Fragrances in Morocco

PROSPECTS

Strong potential for growth

The value of imports of fragrances exceeded that of exports. The high growth of exports was due to rising demand for international perfumes, especially among middle-to-high-income consumers.

Buying behaviour differs according to gender

Some consumers with busy lifestyles indulge themselves by buying premium products. Women, for example, tend to buy more than two new premium perfumes each year despite having unfinished products at home.

Growth slows in unisex fragrances

Unisex fragrances are not popular in Morocco and retail current value growth in the category continued to slow down. Women are more interested and attracted to products produced for women only.

COMPETITIVE LANDSCAPE

Wide choice and low switching cost

With the diverse range of products available, consumers are exposed to and attracted to different brand names. Premium fragrances are marketed in the same price range and consumers are willing to buy when convinced about their choice.

Companies enhance their marketing campaigns to keep up with the competition

Moroccan consumers are price sensitive and compare prices online prior to any big purchase – this mainly applies to premium fragrances. Competition arises during holiday seasons with promotional offers and discounts by top brands.

Traditional beauty shops considered indirect competition

Traditional beauty shops are indirect competitors to premium fragrances in Morocco. They sell the same premium fragrances as the established beauty centres, but at low prices.

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