Home Care in Morocco
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. As a result, Moroccans traded down to more economical multi-purpose products, with usage of products designed fo...
Euromonitor International's 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?
Euromonitor International's 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.
Home Care in Morocco
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
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 MOROCCO
KEY 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 MOROCCO
KEY 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 MOROCCO
KEY 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 MOROCCO
KEY 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 MOROCCO
KEY 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 MOROCCO
KEY 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 MOROCCO
KEY 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 MOROCCO
KEY 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
Euromonitor International
March 2024
LIST OF CONTENTS AND TABLES
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 MOROCCO
KEY 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 MOROCCO
KEY 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 MOROCCO
KEY 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 MOROCCO
KEY 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 MOROCCO
KEY 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 MOROCCO
KEY 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 MOROCCO
KEY 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 MOROCCO
KEY 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
