Morocco

In Morocco, baby and child-specific products saw a positive performance in current value terms in 2018, thanks to demographic growth and higher incomes. Growth is expected to continue at an even higher rate in the forecast period. Continuously ...

Increasing awareness of possible long-term side effects from chemical additives is influencing companies’ production methodology. Consumers are checking product ingredients before making purchases, looking to find out the origin of the ingredients. ...

In Morocco, the proliferation of beauty bloggers was very important during the last three years; Dina Akesbi is one of the leading bloggers in Morocco. Several beauty professionals have built wide networks of online followers. Bloggers strongly ...

Awareness of the risks and long-term side effects of using deodorants became more widespread in the last years of the review period, which led some consumers to seek natural substitutes and even home-made alternatives. However, due to continuous ...

Epilation is considered very important by Moroccan women. In addition, with the continuous growth in the number of women joining the workforce, the demand for depilatories increased, witnessing stronger growth in 2018 than seen in any other year of ...

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...

Hair care in Morocco is witnessing strong innovative product launches. Moreover, the latest products are more practical and specific; developed to fulfil several needs at once, such as treating during the colouring process or nourishing whilst using ...

With rising awareness of the possible risks of chemical ingredients, Moroccans are looking at the ingredients of beauty and personal care products. Therefore, many beauty companies joined the ecological trend and improved their product composition – ...

Overall men’s grooming registered current value growth in 2018 that was higher than the increase seen the previous year. Men’s growing awareness of their appearance and personal care was the main driver behind such a performance. Besides, Moroccans ...

Additional levels of specialisation continued to characterise oral care in Morocco in 2018. New launches targeted very specific consumer groups, such as segmenting an existing category to make it more specialised, such as organising toothpaste into ...

Beauty and personal care registered strong growth in Morocco in 2018, due to growing concern amongst consumers regarding their looks and image. This was partly due to the influence of foreign films and series on domestic television channels, such as ...

Thanks to the mass media and advanced communication techniques, product information is readily available and easily shared. Consumers can easily find feedback on products from previous users, which helps them to compare brands. Indeed, the best-rated...

Overall skin care posted strong double-digit current value growth in 2018, thanks to ongoing consumer demand for such products in Morocco. The continuous rise in consumer awareness of the importance of healthy skin and the demand for a flawless ...

Sun care registered steady current value growth in 2018, with the same growth rate as seen the previous year. This was partly because many sun care brands revised their packaging types and sizes and reviewed the placement of their products towards ...

Within the pet population in Morocco, the number of cats far outweighs that of dogs or other pets such as birds. A far higher percentage of households own a cat compared to those that own dogs, with this linked to religious constraints surrounding ...

Dog food continues to be dominated by premium dry food in both volume and value sales terms in 2019, with this product area also seeing the strongest retail volume growth. Sales are benefiting from the ongoing popularity of leading brands such as ...

Other pet food continues to be a small category in Morocco despite the fact that the other pet population, comprising fish, birds and small mammals/reptiles, is larger than the dog population. Fish are unpopular due to requiring expenditure on ...

Pet care in Morocco remained a relatively small market in sales terms in 2019, with steady rather than dynamic value growth. Pet ownership in the country remains low for cats and dogs, with urban consumers from mid- to upper-income households most ...

Pet owners in Morocco, particularly those owning cats and dogs, are becoming increasingly aware of the need to take proper care of their pets. There is growing awareness not only of the need for pet food that offers balanced nutrition but also of the...

The current value growth recorded by cafés/bars in Morocco was moderate in 2018, with saturated demand. Nonetheless, new independent cafés and chained specialist coffee and tea shops continue to open each year, in shopping centres, city centres and ...