Morocco

Following an increase in the Internal Consumption Tax on tobacco there was a sharp rise in prices in 2019, with this having a particularly pronounced effect on volume sales of cigarettes. Many consumers in Morocco are price sensitive and as such are ...

Sales of cigars continued to increase steadily in 2019, despite ongoing turmoil in the competitive landscape. Habanos SA, which emerged in Morocco in 2015, is focused on local production and exports of cigars and as a result it gained a stronger ...

In effort to control the spread of COVID-19 Morocco’s government introduced tough measures including a nationwide lockdown. Although grocery retailers have remained open due to their essential nature, some other channels have been forced to close and...

E-vapour products continued to see strong growth in current value terms in 2019 with some consumers continuing to switch from conventional smoking to other alternatives, which they considered less harmful or cheaper. Most consumers who made the ...

Consumers tended to pay more attention to oral care in 2019 thanks to their increasing awareness of hygiene. Frequent visits to the dentist, recommendations from professionals and brand owners and regular advertising of oral care products on TV and ...

While the beauty and personal care market is heavily characterised by mass brands, 2019 witnessed growing demand for premium products, with premium products attracting higher growth rates. Increasing urbanisation in the country and more women in the ...

Despite changes in cultural cleaning habits and the growing popularity of body wash/shower gel, consumers remained highly traditional in their purchasing patterns. As a result, bar soap accounted for the bulk of sales in 2019. Despite a lack of ...

In response to growing health and environmental awareness among consumers, industry players continued to launch new products in 2019 that are aluminium- and paraben-free. Many traditional players based their deodorants on alum stone, which is 100% ...

The largest categories in baby and child-specific products were baby and child-specific hair care, toiletries and baby wipes, all of which achieved steady growth in current value sales in 2019. This stemmed from the extensive range of new launches, ...

In Morocco, fragrances were very much in demand in 2019 and considered affordable luxuries with many consumers wearing fragrances on a daily basis. The launch of brand extensions in fragrances continued at a pace in 2019 with this trend becoming ...

The hair care category is developing rapidly in Morocco with consumers of different socioeconomic groups demanding more sophisticated and advanced products. Consumers have become aware of the importance of long-term product benefits and are looking ...

Many consumers who embrace healthy lifestyles included skin care in their daily routines in 2019. Consumers became better educated through the growing use of social media with the health trend creating demand for natural and organic products that are...

Changing trends and consumers’ preferences led to steady current value growth of men’s grooming products in 2019. Rising image consciousness and interest in personal care and grooming were the main sales drivers. Consumer lifestyles are also changing...

Moroccan women continued to demonstrate a growing interest in their appearance in 2019 thanks to the influence of social media and fashion magazines. The subtropical climate in Morocco and hot spring and summer seasons stimulate the wearing of more ...

Premium colour cosmetics and premium skin care were the largest categories in premium beauty and personal care in 2019. The rise in number of make-up artists offering advice and demonstrations on make-up application on social media highly influenced ...

During 2019, consumer awareness of the need to use sun care products to avoid damage to the skin remained relatively high in Morocco. While sales have historically tended to rise during the spring and summer, some households also started purchasing ...

Colour cosmetics sets/kits registered the fastest current value growth in 2019. While growth was from a relatively low base, these products are increasingly coming to be seen as offering value for money. In addition to the variety of products present...

Like many other markets, COVID-19 is set to have a significant impact on sales of beauty and personal care in 2020. The extreme response required to reduce transmission of the virus in the form of lockdown stimulated a dramatic change in consumer ...

The economy will decline in 2020 The domestic economy will be held back by COVID-19 containment measures; particularly in the tourism sector, meanwhile the external sector will plunge due to the global slowdown caused by the pandemic. Further risks ...

Sanitary protection sustained healthy positive sales growth in Morocco during 2019. Towels remained by far the most popular sanitary protection category and this is mainly because these products are the most mainstream sanitary protection items, ...