Cotton Wool/Buds/Pads in Morocco

TRENDS

Products in the cotton wool/buds/pads category in Morocco enjoy constant consumer demand. The distribution of such products has historically been characterised by open-air markets, which chiefly offer a large number of low-cost imported products, mainly from Spain or China, which resulted in an increasing presence of low-quality products. However, the growing presence of modern grocery retailers such as hypermarkets and supermarkets across the country has changed the distribution landscape of the category as such outlets widely offer higher quality.

COMPETITIVE LANDSCAPE

Johnson & Johnson Maroc SA continued to lead cotton wool/buds/pads sales in 2014, recording a retail value share of 36%. The company posted a one percentage point rise in share, mainly because of the popularity of its products and their wide availability all across the country as the company is adopting a very strong distribution strategy.

PROSPECTS

The cotton wool/buds/pads category is expected to record a value CAGR of 7% at constant 2014 prices over the forecast period, which will be slightly slower than the review period CAGR. Likewise, volume growth will also be slightly slower going forward. The growing impact of modern distribution channels, such as hypermarkets and supermarkets is expected to create ground for many companies to launch more innovative products and therefore increase their unit prices which will maximize their sales.

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