In 2020, surface care registered a double-digit increase in value sales, as people cleaned extensively in order to remove any trace of COVID-19. However, part of this value growth was due to price rises and volume growth was not as high.
Surface care is a competitive product area, with a large range of products and the landscape is in a constant state of flux. In 2021, Vital Industries continued to lead for the second year running and offers the bestselling brand Exxxet, which is also the leading multi-purpose cleaner, with multi-purpose cleaners accounting for most value sales in surface care.
While multi-purpose cleaners still account for the majority of value sales, Moroccan consumers are increasingly purchasing task-specific products as they look for better results when cleaning. There was thus strong growth within products such as all purpose cleaning wipes and standard floor cleaners.
Surface care will register healthy constant value growth over the forecast period. Products such as wipes and bathroom cleaners will register very healthy constant value growth, though from a relatively small base.
Multi-purpose cleaners accounted for well over two-thirds of value sales of surface cleaners in 2021 and will register healthy growth in constant value terms over the forecast period. Demand for multi-purpose cleaners will remain high, due to their ease of use and reasonable price point.
Consumers will be price sensitive over the forecast period, as the economy takes times to recover from the fallout of the pandemic, as well as inflation taking hold, due to factors such as rising global energy prices and disruptions in the global supply chain. As a result, it is expected that consumers will buy larger formats in general, as they are generally cheaper per unit.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.See All of Our Definitions
This report originates from Passport, our Surface Care research and analysis database.
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