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Personal Care Appliances in Morocco
March 2022
2021 DEVELOPMENTS
Muted recovery seen in personal care appliances as economic activity picks up
Personal care appliances returned to growth in retail volume terms in 2021 after recording a significant decline in 2020. Sales struggled in 2020 with stores being closed during the lockdown and consumers exercising extreme caution in their spending due to the uncertainty created by COVID-19.
Mixed results seen in the different categories
It is worth noting that the performances of the different categories within personal care appliances were varied. For instance, in 2020 oral care appliances saw solid growth with sales benefiting from increased hygiene concerns, but the category registered a decline in sales in 2021 with this trend being relatively short lived.
Price discounting helps drive demand
While there were signs of improvement in the economy in 2021 many consumers continued to face job and wage insecurity which deterred them from making significant outlays on non-essential products. To overcome this retailers and manufacturers turned to discounts and promotions to attract consumers into stores and to encourage sales.
PROSPECTS AND OPPORTUNITIES
As consumer confidence picks up so too should sales of personal care appliances
Personal care appliances is expected to see healthy growth over the forecast period with this being closely tied to improvements in the economy and the further easing of COVID-19 restrictions. As consumer confidence returns consumers should return to the workplace in greater numbers while social activities should also pick up with this encouraging consumers to invest in personal care appliances again.
Economy brands could help drive volume growth as incomes are squeezed
Although international players will likely continue to dominate sales of personal care appliances, it is undeniable that inexpensive Chinese and Turkish offerings are emerging in Morocco. Such items are imported by many local private investors who resell them in open markets and other traditional local retailers.
Reopening of hair and beauty salons could threaten sales
Players will likely continue to use price discounting and promotions to encourage consumers to purchase personal care appliances, especially when it comes to body shavers and hair care appliances. Consumers are paying more attention to their personal appearance but as hair and beauty salons reopen these products will face increased competition from professional services.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Care Appliances 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 Personal Care Appliances 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 Personal Care Appliances 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 Personal Care Appliances in Morocco?
Which are the leading brands in Morocco?
How are products distributed in Morocco?
To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
How are considerations such as urban development and the rise in single-person households determining sales growth?
Where is future growth expected to be most dynamic?
Personal Care Appliances in Morocco - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Muted recovery seen in personal care appliances as economic activity picks up
Mixed results seen in the different categories
Price discounting helps drive demand
PROSPECTS AND OPPORTUNITIES
As consumer confidence picks up so too should sales of personal care appliances
Economy brands could help drive volume growth as incomes are squeezed
Reopening of hair and beauty salons could threaten sales
CATEGORY DATA
Table 1 Sales of Personal Care Appliances by Category: Volume 2016-2021Table 2 Sales of Personal Care Appliances by Category: Value 2016-2021Table 3 Sales of Personal Care Appliances by Category: % Volume Growth 2016-2021Table 4 Sales of Personal Care Appliances by Category: % Value Growth 2016-2021Table 5 Sales of Body Shavers by Format: % Volume 2016-2021Table 6 Sales of Hair Care Appliances by Format: % Volume 2016-2021Table 7 NBO Company Shares of Personal Care Appliances 2017-2021Table 8 LBN Brand Shares of Personal Care Appliances 2018-2021Table 9 Distribution of Personal Care Appliances by Format: % Volume 2016-2021Table 10 Forecast Sales of Personal Care Appliances by Category: Volume 2021-2026Table 11 Forecast Sales of Personal Care Appliances by Category: Value 2021-2026Table 12 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2021-2026Table 13 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2021-2026
Consumer Appliances in Morocco - Industry Overview
EXECUTIVE SUMMARY
Consumer appliances in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
MARKET INDICATORS
Table 14 Household Penetration of Selected Total Stock Consumer Appliances by Category 2016-2021Table 15 Replacement Cycles of Consumer Appliances by Category 2016-2021Table 16 Forecast Household Penetration of Selected Total Stock Consumer Appliances by Category 2021-2026Table 17 Forecast Replacement Cycles of Consumer Appliances by Category 2021-2026
MARKET DATA
Table 18 Sales of Consumer Appliances by Category: Volume 2016-2021Table 19 Sales of Consumer Appliances by Category: Value 2016-2021Table 20 Sales of Consumer Appliances by Category: % Volume Growth 2016-2021Table 21 Sales of Consumer Appliances by Category: % Value Growth 2016-2021Table 22 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2016-2021Table 23 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2016-2021Table 24 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2016-2021Table 25 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2016-2021Table 26 Sales of Small Appliances by Category: Volume 2016-2021Table 27 Sales of Small Appliances by Category: Value 2016-2021Table 28 Sales of Small Appliances by Category: % Volume Growth 2016-2021Table 29 Sales of Small Appliances by Category: % Value Growth 2016-2021Table 30 NBO Company Shares of Major Appliances: % Volume 2017-2021Table 31 LBN Brand Shares of Major Appliances: % Volume 2018-2021Table 32 NBO Company Shares of Small Appliances: % Volume 2017-2021Table 33 LBN Brand Shares of Small Appliances: % Volume 2018-2021Table 34 Distribution of Major Appliances by Format: % Volume 2016-2021Table 35 Distribution of Small Appliances by Format: % Volume 2016-2021Table 36 Forecast Sales of Consumer Appliances by Category: Volume 2021-2026Table 37 Forecast Sales of Consumer Appliances by Category: Value 2021-2026Table 38 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2021-2026Table 39 Forecast Sales of Consumer Appliances by Category: % Value Growth 2021-2026Table 40 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2021-2026Table 41 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2021-2026Table 42 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2021-2026Table 43 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2021-2026Table 44 Forecast Sales of Small Appliances by Category: Volume 2021-2026Table 45 Forecast Sales of Small Appliances by Category: Value 2021-2026Table 46 Forecast Sales of Small Appliances by Category: % Volume Growth 2021-2026Table 47 Forecast Sales of Small Appliances by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Personal Care Appliances
Body Shavers
Electric Facial Cleansers
Hair Care Appliances
Battery Toothbrush Units
Electric Toothbrush Units
Other Oral Care Appliances
Other Personal Care Appliances
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.