Morocco

Surface care continues to show promising growth in Morocco with current value sales outperforming retail volume sales due to price rises. On balance, the category is growing at a slower pace compared to the increases recorded in 2022 at the height of…

Recent years have seen local consumers become increasingly aware of the importance of maintaining a strict daily oral hygiene routine and this is linked to the increased importance of appearance and personal image in Moroccan society. This has led to…

Towards the end of the review period, spending on colour cosmetics continued to increase gradually among Moroccan consumers despite the tough economic situation and the pressure that this has put on household incomes. Various categories of colour…

Home care has been heavily influenced by higher prices in 2022, with inflation pushing up the cost of living and forcing shifts in purchasing behaviour towards more affordable products. Supply chain costs have spiralled due to the war in Ukraine with…

Despite a difficult economic context and the declining disposable incomes, cat ownership in Morocco has not been much affected by the pet abandonment seen in dogs. Unlike dogs, cats are considered clean animals in the Arab world generally and are…

Sun care recorded another positive sales performance during 2022 as category continued to announce back from the seven year sales declines recorded at the peak of the COVID-19 pandemic during 2020. However, it should be noted that there is still a…

Hand dishwashing remains the dominant detergent in dishwashing, posting a healthy growth rate both in volume and value terms. Hand dishwashing is extremely popular amongst low and middle-income groups, who are very price sensitive, which is why the…

Recent years have seen Morocco’s female population become increasingly preoccupied with appearance and maintaining a feminine, attractive and well-groomed appearance is now considered essential, especially among younger consumer groups. This trend…

One of the few positive outcomes of the COVID-19 pandemic for sales of deodorants was that many local consumers are now paying more attention to their personal hygiene routines. In particular, young men are becoming much more conscious about body…

Vending is a relatively marginal channel in Morocco, with very low retail current value sales. This is partly because Moroccans continue to exhibit a marked preference for coffee shops over vending machines. Vending also continued to be subject to a…

The Moroccan retailing landscape continued to report a steady increase in 2022 after the decline caused by lockdown restrictions in 2022. However, this performance was supported mainly by a rise in inflation to 5.5% from a 0.6% low in 2020. In…

The mosquito population has increased dramatically in Morocco over the past five years. Since mosquitoes are one of the major disease-carrying insects, they have received serious attention in recent years, with emphasis on developing measures to…

Only marginally positive growth in pet products overall in Morocco in 2023 is a result of declining disposable incomes against a weak economic background. Slowed growth is also attributable to the fact that the brands remain limited in availability…

Hair care registered a positive performance in 2022 as consumers paid more attention to their appearance during the post-pandemic era. Both women and men are paying increasing attention to maintaining their look as socialising outside of the home…

Hypermarkets continues to lead modern grocery retailing in value terms, supported by vast offerings that enable this format to be positioned as a one-stop shop. During the inflationary period in 2022, players intensified their promotional campaigns…

The performance of convenience stores remained threatened by the presence of Hanout and souks (traditional/informal outlets), benefiting from their high penetration across urban and rural areas. The competition between channels was heightened by…

Value growth in retail tissue is high in 2022, stimulated by the skyrocketing prices of paper products due to a global paper shortage. Indeed, as paper as a commodity becomes increasingly scarce, this further pushes up the price. In turn, the many…

The economic crisis that Morocco continues to face had a significant negative impact on demand for fragrances over the course of 2022 as consumers curbed all non-essential spending amidst high inflation and a significant increase in the cost of…

Moroccan households were increasingly price sensitive, with inflation reaching a decade high of 5.5% in 2022. The trend supported demand for discounters at the expense of formats, such as convenience stores and supermarkets. The performance of…

Bleach remains a staple item in Moroccan households which has been used widely for many generations. Indeed, it is estimated that seven out of ten households use bleach. Globally, COVID-19 spurred a surge in sales of disinfection products and in…