Deodorants in Morocco

PROSPECTS

Deodorants continue to register steady growth

Deodorants continued to register positive retail current value growth, with a wide range of products available. Nonetheless, some households are loyal to their favourite brands and do not switch unless a compelling alternative is introduced.

Leading players continue to develop products to align with consumers’ healthier lifestyles

As more consumers adopted healthier and sporty lifestyles, some brands adapted to take advantage of this shift. Demand for natural ingredients increased and consumers became more inclined to check if a product contained any harmful chemicals before making a purchase.

Deodorant creams in decline

Deodorant creams registered only moderate retail current value growth in 2017 – the category continued to become less popular. Product was no longer on the shelves of major hypermarkets and supermarkets, nor in the catalogues of direct sellers.

COMPETITIVE LANDSCAPE

Competition arises from substitute products

Roll-ons competed with sprays from the same brand. Both categories have the same functions and features, yet some customers favour sprays while others find roll-ons more convenient.

Consumers’ preferences for certain brands increase their value shares

Consumer preferences play a vital role in increasing the value shares of certain brands. Consumers are sometimes attached to a particular brand and prefer to stick with it despite the wide range of alternatives available.

Homemade products compete indirectly with deodorants

Natural and organic products gained popularity. Most consumers that adopted healthier lifestyles remained unconvinced that deodorants were harmless and this segment was likely to be aware of the harmful chemical ingredients that a deodorant could contain.

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