

E-commerce and chemists/pharmacies benefit from the COVID-19 pandemic

Colgate-Palmolive Maroc leads whilst Unilever Maghreb ranks second place

RECOVERY AND OPPORTUNITIES

As Morocco returns to pre pandemic norms, oral care witnesses decline

Innovations drive purchasing behaviours post pandemic

Whitening toothpastes benefit from increased interest in personal appearances and beauty

CATEGORY DATA

Table 92 Sales of Oral Care by Category: Value 2015-2020
Table 93 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 94 Sales of Toothbrushes by Category: Value 2015-2020
Table 95 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 96 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 97 NBO Company Shares of Oral Care: % Value 2016-2020
Table 98 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 99 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 100 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 101 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 102 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 103 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 104 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Morocco

KEY DATA FINDINGS

2020 IMPACT

Skin care proves resilient to the COVID-19 pandemic in 2020 overall

E-commerce continues to perform well whilst direct selling suffers as a result of social restrictions

L’Oréal Maroc continues to skin care in 2020

RECOVERY AND OPPORTUNITIES

Skin care anticipated to have a bright future in Morocco

The health crisis sparks further demand for naturally positioned products

Ongoing economic concerns defer consumers from getting plastic surgery or aesthetic acts

CATEGORY DATA

Table 105 Sales of Skin Care by Category: Value 2015-2020
Table 106 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 107 NBO Company Shares of Skin Care: % Value 2016-2020
Table 108 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 109 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 110 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 111 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 112 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 113 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 114 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 115 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Morocco

KEY DATA FINDINGS

2020 IMPACT

Lockdown and travel restrictions prove to be detrimental to sun care in 2020

Sun care continues to struggle even as lockdown eases

L’Oréal Maroc continues to lead sun care in 2020

RECOVERY AND OPPORTUNITIES

Immediate recovery for sun care as international and national restrictions ease

Premium sun care benefits from higher-income consumer base

French boycott sets to alter the competitive landscape

CATEGORY DATA

Table 116 Sales of Sun Care by Category: Value 2015-2020
Table 117 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 118 NBO Company Shares of Sun Care: % Value 2016-2020
Table 119 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 120 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 121 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 122 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

Fragrances in Morocco

KEY DATA FINDINGS

2020 IMPACT

Sales plummet as consumers stay at home and have no reason to wear fragrances

Themed heading 2

Oriflame Maroc continues to lead fragrances in 2020

RECOVERY AND OPPORTUNITIES

Historic recovery for fragrances predicted from as soon as 2021

Direct selling continues to struggle whilst e-commerce gathers pace

Boycott of French brands will likely alter the competitive landscape for leading players such as L’Oréal Maroc

CATEGORY DATA

Table 123 Sales of Fragrances by Category: Value 2015-2020
Table 124 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 125 NBO Company Shares of Fragrances: % Value 2016-2020
Table 126 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 127 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 129 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 130 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

---