Depilatories in Morocco

PROSPECTS AND OPPORTUNITIES

Non-essential status of depilatories to put more pressure on sales growth

The forecast period is expected to see depilatories underperform as the general attitude among the local population is that these are the types of products that they can do without during times of pressure on their discretionary spending. With the challenges that most Moroccans have been facing as their budgets have tightened in the midst of the global economic downturn and increases in the cost of living, depilatories is expected to be one of the categories affected in terms of falling sales.

Women’s razors and blades to remain the default option for most consumers

Women’s razors and blades is expected to register the fastest value growth in depilatories over the forecast period. Despite the economic slowdown, the number of women in the workforce is still expected to increase the medium-to-long term, with more female consumers expected to take up the trend for smoother skin as a result of higher spending power and the desire to look presentable on a daily basis for professional and social purposes.

The custom of women using men’s razors and blades set to limit sales potential

As mentioned above, it is customary for Moroccan women to simply use one from a pack of disposable razors purchased with the use of another male family member in mind, rather than purchase women’s razors and blades, a practice which is most common among less affluent communities. Given that demand overall is centred on lower-priced women’s razors and blades, the main threat to sales of depilatories during the forecast period is likely to remain the wide presence of unisex razors and blades, as well as those aimed specifically at men, and the perception that women’s razors and blades are therefore non-essential items.

Price discounting likely to remain at the core of marketing strategies

During the forecast period, the rising cost of living is expected to result in an intensification of already fairly high levels of price-consciousness among the local population. In response, leading players such as Procter & Gamble and Bic Maroc are expected to offer their respective brands at lower prices, either by offering cheaper variants or via larger packs of razors at discounted prices.