Table of Content

Beauty and Personal Care in Morocco
Euromonitor International
April 2021

List OF CONTENTS AND TABLES

BEAUTY AND PERSONAL CARE IN MOROCCO
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Mass health and beauty care maintains growth due to essentiality
E-commerce and digital marketing support mass beauty and personal care in 2020
L’Or?al Maroc maintains leads in mass beauty and personal care in 2020
RECOVERY AND OPPORTUNITIES
Mass skin care benefits from mask-wearing and hand sanitising
Beauty specialist retailers expected to recover slowly over the duration of the forecast period
Natural products, online marketing, and e-commerce all on the horizon for mass beauty and personal care
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025
PREMIUM BEAUTY AND PERSONAL CARE IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Most product areas suffer from the pandemic, however moisturisers and treatments performs well due to “maskne”
Shifts to distribution due to lockdown
L’Or?al Maroc maintains lead in premium beauty and personal care in 2020
RECOVERY AND OPPORTUNITIES
Recovery expected from as soon as 2021 as consumers return to pre pandemic grooming routines
Lower-income consumers continue to struggle financially
The premiumisation trend benefits premium skin care post pandemic
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025
BABY AND CHILD-SPECIFIC PRODUCTS IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Baby and child-specific products proves to be crisis-resilient as parents prioritise the needs of their children
Beach closures and international travel bans result in declining demand for sun care
Stockpiling results in stockouts in chemists/pharmacies and drugstores/parapharmacies
RECOVERY AND OPPORTUNITIES
Demand for natural products increases in response to the growing health and wellness trend post pandemic
Immediate rebound for sun care as beaches reopen and outdoor activities resume
Growth stimulated by growing awareness and increased digital marketing
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025
BATH AND SHOWER IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Increased demand for antibacterial soap leads bath and shower to success in 2020
Body powder and intimate washes suffer in 2020
Domestic brand Taous continues to lead, although international players characterise bath and shower
RECOVERY AND OPPORTUNITIES
Declining sales expected in 2021 as the pandemic comes to an end
E-commerce expected to continue gathering pace
Demand for natural and eco-friendly products persists
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025
COLOUR COSMETICS IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Store closures and economic concerns result in plummeting demand for colour cosmetics
Mask-wearing reduces demand for lip products whilst increasing the need for eye make-up
L’Or?al Maroc continues to lead despite slight value share decline
RECOVERY AND OPPORTUNITIES
Immediate recovery for colour cosmetics as consumers resume socialising
Nail products recover the fastest as consumers avoid nail salons due to the contamination risk
E-commerce continue to threaten the performance of other channels
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025
DEODORANTS IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Increased time spent at home leads to less demand for deodorants
Lack of socialising leads deodorant sprays to suffer in 2020
Leading player Unilever Maghreb increases its value share in 2020
RECOVERY AND OPPORTUNITIES
Deodorants recovers from as soon as 2021
Convenience trend boosts demand for roll-ons and sprays
Further demand for natural and free-from products
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025
DEPILATORIES IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Beauty salon closures promote demand for depilatories
Men’s razors continue to threaten women’s depilatory products
International players continue to lead depilatories in 2020
RECOVERY AND OPPORTUNITIES
Return to beauty salons causes devastating effects for depilatories in 2021
Ongoing economic concerns benefit both women’s and men’s razors and blades
E-commerce continues to gather pace, benefiting from the slowed recovery of direct selling
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women’s Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025
FRAGRANCES IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Sales plummet as consumers stay at home and have no reason to wear fragrances
Themed heading 2
Oriflame Maroc continues to lead fragrances in 2020
RECOVERY AND OPPORTUNITIES
Historic recovery for fragrances predicted from as soon as 2021
Direct selling continues to struggle whilst e-commerce gathers pace
Boycott of French brands will likely alter the competitive landscape for leading players such as L’Or?al Maroc
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men’s Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women’s Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025
HAIR CARE IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Hair salon closures leads to DIY hair care during lockdown
Reduced purchasing powers benefit mass brands and home-made beauty recipes
L’Or?al Maroc continues to lead hair care in 2020 despite interrupted marketing strategies
RECOVERY AND OPPORTUNITIES
Initial current value decline before hair care performs exceptionally for the duration of the forecast period
E-commerce continues to replace direct selling post pandemic
Increased health and wellness sparks demand for more natural hair care
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025
MEN’S GROOMING IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Remote-working and economic concerns lead to devastating consequences for men’s grooming in 2020
Direct selling comes to a halt whilst e-commerce flourishes
Procter & Gamble Maroc continue to lead thanks to the best-selling brand Gillette
RECOVERY AND OPPORTUNITIES
Men’s grooming set to recover immediately as life returns to pre pandemic norms
Hygiene and cleanliness boosts demand for men’s grooming
Middle-class men remain the target audience for men’s grooming
CATEGORY DATA
Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men’s Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men’s Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men’s Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025
ORAL CARE IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Increased oral hygiene boosts demand for oral care amidst the pandemic
E-commerce and chemists/pharmacies benefit from the COVID-19 pandemic
Colgate-Palmolive Maroc leads whilst Unilever Maghreb ranks second place
RECOVERY AND OPPORTUNITIES
As Morocco returns to pre pandemic norms, oral care witnesses decline
Innovations drive purchasing behaviours post pandemic
Whitening toothpastes benefit from increased interest in personal appearances and beauty
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025
SKIN CARE IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Skin care proves resilient to the COVID-19 pandemic in 2020 overall
E-commerce continues to perform well whilst direct selling suffers as a result of social restrictions
L’Or?al Maroc continues to skin care in 2020
RECOVERY AND OPPORTUNITIES
Skin care anticipated to have a bright future in Morocco
The health crisis sparks further demand for naturally positioned products
Ongoing economic concerns defer consumers from getting plastic surgery or aesthetic acts
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025
SUN CARE IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Lockdown and travel restrictions prove to be detrimental to sun care in 2020
Sun care continues to struggle even as lockdown eases
L’Or?al Maroc continues to lead sun care in 2020
RECOVERY AND OPPORTUNITIES
Immediate recovery for sun care as international and national restrictions ease
Premium sun care benefits from higher-income consumer base
French boycott sets to alter the competitive landscape
CATEGORY DATA
Table 124 Sales of Sun Care by Category: Value 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025