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Towards the end of the review period and throughout 2019, Morocco’s economy continued to witness major improvements in terms of stability and the sustainability of the long-term economic growth that has seen the country emerge as the leading market for foreign direct investment in North Africa. Furthermore, the country’s profile as a leading international travel and tourism destination has risen to the point where by huge year-on-year increases in inbound arrivals are now having a major influence on volume sales of AFH tissue and hygiene through the horeca channel.
The competitive environment in away-from-home tissue and hygiene is not particularly distinct from the competitive environment in retail sales. However, it should be noted that local layers are generally stronger in the AFH channel.
One important local factor which must be taken into consideration when considering AFH sales of tissue and hygiene in Morocco is that sales remain highly underdeveloped in the institutional channel. The main reason for the situation is that low levels of public spending me next service levels in the public sector remain far lower than in the private sector.
Sales of away-from-home tissue are now expected to decline by 10% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This represents a major turnaround in comparison with the 2% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).
AFH hygiene experienced no discernible impact as a result of the COVID-19 situation during 2020. The heaviest sales declines were seen in AFH tissue, with AFH toilet paper likely to have been the category hardest hit due to its position as the largest AFH tissue category.
Eventually, Morocco’s borders will be opened once again to inbound tourists and the country’s consumer foodservice industry will also reopen. This is like it to happen before the end of 2020 and at this point demand for AFH tissue and hygiene can be expected to rebound instantly.
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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:
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This industry report originates from Passport, our Tissue and Hygiene market research database.
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.