Having declined significantly during 2020, direct selling retail current value sales rebounded no more than partially in 2021. During 2020, lockdown measures made it more difficult for salespeople to visit consumers in person, and even after these were eased, the fear of contagion made many of them reluctant to allow salespeople into their homes.
Three companies that specialise in cosmetics and skin care – Oriflame Cosmetics SA, Nutura&Co and Forever Living Products LLC International – accounted for more than half of retail current value sales in direct selling during 2020. Avon, Forever Living Products and Oriflame all collaborate with e-commerce marketplace Jumia to sell their products.
The growing number of modern retail outlets poses a growing threat to the direct selling of cosmetics and skin care in Morocco. Consumers can increasingly buy these products from outlets ranging from health and beauty specialist retailers and variety stores to hypermarkets and discounters.
The rate of growth in direct selling retail current value sales will be no more than moderate during the forecast period, as this channel will increasingly find itself squeezed between e-commerce and retail formats ranging from specialist health and beauty retailers to variety stores. In the wake of the pandemic, which has served to deepen local consumer interest in health and wellness, consumer health products are likely to grow in importance in direct selling.
During the forecast period, growth in direct selling may increasingly be driven by consumers in smaller urban centres that are less well served by physical stores than their counterparts in the country’s larger cities. The internet – particularly social media – and satellite television are helping to broaden the cultural horizons of women in these areas and leading to increased interest in cosmetics and skin care.
E-commerce will continue to grow in importance to direct selling brands during the forecast period: Smartphone ownership continues to rise in Morocco, and a growing number of affluent local consumers are comfortable making purchases online – with the pandemic serving to accelerate this trend. Moreover, investment in this channel is increasing, making delivery quicker and cheaper.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace and other places away from permanent retail locations. Direct selling occurs in two primary ways: -one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or -party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). The prime example of a one-to-one method is Avon. Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, financial services - are excluded.See All of Our Definitions
This report originates from Passport, our Direct Selling research and analysis database.
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