Skin Care in Morocco

PRE-COVID-19 PERFORMANCE

Skin care benefits from demand for natural ingredients and products that promote skin health

Many consumers who embrace healthy lifestyles included skin care in their daily routines in 2019. Consumers became better educated through the growing use of social media with the health trend creating demand for natural and organic products that are perceived as being healthier for the skin.

E-commerce sales rise in 2019

Due to increasingly hectic lifestyles, more consumers switched to more practical shopping channels in 2019. This led to growth of e-commerce with consumers appreciating home delivery.

L’Oréal Maroc extends its lead in the fragmented skin care category in 2019

L’Oréal Maroc maintained its lead in what remained a highly fragmented skin care category in 2019. Despite competition from a variety of international and domestic players, the company registered a further increase in its value share.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to grow by 8% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 9% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

In 2019, skin care in Morocco was starting to mature and near saturation, with demand shifting towards quality over lower cost products. This was stimulating higher demand for premium products.

Recovery and opportunities

Skin care is expected to remain resilient to the impact of COVID-19. While value growth at constant 2019 prices will likely remain somewhat dampened in 2020, annual growth rates are likely to rise over the remainder of the forecast period and return to normal levels as lockdown restrictions ease and consumers begin socialising and leaving their homes once again.

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