Competitive Landscape
Unilever Strengthens Lead through Brand Recognition and Distribution
The oral care landscape in Morocco was moderately concentrated in 2025, with the top three manufacturers commanding significant shares of the retail sales value. Unilever Maghreb SA remained the leader in 2025 with a 24% share, despite a gradual decline from 30% in 2020.
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Overview:
Understand the latest market trends and future growth opportunities for the Oral Care 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 Oral Care 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.
The Oral Care in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Oral Care in Morocco?
- Which are the leading brands in Morocco?
- How are products distributed in Morocco?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Oral Care in Morocco - Category analysis
Key Data Insights
Moroccan Consumers Drive Steady Growth through Value-Seeking Purchases
Moroccan Consumers Drive Steady Growth through Value-Seeking Purchases
Toothpaste Leads Retail Value as Multi-Benefit Formulations Gain Traction
Eco-Friendly Oral Care Gains Traction with Dentiswak
Moroccan Consumers to Increase Oral Care Spending Amid Growing Health Awareness
Toothpaste to Leads Growth Fuelled by Advanced Multi-Benefit Formulations and Age-Targeted Products
Natural Ingredients and Multifunctional Innovation to Reshape Oral Care Offerings and Competition
Unilever Strengthens Lead through Brand Recognition and Distribution
Small Local Grocers Maintain Lead as Supermarkets Expand
Beauty and Personal Care in Morocco - Industry Overview
Moroccan Consumers Focus on Beauty with Health and Skin-Focused Formulations
Key Data Insights
Moroccan Consumers Focus on Beauty with Health and Skin-Focused Formulations
Skin Care Leads Value Growth as Dermocosmetics Trends Accelerate
Brands Embracing Clean Science and Longevity Meet Evolving Consumer Needs
Consumers to Drive Shift to Treatment-Focused Products with Price Sensitivity
Skin Care to Lead with Premium and Natural Ingredient Demand Surging
Brands to Continue Adopting Natural Ingredients to Capture Evolving Demand
L’Oréal Maroc and Procter & Gamble Reinforce Leadership through Broad Portfolios and Distribution
Health and Beauty Specialists Lead Sales through
Retail E-Commerce Remains Steady Driven by Digitalisation and Social Media Influence
Country Reports Disclaimer
The following categories and subcategories are included:
Oral Care
- Dental Floss
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- Denture Cleansers
- Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
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- Manual Toothbrushes
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- Battery Toothbrush Replacement Heads
- Battery Toothbrush Units
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- Electric Toothbrush Replacement Heads
- Electric Toothbrush Units
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- Toothpaste
Oral Care
This is the aggregation of toothpaste, toothbrushes, mouthwashes/dental rinses, denture care, mouth fresheners at-home teeth whiteners and dental floss.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Oral Care research and analysis database.
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