Direct selling is recording strong current value growth in Morocco. The channel is led by a few major players, and most have their own competitive advantage that keeps customers ordering from their catalogue.
Over the forecast period, direct selling is expected to continue to see current value growth, as the Moroccan market is not yet mature. International players are interested in entering the market, and this will further develop sales, as there will be more product choice for consumers.
The changing habits of households, especially younger households, are impacting the performance of direct selling in Morocco. Younger consumers have started to carry out their own research prior to making purchasing decisions – it is now rare for younger people to seek advice from beauty professionals before making a purchase.
Oriflame Maroc continued to lead direct selling in value terms in 2018. Its long-standing presence in Morocco is one factor in its strong position.
Avon Beauty Products is one of the top three direct selling retail brands in Morocco. It is investing in a communication strategy to further boost its sales performance.
The competition from online and physical retail stores is omnipresent. Consumers’ awareness is high, and they have become more independent than before.
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This industry report originates from Passport, our Retailing market research database.