Polishes in Morocco

PROSPECTS

Polishes remains unpopular in Morocco

Polishes remained a niche in Morocco in 2018. This trend is expected to continue into the forecast period as such products are present in small quantities, mainly in modern retailers except for shoe polish.

Multi-purpose products will impact sales of polishes

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

Shoe polish to hold highest value share of polishes in Morocco

Shoe polish continued to hold the highest value share within polishes, although floor polish held the highest share in terms of volume in Morocco. Shoe polish is expected 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.

COMPETITIVE LANDSCAPE

Brior SA strengthens leadership of polishes in Morocco

Brior SA retained its leadership of polishes in Morocco in 2018, 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 dominate polishes

International players continued to dominate polishes in Morocco in 2018. 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 segment.

Low level of innovation

Polishes did not witness any new product development in 2018. The category remained almost unchanged and the same products continued to be sold because of the low and stable demand for such products.

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