TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: personal hygiene 2
Summary category level: bath & shower products 3
Summary category level: deodorants 4
Summary category level: soap 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Market Overview 20
Value analysis (Moroccan Dirham), 2003?08 20
Value analysis (Moroccan Dirham), 2008?13 21
Value analysis (US dollars), 2003?08 23
Value analysis (US dollars), 2008?13 23
Volume analysis, 2003?08 25
Volume analysis, 2008?13 26
Company and brand share analysis 28
Distribution analysis 31
Expenditure and consumption per capita 33
Chapter 4 Leading Company Profile 36
Unilever 36
Chapter 5 Category Analysis: Bath & shower products 38
Value analysis (Moroccan Dirham), 2003?08 38
Value analysis (Moroccan Dirham), 2008?13 39
Value analysis (US dollars), 2003?08 41
Value analysis (US dollars), 2008?13 41
Volume analysis, 2003?08 43
Volume analysis, 2008?13 44
Company and brand share analysis 47
Distribution analysis 50
Expenditure and consumption per capita 52
Chapter 6 Category Analysis: Deodorants 55
Value analysis (Moroccan Dirham), 2003?08 55
Value analysis (Moroccan Dirham), 2008?13 56
Value analysis (US dollars), 2003?08 58
Value analysis (US dollars), 2008?13 59
Volume analysis, 2003?08 61
Volume analysis, 2008?13 62
Company and brand share analysis 65
Distribution analysis 68
Expenditure and consumption per capita 70
Chapter 7 Category Analysis: Soap 76
Value analysis (Moroccan Dirham), 2003?08 76
Value analysis (Moroccan Dirham), 2008?13 77
Value analysis (US dollars), 2003?08 79
Value analysis (US dollars), 2008?13 79
Volume analysis, 2003?08 81
Volume analysis, 2008?13 82
Company and brand share analysis 84
Distribution analysis 87
Expenditure and consumption per capita 89
Chapter 8 Country Comparison 92
Value 92
Volume 96
Market share 100
Chapter 9 Socioeconomic Profile 101
Country overview 101
Key facts 102
Political overview 103
Economic overview 104
Chapter 10 New Product Development 105
Product launches over time 105
Recent product launches 107
Chapter 11 Macroeconomic Profile 108
Macroeconomic indicators 108
Chapter 12 Research Methodology 113
Methodology overview 113
Secondary research 114
Market modeling 115
Creating an initial data model 115
Revising the initial data model 115
Creating a final estimate 116
Creating demographic value splits 116
Primary research 116
Data finalization 117
Ongoing research 117
Chapter 13 APPENDIX 118
Future readings 118
How to contact experts in your industry 118
Disclaimer 118
LIST OF FIGURES
Figure 1: Morocco personal hygiene value and value forecast, 2003?13 (MADm, nominal prices) 22
Figure 2: Morocco personal hygiene category growth comparison, by value, 2003?13 24
Figure 3: Morocco personal hygiene volume and volume forecast, 2003?13 (units, million) 27
Figure 4: Morocco personal hygiene category growth comparison, by volume, 2003?13 27
Figure 5: Morocco personal hygiene company share, by value, 2007?08 (%) 29
Figure 6: Morocco personal hygiene distribution channels, by value, 2007?08 (%) 32
Figure 7: Morocco bath & shower products value and value forecast, 2003?13 (MADm, nominal prices) 40
Figure 8: Morocco bath & shower products category growth comparison, by value, 2003?13 42
Figure 9: Morocco bath & shower products volume and volume forecast, 2003?13 (units, million) 45
Figure 10: Morocco bath & shower products category growth comparison, by volume, 2003?13 46
Figure 11: Morocco bath & shower products company share, by value, 2007?08 (%) 48
Figure 12: Morocco bath & shower products distribution channels, by value, 2007?08 (%) 51
Figure 13: Morocco deodorants value and value forecast, 2003?13 (MADm, nominal prices) 57
Figure 14: Morocco deodorants category growth comparison, by value, 2003?13 60
Figure 15: Morocco deodorants volume and volume forecast, 2003?13 (units, million) 63
Figure 16: Morocco deodorants category growth comparison, by volume, 2003?13 64
Figure 17: Morocco deodorants company share, by value, 2007?08 (%) 66
Figure 18: Morocco deodorants distribution channels, by value, 2007?08 (%) 69
Figure 19: Morocco soap value and value forecast, 2003?13 (MADm, nominal prices) 78
Figure 20: Morocco soap category growth comparison, by value, 2003?13 80
Figure 21: Morocco soap volume and volume forecast, 2003?13 (units, million) 83
Figure 22: Morocco soap category growth comparison, by volume, 2003?13 83
Figure 23: Morocco soap company share, by value, 2007?08 (%) 85
Figure 24: Morocco soap distribution channels, by value, 2007?08 (%) 88
Figure 25: Global personal hygiene market split (value terms, 2008), top five countries 93
Figure 26: Global personal hygiene market value, 2003–08, top five countries 95
Figure 27: Global personal hygiene market split (volume terms, 2008), top five countries 97
Figure 28: Global personal hygiene market volume, 2003–08, top five countries 99
Figure 29: Map of Morocco 102
Figure 30: Annual data review process 114
LIST OF TABLES
Table 1: Personal hygiene category definitions 8
Table 2: Personal hygiene distribution channels 9
Table 3: Morocco personal hygiene value, 2003?08 (MADm, nominal prices) 20
Table 4: Morocco personal hygiene value forecast, 2008?13 (MADm, nominal prices) 21
Table 5: Morocco personal hygiene value, 2003?08 ($m, nominal prices) 23
Table 6: Morocco personal hygiene value forecast, 2008?13 ($m, nominal prices) 23
Table 7: Morocco personal hygiene volume, 2003?08 (units, million) 25
Table 8: Morocco personal hygiene volume forecast, 2008?13 (units, million) 26
Table 9: Morocco personal hygiene brand share, by value, 2007?08 (%) 28
Table 10: Morocco personal hygiene value, by brand 2007?08 (MADm, nominal prices) 28
Table 11: Morocco personal hygiene company share by value, 2007?08 (%) 30
Table 12: Morocco personal hygiene value, by company, 2007?08 (MADm, nominal prices) 30
Table 13: Morocco personal hygiene distribution channels, by value, 2007?08 (%) 31
Table 14: Morocco personal hygiene value, by distribution channel, 2007?08 (MADm, nominal prices) 31
Table 15: Morocco personal hygiene expenditure per capita, 2003?08 (MAD, nominal prices) 33
Table 16: Morocco personal hygiene forecast expenditure per capita, 2008?13 (MAD, nominal prices) 33
Table 17: Morocco personal hygiene expenditure per capita, 2003?08 ($, nominal prices) 34
Table 18: Morocco personal hygiene forecast expenditure per capita, 2008?13 ($, nominal prices) 34
Table 19: Morocco personal hygiene consumption per capita, 2003?08 (units) 35
Table 20: Morocco personal hygiene forecast consumption per capita, 2008?13 (units) 35
Table 21: Unilever key facts 36
Table 22: Morocco bath & shower products value, 2003?08 (MADm, nominal prices) 38
Table 23: Morocco bath & shower products value forecast, 2008?13 (MADm, nominal prices) 39
Table 24: Morocco bath & shower products value, 2003?08 ($m, nominal prices) 41
Table 25: Morocco bath & shower products value forecast, 2008?13 ($m, nominal prices) 41
Table 26: Morocco bath & shower products volume, 2003?08 (units, million) 43
Table 27: Morocco bath & shower products volume forecast, 2008?13 (units, million) 44
Table 28: Morocco bath & shower products brand share, by value, 2007?08 (%) 47
Table 29: Morocco bath & shower products value, by brand 2007?08 (MADm, nominal prices) 47
Table 30: Morocco bath & shower products company share by value, 2007?08 (%) 49
Table 31: Morocco bath & shower products value, by company, 2007?08 (MADm, nominal prices) 49
Table 32: Morocco bath & shower products distribution channels, by value, 2007?08 (%) 50
Table 33: Morocco bath & shower products value, by distribution channel, 2007?08 (MADm, nominal prices) 50
Table 34: Morocco bath & shower products expenditure per capita, 2003?08 (MAD, nominal prices) 52
Table 35: Morocco bath & shower products forecast expenditure per capita, 2008?13 (MAD, nominal prices) 52
Table 36: Morocco bath & shower products expenditure per capita, 2003?08 ($, nominal prices) 53
Table 37: Morocco bath & shower products forecast expenditure per capita, 2008?13 ($, nominal prices) 53
Table 38: Morocco bath & shower products consumption per capita, 2003?08 (units) 54
Table 39: Morocco bath & shower products forecast consumption per capita, 2008?13 (units) 54
Table 40: Morocco deodorants value, 2003?08 (MADm, nominal prices) 55
Table 41: Morocco deodorants value forecast, 2008?13 (MADm, nominal prices) 56
Table 42: Morocco deodorants value, 2003?08 ($m, nominal prices) 58
Table 43: Morocco deodorants value forecast, 2008?13 ($m, nominal prices) 59
Table 44: Morocco deodorants volume, 2003?08 (units, million) 61
Table 45: Morocco deodorants volume forecast, 2008?13 (units, million) 62
Table 46: Morocco deodorants brand share, by value, 2007?08 (%) 65
Table 47: Morocco deodorants value, by brand 2007?08 (MADm, nominal prices) 65
Table 48: Morocco deodorants company share by value, 2007?08 (%) 67
Table 49: Morocco deodorants value, by company, 2007?08 (MADm, nominal prices) 67
Table 50: Morocco deodorants distribution channels, by value, 2007?08 (%) 68
Table 51: Morocco deodorants value, by distribution channel, 2007?08 (MADm, nominal prices) 68
Table 52: Morocco deodorants expenditure per capita, 2003?08 (MAD, nominal prices) 70
Table 53: Morocco deodorants forecast expenditure per capita, 2008?13 (MAD, nominal prices) 71
Table 54: Morocco deodorants expenditure per capita, 2003?08 ($, nominal prices) 72
Table 55: Morocco deodorants forecast expenditure per capita, 2008?13 ($, nominal prices) 73
Table 56: Morocco deodorants consumption per capita, 2003?08 (units) 74
Table 57: Morocco deodorants forecast consumption per capita, 2008?13 (units) 75
Table 58: Morocco soap value, 2003?08 (MADm, nominal prices) 76
Table 59: Morocco soap value forecast, 2008?13 (MADm, nominal prices) 77
Table 60: Morocco soap value, 2003?08 ($m, nominal prices) 79
Table 61: Morocco soap value forecast, 2008?13 ($m, nominal prices) 79
Table 62: Morocco soap volume, 2003?08 (units, million) 81
Table 63: Morocco soap volume forecast, 2008?13 (units, million) 82
Table 64: Morocco soap brand share, by value, 2007?08 (%) 84
Table 65: Morocco soap value, by brand 2007?08 (MADm, nominal prices) 84
Table 66: Morocco soap company share by value, 2007?08 (%) 86
Table 67: Morocco soap value, by company, 2007?08 (MADm, nominal prices) 86
Table 68: Morocco soap distribution channels, by value, 2007?08 (%) 87
Table 69: Morocco soap value, by distribution channel, 2007?08 (MADm, nominal prices) 87
Table 70: Morocco soap expenditure per capita, 2003?08 (MAD, nominal prices) 89
Table 71: Morocco soap forecast expenditure per capita, 2008?13 (MAD, nominal prices) 89
Table 72: Morocco soap expenditure per capita, 2003?08 ($, nominal prices) 90
Table 73: Morocco soap forecast expenditure per capita, 2008?13 ($, nominal prices) 90
Table 74: Morocco soap consumption per capita, 2003?08 (units) 91
Table 75: Morocco soap forecast consumption per capita, 2008?13 (units) 91
Table 76: Global personal hygiene market value, 2008 92
Table 77: Global personal hygiene market split (value terms ($m), 2008), top five countries 95
Table 78: Global personal hygiene market volume, 2008 96
Table 79: Global personal hygiene market split (volume terms, 2008), top five countries 99
Table 80: Leading players, top five countries 100
Table 81: Morocco key facts 102
Table 82: Morocco personal hygiene new product launches reports, by company, 2008 105
Table 83: Morocco personal hygiene new product launches SKUs, by company, 2008 105
Table 84: Morocco personal hygiene new product launches (reports), by flavor and fragrances, 2008 106
Table 85: Morocco personal hygiene new product launches (reports), by ingredients (top 10 ingredients), 2008 106
Table 86: Morocco personal hygiene new product launches (reports), by package tags or claims, 2008 107
Table 87: Morocco personal hygiene new product launches (reports) 2008 107
Table 88: Morocco population, by age group, 2003?08 (millions) 108
Table 89: Morocco population forecast, by age group, 2008?13 (millions) 109
Table 90: Morocco population, by gender, 2003?08 (millions) 109
Table 91: Morocco population forecast, by gender, 2008?13 (millions) 110
Table 92: Morocco nominal GDP, 2003?08 (MADbn, nominal prices) 110
Table 93: Morocco nominal GDP forecast, 2008?13 (MADbn, nominal prices) 110
Table 94: Morocco real GDP, 2003?08 (MADbn, 2000 prices) 111
Table 95: Morocco real GDP forecast, 2008?13 (MADbn, 2000 prices) 111
Table 96: Morocco real GDP, 2003?08 ($bn, 2000 prices) 111
Table 97: Morocco real GDP forecast, 2008?13 ($bn, 2000 prices) 112
Table 98: Morocco consumer price index, 2003?08 (2000=100) 112
Table 99: Morocco consumer price index, 2008?13 (2000=100) 112
