Dishwashing in Morocco

PROSPECTS

Automatic dishwashing and specialised products drive growth in dishwashing

In 2019 dishwashing sales experienced further growth both in volume and current value terms. An increase in dishwasher ownership in Morocco and increasingly busier lifestyle are fostering growth in the category.

Niche premium brands start making an appearance in Morocco

Premium products such as Seventh Generation and L'Arbre Vert are gaining a stronger presence in dishwashing. Those brands are not the go-to brands for the majority of Moroccan consumers as they are expensive and available only in handful of modern grocery retailers.

A large portion of consumers still prefer hand dishwashing

Hand dishwashing remains the dominant category in dishwashing, posting a healthy growth rate both in volume and value terms. It is yet to reach maturity, while there was an increase in average unit price in 2019.

COMPETITIVE LANDSCAPE

Hygiene Orient SA retains leadership with diverse portfolio

Hygiene Orient SA continued to lead dishwashing in Morocco in 2019, due to its diverse product portfolio. The company also runs very strong advertising campaigns and benefits from a distribution strategy utilising both modern and traditional retailers across the country.

Sophisticated commercial strategies favour international companies

International companies remain major forces in dishwashing in 2019. Their sales in dishwashing keep growing as they execute extremely compelling commercial strategies focused on impactful advertising, innovative products and increase in distribution.

Reckitt Benckiser focuses on new products to build momentum

2019 saw some new launches in dishwashing, with companies being aware that new product development is key to remaining current and attracting new consumers. Local consumers are growing more demanding as they become increasingly familiar with dishwashing products.

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