Executive Summary

Jun 2019
PROSPECTS
Changing lifestyles support growth

Awareness of the risks and long-term side effects of using deodorants became more widespread in the last years of the review period, which led some consumers to seek natural substitutes and even home-made alternatives. However, due to continuous urbanisation, consumers’ lifestyles are changing, becoming trendier and more dynamic.

Deodorant roll-ons records the highest growth

Although deodorant sprays was the most popular format in deodorants in 2018, deodorant roll-ons recorded the highest increase, seeing double-digit current value growth. This can be explained by the fact that roll-ons are practical and relevant, and also last longer than sprays.

Good performances are expected for natural-based deodorants

Thanks to producers’ strategy of adapting their products, more deodorants are available which are aluminium- and paraben-free, which are highly popular amongst consumers. Long-lasting deodorants and antiperspirants are no longer appreciated thanks to consumers’ health concerns.

COMPETITIVE LANDSCAPE
Unilever Maghreb remains the undisputed leader

Unilever Maghreb benefits from the strong recognition and reputation of its global brands Axe, Rexona, Dove and Brut. Besides, the company offers a wide range of products with various scents, and combinations with advanced properties, such as moisturising and whitening benefits.

International players dominate deodorants

Deodorants is dominated by international brands such as Nivea, Axe, Ushuaïa and Narta, amongst others, which are mainly imported. These brands enjoy global recognition and benefit from international communication campaigns.

Private label flourishes due to new launches

Although they are still new launches, Label’vie Group developed new deodorants under its private label line Carrefour, and split them into basic and advanced deodorants, as a reference for mass and premium products. In parallel, Marjane Holding also developed a new private label line called Casino, which is likely to witness a positive performance in the future.

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Deodorants in Morocco

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Overview

Discover the latest market trends and uncover sources of future market growth for the Deodorants industry in Morocco with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Deodorants industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Deodorants in Morocco market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Deodorants in Morocco?
  • What are the major brands in Morocco?
  • Which deodorant formats are seeing most dynamic growth?
  • What are the key trends in product development?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Deodorants in Morocco - Category analysis

HEADLINES

PROSPECTS

Changing lifestyles support growth
Deodorant roll-ons records the highest growth
Good performances are expected for natural-based deodorants

COMPETITIVE LANDSCAPE

Unilever Maghreb remains the undisputed leader
International players dominate deodorants
Private label flourishes due to new launches

CATEGORY DATA

Table 1 Sales of Deodorants by Category: Value 2013-2018
Table 2 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 3 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 4 NBO Company Shares of Deodorants: % Value 2014-2018
Table 5 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 6 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 7 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 8 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 9 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Beauty and Personal Care in Morocco - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care registers a strong performance in 2018
“Natural” and “bio” products are becoming increasingly popular
L'Oréal Maroc remains the undisputed leader in beauty and personal care
The shift to premium brands is spreading amongst consumers
A positive performance is expected in the forecast period

MARKET DATA

Table 10 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 11 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 12 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 13 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 15 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 16 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 17 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 18 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 19 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources