Surface Care in Morocco

PROSPECTS

Surface care benefits from consumers searching for task specific products

Surface care recorded a solid year in 2019 showing growth both in volume and value terms. Consumers are increasingly searching for task specific products as they look for better results when cleaning.

Urban population shape sales in surface care

Moroccans are increasingly moving to cities, with urbanisation continuing to rise. This trend is quite pivotal in shaping surface care development, as consumers living in larger cities are more willing to spend on surface care products.

Moroccan consumers are becoming very demanding, pushing manufacturers to deliver on multiple fronts

The frequent and stable use of surface care amongst many Moroccan consumers is making them increasingly knowledgeable and demanding. Many are looking for products that deliver on convenience, effectiveness, sustainability while also offering extra benefits such as being gentle to the skin, disinfecting features and even an appealing fragrance.

COMPETITIVE LANDSCAPE

Stable shares with leading brands enjoying strong consumer recognition

The competitive positions of the leaders in surface care in Morocco remained unchanged in 2019. The three leading brands, Mr Proper, Maxi's and Doussy, maintained their shares, as they enjoy strong recognition amongst local consumers and have succeeded in developing long-lasting relationships with them.

Procter & Gamble retains leadership thanks to wide distribution and strong marketing

Procter & Gamble remained the leading company in surface care in Morocco in 2019. This was due to the strength of its leading brand Mr Proper.

Performance of L’Arbre Vert and Seventh Generation could determine future for eco-friendly products

Two unranked brands L'Arbre Vert and Seventh Generation are operating in surface care positioned as eco-friendly options. Those two brands tap into affluent consumers' growing interest in products with more environmentally-friendly and safer formulas containing fewer chemicals than traditional surface care products.

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