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Beauty and Personal Care in Morocco

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    Report

  • 125 Pages
  • July 2025
  • Region: Morocco
  • Euromonitor International
  • ID: 2306169
Retail value sales of beauty and personal care rose in 2024, despite ongoing macroeconomic challenges. Morocco’s GDP recorded slight growth, rising from 2.4% in 2023 to 3.3% in 2024. While inflation surged in early 2023 - reaching a peak of 10% in February due to sharp increases in food prices - it began to stabilise over the course of 2024, growing at an annualised rate of 2.4% by the end of June.

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 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 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.

Why buy this report?

  • Get a detailed picture of the Beauty and Personal Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Beauty and personal care in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for beauty and personal care?
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Mass brands remain dominant amid growing price sensitivity
  • L’Oréal Maroc extends lead through innovation and category breadth
  • Consumers balance caution with a desire for efficacy and care
PROSPECTS AND OPPORTUNITIES
  • Mass products poised for continued growth amid restrained spending
  • Affordable hair care remains essential to daily routines
  • Multifunctional innovation drives product development in mass segment
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Dermo-driven skin care leads growth in an otherwise selective market
  • L’Oréal Maroc strengthens its position across premium categories
  • Premium sun care gains ground alongside core prestige segments
PROSPECTS AND OPPORTUNITIES
  • Premium spending to remain concentrated in key functional categories
  • Premium sun care gains traction with multi-benefit positioning
  • Innovation focused on value-for-money remains crucial in non-core categories
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Modest growth shaped by demographic shifts and parental prioritisation
  • Market leadership faces disruption amid local brand competition
  • Traditional retail remains dominant while modern channels expand reach
PROSPECTS AND OPPORTUNITIES
  • Slowdown in birth rates expected to temper category growth
  • Mass brands continue to gain ground as premium offerings remain niche
  • Natural positioning and gentle formulations to drive innovation
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Rising preference for liquid formats drives structural shifts in consumer behaviour
  • Local brands strengthen leadership through pricing and reach
  • Traditional retail remains dominant, but modern formats gain ground
PROSPECTS AND OPPORTUNITIES
  • Evolving consumer preferences will drive gradual premiumisation
  • Argan oil’s presence continues to expand across the category
  • Functionality and natural claims will remain at the forefront of innovation
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2019-2024
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Rising independence and appearance-consciousness among women supports growth
  • International leaders face pressure as local players gain ground
  • Beauty specialists expand reach while premium retailers consolidate
PROSPECTS AND OPPORTUNITIES
  • Rising income and image consciousness to sustain steady growth
  • Mass brands to maintain dominance over premium alternatives
  • Hybrid formulations to blur lines between skincare and make-up
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
  • Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
  • Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Hot climate and daily routines support sustained growth in deodorants
  • Nivea maintains leadership as competition intensifies
  • Expansion of retail channels boosts availability and access
PROSPECTS AND OPPORTUNITIES
  • Deodorants to benefit from urbanisation and growing use as fragrance substitutes
  • Multi-benefit formulations to dominate future product development
  • Dermo-formulations and sensor technology to enhance premium appeal
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2019-2024
  • Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
  • Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
  • Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
  • Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Economic pressures and changing lifestyles drive demand for affordable, practical solutions
  • P&G consolidates its lead through aggressive promotions and strong brand positioning
  • Modern retail formats widen reach as small grocers maintain convenience edge
PROSPECTS AND OPPORTUNITIES
  • Self-image, hygiene, and rural accessibility expected to drive long-term expansion
  • Convenience and rising autonomy among women expected to shape purchasing behaviour
  • Five-blade refillable razors and scented handles set the tone for innovation
CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2019-2024
  • Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
  • Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
  • Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
  • Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Daily fragrance use supported by wide availability and emotional appeal
  • L’Oréal Maroc retains its lead across mass and premium
  • Beauty specialists remain dominant, while e-commerce faces barriers
PROSPECTS AND OPPORTUNITIES
  • Mass fragrances to outperform premium offerings in an increasingly cost-conscious climate
  • Fragrances increasingly used in corporate gifting and festive occasions
  • Masstige innovation offers aspirational alternatives in a value-driven market
CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2019-2024
  • Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
  • Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
  • Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
  • Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Growth sustained through targeted innovation and the rising appeal of treatments
  • L’Oréal Maroc retains leadership with diversified offerings across price points
  • Traditional retailers maintain relevance despite rising competition
PROSPECTS AND OPPORTUNITIES
  • Value-added formulations expected to drive future growth
  • International brands to maintain stronghold despite modest local competition
  • Innovation mirrors skincare with a focus on hydration, colour care, and volume
CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2019-2024
  • Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
  • Table 81 NBO Company Shares of Hair Care: % Value 2020-2024
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
  • Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024
  • Table 84 LBN Brand Shares of Colourants: % Value 2021-2024
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
  • Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Beard trend and economic challenges slow overall growth
  • Gillette’s affordable pricing and media campaigns consolidate P&G’s lead
  • Specialist retailers dominate, while supermarkets rapidly expand reach
PROSPECTS AND OPPORTUNITIES
  • Urbanisation and rising incomes to broaden consumer base
  • Beard trends expected to constrain growth in shaving products
  • Male skin care gains traction through metrosexual appeal
CATEGORY DATA
  • Table 91 Sales of Men’s Grooming by Category: Value 2019-2024
  • Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024
  • Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
  • Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
  • Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024
  • Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024
  • Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
  • Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029
  • Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Demand for specialised oral care continues to expand as hygiene awareness grows
  • Unilever maintains lead as P&G wins on innovation and promotions
  • Supermarkets outpace traditional grocers through proximity and promotions
PROSPECTS AND OPPORTUNITIES
  • Steady growth supported by education and innovation
  • Natural-based products gain traction
  • Multifunctional innovation drives new launches
CATEGORY DATA
  • Table 100 Sales of Oral Care by Category: Value 2019-2024
  • Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024
  • Table 102 Sales of Toothbrushes by Category: Value 2019-2024
  • Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024
  • Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
  • Table 105 NBO Company Shares of Oral Care: % Value 2020-2024
  • Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024
  • Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
  • Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024
  • Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029
  • Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
  • Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029
  • Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Dermo skin care drives strong growth across categories
  • L'Oréal retains the lead, while local players gain momentum
  • Pharmacies and parapharmacies dominate as key distribution channels
PROSPECTS AND OPPORTUNITIES
  • Dermo skin care and targeted treatments to drive sustained growth
  • Whitening benefits expand beyond moisturisers into adjacent categories
  • Innovation centres on locally sourced ingredients and emerging mass brands
CATEGORY DATA
  • Table 113 Sales of Skin Care by Category: Value 2019-2024
  • Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024
  • Table 115 NBO Company Shares of Skin Care: % Value 2020-2024
  • Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024
  • Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
  • Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024
  • Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024
  • Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
  • Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
  • Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029
  • Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN MOROCCOKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Growing awareness of sun protection and heatwaves drives year-round demand
  • L’Oréal Maroc retains lead as awareness campaigns boost brand visibility
  • Health and beauty specialists dominate sales as dermo sun care gains ground
PROSPECTS AND OPPORTUNITIES
  • Rising health awareness and tourism to sustain steady growth in sun care
  • Dermo sun care continues expanding into the mass segment
  • Innovation focuses on multifunctional formulas with skin-enhancing benefits
CATEGORY DATA
  • Table 124 Sales of Sun Care by Category: Value 2019-2024
  • Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024
  • Table 126 NBO Company Shares of Sun Care: % Value 2020-2024
  • Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024
  • Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
  • Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029
  • Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029