Deodorants in Morocco

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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