Home Care in Morocco
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
2020 saw the introduction of the first antibacterial laundry detergent in Morocco, which was well received
Hygiene and convenience are the two most important criteria in choosing a laundry detergent during the pandemic
Procter & Gamble benefits from consumer trust and innovation
RECOVERY AND OPPORTUNITIES
Economic recovery and a growing reliance on e-commerce are set to shape laundry care in Morocco
Concentrated laundry care increases popularity amongst consumers
Growing usage of washing machines and dryers will benefit sales
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Home seclusion leads to an unusual increase in demand for dishwashing products in 2020
A large portion of consumers still prefer hand dishwashing
Hygiene Orient SA retains leadership with diverse portfolio
RECOVERY AND OPPORTUNITIES
Automatic dishwashing and specialised products drive growth in dishwashing
Niche premium brands start making an appearance in Morocco
Sophisticated commercial strategies favour international companies
CATEGORY INDICATORS
Table 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
COVID-19 boosts sales of surface care products with disinfecting qualities
Surface care benefits from consumers searching for task specific products
Procter & Gamble retains leadership thanks to wide distribution and strong marketing
RECOVERY AND OPPORTUNITIES
A heightened sense of hygiene awareness is anticipated to support sales in surface care in the forecast period
Urban population shape sales in surface care
Performance of L'Arbre Vert and Seventh Generation could determine future for eco-friendly products
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Bleach experience another positive year in 2020
Procter & Gamble strengthens lead in bleach due to quality positioning of Ace
International brands continue to lead due to quality concerns
RECOVERY AND OPPORTUNITIES
Growing usage of specialised products may slow down sales
Innovation is expected over the forecast period
Unpackaged bleach hampering packaged sales of bleach in Morocco
CATEGORY DATA
Table 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers prioritise toilet care products with disinfecting properties during the pandemic
Toilet liquids/foam products are increasingly seen as essential by many consumers
SC Johnson recorded another excellent performance in 2020 thanks to strong advertising support
RECOVERY AND OPPORTUNITIES
Considered an essential household item, toilet care is anticipated to record a positive performance over the forecast period
Health and wellness products are expected to emerge
International brands enjoy continuous growth as they remain consumers' favourites
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Perceived as expensive and unnecessary, polishes remains a niche area in home care in Morocco
Already portraying slow growth prior to the pandemic, COVID-19 further supresses polishes sales in 2020
Brior SA sales grow again in 2020 thanks to strong distribution and focus on price
RECOVERY AND OPPORTUNITIES
Dusty streets and stylish sports shoes are going to shape sales for shoe polish
Multi-purpose products will impact sales of polishes
International players keep growing their influence in polishes
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Consumers prioritise other home care products over air care, causing a stagnation in the product area
Manufacturers are expecting to focus on spray/aerosol air fresheners over the forecast period
Distribution & Marketing Morocco SA retains leadership due to wide range
RECOVERY AND OPPORTUNITIES
Consumers increase interest in candle air fresheners
Innovation will be key for manufacturers to increase their share and recruit new consumers
Innovation is a key focus areas for manufacturers that intend to grow their sales
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 NBO Company Shares of Air Care: % Value 2016-2020
Table 64 LBN Brand Shares of Air Care: % Value 2017-2020
Table 65 Forecast Sales of Air Care by Category: Value 2020-2025
Table 66 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Living conditions the main driver for home insecticides growth
Spray/aerosol insecticides remain consumers' favourite
SC Johnson SAS retains lead with wide range and strong brands
RECOVERY AND OPPORTUNITIES
Warmer temperatures and lack of prevention plans will keep demand for home insecticides strong
Moroccan consumers become more concerned about chemical content
Manufacturers are expected to focus on spray/aerosol insecticides over the forecast period
CATEGORY DATA
Table 67 Sales of Home Insecticides by Category: Value 2015-2020
Table 68 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 69 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 70 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 71 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 72 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 73 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025