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Procter & Gamble Leads the Moroccan Bleach Market with a 57% Market Share

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The Moroccan bleach market grew 4% between 2009 and 2010, reach Dh263 million in 2010. Rising income levels in Morocco have fuelled growth in the market, while the current value unit price remained steady in 2010.

Procter & Gamble have further extended theirdominance in the market, reaching a 57% value share. A 3% constant value CAGR is expected during the forecast period.


Current value sales rose in the Moroccan bleach market by 4% in 2010 over the previous year in comparison to a review period CAGR of 3%. Stronger growth was chiefly due to a more resilient unit price. In 2009, there was a marked 5% decline in current value unit price. This occurred as players offered lower prices in order to stem the shift from bleach to task-specific home care products such as surface care and toilet care products. This resulted in current value decline in 2009 and eroded review period growth rates. In 2010, current value unit price meanwhile remained steady.

Bleach is widely popular in Morocco, being used for a wide range of cleaning applications such as surface cleaning, toilet cleaning and laundry cleaning. While many mid- and high-income consumers are switching from bleach to more task-specific products, this trend was counterbalanced by stronger sales to low-income consumers as a result of rising disposable income levels. Growth was further encouraged by consumer concerns over a potential swine flu (H1N1) epidemic in the last two years of the review period, with this encouraging a stronger focus on hygiene and the destruction of bacteria.

Competitive Landscape

Procter & Gamble was the dominant player in bleach in 2010, accounting for 57% value share with its Ace brand. This brand is priced at around the same levels as domestic brands such as Distra's Maxi's. However, it is preferred by many consumers, with many regarding multinationals as offering inherently higher quality in comparison to domestic producers. The brand is also popular due to offering fragranced bleach, including lavender and lemon fragrances.

Domestic player Distra saw the strongest growth in value share in 2010 over the previous year, gaining a percentage point in share to rank second with 17% share. This company entered bleach in 2009 with the acquisition of the Maxi's brand from Lesieur Cristal. Distra benefits from being affiliated with logistics company Fast Moving Goods, which is responsible for distributing Reckitt Benckiser's products in Morocco. Following the acquisition of Maxi's, Distra was thus able to greatly broaden the brand's distribution reach, particularly via supermarkets/hypermarkets. Consequently, the company continued to gain share in 2010.


Despite a shift towards task-specific home care during the forecast period, bleach is expected to see strong volume growth with a CAGR of 4%. Growth will be fuelled by a growing focus on hygiene, with many households supplementing frequent cleaning with task-specific products with occasional and more thorough cleaning using bleach. Growing sales will also be supported by rising disposable income levels, with low-income consumers thus able to afford to use bleach on a more frequent basis.

Volume growth is expected to be largely in line with the growth rates seen in the latter half of the review period. However, constant value growth rates are expected to be considerably stronger during the forecast period with a CAGR of 3% in comparison to the half a percentage point CAGR seen during the review period. Stronger growth will be due to consumers trading up to the leading brands and value-added products. Fragranced bleach is expected to prove particularly popular during the forecast period, for example. This could well further boost the value share of dominant brand Ace from Procter & Gamble, although fragranced products may well also be launched by leading domestic player Distra.

Report scope

The Bleach in Morocco market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2015 illustrate how the market is set to change.



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