Morocco Home Care Market 2025

Home care sales in Morocco are poised for steady expansion, with the market projected to rise from USD 833.0 million in 2025 to USD 1,161.7 million by 2030, reflecting a compound annual growth rate of 6.88%. Despite the headline growth, the operating environment remains marked by persistent economic uncertainty and elevated inflationary pressure, conditions that continue to weigh heavily on household purchasing power and consumer confidence.

With GDP growth projected to remain modest over the forecast horizon, Moroccan households are expected to maintain a conservative stance on discretionary spending. This macroeconomic fragility is steering consumption behavior toward value-focused strategies, with many families shifting away from premium or specialised products – such as niche toilet care, surface polishes, or fragranced air care – in favor of more essential and economical alternatives. The prominence of price sensitivity has intensified, positioning affordability as the decisive factor in most purchasing decisions.

As a result, locally manufactured economy brands have gained greater relevance, offering viable substitutes for international names that are often priced at a premium. In parallel, multi-purpose products are expected to outperform single-function solutions, as consumers increasingly prioritize utility and budget efficiency. The broader trend of economising is not only reshaping product choices, but also redefining brand loyalty, with cost-conscious shoppers displaying greater flexibility in their preferences.

While volume gains may be constrained by subdued consumer sentiment, the overall market value is expected to benefit from incremental upticks in core categories such as laundry care and dishwashing. Going forward, manufacturers that can balance affordability with performance – while adapting to consumers’ evolving price thresholds – will be best positioned to capture share in a market where economic pragmatism continues to drive household behavior.

Delivering a data-driven perspective on the Morocco home care market, the report details historical performance over the past six years and projects future trends through 2030. It delves into market segmentation, analyzing developments across product type, packaging type and distribution channel.

Report Highlights

This report provides a structured overview of market data from 2020 to 2030, with figures presented in (Tons/MAD/USD). The core dataset covers the overall market as well as key segments, including actual historical values from 2020 to 2024 and projections for 2025 to 2030. Compound Annual Growth Rates (CAGR) are provided for both the historical and forecast periods. Segmentation dimensions include product type, packaging type and distribution channel. By comparing historical and projected growth rates, the report helps identify high-potential sub-segments, offering quantitative support for long-term strategic planning and resource allocation.

In addition to market size data, the report also delves into the key factors driving market evolution. Based on industry interviews and authoritative macroeconomic data, the report analyzes the key drivers behind market size fluctuations and outlines future development trends. It integrates insights on innovation, shifts in consumer behavior, and environmental changes to dissect market growth drivers and potential risks. Special focus is placed on high-performing growth areas within sub-markets, as well as opportunities arising from product innovations.

Furthermore, the report delivers a rigorous competitive assessment, tracking market share movements and brand performance among industry participants from 2020 to 2024. It highlights evolving competitive dynamics, consolidation trends, and granular share shifts, empowering stakeholders to benchmark performance and refine differentiation strategies. These evidence-based insights support targeted investment prioritization and long-term strategic planning.

Market Segmentation

The segmentation of the Morocco home care market is outlined below:
Product type – e.g., air fresheners (aerosol air fresheners, candle air fresheners, car air fresheners, electric air fresheners, gel air fresheners, liquid air fresheners), bleach, dishwashing (automatic dishwashing detergents, dishwashing additives, hand dishwashing detergents), household insecticides (baits, coils, electric insecticides, sprays/aerosols, others), laundry care (fabric softeners, laundry aids, laundry detergents, rug/carpet cleaners), polishes (floor polish, furniture polish, metal polish, shoe polish), surface care (bathroom cleaners, descalers, disinfectants, drain openers, floor cleaners, glass cleaners, household cleaning wipes, kitchen cleaners, multi-purpose cleaners, oven cleaners, scouring agents), toilet care (in-cistern cleaners, rim blocks/liquids, toilet cleaner tablets tablets/powders, toilet liquids/foam)
Packaging type – e.g., flexible packaging, glass, metal, paper-based containers, rigid plastic
Distribution channel – e.g., convenience stores, e-commerce, hypermarkets, small grocery stores, supermarkets, others

Macroeconomic & Demographic Indicators

Supporting context includes:
Total population
Consumer Price Index (CPI)
Gross Domestic Product (GDP)
Per capita consumption
Consumer spending as a percentage of GDP

These variables enhance understanding of consumption potential and macroeconomic trends affecting the market.

Competitive Landscape: Market Share Analysis

The study outlines the distribution of market share among key players in the home care industry in Morocco, offering visibility into brand dominance and market leadership. Major participants include:
Ama Detergents S.A.
Cie des Detergents et du Savon de Marseille
Colgate-Palmolive Company
Delta Hygiene
Distra S.A.
Fater S.p.A.
Fonds Mutandis
Greenleaf Biotech Co., Ltd.
Grupo Ac Marca SL
Henkel AG & Co. KGaA
Hygiene Orient S.A.
LEC (Lpool) Ltd
McBride plc
Ozden Group of Companies
Promadis Industries
Quimicas Oro S.A.
Reckitt Benckiser Group plc (RB)
S. C. Johnson & Son, Inc.
SNI Societe Nationale d’Investissement Corp.
SOMAFACO S.A.
The Bolton Group
The Procter & Gamble Company (P&G)
TM Trading Morocco
Unilever PLC
Vebi Istituto Biochimico S.r.l.

This section helps stakeholders evaluate market concentration, identify partnership opportunities, and track shifts in leadership.

Why Choose This Report?

Access accurate and up-to-date market size data for the Morocco home care sector.
Obtain granular insights across key segments, including product type, packaging type and distribution channel.
Understand the underlying market dynamics through expert-driven analysis of growth drivers, barriers, and structural shifts.
Identify attractive investment areas by tracking fast-growing categories and emerging consumption patterns.
Evaluate the competitive landscape to support timing, positioning, and strategic decision-making.
Includes a single-user enterprise license with no additional fees for internal distribution.

Request a redacted sample to preview the data structure and presentation quality before purchase.

Deliverables Include

Professionally structured PDF report
Full EXCEL databook with year-by-year figures and multi-dimensional segmentation from 2020 to 2030

Table of Contents

TABLE OF CONTENTS
Key Findings
Market Segmentation
Market Overview
Morocco Home Care Market – Product Type Analysis
Morocco Home Care Market – Packaging Type Analysis
Morocco Home Care Market – Distribution Channel Analysis
Company Shares Analysis
Ama Detergents S.A.
Cie des Detergents et du Savon de Marseille
Colgate-Palmolive Company
Delta Hygiene
Distra S.A.
Fater S.p.A.
Fonds Mutandis
Greenleaf Biotech Co., Ltd.
Grupo Ac Marca SL
…
Macroeconomic Data and Forecast
Research Methodology
Disclaimer

FIGURES AND TABLES
Table Morocco Home Care Market 2020-2030
Chart Morocco Home Care Market, Net Growth, 2020-2030
Chart Morocco Home Care Market, Growth Rates, 2020-2030
Table Morocco Home Care Market by Product Type, 2020-2030
Chart Morocco Home Care Market by Product Type, CAGR Historic and Forecast, 2020-2030
Chart Morocco Home Care Market by Product Type, 2020-2030
Table Morocco Home Care Market by Packaging Type, 2020-2030
Chart Morocco Home Care Market by Packaging Type, CAGR Historic and Forecast, 2020-2030
Chart Morocco Home Care Market by Packaging Type, 2020-2030
Table Morocco Home Care Market by Distribution Channel, 2020-2030
Chart Morocco Home Care Market by Distribution Channel, CAGR Historic and Forecast, 2020-2030
Chart Morocco Home Care Market by Distribution Channel, 2020-2030
Table Morocco Home Care Market Share (%), by Companies, 2020-2024
Chart Morocco Home Care Market, by Companies, 2024
Table Morocco Home Care Market Share (%), by Brands, 2020-2024
Chart Morocco Home Care Market, by Brands, 2024
Table Morocco – Population (Millions) and Forecast
Table Morocco – Consumer Price Index (CPI) and Forecast
Table Morocco – Gross Domestic Product and Forecast
Table Morocco Home Care Market: Spend as a Proportion of GDP (%)
Table Morocco Home Care Market: Consumption per Capita (Population)