The measures imposed in order to limit the spread of COVID-19 in Morocco significantly impacted demand for away-from-home tissue in 2021. While the home seclusion trend resulting from unemployment and remote-working maintained demand for retail tissue, it reduced demand for away-from-home tissue through business and institutional channels.
Local companies managed to maintain a strong foothold in AFH tissue in 2021 thanks to their low prices, attractive discounts and good delivery terms. The leading company in retail tissue, Novatis Group, also commands a very strong position in the AFH segment thanks to the large variety of its brands, and its strong presence across product categories, including toilet paper, boxed facial tissues, paper towels and incontinence products.
Most AFH tissue and hygiene is positioned as economy or standard-priced. This is because most AFH customers are strongly focused on minimising costs and are thus highly price-sensitive.
The main reasons for the decline in sales of away-from-home tissue in 2021 were the closure of the horeca channel and the freezing of tourism in Morocco. Restrictions in the country were extended at the end of 2021 with the further suspension of flights to and from "four major markets for the destination Morocco", namely Germany, the Netherlands, the United Kingdom and Russia, as of October.
Adult incontinence products is expected to register the fastest growth in the AFH segment over the forecast period, partly because it is starting from a low base. Moreover, the spread of COVID-19 variants along with the ageing of the Moroccan population are likely to increase the need for adult incontinence products, especially in private clinics.
Low-priced products are set to continue to be key to the development of AFH tissue and hygiene over the forecast period. Most AFH customers will remain highly price-sensitive and strongly focused on minimising costs, especially given the current tough economic conditions resulting from the COVID-19 crisis and ongoing increases in costs such as energy, transportation and raw materials.
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Understand the latest market trends and future growth opportunities for the Away-From-Home Tissue and Hygiene industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Away-From-Home Tissue and Hygiene
Away-from-home sales covers all sales of tissue and hygiene products in the Incontinence, Wipes, Toilet Paper, Tissues, Paper Tableware and Paper Towels sectors that are intended for use outside of the home. This could be in medical institutions, offices, hotels and restaurants or government controlled environments such as schools and the military.See All of Our Definitions
This report originates from Passport, our Away-From-Home Tissue and Hygiene research and analysis database.
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