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Home Care in Morocco

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    Report

  • 61 Pages
  • March 2024
  • Region: Morocco
  • Euromonitor International
  • ID: 2321808
Homecare in Morocco saw a positive performance in current value terms in 2023, continuing the trend of the previous year. However, this was mainly due to inflationary pressures, rather than any significant upturn in demand. With manufacturers experiencing higher energy, raw material and shipping costs, they were forced to pass these on to an increasingly price sensitive consumer base.

The Home Care in Morocco market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Air Care, Bleach, Dishwashing, Home Insecticides, Laundry Care, Polishes, Surface Care, Toilet 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 Home 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

HOME CARE IN MOROCCO
EXECUTIVE SUMMARY
  • Home care in 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • What next for home care?
MARKET INDICATORS
  • Table 1 Households 2018-2023
MARKET DATA
  • Table 2 Sales of Home Care by Category: Value 2018-2023
  • Table 3 Sales of Home Care by Category: % Value Growth 2018-2023
  • Table 4 NBO Company Shares of Home Care: % Value 2019-2023
  • Table 5 LBN Brand Shares of Home Care: % Value 2020-2023
  • Table 6 Penetration of Private Label in Home Care by Category: % Value 2018-2023
  • Table 7 Distribution of Home Care by Format: % Value 2018-2023
  • Table 8 Distribution of Home Care by Format and Category: % Value 2023
  • Table 9 Forecast Sales of Home Care by Category: Value 2023-2028
  • Table 10 Forecast Sales of Home Care by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
LAUNDRY CARE IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Standard powder detergents lead growth, thanks to their value-for-money positioning
  • Standard liquid detergents benefit from higher levels of manufacturer investment
  • Multinational players continue to hold sway
PROSPECTS AND OPPORTUNITIES
  • Robust growth for laundry care
  • Standard powder varieties will remain in high demand
  • Price rises will be kept to a minimum
CATEGORY INDICATORS
  • Table 11 Household Possession of Washing Machines 2018-2023
CATEGORY DATA
  • Table 12 Sales of Laundry Care by Category: Value 2018-2023
  • Table 13 Sales of Laundry Care by Category: % Value Growth 2018-2023
  • Table 14 Sales of Laundry Aids by Category: Value 2018-2023
  • Table 15 Sales of Laundry Aids by Category: % Value Growth 2018-2023
  • Table 16 Sales of Laundry Detergents by Category: Value 2018-2023
  • Table 17 Sales of Laundry Detergents by Category: % Value Growth 2018-2023
  • Table 18 Sales of In-wash Spot and Stain Removers by Type: % Value Breakdown 2018-2023
  • Table 19 NBO Company Shares of Laundry Care: % Value 2019-2023
  • Table 20 LBN Brand Shares of Laundry Care: % Value 2020-2023
  • Table 21 NBO Company Shares of Laundry Aids: % Value 2019-2023
  • Table 22 LBN Brand Shares of Laundry Aids: % Value 2020-2023
  • Table 23 NBO Company Shares of Laundry Detergents: % Value 2019-2023
  • Table 24 LBN Brand Shares of Laundry Detergents: % Value 2020-2023
  • Table 25 Forecast Sales of Laundry Care by Category: Value 2023-2028
  • Table 26 Forecast Sales of Laundry Care by Category: % Value Growth 2023-2028
DISHWASHING IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Healthy growth for dishwashing in 2023
  • Hand dishwashing continues as key growth driver
  • Automatic dishwashing tablets gain support amongst middle-income consumers
PROSPECTS AND OPPORTUNITIES
  • Strong growth prospects for hand dishwashing, as consumers switch towards more modern products
  • Automatic dishwashing will continue to expand, alongside rising disposable incomes
  • Affluent consumers show growing interest in dishwashing products with eco-credentials
CATEGORY INDICATORS
  • Table 27 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
  • Table 28 Sales of Dishwashing by Category: Value 2018-2023
  • Table 29 Sales of Dishwashing by Category: % Value Growth 2018-2023
  • Table 30 NBO Company Shares of Dishwashing: % Value 2019-2023
  • Table 31 LBN Brand Shares of Dishwashing: % Value 2020-2023
  • Table 32 Forecast Sales of Dishwashing by Category: Value 2023-2028
  • Table 33 Forecast Sales of Dishwashing by Category: % Value Growth 2023-2028
SURFACE CARE IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Buoyant growth in 2023, with multi-purpose cleaners leading the way
  • Window/glass cleaners gain traction, albeit from a low base
  • Economy brands continue to find favour with consumers
PROSPECTS AND OPPORTUNITIES
  • Consumers will continue to favour multi-purpose cleaners, although task-specific products will grow in popularity
  • Economy brands will continue to make inroads
  • Environmental choices will begin to emerge
CATEGORY DATA
  • Table 34 Sales of Surface Care by Category: Value 2018-2023
  • Table 35 Sales of Surface Care by Category: % Value Growth 2018-2023
  • Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2018-2023
  • Table 37 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2018-2023
  • Table 38 NBO Company Shares of Surface Care: % Value 2019-2023
  • Table 39 LBN Brand Shares of Surface Care: % Value 2020-2023
  • Table 40 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2023
  • Table 41 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2020-2023
  • Table 42 Forecast Sales of Surface Care by Category: Value 2023-2028
  • Table 43 Forecast Sales of Surface Care by Category: % Value Growth 2023-2028
BLEACH IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Bleach suffers from increasingly old-fashioned image
  • Increased competition from surface care products
  • Ace dominates sales, but unpackaged varieties have strong foothold
PROSPECTS AND OPPORTUNITIES
  • Limited growth prospects for bleach
  • Enhanced competition from surface care
  • Scent development could help sustain appeal
CATEGORY DATA
  • Table 44 Sales of Bleach: Value 2018-2023
  • Table 45 Sales of Bleach: % Value Growth 2018-2023
  • Table 46 NBO Company Shares of Bleach: % Value 2019-2023
  • Table 47 LBN Brand Shares of Bleach: % Value 2020-2023
  • Table 48 Forecast Sales of Bleach: Value 2023-2028
  • Table 49 Forecast Sales of Bleach: % Value Growth 2023-2028
TOILET CARE IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Toilet liquids/foams dominate sales
  • Rim blocks see dynamic performance
  • WC Net makes further gains, thanks to introduction of new variants
PROSPECTS AND OPPORTUNITIES
  • Urbanisation and modernisation of retail networks will drive growth in toilet care
  • Toilet liquids/foam will continue to dominate, due to affordability
  • Surface care products could present a threat to growth
CATEGORY DATA
  • Table 50 Sales of Toilet Care by Category: Value 2018-2023
  • Table 51 Sales of Toilet Care by Category: % Value Growth 2018-2023
  • Table 52 NBO Company Shares of Toilet Care: % Value 2019-2023
  • Table 53 LBN Brand Shares of Toilet Care: % Value 2020-2023
  • Table 54 Forecast Sales of Toilet Care by Category: Value 2023-2028
  • Table 55 Forecast Sales of Toilet Care by Category: % Value Growth 2023-2028
POLISHES IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Usage of polishes remains limited to affluent consumers
  • Shoe polish dominates sales
  • Furniture, metal and floor polish have niche status
PROSPECTS AND OPPORTUNITIES
  • Polishes will remain niche product area
  • Growth in shoe polish will be limited by high unemployment rate and poor choice of products
  • Surface care will pose a growing threat to metal and furniture polish
CATEGORY DATA
  • Table 56 Sales of Polishes by Category: Value 2018-2023
  • Table 57 Sales of Polishes by Category: % Value Growth 2018-2023
  • Table 58 NBO Company Shares of Polishes: % Value 2019-2023
  • Table 59 LBN Brand Shares of Polishes: % Value 2020-2023
  • Table 60 Forecast Sales of Polishes by Category: Value 2023-2028
  • Table 61 Forecast Sales of Polishes by Category: % Value Growth 2023-2028
AIR CARE IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Spray/aerosol products continue to dominate sales
  • Candle air freshers have a growing presence
  • Leading players invest in tobacco neutralising products
PROSPECTS AND OPPORTUNITIES
  • Expansion of modern retail channels will be key to stimulating demand
  • Sprays/aerosols will be main driver growth of growth
  • Health and environmental concerns could hinder further expansion
CATEGORY DATA
  • Table 69 Sales of Air Care by Category: Value 2018-2023
  • Table 70 Sales of Air Care by Category: % Value Growth 2018-2023
  • Table 71 Sales of Air Care by Fragrance: Value Ranking 2021-2023
  • Table 72 NBO Company Shares of Air Care: % Value 2019-2023
  • Table 73 LBN Brand Shares of Air Care: % Value 2020-2023
  • Table 74 Forecast Sales of Air Care by Category: Value 2023-2028
  • Table 75 Forecast Sales of Air Care by Category: % Value Growth 2023-2028
HOME INSECTICIDES IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Healthy growth in 2023
  • Insecticide baits and electric insecticides gain traction
  • Players invest in new variants
PROSPECTS AND OPPORTUNITIES
  • Discounting and economy packs will help drive growth in forecast period
  • Sray/aerosol insecticides will continue to dominate sales
  • Health concerns could have negative impact on sales
CATEGORY DATA
  • Table 62 Sales of Home Insecticides by Category: Value 2018-2023
  • Table 63 Sales of Home Insecticides by Category: % Value Growth 2018-2023
  • Table 64 Sales of Spray/Aerosol Insecticides by Type: % Value 2018-2023
  • Table 65 NBO Company Shares of Home Insecticides: % Value 2019-2023
  • Table 66 LBN Brand Shares of Home Insecticides: % Value 2020-2023
  • Table 67 Forecast Sales of Home Insecticides by Category: Value 2023-2028
  • Table 68 Forecast Sales of Home Insecticides by Category: % Value Growth 2023-2028