Surface Care in Morocco

PROSPECTS

Surface care to record positive performance over the forecast period

Changing lifestyles combined with the growing visibility of specialised products in both traditional and modern retailers are expected to drive sales of surface care in Morocco over the forecast period. Many Moroccans are becoming increasingly familiar with such products and are also searching for convenient products to ensure the maximum hygiene of their surfaces and protect their children from harmful bacteria.

Multi-purpose cleaners will remain the most popular

Moroccans will continue to heavily depend on multi-purpose cleaners over the forecast period. This is mainly because most local consumers have low to moderate purchasing power and therefore always look for alternatives or products that are inexpensive and can serve different cleaning purposes.

Economy brands are set to gain share

Economy brands are gaining share in surface cleaners in Morocco. This trend is expected to intensify over the forecast period as economic growth of the country stagnates.

COMPETITIVE LANDSCAPE

Competitive landscape remains unchanged in 2018

Competitive positions in surface care in Morocco remained unchanged in 2018. The three leading brands, Mr Proper, Maxi's and Doussy maintained their positions, as they enjoy strong recognition amongst local consumers, as well as succeeding in developing a long-lasting relationship with them.

Procter & Gamble retains leadership

Procter & Gamble remained the leading company in surface care in Morocco in 2018. This was due to the strength of its leading brand Mr Proper.

Local brands are gaining share

Although international companies continued to dominate surface care in Morocco in 2018, it is undeniable that local companies are gaining sales. This is mainly because most local brands are positioned in the economy segment, which draws the attention of a large number of low- and mid-income consumers in the country.

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