Dishwashing in Morocco - New Market Research Report

Dishwashing in Morocco records 4% growth in volume and 9% in value terms in 2014. This growth was mainly driven by the continuous increase in disposable income of Moroccan households as many women are now joining the workforce and therefore married couples have more money to spend on home care products. Moreover, the continuous innovation of key players, like Unilever Maghreb and Hygiene Orient, also contributed to this growth following the fast expansion of modern retail stores which offer very aggressive discounts on such dishwashing products in order to encourage buying in bulk.

Competitive Landscape

Hygiene Orient SA leads dishwashing in Morocco with a 27% value share in 2014. The company offers a large number of hand dishwashing products in both cream and liquid format under the brand Onix. This brand is very popular amongst Moroccan consumers because of its cheap price compared to competitors’ and also because it is available through various distribution channels. Moreover, the company is leading many promotional and advertising campaigns in Morocco, which helped it to entice a large number of consumers in 2014.

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Industry Prospects

Dishwashing is predicted to see a 4% CAGR in volume terms and a value CAGR of 7% at constant 2014 prices, over the forecast period. This category is predicted to benefit from the growing purchasing power of Moroccan households. The majority of households nowadays are shifting from detergents and standard powder detergents to dishwashing products as they emphasise their effectiveness in adverts. The growing middle-income base of consumers is expected to drive the sales in this product area over the forecast period. Moreover, the fast expansion of supermarkets and hypermarkets allows people to have a large pool of products from which to choose.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashing 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 Dishwashing industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashing 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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