New Market Report: Laundry Care in Morocco

In 2014, laundry care recorded volume growth of 5% and 8% current value growth, respectively. Sales of laundry care in Morocco were mainly driven by the continuous rise of disposable income of households in Morocco. In addition to this, the appealing discounts on laundry machines at large retailers like Marjane and Carrefour pushed a high number of busy individuals to shift from hand washing clothes to using laundry machines. Hence, sales of laundry care are still increasing in 2014.

Competitive Landscape

Procter & Gamble Maroc SA still leads sales of laundry care in Morocco with a 30% value share in 2014. Procter & Gamble existed in Morocco for a long period of time and successfully developed a strong relationship with Moroccan households in laundry care through its famous brands Tide, Ariel, and Neo. The strong popularity of such brands pushed a large number of Moroccan households in the Moroccan dialect to call all concentrated powder detergents Tide or Ariel. Many Moroccans nowadays go for these brands as they offer different sizes, which allow low-, middle-, and high-income households to buy depending on their purchasing power.

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Industry Prospects

Laundry care is expected to see a volume CAGR of 6% and a 6% CAGR at constant 2014 prices, over the forecast period. This growth will be mainly driven by the rising disposable income levels of Moroccan households, along with busy lifestyles they are expected to be leading over the forecast period. The middle-income group in Morocco is expected to continue to expand, supporting stronger interest in value-added products and the leading brands like Ariel and Tide. For the time being, less fortunate groups of consumers are also expected to benefit from higher income levels, enabling them to buy laundry care products more frequently compared to previous years.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Laundry Care industry in Morocco with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Laundry Care industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Laundry Care in Morocco market research report includes:

* Analysis of key supply-side and demand trends  
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

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