Having declined sharply during 2020, retail constant value sales (2021 prices) of deodorants saw no more than a modest rebound during 2021, in spite of the easing of COVID-19 restrictions. During 2020, the fact that local consumers were spending more time at home (with many working or studying from home) had a significant negative effect on demand for deodorants.
Unilever Maghreb SA (Axe, Rexona, Dove, Denim and Brut), Beiersdorf Maroc SA (Nivea) and L'Oréal Maroc (Ushuaia and Marta) continue to dominate deodorants in Morocco, accounting for around two thirds of retail value sales between them in 2021. Leader Unilever Maghreb has reinforced its leadership position since the onset of the pandemic.
Local consumer interest in medicated and pharma deodorants remains fairly low. However, organic offerings and products made from natural ingredients are growing in popularity.
Retail constant value sales of deodorants will continue to recover over the course of the forecast period, as the threat posed by pandemic diminishes and daily life normalises. However, they will remain below their pre-pandemic peak even at the very end of the forecast period.
Deodorants tends to be a very active product area in terms of new improvements and features, and this is expected to continue during the forecast period. The focus of innovation is expected to centre on natural and free-from products.
Health and beauty specialists are the leading distribution channel for deodorants, followed by modern grocery retailers, traditional grocery retailers and direct selling. During the forecast period, modern grocery retailers and (to a lesser extent) drugstores/parapharmacies are likely to grow in importance as distribution channels, as chains like Carrefour continue to expand and become more accessible to local consumers.
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Understand the latest market trends and future growth opportunities for the Deodorants industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Deodorants
Includes deodorants and antiperspirants in cream, pump, roll-on, spray, stick and wipe format. Also included are body splash products and splash colognes, used specifically post-shower for extra freshness. 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 DefinitionsThis report originates from Passport, our Deodorants research and analysis database.
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