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Ongoing Urbanisation and Evolving Habits Drive Steady Growth in Home Care
Home care in Morocco is showing steady growth, supported by urbanisation, shifting household routines and changing expectations around convenience, efficacy and value. In 2025, retail current value sales rose by 4% to MAD7,696 million, and the category is expected to maintain a CAGR of 4% to reach MAD9,263 million by 2030. Laundry care remains the largest category by value, while rising demand for multifunctional solutions and the growing presence of private label are reshaping competitive dynamics. As a result, success increasingly depends on balancing innovation with affordability, backed by clear positioning and strong distribution.
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Overview:
Understand the latest market trends and future growth opportunities for the Home Care industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Air Care
- Bleach
- Dishwashing
- Home Insecticides
- Laundry Care
- Polishes
- Surface Care
- Toilet Care
If you're in the Home Care industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Home Care in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Home Care in Morocco?
- Which are the leading brands in Home Care in Morocco?
- How are products distributed in Home Care in Morocco?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Home Care in Morocco
Ongoing Urbanisation and Evolving Habits Drive Steady Growth in Home Care
Key Data Insights
Chart 1 Key Industry Trends for Home Care
Ongoing Urbanisation and Evolving Habits Drive Steady Growth in Home Care
Laundry Care Leads as It Adapts To Prevailing Consumer Needs
Competition Intensifies as Multifunctionality and Private Label Expand
Chart 2 Ariel 3-In-1 Pods
Chart 3 Carrefour New Multi-Sruface Spray Bleach
Chart 4 Value Sales of Home Care 2020-2030
Chart 5 Volume Sales of Home Care 2020-2030
Chart 6 Value Sales of Home Care by Category 2025
Urbanisation and Income Growth Drive Demand for Convenient Solutions
Laundry Care Set to Retain Lead as Niche Categories Thrive
Chart 7 Analyst Insight for Home Care
Multifunctionality and Private Label Products Are Shaping Future Progress
Chart 8 Forecast Sales of Home Care 2020-2030
Chart 9 Forecast Value Sales of Home Care by Category 2025-2030
Chart 10 Analyst Insight for Home Care
Leading Companies Maintain Grip through Innovation and Promotions
Enosis Group Gains Market Share through Product Expansion
Chart 11 Company Shares of Home Care 2025
Chart 12 Brand Shares of Home Care 2025
Small Local Grocers Dominates through Credit Facilities and Proximity
Expanding Retail Chains and Promotional Offers Drive Growth in Supermarkets
Retail E-Commerce Remains Limited, as Consumers Continue to Favour Proximity Stores
Chart 13 Retail Channels for Home Care 2020-2025
Chart 14 Economic Context for Home Care
Chart 15 Real GDP Growth 2020-2030
Chart 16 Inflation 2020-2030
Chart 17 Consumer Context for Home Care
Chart 18 Population 2020-2030
Chart 19 Consumer Expenditure 2020-2030
Chart 20 Population by Generation 2025
Air Care in Morocco
Key Data Insights
Air Car Shows Moderate Growth as Consumers Seek Value-Added Benefits and Emotional Appeal
Chart 21 Key Industry Trends for Air Care
Air Car Shows Moderate Growth as Consumers Seek Value-Added Benefits and Emotional Appeal
Electric Air Fresheners Drives Growth through Long-Term Affordability
Chart 22 Carrefour Essential "Jardin De Tokyo" Air Freshener
Private Label Products Gain Traction
Chart 23 Value Sales of Air Care 2020-2030
Chart 24 Volume Sales of Air Care 2020-2030
Chart 25 Value Sales of Air Care by Category 2025
Air Care Forecast to See Further Growth Through Value-Added Benefits
Spray/Aerosol Air Fresheners to Remain Dominant Despite Challenges
Chart 26 Analyst Insight for Air Care
Health and Wellness Trends and Mood-Boosting Ingredients Continue to Shape Air Care
Chart 27 Forecast Sales of Air Care 2020-2030
Chart 28 Forecast Value Sales of Air Care by Category 2025-2030
Promadis Industries Dominates with Strong Brand Portfolio
Stability and Private Label Growth Characterise Landscape
Chart 29 Carrefour and Eco Planet That Guarantees a Reduced Environmental Impact
Chart 30 Company Shares of Air Care 2025
Chart 31 Brand Shares of Air Care 2025
Small Local Grocers Drive Offline Sales
Discounters Sees Rapid Growth through Channel Expansion
E-Commerce Remains Niche with Limited Impact
Chart 32 Retail Channels for Air Care 2020-2025
Chart 33 Economic Context for Air Care
Chart 34 Real GDP Growth 2020-2030
Chart 35 Inflation 2020-2030
Chart 36 Consumer Context for Air Care
Chart 37 Population 2020-2030
Chart 38 Consumer Expenditure 2020-2030
Chart 39 Population by Generation 2025
Bleach in Morocco
Key Data Insights
Growth Slows Due to Competition From Other Categories
Chart 40 Key Industry Trends for Bleach
Growth Slows Due to Competition From Other Categories
Companies Innovate to Boost Sales and Create Value
Chart 41 Carrefour's New Multi-surface Spray Bleach
Expanding Private Label Share Reshapes Competitive Landscape
Chart 42 Value Sales of Bleach 2020-2030
Chart 43 Volume Sales of Bleach 2020-2030
Bleach Faces Further Volume Pressure
Companies Innovate to Boost Sales and Competitiveness
Chart 44 Forecast Sales of Bleach 2020-2030
Dislog Maintains Lead as Economy Brands and Private Label Products Gain Ground
Innovative Product Launches and Private Label Growth Present Opportunities
Chart 45 Company Shares of Bleach 2025
Chart 46 Brand Shares of Bleach 2025
Small Local Grocers Dominate Bleach Sales through Proximity
Expansion Drives Growth in Discounters
Retail E-Commerce Plays Minor Role in Bleach
Chart 47 Retail Channels for Bleach 2020-2025
Chart 48 Economic Context for Bleach
Chart 49 Real GDP Growth 2020-2030
Chart 50 Inflation 2020-2030
Chart 51 Consumer Context for Bleach
Chart 52 Population 2020-2030
Chart 53 Consumer Expenditure 2020-2030
Chart 54 Population by Generation 2025
Dishwashing in Morocco
Key Data Insights
Rising Demand for Premium and Sustainable Dishwashing Products
Chart 55 Key Industry Trends for Dishwashing
Rising Demand for Premium and Sustainable Dishwashing Products
Chart 56 L'arbre Vert Handwash & Dishwashing Liquid
Automatic Dishwashing Drives Growth with Convenience and Innovation
Private Label Products Gain Traction by Improving Quality and Affordability
Chart 57 Carrefour Expands Hand Dishwashing Products
Chart 58 Value Sales of Dishwashing 2020-2030
Chart 59 Volume Sales of Dishwashing 2020-2030
Chart 60 Value Sales of Dishwashing by Category 2025
Increased Demand for Premium and Sustainable Products
Automatic Dishwashing to Drive Growth through Convenience
Chart 61 Analyst Insight for Dishwashing
Private Label Products to Gain Traction by Improving Quality
Chart 62 Forecast Sales of Dishwashing 2020-2030
Chart 63 Forecast Value Sales of Dishwashing by Category 2025-2030
Source Chimiques and Bolton Solitaire Lead through Strong Distribution
Emerging Players and Competitive Strategies
Chart 64 Company Shares of Dishwashing 2025
Chart 65 Brand Shares of Dishwashing 2025
Access to Credit Ensures Small Local Grocers' Continued Lead
Supermarkets Channel Gains Share with Promotional Offers and Large Product Range
Retail E-Commerce Remains Minor Channel with Limited Growth
Chart 66 Retail Channels for Dishwashing 2020-2025
Chart 67 Economic Context for Dishwashing
Chart 68 Real GDP Growth 2020-2030
Chart 69 Inflation 2020-2030
Chart 70 Consumer Context for Dishwashing
Chart 71 Population 2020-2030
Chart 72 Consumer Expenditure 2020-2030
Chart 73 Population by Generation 2025
Home Insecticides in Morocco
Key Data Insights
Warm Weather and Regular Purchases Drive Sales
Chart 74 Key Industry Trends of Home Insecticides
Warm Weather and Regular Purchases Drive Sales
Spray/Aerosol Insecticides Dominate Share While Baits Lead Growth
Chart 75 Green Leaf Powder Cockroach Killing Bait
Multifunctionality and Affordability Emerge as Key Trends
Chart 76 Zentek Total Protection Liquid Insecticide
Chart 77 Value Sales of Home Insecticides 2020-2030
Chart 78 Volume Sales of Home Insecticides 2020-2030
Chart 79 Value Sales of Home Insecticides by Category 2025
Affordability to Drive Future Growth
Spray/Aerosol Insecticides Set to Remain Dominant as Insecticide Baits Gain Momentum
Multifunctionality and Affordability Are Shaping Future Trends
Chart 80 Forecast Sales of Home Insecticides 2020-2030
Chart 81 Forecast Value Sales of Home Insecticides by Category 2025-2030
Zentek Maroc Leads with Multifunctional and Environmentally Friendly Products
Competitive Stability Sets Stage for Product Evolution
Chart 82 Company Shares of Home Insecticides 2025
Chart 83 Brand Shares of Home Insecticides 2025
Proximity and Credit Offer Underpin Distribution Dominance for Small Local Grocers
Discounters and Supermarkets Drive Growth through Aggressive Expansion
Retail E-Commerce Plays Minor Role as Consumers Prefer to Shop Locally
Chart 84 Retail Channels for Home Insecticides 2020-2025
Chart 85 Economic Context for Home Insecticides
Chart 86 Real GDP Growth 2020-2030
Chart 87 Inflation 2020-2030
Chart 88 Consumer Context for Home Insecticides
Chart 89 Population 2020-2030
Chart 90 Consumer Expenditure 2020-2030
Chart 91 Population by Generation 2025
Laundry Care in Morocco
Key Data Insights
Rising Washing Machine Penetration Drives Automatic Detergent Sales
Chart 92 Key Industry Trends for Laundry Care
Rising Washing Machine Penetration Drives Automatic Detergent Sales
Chart 93 Ariel Detergents Launched in Both Hand & Automatic Detergents
Laundry Detergents Remains Largest Category
Multifunctionality and Evolving Product Formats Drive Innovation
Chart 94 Colour Catchers Wipes Saw Outstanding Sales Growth
Chart 95 Value Sales of Laundry Care 2020-2030
Chart 96 Volume Sales of Laundry Care 2020-2030
Chart 97 Value Sales of Laundry Care by Category 2025
Domestic Players Challenge Multinationals with Competitive Pricing
Laundry Detergents to Remain Dominant, with Liquid Detergents Driving Growth
Chart 98 Analyst Insight for Laundry Care
Innovation and Multifunctionality to Shape Future Landscape
Chart 99 Forecast Sales of Laundry Care 2020-2030
Chart 100 Forecast Value Sales of Laundry Care by Category 2025-2030
Procter & Gamble and Local Players Drive Market Dynamics
Emerging Players and Innovation to Shape Future Competition
Chart 101 Company Shares of Laundry Care 2025
Chart 102 Brand Shares of Laundry Care 2025
Small Local Grocers Dominate with Credit Access and Convenience
Supermarkets Gain Share through Expansion and Promotional Strategies
E-Commerce Remains Limited as Consumers Prefer In-Store Shopping
Chart 103 Retail Channels for Laundry Care 2020-2025
Chart 104 Economic Context for Laundry Care
Chart 105 Real GDP Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Laundry Care
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025
Polishes in Morocco
Key Data Insights
Niche Market with Modest Growth Driven by Shoe Polish
Chart 111 Key Industry Trends for Polishes
Niche Market with Modest Growth Driven by Shoe Polish
Multifunctionality Drives Innovation and Consumer Preference
Chart 112 Apta Nutri+ Designed to Clean, Nourish, Shine, and Protect Multiple Surfaces
Niche Appeal of Metal and Furniture Polish
Chart 113 Value Sales of Polishes 2020-2030
Chart 114 Volume Sales of Polishes 2020-2030
Chart 115 Value Sales of Polishes by Category 2025
Modest Growth Driven by Shoe Polish Demand
Shoe Polish to Still Lead Sales by 2030
Multifunctionality Demand to Rise as Competition From Surface Care Increases
Chart 116 Forecast Sales of Polishes 2020-2030
Chart 117 Forecast Value Sales of Polishes by Category 2025-2030
Ozden Limya Maintains Lead with Diverse Product Portfolio
Chart 118 Company Shares of Polishes 2025
Chart 119 Brand Shares of Polishes 2025
Small Local Grocers Dominate Due to Proximity and Credit Facilities
Discounters and Supermarkets Rise as New Players Intensify Competition
Retail E-Commerce Remains Minor, Failing to Capture Consumer Attention
Chart 120 Retail Channels for Polishes 2020-2025
Chart 121 Economic Context for Polishes
Chart 122 Real GDP Growth 2020-2030
Chart 123 Inflation 2020-2030
Chart 124 Consumer Context for Polishes
Chart 125 Population 2020-2030
Chart 126 Consumer Expenditure 2020-2030
Chart 127 Population by Generation 2025
Surface Care in Morocco
Key Data Insights
Floor Cleaners Is Largest Category, Benefiting From Improved Product Formats
Chart 128 Key Industry Trends for Surface Care
Floor Cleaners Is Largest Category, Benefiting From Improved Product Formats
Private Label Gains Traction with Premium Scents
Chart 129 Marjane Holding Is Expanding Its Offer of Floor Cleaners
Flexible Packaging Meets Modern Consumer Needs
Chart 130 Carrefour Extends its Range with Launch of Floor Wipes
Chart 131 Value Sales of Surface Care 2020-2030
Chart 132 Volume Sales of Surface Care 2020-2030
Chart 133 Value Sales of Surface Care by Category 2025
Smaller Packaging Formats Anticipated to Boost Adoption
Window/Glass Cleaners Set to See Fastest Retail Volume Growth
Private Label Thrives on Price Sensitivity and Retailer Expansion
Chart 134 Forecast Sales of Surface Care 2020-2030
Chart 135 Forecast Value Sales of Surface Care by Category 2025-2030
Distra Maintains Lead as Surface Care Becomes Less Concentrated
Emerging Players and Competitive Strategies Shape the Market
Chart 136 Company Shares of Surface Care 2025
Chart 137 Brand Shares of Surface Care 2025
Small Local Grocers Maintain Lead as Consumers Rely on Offer of Credit Facilities
Discounters Drive Growth through New Players and Store Expansions
Retail E-Commerce Gains Traction as Convenience and Promotions Lure Consumers
Chart 138 Retail Channels for Surface Care 2020-2025
Chart 139 Economic Context for Surface Care
Chart 140 Real GDP Growth 2020-2030
Chart 141 Inflation 2020-2030
Chart 142 Consumer Context for Surface Care
Chart 143 Population 2020-2030
Chart 144 Consumer Expenditure 2020-2030
Chart 145 Population by Generation 2025
Toilet Care in Morocco
Key Data Insights
Affordable Toilet Liquids Drive Sales Growth From Low Base
Chart 146 Key Industry Trends for Toilet Care
Affordable Toilet Liquids Drive Sales Growth From Low Base
Chart 147 Carrefour Eco Planet Toilet Gel
Private Label Gains Traction with Affordable Offerings
Sustainability Becomes Key Driver in Product Development
Chart 148 L'arbre Vert Toilet Liquid
Chart 149 Value Sales of Toilet Care 2020-2030
Chart 150 Volume Sales of Toilet Care 2020-2030
Chart 151 Value Sales of Toilet Care by Category 2025
Affordable Toilet Liquids Likely to Continue to Drive Category Growth
Sustainability and Affordability Set to Shape Future Product Development
Surface Care Alternatives Pose Threat to Progress in Toilet Care
Chart 152 Forecast Sales of Toilet Care 2020-2030
Chart 153 Forecast Value Sales of Toilet Care by Category 2025-2030
Pelissard and Delta Hygiene Hold Highest Share
Demand for Sustainability and Affordability Is Driving Sales
Chart 154 Company Shares of Toilet Care 2025
Chart 155 Brand Shares of Toilet Care 2025
Small Local Grocers Lead Retail Offline Sales with Proximity Advantage
Discounters Expand Rapidly with New Players and Store Openings
Retail E-Commerce Remains Small Due to Consumer Preferences
Chart 156 Retail Channels for Toilet Care 2020-2025
Chart 157 Economic Context for Toilet Care
Chart 158 Real GDP Growth 2020-2030
Chart 159 Inflation 2020-2030
Chart 160 Consumer Context for Toilet Care
Chart 161 Population 2020-2030
Chart 162 Consumer Expenditure 2020-2030
Chart 163 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Home Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
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- Bleach
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- Automatic Dishwashing Liquids
- Automatic Dishwashing Powders
- Automatic Dishwashing Tablets
- Dishwashing Additives
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- Hand Dishwashing
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- Electric Insecticides
- Insecticide Baits
- Insecticide Coils
- Spray/Aerosol Insecticides
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- Foggers/Bombs
- In-Home Insect Repellents
- Moth Proofers
- Other Other Home Insecticides
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- Carpet Cleaners
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- Dryer Sheets
- Liquid Fabric Softeners
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- Colour Safe Laundry Bleach
- Fabric Fresheners
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- In-Wash Spot and Stain Removers
- Pre-Wash Spot and Stain Removers
- Starch/Ironing Aids
- Water Softeners
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- Blues/Bluing
- Colour Catchers
- Colour Enhancers
- Laundry Sanitiser
- Scent Booster
- Whiteners
- Other Other Laundry Aids
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- Standard Powder Detergents
- Concentrated Powder Detergents
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- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Standard Liquid Detergents
- Concentrated Liquid Detergents
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- Standard Powder Detergents
- Standard Liquid Detergents
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- Concentrated Powder Detergents
- Concentrated Liquid Detergents
- Compact Powder Tablet Detergents
- Liquid Tablet Detergents
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- Bar Detergents
- Hand Wash Detergents
- Fine Fabric Detergents
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- Floor Polish
- Furniture Polish
- Metal Polish
- Shoe Polish
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
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- In-Cistern Devices
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- Rim Blocks
- Rim Liquids
- Toilet Care Tablets/Powders
- Toilet Cleaning Systems
- Toilet Liquids/Foam
Home Care
This is the aggregation of laundry care, dishwashing products, surface care, chlorine bleach, toilet care, polishes, air fresheners and insecticides.
See all of our definitions
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This report originates from Passport, our Home Care research and analysis database.
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