Personal Care Appliances in Morocco

PROSPECTS

A rise in self-care and daily grooming boosts volume sales of personal care appliances

Personal care appliances continues to record positive growth. In Morocco, there is a prevalence of liberal lifestyles alongside rapid urbanisation, as many people are moving to large cities to experience a different lifestyle.

Body shavers are gaining popularity thanks to innovative cordless designs

Body shavers are also recording strong volume and value sales in Morocco, boosted by the growing number of cordless products that can be charged by users, before being active for a long time afterwards. Cordless products are available from key players, such as Philips and Rowenta.

Oral care appliances and electric toothbrushes see the lowest levels of growth

Electric toothbrush units and oral care appliances in Morocco had slow rates of growth in personal care applications. The two major players in oral care appliances were still Pierrot and Oral B in 2019, which led the landscape due to their reputations, quality offerings and high levels of consumer loyalty.

COMPETITIVE LANDSCAPE

International players lead in personal care appliances, offering established names and quality above that of local players

International players such as Philips and Rowenta have strong positions in personal care appliances, as they continue to benefit from first-mover advantage in Morocco. These players are expected to remain strong and lead personal care appliances over the forecast period because they offer high quality and enjoy strong reputations.

Innovations for body shavers is set to boost growth over the forecast period

As innovations are bought to the landscape, sales in smart shavers are expected to grow over the forecast period, with players such as Philips launching smart shavers which can be controlled through smartphone applications. Smart shavers are set to be a growing trend, boosting interest and growth in body shavers over the forecast period.

The growing number of Turkish and Chinese offerings are a potential threat to growth

Although international players continue to dominate 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.

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