Polishes in Morocco

PROSPECTS

Despite positive growth polishes remain a niche category in Morocco

Polishes sales experienced some slight growth in 2019; however, it remained a niche category in Morocco. This trend is expected to continue into the forecast period as such products are present in small quantities and mainly only in modern grocery retailers, except for shoe polish.

Dusty streets and stylish sports shoes are going to shape sales for shoe polish

Shoe polish sales are anticipated to remain strong over the forecast period; streets in Morocco usually tend to be dusty and therefore many Moroccans are compelled to use such products to maintain their footwear. Moreover, many unemployed young people buy large quantities of shoe polish to offer shoe-cleaning services on the streets.

Multi-purpose products will impact sales of polishes

Many Moroccans tend to choose cleaning alternatives including multi-purpose cleaners, as they are more affordable and used for various cleaning surfaces. Therefore, many local consumers prefer these to polishes, with the latter deemed expensive and thus being unpopular in the country.

COMPETITIVE LANDSCAPE

Brior SA sales grow again in 2019 thanks to strong distribution and focus on price

Brior SA retained its leadership of polishes in Morocco in 2019, gaining strong value share. The company has a well-diversified product portfolio, in addition to a strong distribution strategy and affordable prices across the country.

International players keep growing their influence in polishes

International players continued to dominate polishes in Morocco in 2019 thanks to their widespread distribution. Many local companies see polishes as an untapped category because Moroccans remain uninterested in such products and demand is limited to a high-income consumer group.

Consumers’ lack of interest limits manufacturers’ focus on innovation

Polishes did not witness any new product development in 2019 with this being the main contributing factor to its slow performance. The category remained almost unchanged and the same products continued to be sold because of the low demand for such products.

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