Personal Care Appliances in Morocco

PROSPECTS

Growth is set to remain strong

Moroccans are becoming increasingly interested in developing a very fashionable and neat look. Following all the new and modern fashion trends through social media sites such as Facebook and Instagram, young Moroccans tend to purchase different hair care products and body shavers to remain up to date with all the new fashion trends.

Growing urbanisation will benefit volume sales

In Morocco, it is undeniable that there is a prevalence of liberal lifestyles alongside rapid urbanisation as many people are moving to large cities to find a better life. This has resulted in them attaching great importance to their personal look and appearance on a daily basis.

Inexpensive spas and hair salons may threaten sales

In Morocco, which is a tourist country, there are many spas that offer an increasing number of beauty services along with many natural skin and hair care services that tend to be accessible in price. Many Moroccans, especially women, tend to visit these weekly to take care of themselves and their wellbeing.

COMPETITIVE LANDSCAPE

International brands lead category

International brands such as Philips and Rowenta are very strong in personal care appliances, as they continue to benefit from first mover advantage in Morocco. These brands are expected to remain strong and lead personal care appliances because they offer high quality and also enjoy strong brands names.

Growing number of Turkish and Chinese brands

Although international brands continue to dominate personal care appliances, it is undeniable that inexpensive Chinese and Turkish brands are emerging in Morocco. Such brands and products are imported by many local private investors who later resell them in open markets and other traditional local retailers.

Non-grocery specialists is main distribution channel

Electronics and appliance specialist retailers remained the leading distribution channel in personal care appliances in Morocco in 2018. This is due to the wide range of products on offer along with the promotional activities throughout the year, which includes discounts.

Files are delivered directly into your account within a few minutes of purchase.