Executive Summary

Apr 2019
PROSPECTS
Strong growth expected over forecast period

Over the forecast period, AFH tissue and hygiene is expected to post strong growth in Morocco, mainly driven by the growing number of consumer foodservice outlets in the country. Additionally, the tourism sector in Morocco has been flourishing over the last two years, thus benefiting the horeca and hotel sectors.

Rising living standards to drive sales

Many hotels and restaurants in Morocco provide AFH tissue and hygiene products for customers in line with higher hygiene standards. A large number of restaurants and hotels are opening in the country and tend to follow international hygiene standards in order to order to keep attracting customers and tourists.

Improving tourism sector to boost demand

As the effects of the economic crisis in Europe start to wear-off, the tourism sector in Morocco is becoming more and more dynamic, thus benefiting hotel and consumer foodservice sales. This is expected to boost demand for AFH tissue and hygiene products as more restaurants and hotel chains are competing against each other to offer the best level of hygiene to customers and thus grow their sales.

COMPETITIVE LANDSCAPE
Brior continues to lead sales

Brior led sales in AFH tissue and hygiene in Morocco in 2018, mainly because the company is very strong in the large AFH tissue area. The use of hygiene tissue inside hotels and restaurants is increasing in Morocco as living standards are rising and customers are becoming pickier and more demanding.

Novatis Group gaining sales share

Novatis Group, with its popular Dalaa brand, continues to rapidly gain sales share within AFH tissue and hygiene. The fact that the company’s sales representatives visit hospitals and hotels to talk to customers, give away free samples and build strong relationships continues to boost sales.

AFH tissue continues to see healthy growth

AFH tissue sales continued to rise during 2018, with a growing number of hospitals, businesses and consumer foodservice operators offering products in this area to customers in line with rising hygiene standards. Additionally, many meals in Moroccan restaurants tend to be consumed using hands or bread, with customers thus tending to need cleaning tissues.

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Away-From-Home Tissue and Hygiene in Morocco

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Overview

Discover the latest market trends and uncover sources of future market growth for the Away-From-Home Tissue and Hygiene industry in Morocco with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Away-From-Home Tissue and Hygiene industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Away-From-Home Tissue and Hygiene in Morocco market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Away-From-Home Tissue and Hygiene in Morocco?
  • What are the major brands in Morocco?
  • What are the most important channels for away-from-home sales?
  • What are the different applications for away-from-home wipers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Away-From-Home Tissue and Hygiene in Morocco - Category analysis

HEADLINES

PROSPECTS

Strong growth expected over forecast period
Rising living standards to drive sales
Improving tourism sector to boost demand

COMPETITIVE LANDSCAPE

Brior continues to lead sales
Novatis Group gaining sales share
AFH tissue continues to see healthy growth

CATEGORY DATA

Table 1 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 2 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 3 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 4 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 5 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 6 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 7 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 8 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 9 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 10 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 11 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Tissue and Hygiene in Morocco - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene records healthy growth in Morocco
Emergence of ultra-soft/maximum comfort products
Novatis Group continues to lead value sales
Modern retailers continue to gain value share
Tissue and hygiene set to record strong growth

MARKET INDICATORS

Table 12 Birth Rates 2013-2018
Table 13 Infant Population 2013-2018
Table 14 Female Population by Age 2013-2018
Table 15 Total Population by Age 2013-2018
Table 16 Households 2013-2018
Table 17 Forecast Infant Population 2018-2023
Table 18 Forecast Female Population by Age 2018-2023
Table 19 Forecast Total Population by Age 2018-2023
Table 20 Forecast Households 2018-2023

MARKET DATA

Table 21 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 22 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 23 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 24 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 25 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 26 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources