Sun Care in Morocco

PROSPECTS

Steady growth for sun care

Sun care registered steady current value growth in 2018, with the same growth rate as seen the previous year. This was partly because many sun care brands revised their packaging types and sizes and reviewed the placement of their products towards the end of the review period.

Consumer awareness of sun care products is relatively high

Consumers’ awareness of the need to use sun care products to avoid damage to the skin is relatively high in Morocco. Sales increase during the spring and summer, although some households have also started to purchase sun care products in the autumn and winter, as they are conscious of the negative effects of sun exposure.

Leading players invest in marketing activities to stimulate sales

The leading players L’Oréal Maroc and Beiersdorf Maroc had extensive distribution in 2018, with their products widely available in both modern and traditional grocery retail outlets, and also online. They invested in shelf space, and offered product bundles and price discounts to drive sales.

COMPETITIVE LANDSCAPE

L’Oréal Maroc overtakes Beiersdorf Maroc to hold the leading position

The leader in sun care in 2017, Beiersdorf Maroc, saw growth in its sales and share with its Nivea Sun brand in 2018. Nevertheless, L’Oréal Maroc, which was second in 2017, saw a much stronger increase in its sales and share, to take the leading position in sun care in value terms in 2018.

Marketing exposure is used by the leaders to increase their value shares

The competitive environment in mass sun care is strengthening. There are constant new brand entrants and the consumer cost to switch is low.

Premium brands reap the rewards of recent product innovations

Premium sun care brands tend to keep up with the competition by constantly innovating and updating their products. Towards the end of the review period they introduced new formulae, increased the SPF performance of certain products and developed 2-in-1 products that combine the SPF component with moisturising capability.

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