Disposable Paper Products in Morocco
Euromonitor International's Disposable Paper Products 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, 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 illustrate how the market is set to change.
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Tables: 97 | Publication date: Sep 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Away-from-home disposable paper products; Retail disposable paper products
Executive summary
Moderate growth of disposable paper products
Growth of disposable paper products in 2008 was slightly lower than the growth achieved in the previous year and was fuelled by high-income consumers in urban areas. Disposable income continued to rise quickly and the demand created by professionals was a main driver to segments such as nappies/diapers/pants, tissues and toilet paper which accounted for the bulk of the sales.
Young urban consumers drive growth
Growing disposable income and brand endorsement fuelled the success of these products especially among the young urban generation who are eager to try novelties. Furthermore, these consumers tend to shop more frequently in modern outlets where niche and innovative products are more likely to be found.
Market is still dominated by a few players
The top two manufacturers of disposable paper products in 2008 were Industries Marocaines Modernes and Brior SA. Global brands like Pampers, Lotus and Always continue to account for the bulk of sales. Second tier companies such as Johnson & Johnson Maroc SA and Sarbec Cosmetics did mainly hold or improve their value-shares compared to 2007. The majority of disposable paper products are imported and local producers still lack the marketing power to gain more visibility.
Modern retailers progress fast
Hypermarkets and supermarkets continued gaining share from independent small grocers and lagged just one point behind in terms of value-share in 2008. Their presence has increased the availability of global brands such as Nana, Carefree and Kotex on the shelves. Hypermarket Marjane dominates the landscape in terms of outlets and discounters Lidl and BIM arrived in the country during 2008 to create more competition and cater for the middle and lower income households who cannot afford to buy from supermarkets so frequently. Moroccan consumers now have more choice and can more easily compare between brands and look for the best deal.
Future growth will be fuelled by product differentiation
Products that target a specific consumer group are likely to generate the highest growth as consumers seek more quality and purpose-built offers. This should mostly affect wipes, sanitary protection and toilet paper where targeted offers will prove successful because they help consumers identify with their favourite products and create brand loyalty. Skin-friendly wipes with functional ingredients such as soothing balm or aloe vera extracts will grow more popular and appeal to quality sensitive consumers. Moreover, better product differentiation will allow manufacturers to enhance quality-based growth which is the best way to raise their profit margin.
Table of contents
DISPOSABLE PAPER PRODUCTS IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
MARKET INDICATORS
Table 1 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2003-2008
Table 2 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2003-2008
Table 3 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2003-2008
DISPOSABLE PAPER PRODUCTS IN MOROCCO
EXECUTIVE SUMMARY
Moderate growth of disposable paper products
Young urban consumers drive growth
Market is still dominated by a few players
Modern retailers progress fast
Future growth will be fuelled by product differentiation
KEY TRENDS AND DEVELOPMENTS
Westernisation is increasing
Higher disposable income supports growth
Increased competition in the retail landscape
Black market and informal imports threatens local manufacturers
First signs of the credit crunch in tourism
MARKET INDICATORS
Table 4 Birth Rates 2003-2008
Table 5 Infant Population 2003-2008
Table 6 Female Population by Age 2003-2008
Table 7 Total Population by Age 2003-2008
Table 8 Households 2003-2008
Table 9 Forecast Infant Population 2008-2013
Table 10 Forecast Female Population by Age 2008-2013
Table 11 Forecast Total Population by Age 2008-2013
Table 12 Forecast Households 2008-2013
MARKET DATA
Table 13 Retail Sales of Disposable Paper Products by Sector: Value 2003-2008
Table 14 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008
Table 15 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008
Table 16 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2008
Table 17 Penetration of Private Label by Sector 2003-2008
Table 18 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2008-2013
Table 19 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
BERIC SA - DISPOSABLE PAPER PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Beric SA: Key Facts
Summary 3 Beric SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Beric SA: Competitive Position 2008
BRIOR SA - DISPOSABLE PAPER PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Brior SA: Key Facts
Summary 6 Brior SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Brior SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Brior SA: Competitive Position 2008
LABORATORIOS INDAS SA - DISPOSABLE PAPER PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Laboratorios Indas SA: Key Facts
Summary 10 Laboratorios Indas SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Laboratorios Indas SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Laboratorios Indas SA: Competitive Position 2008
NARJISS SA LOTUS - DISPOSABLE PAPER PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Narjiss SA Lotus: Key Facts
Summary 14 Narjiss SA Lotus: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Narjiss SA Lotus: Competitive Position 2008
SANITARY PROTECTION IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 20 Retail Sales of Sanitary Protection by Subsector: Value 2003-2008
Table 21 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2003-2008
Table 22 Retail Sales of Tampons by Application Format: % Value Analysis 2003-2008
Table 23 Sanitary Protection Retail Company Shares 2004-2008
Table 24 Sanitary Protection Retail Brand Shares 2005-2008
Table 25 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2008-2013
Table 26 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2008-2013
NAPPIES/DIAPERS/PANTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2003-2008
Table 28 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2003-2008
Table 29 Nappies/Diapers/Pants Retail Company Shares 2004-2008
Table 30 Nappies/Diapers/Pants Retail Brand Shares 2005-2008
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2008-2013
Table 32 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2008-2013
INCONTINENCE PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 33 Retail Sales of Incontinence Products by Subsector: Value 2003-2008
Table 34 Retail Sales of Incontinence Products by Subsector: % Value Growth 2003-2008
Table 35 Incontinence Products Retail Company Shares 2004-2008
Table 36 Incontinence Products Retail Brand Shares 2005-2008
Table 37 Forecast Retail Sales of Incontinence Products by Subsector: Value 2008-2013
Table 38 Forecast Retail Sales of Incontinence Products by Subsector: % Value Growth 2008-2013
WIPES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Retail Sales of Wipes by Subsector: Value 2003-2008
Table 40 Retail Sales of Wipes by Subsector: % Value Growth 2003-2008
Table 41 Wipes Retail Company Shares 2004-2008
Table 42 Wipes Retail Brand Shares 2005-2008
Table 43 Forecast Retail Sales of Wipes by Subsector: Value 2008-2013
Table 44 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2008-2013
COTTON WOOL/BUDS/PADS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Retail Sales of Cotton Wool/Buds: Value 2003-2008
Table 46 Retail Sales of Cotton Wool/Buds: % Value Growth 2003-2008
Table 47 Retail Sales of Cotton Wool/Buds by Type: % Value Breakdown 2006-2008
Table 48 Cotton Wool/Buds Retail Company Shares 2004-2008
Table 49 Cotton Wool/Buds Retail Brand Shares 2005-2008
Table 50 Forecast Retail Sales of Cotton Wool/Buds: Value 2008-2013
Table 51 Forecast Retail Sales of Cotton Wool/Buds: % Value Growth 2008-2013
TOILET PAPER IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 52 Retail Sales of Toilet Paper by Subsector: Value 2003-2008
Table 53 Retail Sales of Toilet Paper by Subsector: % Value Growth 2003-2008
Table 54 Retail Sales of Wet Vs Dry Toilet Paper 2003-2008
Table 55 Toilet Paper Retail Company Shares 2004-2008
Table 56 Toilet Paper Retail Brand Shares 2005-2008
Table 57 Forecast Retail Sales of Toilet Paper by Subsector: Value 2008-2013
Table 58 Forecast Retail Sales of Toilet Paper by Subsector: % Value Growth 2008-2013
TISSUES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Retail Sales of Tissues by Subsector: Value 2003-2008
Table 60 Retail Sales of Tissues by Subsector: % Value Growth 2003-2008
Table 61 Tissues Retail Company Shares 2004-2008
Table 62 Tissues Retail Brand Shares 2005-2008
Table 63 Forecast Retail Sales of Tissues by Subsector: Value 2008-2013
Table 64 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2008-2013
KITCHEN TOWELS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Retail Sales of Kitchen Towels: Value 2003-2008
Table 66 Retail Sales of Kitchen Towels: % Value Growth 2003-2008
Table 67 Kitchen Towels Retail Company Shares 2004-2008
Table 68 Kitchen Towels Retail Brand Shares 2005-2008
Table 69 Forecast Retail Sales of Kitchen Towels: Value 2008-2013
Table 70 Forecast Retail Sales of Kitchen Towels: % Value Growth 2008-2013
PAPER TABLEWARE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Retail Sales of Paper Tableware by Subsector: Value 2003-2008
Table 72 Retail Sales of Paper Tableware by Subsector: % Value Growth 2003-2008
Table 73 Paper Tableware Retail Company Shares 2004-2008
Table 74 Paper Tableware Retail Brand Shares 2005-2008
Table 75 Forecast Retail Sales of Paper Tableware by Subsector: Value 2008-2013
Table 76 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2008-2013
AWAY-FROM-HOME DISPOSABLE PAPER PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 77 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2003-2008
Table 78 Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008
Table 79 Away-From-Home Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008
Table 80 Away-From-Home Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2007
Table 81 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: Value 2008-2013
Table 82 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013