In 2020, Moroccan company Ama Detergent claimed to have launched Morocco’s first antibacterial laundry detergent, under the brand Mio. Thanks to its advanced formula, the antibacterial washing liquid covers clothes and fabrics with a layer that protects against bacteria for more than 24 hours.
COVID-19 did not have a significant impact on laundry care in 2020. The product area recorded positive growth, but not substantially higher than in previous years.
Procter & Gamble remains the leading player in laundry care in 2020, recording a good performance. The company offers popular brands such as Tide and Ariel, which are now viewed as household staples by many consumers.
The performance of the economy and how quickly a recovery occurs will impact the type of homecare products, their unit sizes and relative qualities consumer will demand. If recovery takes longer and unemployment is high consumers may be looking for more value products at low price points, if the economy recovers quickly consumers may seek more premium or added value homecare products.
In 2020, concentrated products recorded strong growth in laundry care in Morocco. Consumers are increasingly aware of the benefits of concentrated laundry care, appreciating these products’ convenience in terms of usage and storage as well as their effectiveness linked to better dosage.
The rapid expansion of modern retailers and electronics and appliance specialist retailers across the country is 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.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Laundry Care research and analysis database.
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