Sun Care in Morocco

PROSPECTS

Sun care registers steady growth

Sun care continued to register steady retail current value growth in 2017. Many sun care brands revised their packaging types and sizes and also reviewed the placement of their products.

Consumer awareness sun care products relatively high

Consumer awareness is relatively high concerning the usage of sun care products in Morocco. Sales increase during the spring and summer seasons, yet some households started to purchase sun care products even in autumn and winter as consumers became more conscious of the negative effects of sun exposure.

Leading players invest in marketing activities to stimulate sales

Leading players Beiersdorf Maroc SA and L’Oréal Maroc had extensive distribution channels in 2017 and their products were widely available in modern and traditional grocery retail outlets and online. They invested in shelf space, and offered product bundles and price discounts to drive sales.

COMPETITIVE LANDSCAPE

Marketing exposure strategy used by leaders to increase retail value shares

The competitive environment for mass sun care products increased. There were new brand entrants and the consumer switching cost is low.

Collaboration with media influencers is used to keep up with the competition

During the summer, some sun care brands such as Daylong collaborated with beauty bloggers and vloggers by sending them their new products developments. These consumers are the first to try products and give their opinions through their social media pages.

Premium brands continue to innovate

Premium sun care brands kept up with the competition by constantly innovating and updating their products. They introduced new formulas, increased the SPF performance of certain products and developed two-in-one products that combine the SPF component with a moisturising capability.

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