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Report
Home Care in Morocco
Market Direction I 2023-01-25 I 61 Pages I Euromonitor
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 energy prices surging and driving up inflation which had already been elevated at the start of the year. At the same time, Morocco has also been recovering from the COVID-19 pandemic, which had a negative impact on consumer's incomes, but actually b...
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 2027 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.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
Home Care in Morocco
Euromonitor International
January 2023
List Of Contents And Tables
HOME CARE IN MOROCCO
EXECUTIVE SUMMARY
Home care in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home care?
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Solid sales performance prevails in laundry care
Eco-friendly laundry care is a growing niche
Pods raise the bar in laundry care
PROSPECTS AND OPPORTUNITIES
Laundry care faces moderate growth over forecast period
Liquid detergents to witness impressive growth in value terms ahead of powder variants
Opportunities for laundry care products that deliver anti-allergy benefits
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hand dishwashing sees robust growth as staple product
Middle-classes households are looking to purchase first dishwasher
Hygiene Orient SA retains leadership with diverse portfolio
PROSPECTS AND OPPORTUNITIES
Steady growth prospects ahead for dishwashing
Affluent consumers gaining interest in dishwashing brands/products with eco-credentials
Rising dishwasher penetration offers new opportunities for private labels
CATEGORY INDICATORS
Table 67 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 68 Sales of Dishwashing by Category: Value 2017-2022
Table 69 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 70 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 71 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 72 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 73 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Surface care sales remain robust
Economy brands made headway
Intense competition for leading position
PROSPECTS AND OPPORTUNITIES
Consumers favour added benefits in surface cleaners
Environmental choices in surface care are beginning to emerge
Surface care benefits from consumers searching for task specific products
CATEGORY DATA
Table 26 Sales of Surface Care by Category: Value 2017-2022
Table 27 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 28 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 29 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 30 NBO Company Shares of Surface Care: % Value 2018-2022
Table 31 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 32 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 33 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 34 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 35 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growth returns in bleach as demand patterns begin to normalise
International brands continue to lead but private label has a good foothold
Consumers look for economies of scale
PROSPECTS AND OPPORTUNITIES
Healthy outlook for bleach over forecast period
Brands deliver value through larger packaging formats
Scent development to help sustain appeal and drive bleach sales
CATEGORY DATA
Table 36 Sales of Bleach: Value 2017-2022
Table 37 Sales of Bleach: % Value Growth 2017-2022
Table 38 NBO Company Shares of Bleach: % Value 2018-2022
Table 39 LBN Brand Shares of Bleach: % Value 2019-2022
Table 40 Forecast Sales of Bleach: Value 2022-2027
Table 41 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Toilet care witnessing dynamic growth from a small base
Rising awareness of toilet care supports development
Private label have a strong foothold in toilet care
PROSPECTS AND OPPORTUNITIES
Urbanisation and retail modernisation to drive growth in toilet care
Toilet liquids/foams continues to be the most popular product, due to affordability
Private label stands to gain from strong growth prospects
CATEGORY DATA
Table 42 Sales of Toilet Care by Category: Value 2017-2022
Table 43 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 44 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 45 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 46 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 47 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Polishes returns to stable growth post-pandemic
Shoe polishes makes strides as consumers resume normal lifestyles
Shoe player Industrias Marca dominates
PROSPECTS AND OPPORTUNITIES
Muted retail volume and current value growth over forecast period
New growth opportunities in floor polishes
Polishes growth limited by low consumer awareness and product choice
CATEGORY DATA
Table 48 Sales of Polishes by Category: Value 2017-2022
Table 49 Sales of Polishes by Category: % Value Growth 2017-2022
Table 50 NBO Company Shares of Polishes: % Value 2018-2022
Table 51 LBN Brand Shares of Polishes: % Value 2019-2022
Table 52 Forecast Sales of Polishes by Category: Value 2022-2027
Table 53 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care enjoys steady growth in 2022
Spray/aerosol air fresheners are widely used
Global players dominate in air care
PROSPECTS AND OPPORTUNITIES
Air care to witness strong retail volume growth
Electric air fresheners to remain a niche
Candle air fresheners faces another period of healthy growth
CATEGORY DATA
Table 54 Sales of Air Care by Category: Value 2017-2022
Table 55 Sales of Air Care by Category: % Value Growth 2017-2022
Table 56 NBO Company Shares of Air Care: % Value 2018-2022
Table 57 LBN Brand Shares of Air Care: % Value 2019-2022
Table 58 Forecast Sales of Air Care by Category: Value 2022-2027
Table 59 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Rise in mosquito population boosts demand for insecticides
Illegal products are a pressing issue in Morocco
Sprays/aerosols dominate but electric format gaining value share
PROSPECTS AND OPPORTUNITIES
Healthy value growth over forecast period
Extensive range of formats can provide a range of solutions
Illegal products and chemical concerns present a threat to growth potential
CATEGORY DATA
Table 60 Sales of Home Insecticides by Category: Value 2017-2022
Table 61 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 62 Sales of Spray/Aerosol Insecticides by Type: % Value 2017-2022
Table 63 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 64 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 65 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 66 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027
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