Morocco Household Products

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 M ...

Toilet care in Morocco showed dynamic growth in 2025, primarily because it continued to rise from a very low base. Sales were driven mainly by growing product awareness, increasing product visibility and a wider  product offer with the launch of affordable toilet liquids/foam, which accounts for mor ...

Polishes in Morocco posted very modest growth of 1% in current value sales in 2025, with sales reaching MAD159 million. This growth is attributed to the overall low consumer interest in polishes compared to other home care products. The median disposable income per household in Morocco was MAD88,357 ...

Surface care sales in Morocco recorded positive current value growth in 2025, increasing by 6% to reach MAD751.3 million. Floor cleaners, the biggest category, accounted for MAD522.6 million in retail value sales. Manufacturers invested in floor cleaners remain focused on marketing, promotions and ...

Laundry care in Morocco experienced single-digit current value growth and only marginal volume sales growth in 2025. Sales are driven mainly by automatic laundry care, in line with the rising penetration of washing machines and a steady expansion of the consumer base, as more consumers switch from h ...

Air care in Morocco experienced modest growth in 2025 as the economic recession prompted consumers to shift away from traditional spray air fresheners and instead opt for diffusers promising long-lasting results. The rapid expansion of modern retailers has improved the availability of air care produ ...

In 2025, dishwashing in Morocco experienced growth in both volume and value sales. Current value sales increased by 5%, reaching MAD1,078 million, while volume sales saw a 2% increase to 30,156 tonnes. Value growth is supported by rising demand for quality products that are both effective and gentle ...

In 2025, bleach in Morocco experienced modest growth as it faced maturity and rising competition from other products such as spot and stain removers, while difficult economic conditions prompted low-income consumers to switch to parallel unpackaged bleach. Retail current value sales for bleach in M ...

Retail sales of wipes in Morocco increased by 7% in current value terms in 2024, reflecting consumers’ increasing appreciation of their convenience and hygiene benefits. While some categories, such as general-purpose wipes, face competition from pocket handkerchiefs and boxed facial tissues, others ...

Air Treatment Products in Morocco Portable air conditioners continued to see positive retail volume growth over 2024, albeit from a small base. The extremely hot weather in 2023 and 2024 encouraged consumers to put air conditioning units into their homes without spending major amounts of money. Port ...