Morocco Cosmetics Market Size, Share & Trends Analysis Report By Product (Skin & Sun Care, Makeup & Color Cosmetics, Hair Care, Fragrances), By Sales Channel (Retail, Online), By Gender, And Segment Forecasts, 2018 - 2025

Industry Outlook

The Morocco cosmetics market size was estimated at USD 1.09 billion in 2017. It is expected to expand at a CAGR of 7.5% from 2018 to 2025. Rising demand for body lotions, sunscreen, and anti-aging creams among consumers is one of the key trends escalating market growth over the forecast period.

Changing consumer lifestyles, increasing awareness regarding skin care products, and growing disposable income of the middle-class population are estimated to fuel the demand for cosmetics in Morocco. Increasing R&D investments, coupled with associated technological breakthroughs, in processing and cost-effective production of skin products are anticipated to bolster the growth of the market.

The recent financial crisis across the world had an adverse impact on retail sales, including high-end stores. Morocco, however, was an exception. Morocco showed a steady increase in its retail sales due to surging domestic consumption and positive overall growth prospects demonstrated by the country’s economy.

The Moroccan economy has shown a steady rise in recent years. The country has capitalized on its proximity to Europe and has an open and diverse economy characterized by low labor rates. The Moroccan economy has remained largely unaffected by economic turmoil in Europe and was characterized by low inflation as well as decreasing unemployment levels. This scenario presents tremendous prospects for high-end cosmetics retail stores.

In Morocco, more than 70% percent of retail purchases take place in open markets, smaller corner shops, and traditional stores. However, modern supermarkets and retail outlets are projected to gain a considerable share over the forecast period. Existing international retailers in the country mainly operate through partnerships.

Shopping malls have also experienced rapid growth in popularity in Morocco in the recent past and the trend is likely to continue for years. The Morocco mall situated in Casablanca covers approximately 250,000 square meters and has over 300 stores. Zenata shopping mall and Bouskoura Golf City shopping center are other prominent shopping destinations in Casablanca. E-commerce also exhibits favorable growth prospects in the country. Hence, the market is poised to thrive with the flourishing retail sector.

Product Insights

Skin & sun care products include an assortment of various natural and synthetic products such as body lotions, face creams, moisturizers, and sun protection creams. Exponentially rising concerns related to skincare and aging are the key factors promoting the uptake of these products.

The surging use of natural ingredients such as fruits, vegetables, and herbs in skincare products to impart anti-aging and UV protection properties is expected to contribute to the growth of the skin and sun care segment. Argan or Moroccan oil-based hair products are used extensively by natives for hair care and hair repair treatments, as these oils are enriched with vitamin E, which forms an insulating layer over the skin and hair, offering protection from UV rays.

Additionally, hair shampoos and conditioners enhance hair strength and provide color protection, while hair glazer adds shine to hair. Other hair care products such as styling gels & creams help in hair styling. In Morocco, women tend to take extra care of their hair owing to the typically humid climate. Increasing adoption of the modern lifestyle by young individuals is estimated to significantly boost the demand for hair styling products.

Sales Channel Insights

The retail sector is anticipated to dominate the Morocco cosmetics market throughout the forecast period owing to increasing infrastructure development and the rising purchasing power of consumers. As of 2015–16, as per the Moroccan Investment Development Agency, the retail sector accounted for 11.0% of the GDP and employed about 12.8% of the labor force in the country.

The growing popularity of online stores is projected to benefit cosmetics manufacturers owing to their operating efficiency and ease of use. Jumia, one of Africa’s most significant e-commerce systems, has significantly contributed to boosting online cosmetics sales in Morocco.

In January 2015, the National Federation of E-commerce in Morocco launched Made in Morocco, an online marketplace to provide various products manufactured by local producers, including cosmetics. The provision of cosmetic products with exclusive offers through online stores is supplementing the growth of the overall market.

Gender Insights

Male consumers in the country are more likely to use skincare products and antiperspirant deodorants owing to humid climatic conditions. Changing work patterns and lifestyles, coupled with increasing consciousness regarding one’s appearance, are boosting the demand for cosmetics among men.

Makeup & color cosmetics, as well as skincare products, are poised to witness strong demand among Moroccan women. The female population uses Berber tint for lips and Ghassoul clay for skincare.

However, increasing urbanization and growing inclination toward western culture are expected to augment the demand for foreign cosmetic brands among women in the country in the coming years. To meet spiraling demand for healthy and younger-looking skin among women, cosmetic manufacturers are launching innovative products such as anti-aging creams, day and night creams, under-eye creams, foundations, lipsticks, and concealers.

Morocco Cosmetics Market Share Insights

Acquisitions and joint ventures are an integral part of the market and enable companies to strengthen their position and increase their market share. Manufacturers are focusing on reducing their production lead time and material handling costs along with establishing adequate quality control and productivity maximization measures.

Cosmetic manufacturers are focusing on expansion, in terms of production capacity and infrastructure, with the aim of catering to soaring market demands. Distributors play a vital role in the cosmetics industry value chain. Retail stores such as supermarkets, departmental stores, drug stores, and brand outlets are direct modes of sale to consumers.

A majority of the population in Morocco opts for the local methods of purchase as the dominant platform for buying cosmetics. Online stores such as manufacturer-owned online portals and various consumer product websites also play a significant role in the market. This mode of sale has gained the attention of consumers over the past few years. Online websites and portals also play an important role in analyzing consumer buying patterns and preferences, making them vital for market players.

Report Scope

Segments Covered in the Report

This report forecasts revenue growth at a country level and provides an analysis of the industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the Morocco cosmetics market report on the basis of product, sales channel, and gender:

• Product Outlook (Revenue, USD Million, 2014 - 2025)

  • Skin and sun care products

  • Haircare products

  • Deodorants

  • Makeup & color cosmetics

  • Fragrances

• Sales Channel Outlook (Revenue, USD Million, 2014 - 2025)

  • Retail

  • Online

• Gender Outlook (Revenue, USD Million, 2014 - 2025)

  • Male

  • Female