Fragrances in Morocco

PRE-COVID-19 PERFORMANCE

Growth of brand extensions increases the demand for premium products

In Morocco, fragrances were very much in demand in 2019 and considered affordable luxuries with many consumers wearing fragrances on a daily basis. The launch of brand extensions in fragrances continued at a pace in 2019 with this trend becoming widespread in Morocco, especially amongst brands in premium fragrances.

Government crackdown on smuggling and counterfeiting stimulates entry of new players

The government continued to make significant strides in its efforts to defeat smuggling and counterfeiting, especially in premium fragrances. This led to stricter controls in the market in 2019, which also helped to support category growth and created a fairer playing field for legitimate industry players.

Oriflame Maroc manages a large product portfolio

Oriflame Maroc continued to lead in fragrances in 2019 thanks to its strategy of diversification, which provided it with a large and attractive product portfolio that appeals to a variety of socioeconomic groups. However, direct selling continued to register a decline in popularity for mass fragrances due to fierce competition from new players and e-commerce.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to grow by 6% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 9% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

Fragrances is expected to see a sharp slowdown in retail volume and value sales at constant 2019 prices in 2020 over the previous year as a result of the COVID-19 pandemic. Unisex fragrances is likely to be one of the most dramatically affected given the small size of both premium unisex and mass unisex fragrances categories with sales of the former expected to contract.

Recovery and opportunities

Following the slowdown in retail volume and value sales at constant 2019 prices in 2020, due to the impact of the COVID-19 lockdown and consumer concerns over the economy, all categories of fragrances are expected to achieve some recovery in 2021. The fastest growth is likely to be seen in premium fragrances, both men’s and women’s fragrances, as consumers will want to treat themselves to affordable luxuries that can be worn on a regular basis.

Files are delivered directly into your account within a few minutes of purchase.