Fragrances in Morocco

PROSPECTS

A continued shift to premium brands

Fragrance represents an important element of beauty for Moroccans, which has led the category to register growth over many years, both for mass and premium brands. However, although mass brands dominate, premium brands saw faster current value growth during most of the review period, including in 2018, which demonstrates the gradual shift towards premium brands.

Premium and mass unisex fragrances continue to see a slowdown

As lifestyles are changing, Moroccans are becoming more demanding and want to purchase more specific products. Thus, with the emergence of new targeted brands, unisex fragrances showed a slowdown in current value growth in both the mass and premium segments.

Growth of brand extensions increases the demand for premium products

It is very common to see the development of sub-brands within fragrances; this trend has become widespread in Morocco, especially amongst brands in premium fragrances. The Moroccan market is strongly segmented according to personal and social criteria.

COMPETITIVE LANDSCAPE

Oriflame Maroc manages a large product portfolio

Oriflame Maroc follows a strategy of diversification, which makes its portfolio wide and attractive, responding to different consumer tastes and styles. This strategy allowed the company to maintain its lead in fragrances in 2018, despite the fragmentation of the category.

Direct selling remains the leading distribution channel in fragrances

The daily lives of Moroccans are changing, with more people living more active and busy lifestyles. Hence, they are seeking practical and easier solutions, such as shopping away from town centres and stores.

International brands lead fragrances; local players are very weak

Sales of international brands strongly exceeded sales of domestic brands in both premium and mass fragrances in 2018. This situation developed further in the category over recent years, and is likely to continue over the forecast period.

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