Beauty and Personal Care in Morocco

Report
143 Pages
May 2023
Region: Morocco
Euromonitor International
ID: 2306169

2022 saw demand under some pressure due to a far more controlled attitude towards spending among the local population amidst the spectre of inflation and a significant increase in the cost of living. After a strong recovery in economic activity during 2021 as GDP growth climbed to more than 7%, the growth performance of Morocco's economy stood at just 1.3% in 2022, due in no small part to the unfavourable economic situation, especially for the important agricultural sector, which has been strong...

The Beauty and Personal Care in Morocco report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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Get a detailed picture of the Beauty and Personal Care market;
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BEAUTY AND PERSONAL CARE IN MOROCCO

EXECUTIVE SUMMARY

Beauty and personal care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
Mass fragrances benefits from high inflation and return to pre-pandemic lifestyles
Mass deodorants another big winner as consumers prioritise value for money
Rising popularity of masstige brands supports sales growth in mass skin care
Mass colour cosmetics continue to appeal due to low prices and good value for money
Mass brands lose ground in baby and child-specific products

PROSPECTS AND OPPORTUNITIES

Demand for mass brands to rise amidst high inflation and harsh economic conditions
Improving image of mainstream brands to support demand for mass brands
Mass hair care brands set to remain popular as consumers prioritise value

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027

PREMIUM BEAUTY AND PERSONAL CARE IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
Pressure on demand as challenging economic conditions curb discretionary spending
Infrequent use due to high prices impacts demand for premium brands
Premium brands gradually gaining share, in line with global trends
Masstige brands threaten to steal premium brands’ thunder

PROSPECTS AND OPPORTUNITIES

Ongoing economic malaise presents a potential threat to sales of premium brands
Premium brands set to be strongest in fragrances, colour cosmetics and skin care
Value for money set to remain the main priority for consumers of all income levels

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027

BABY AND CHILD-SPECIFIC PRODUCTS IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
Morocco’s declining birth rate continues to put pressure on demand
Baby wipes proves resilient to the pressures created by the economic slowdown
Essential products weather the economic storm as demand remains consistent
Rising prices put pressure on demand, resulting in more regular price promotions
Products that target babies remain on top of the sales charts

PROSPECTS AND OPPORTUNITIES

Baby and child-specific products set to continue underperforming
Long-term trends with regards to the birth rate likely to remain unfavourable
Baby wipes to continue being seen as practical, useful and essential
Premium brands set to suffer as consumers migrate towards masstige brands

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027

BATH AND SHOWER IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
Improvements in hygiene habits mitigate the impact of falling spending power
Rising prices put pressure on demand as consumers trade down to private label
Consumers seek out added value as brands diversify and innovate
Segmentation expected to remain a major focus for the category leaders
Argan oil remains a major trend across various bath and shower categories
Natural positioning likely to remain a particularly popular area of added value
Antibacterial liquid soap continues to boom during the post-pandemic era
International players remain dominant despite the leadership of Lesieur Cristal

PROSPECTS AND OPPORTUNITIES

Few changes expected in bath and shower as sales continue to rise steadily
Rising demand expected as high inflation gives way to greater unit price stability
Strong headwinds unlikely as bath and shower remains an essential category

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2017-2022
Table 35 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 37 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 38 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 40 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027

COLOUR COSMETICS IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
Spending on colour cosmetics remains robust despite high inflation
Unit price increases due to high inflation suppress demand
Demand for lip products takes off as consumers begin to socialise more often
Eye make-up benefits from the prevailing trends as new looks prove crucial
Facial makeup continues to boom due to its status as an essential item
Nail products underperforms as the category is not in tune with current trends
Premium brands continue to struggle as consumers favour affordable options

PROSPECTS AND OPPORTUNITIES

An improved performance ahead for colour cosmetics
Mascara and foundation/concealer set to benefit from the prevailing trends
Colour cosmetics to continue facing limits on demand due to narrow consumer base

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 47 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 48 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 49 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 50 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027

DEODORANTS IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
Improving personal hygiene standards support sales growth in deodorants
Growth accelerates amidst a return to work and socialising outside of the home
Deodorant sprays remains the largest category on the back of a strong performance
Pressure on value sales despite unit price growth as consumers trade down
Brands rely on novelty to attract the attention of increasingly sophisticated consumers

PROSPECTS AND OPPORTUNITIES

Positive growth ahead for deodorants as consumers become more demanding
Deodorant sprays set to remain the largest and most dynamic category of deodorants
Downwards pressure on unit prices to flow from price promotions
Demand for premium brands set to continue dwindling

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2017-2022
Table 55 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 57 NBO Company Shares of Deodorants: % Value 2018-2022
Table 58 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 60 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027

DEPILATORIES IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
Sales of depilatories increase as local women pay more attention to hair removal
Rising demand for convenient and time-saving products supports sales growth
Women’s razors and blades remain popular among less affluent consumer segments
Hair removers/bleaches remains a small category due to competition from sugaring
Women’s pre-shave a small category due to the preference for low-cost alternatives
Bic the leading name in depilatories due to the economical reputation of its products

PROSPECTS AND OPPORTUNITIES

Non-essential status of depilatories to put more pressure on sales growth
Women’s razors and blades to remain the default option for most consumers
The custom of women using men’s razors and blades set to limit sales potential
Price discounting likely to remain at the core of marketing strategies

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2017-2022
Table 64 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 66 NBO Company Shares of Depilatories: % Value 2018-2022
Table 67 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 68 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027

FRAGRANCES IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
Overall demand for fragrances drops as spending power falls, favouring mass brands
Direct selling supports a widening of the consumer base for mass women’s fragrances
Average unit price under pressure due to trading down from premium to mass brands
Unisex fragrances remain unpopular as consumers prefer clearly gendered products

PROSPECTS AND OPPORTUNITIES

Consistently positive growth ahead for fragrances despite pressure on spending
Mass fragrances set to outperform premium fragrances as consumers trade down
Mass women’s fragrances set to remain the largest and most dynamic category

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2017-2022
Table 71 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 72 NBO Company Shares of Fragrances: % Value 2018-2022
Table 73 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 76 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027

HAIR CARE IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
Rising interest in maintaining a neat and attractive appearance boosts demand
2-in-1 products and medicated shampoos are out-of-step with prevailing trends
More advanced formulas come to the fore as added value becomes more essential
The trend for tinting one’s hair at home supports growth in colourants
Aggressive price discounting puts downwards pressure on the average unit price
Mass brands gather momentum as they underscore their dominance in hair care
Styling agents booms amidst a return to socialising and working outside of the home
L'Oréal maintains its very strong position in hair care via ownership of key brands

PROSPECTS AND OPPORTUNITIES

More value-added products set to appear as brands look to beat saturation
Conditioners slated for robust growth as sales rise from a relatively low base
Colourants to continue booming as the at-home approach to hair care spreads
Pressure on consumer spending set to prove crucial as brands reduce their prices

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2017-2022
Table 79 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 81 NBO Company Shares of Hair Care: % Value 2018-2022
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 83 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 84 LBN Brand Shares of Colourants: % Value 2019-2022
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 86 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 88 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027

MEN'S GROOMING IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
The increasing importance of personal grooming among men boosts demand
Mass men’s deodorants continues to benefit from its essential status
Men’s razors and blades remains dominant despite current unfavourable style trends
Strong growth in men’s skin care a clear signal of changing attitudes
The development of men’s grooming in Morocco lags behind other countries

PROSPECTS AND OPPORTUNITIES

Sales growth ahead as attitudes towards men’s grooming continue to evolve
Shift away from sharing beauty and personal care products to support sales growth
Men’s deodorants slated for strong growth on the basis of their essential status
Maturity of demand set to suppress growth in men’s shaving

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2017-2022
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 95 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027

ORAL CARE IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
Spreading awareness of the importance of oral hygiene supports rising demand
A wider range of products becomes more appealing
Toothpaste remains dominant in sales of oral care due to innovation and new launches
Mouthwashes/dental rinses booms as consumers become more familiar with products
Toothbrushes remain essential as innovation sweeps through the category
Heavy use of price promotions puts downwards pressure on unit prices and value growth
Products with a natural positioning gain ground as demand patterns evolve

PROSPECTS AND OPPORTUNITIES

Growing awareness of the importance of oral hygiene set to support growth
Few major threats expected to emerge as oral care continues to develop
Unit prices set to decline due to aggressive price competition and regular promotions
Mouthwashes/dental rinses set to boom as consumers become more demanding

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2017-2022
Table 101 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 102 Sales of Toothbrushes by Category: Value 2017-2022
Table 103 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 105 NBO Company Shares of Oral Care: % Value 2018-2022
Table 106 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 108 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 109 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 111 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027

SKIN CARE IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
Consumers increasingly using skin care to prevent ageing at a younger age
Mass anti-agers benefits from proliferation of value-added products
Skin care products with whitening properties remain very popular
Products designed specifically to be used around the eyes gain ground in facial care
Major multinational names dominate skin care, leaving little room for local players

PROSPECTS AND OPPORTUNITIES

Positive growth ahead due to the primacy of youthfulness in local beauty standards
Mass anti-agers to continue benefiting from the desire to look younger
No major threats expected to emerge despite the adverse economic situation
Unit prices to rise due to high inflation and the rising cost of doing business

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2017-2022
Table 114 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 115 NBO Company Shares of Skin Care: % Value 2018-2022
Table 116 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 118 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 122 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027

SUN CARE IN MOROCCO

KEY DATA FINDINGS

2022 DEVELOPMENTS
Another positive performance for sun care as the post-pandemic recovery continues
Sun protection remains the most essential and important category of sun care
Global heating and increasingly regular heatwaves spur demand for sun care
Limited pressure on unit prices as brands engage in price promotions to remain relevant
Aftersun gains ground as sunburn becomes a more common problem
Key sun care brands look to add value via moisturising and anti-ageing properties

PROSPECTS AND OPPORTUNITIES

Sun care slated for positive growth as temperatures rise and consumers catch on
Brand owners set to respond to rising demand with new value-added products

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2017-2022
Table 125 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 126 NBO Company Shares of Sun Care: % Value 2018-2022
Table 127 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 129 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027

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