Having plunged by almost a fifth in 2020, retail constant value sales (2021 prices) of men’s grooming stabilised in 2021. Unsurprisingly, men’s fragrances performed particularly weakly during 2020 due to the fact that local consumers were spending much more time at home, with far fewer opportunities to socialise.
Procter & Gamble Maroc SA’s Gillette remains the leading brand in men’s grooming during 2021. It is particularly strong in men’s shaving, where it accounted for almost two thirds of retail volume sales.
During the early part of the review period, modern grocery retailers overtook traditional grocery retailers as the leading distribution channel for men’s grooming in Morocco. This reflects the expansion of modern grocery retail chains like Carrefour and Marjanee.
Retail constant value sales of men’s grooming will rebound during the coming years but remain well below their pre-pandemic level even at the end of the forecast period. Growth will be driven by the normalisation of daily life as their threat posed by COVID-19 diminishes.
As modern grocery retail outlets continue to grow in importance as a distribution channel for men’s grooming, there is potential for private label offerings. This is particularly the case as inflationary pressure is set to mount during the early part of the forecast period, which will make many local consumers more price sensitive.
E-commerce is likely to grow in importance as a distribution channel for men’s grooming during the forecast period, as local consumers become more accustomed to shopping for these products online and the country’s internet retail infrastructure continues to develop. The line between direct selling and e-commerce is likely to blur, as the likes of Oriflame become more active online.
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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.
If you're in the Men's Grooming industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.See All of Our Definitions
This report originates from Passport, our Men's Grooming research and analysis database.
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