Executive Summary

Feb 2019
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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Surface Care in Morocco

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Overview

Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Morocco with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Surface Care industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Surface Care in Morocco market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Surface Care in Morocco?
  • What are the major brands in Morocco?
  • What are the fastest growth categories within surface care?
  • What are the key new product launches in the polishes market?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Surface Care in Morocco - Category analysis

HEADLINES

PROSPECTS

Surface care to record positive performance over the forecast period
Multi-purpose cleaners will remain the most popular
Economy brands are set to gain share

COMPETITIVE LANDSCAPE

Competitive landscape remains unchanged in 2018
Procter & Gamble retains leadership
Local brands are gaining share

CATEGORY DATA

Table 1 Sales of Surface Care by Category: Value 2013-2018
Table 2 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Surface Care: % Value 2014-2018
Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 9 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Home Care in Morocco - Industry Overview

EXECUTIVE SUMMARY

Positive overall result for home care in 2018
Growing interest in specialised products
Intensifying competition in home care
Green products are launched in home care
Positive performance expected over the forecast period

MARKET INDICATORS

Table 11 Households 2013-2018

MARKET DATA

Table 12 Sales of Home Care by Category: Value 2013-2018
Table 13 Sales of Home Care by Category: % Value Growth 2013-2018
Table 14 NBO Company Shares of Home Care: % Value 2014-2018
Table 15 LBN Brand Shares of Home Care: % Value 2015-2018
Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 17 Distribution of Home Care by Format: % Value 2013-2018
Table 18 Distribution of Home Care by Format and Category: % Value 2018
Table 19 Forecast Sales of Home Care by Category: Value 2018-2023
Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources