Over the forecast period, men’s grooming is set to experience further growth and development as a wider cross-section of the population of Morocco comes to terms with Western cultural concepts surrounding male beauty and male grooming. The category offers enormous growth potential as there remain significant numbers of men who currently do not use specialised men’s grooming products.
One opportunity for men’s grooming brands to generate strong sales growth during the forecast period lies in the still widespread practice of Moroccans sharing their beauty and personal care products with every other member of their household. Whilst the sharing of basic universal toiletries in this way tends to be a very economical habit, it also means that there is so far been little room for brands to segment their products according to gender.
Men’s deodorants is expected to post particularly robust growth rates over the forecast period. One of the key drivers of growth in the category is that deodorant sprays are commonly used as a cheaper alternative to mass men’s fragrances and with household incomes likely to remain under pressure for the foreseeable future due to the rising cost of living, there are strong prospects for men’s deodorants to benefit from significant levels of down trading from mass men’s fragrances.
Men’s shaving is very unlikely to lose its status as the largest category of men’s grooming in value terms over the forecast period. However, men’s shaving is expected to underperform over the forecast period and this can be attributed mainly to the high degree of maturity that is present in the category.
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Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See All of Our DefinitionsThis report originates from Passport, our Men's Grooming research and analysis database.
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