Retail in Morocco: Functional attributes to boost fragrance sales post COVID-19


67% of consumers we surveyed in August 2021 use fragranced products as a habit.

  • Sales of fragrance in Morocco dropped with the COVID-19 pandemic
  • Consumers in Morocco still love to wear fragrance
  • For fragrance manufacturers, focus on functional attributes to drive sales

Sales of fragrance in Morocco dropped with the COVID-19 pandemic

The fragrance industry in Morocco was projected to be severely impacted by the effects of the COVID-19 pandemic. Consumers were forced to stay at home during the country’s lockdown, therefore significantly reducing their ability to socialize, as well as forcing many to work from home. Sales of fragrances plummeted in 2021, with the reasons being: the lack of demand for fragranced products and the economic conditions that were strained with the pandemic. It might be conclusive to say that fragrance demand was reduced by a lack of necessity in wearing such products at home. However, our 2021 study revealed that fragrances were most often worn for functional and hygienic purposes, rather than being a statement of an individual's personality, emotions, or as a symbol of status in social settings.

Consumers in Morocco still love to wear fragrance

Kasi Retail in Morocco – Fragrance Survey of 253 urban dwellers in Morocco revealed that the top five reasons to wear fragrance products (body sprays, deodorants, and perfumes) were: as a habitual practice, a daily hygiene practice, and a means to feel clean and prevent unwanted odors around others. 67 percent of consumers we surveyed in Morocco in August 2021 use fragranced products (body sprays, deodorants, and/or perfumes) as a habit, while 46 percent wear these products as part of their daily hygiene routine.

As expected, the reasoning behind wearing fragranced products differed across genders. Male and female respondents both agreed that the use of fragrances was mostly habitual. However, differences arose when looking at the following reasons. 50 percent of females were more inclined to use fragrances as part of their daily hygiene routines; while only 37 percent wore fragrances to avoid unwanted odors to be smelt by others. However, for males, the differences in the ranking were not as significant as with females. The results for males wearing these products as part of their daily hygiene routine were consistent with their reasoning in wearing fragranced products to feel clean, both within 38 percent. Lastly, avoiding unwanted odors to be smelt by others was ranked last for males.

More interestingly, across age groups, there was a noticeable agreement about fragrance usage among millennials. Amongst the millennial generation, it was evident that fragrance usage was by far a habitual practice. 66 percent of respondents in the millennial age group reported that it was “just a habit” to wear fragrances, rather than fragrance use being an expression of individuality. Amongst the other responses by the millennial age group, the other reasons to wear fragrances were very slimy ranged.


For fragrance manufacturers, focus on functional attributes to drive sales

The overarching theme found within the data is the usage of fragranced products amongst Moroccans is a habit more than anything else which indicates consistency in demand for fragranced products, while also demonstrating a potential for brand/product loyalty. Providing Moroccans with products that are versatile, functional, and simplistic can increase brand loyalty, as Moroccans look to purchase functional products that can fit within their routines. Additionally, lifestyle changes such as those of the pandemic would have little effect on Moroccan consumers' usage of fragranced products, as to whether at home or out socializing and working, the usage of fragrances is merely functional.

With the easing of the COVID-19 restrictions, consumers are beginning to gear up towards a return to a "normal" life. Understanding the drivers and purchasing behaviors across a range of demographics, during this momentous time, can enable a company to gain an edge over competitors and exceed consumer expectations. With fragranced products, understanding the ways in which your products are used, and the ways in which usage varies across demographics can assure confidence for your business plans in Morocco.

Kasi Insight can provide you with such data and insights, which you need to determine if your business is right for Morocco or anywhere else in Africa.

Contact our team today to explore how our consumer intelligence can empower your decision-making process. Win with confidence with Kasi insights


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