Having declined for the first time in a decade during 2020 in the context of a hostile economic environment, retail constant value sales (2021 prices) of premium beauty and personal care rebounded to their pre-pandemic level in 2021. However, the annual rate of growth remained well below the double-digit level seen during the earlier part of the forecast period.
L’Oréal Maroc maintained its leadership position in premium beauty and personal care during 2021. The company offers a wide range of premium brands, of which three are amongst the top-ten brands in premium beauty and personal care – Yves Saint Laurent, Vichy and La Roche-Posay.
In response to the pandemic, e-commerce has been growing in importance in premium beauty and personal care. During a period in spring 2020, local consumers who wanted to continue to purchase these products had no choice but to do so online due to the closure of all non-essential stores during the initial lockdown.
The rate of growth in retail constant value sales of premium beauty and personal care will accelerate during 2022 and remain robust for the remainder of the forecast period. Growth will be supported by urbanisation and an anticipated post-pandemic economic rebound.
Premium baby and child-specific products will remain by far the most dynamic category in premium beauty and personal care during the forecast period. A growing number of Moroccan parents seek out the best products for their children, and this will more than outweigh the negative impact of a declining fertility rate.
The local production of premium beauty and personal care is expected to continue to increase during the forecast period. Some international brands will seek to outsource some of their production to local manufacturers in order to reduce their exposure to bottlenecks in international supply chains.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care 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.
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Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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