Laundry Care in Morocco

PROSPECTS

Laundry care is set to record strong growth

In Morocco, many people are becoming increasingly familiar with the usage of automatic washing machines and home dryers. This growing trend has a very positive impact on sales of laundry care, especially concentrated formulas.

Consumers make switch to washing machines rather than handwashing

Increasing numbers of women in Morocco are joining the workforce. This has benefitted demand for automatic washing machines, mainly because women lack the time to do the laundry manually.

Growing usage of washing machines and dryers will benefit sales

The rapid expansion of modern retailers and electronics and appliance specialist retailers across the country succeeded in increasing the penetration rate of automatic washing machines and dryers in Morocco. Therefore, most local households will be using such products by the end of the forecast period.

COMPETITIVE LANDSCAPE

Procter & Gamble strengthens leadership of laundry care

In 2018, Procter & Gamble North West Africa continued to lead laundry care in Morocco, gaining value share due to its well diversified product portfolio. The company has a long-standing presence in Morocco and offers different products designed for various consumer groups.

International brands continue to dominate

International companies continued to dominate laundry care in Morocco by recording strong performances in 2018. This was mainly because of its strong brand names and long-lasting presence in the country, which enabled them to dominate laundry care in Morocco.

Green products are emerging in laundry care

Brands such as L’Arbre Vert are becoming widely popular in Morocco (such as in liquid detergents). Although such products are sold through modern retailers, their availability will continue to increase over the forecast period due to increasing interest in such products and also because many manufacturers are trying to launch eco-friendly products.

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