Morocco

Surface care continues to show promising growth in Morocco with current value sales outperforming retail volume sales due to price rises. On balance, the category is growing at a slower pace compared to the increases recorded in 2022 at the height of…

The mosquito population has increased dramatically in Morocco over the past five years. Since mosquitoes are one of the major disease-carrying insects, they have received serious attention in recent years, with emphasis on developing measures to…

Hand dishwashing remains the dominant detergent in dishwashing, posting a healthy growth rate both in volume and value terms. Hand dishwashing is extremely popular amongst low and middle-income groups, who are very price sensitive, which is why the…

Home care has been heavily influenced by higher prices in 2022, with inflation pushing up the cost of living and forcing shifts in purchasing behaviour towards more affordable products. Supply chain costs have spiralled due to the war in Ukraine with…

Sanitary protection maintains growth in 2022, driven by ongoing changes in perception and awareness, along with the expanding geographic coverage of sanitary protection products. Moreover, the female population is growing, including the number of…

Value growth in retail tissue is high in 2022, stimulated by the skyrocketing prices of paper products due to a global paper shortage. Indeed, as paper as a commodity becomes increasingly scarce, this further pushes up the price. In turn, the many…

Bleach remains a staple item in Moroccan households which has been used widely for many generations. Indeed, it is estimated that seven out of ten households use bleach. Globally, COVID-19 spurred a surge in sales of disinfection products and in…

One major factor stimulating sales in wipes is rising consumer awareness of hygiene, which has been further enhanced by the event of the COVID-19 pandemic. The increased use of personal care wipes for maintaining hygiene, especially where access to…

The purchasing power of Moroccan families from the poorest and most in-need groups has been affected as the economy continues to decelerate sharply in 2022. This is due to various reasons. The increased frequency of rainy seasons has caused drought…

Toilet care is a small product area in terms of value sales, but has been facing strong growth following the COVID-19 pandemic. Consumers continue to put a strong focus on maintaining cleanliness in the home, restrooms and other areas even though the…

Polishes has returned to stable retail volume growth in 2022, with the current economic downturn having limited effect since these are products purchased for a specific need. In 2020, polishes registered a slight value and volume decline, as people…

Demand for laundry care has remained steady across the review period and continued to grow during the COVID-19 pandemic. Retail volume sales rose at solid rate in 2022 despite inflationary pressures, which has contributed to the noticeable increase…

In 2022, air care witnessed a period of steady growth with the rate of volume and current value growth rising above 2021 levels. In 2020, with consumers preoccupied with ensuring that their homes were free of COVID-19, there was a lot of frenzied…

Nappies/diapers/pants is facing challenges in Morocco, due to rising prices, economic uncertainties, and a declining birth rate in the country. Indeed, birth rates in Morocco have been on a downwards trend across the recent review period. The…

A major overarching trend in 2022 is that of global inflation leading to price hikes across different categories. Whilst this supports value growth, in some cases volume is being impacted by consumers lower spending power in the inflationary…

Baskin-Robbins (Inspire Brands Inc), the large global chain of ice cream speciality shops, opened its first-ever restaurant in Casablanca. After the pandemic, Morocco was labelled by many as the new business hub in the region and it is starting to…

Morocco has become an attraction hub for global coffee chains, thanks to its stability in the region and the fact that users of consumer foodservice in Morocco are not as price-sensitive as seen in other territories. Indeed, an increasing number of…

Retail adult incontinence sees strong value and volume growth, supported by the essential nature of such products from some consumers. Indeed, Morocco has an ageing population and consumer awareness of such products has also been on the rise over…

Full-service restaurants remain under pressure in 2022, despite the lifting of COVID-19 restrictions. These operators rely heavily on consumer experience and ambience, which is difficult to translate over digital channels or home consumption.…

Modernisation in Morocco has led to rising demand for more fashionable clothing. A rising number of international brands such as LC Waikiki, Kiabi and Defacto are providing gender-neutral apparel for children of all ages and are introducing global…