Nappies/Diapers/Pants in Morocco

2021 DEVELOPMENTS

Declining birth rate has significant effect on nappies sales

For the second year in a row, births in Morocco continued to fall sharply in 2021. The COVID-19 crisis has been singled out as a key factor in deterring people from having children in many markets around the world, especially the economic impact of measures imposed to curb the spread of the disease, which have led to high levels of unemployment and reduced wages.

Traditional stores gain in popularity

Traditional grocery retailers gained share in 2021 as the mass consumer base opted to buy nappies by single units rather than by large packs. Moreover, players in the traditional grocery retailers channel offer credit facilities to their cash-strapped customers, while supermarkets outlets do not offer credit unless the consumer has a credit card.

Novatis Group retains overall dominance but losing ground to premium brands

Novatis Group remained the leading company in nappies/diapers/pants throughout the review period, including 2021. The company’s strength can be attributed to its Dalaa and Caline brands, which enjoy wide coverage due to their relatively low prices.

PROSPECTS AND OPPORTUNITIES

Slowing demand for nappies/diapers in the face of further birth rate decline

Over the short-term, nappies/diapers/pants players will be confronted with several headwinds, including lower birth rates and significantly higher supply costs due to rising commodity costs and fuel prices, which translate into higher transportation expenses. In addition, family budgets are getting tighter as a result of this inflationary pressure and the general economic impact of the COVID-19 crisis, which is entailing a decline in the frequency of nappy usage.

Manufacturers to focus on long-lasting products

Nappies products have achieved wider product penetration amongst Moroccan households in recent year. However, players will be confronted with declining usage amongst existing consumers.

Novatis fighting both on the premium and economic segment

Novatis is expected to retain its leading position in nappies/diapers/pants over the forecast period but will face greater competition as consumer demand for high-quality products involves looking for products perceived as offering high levels of absorption and keeping the baby drier, or products that contain ingredients that reduce skin irritation. Novatis has responded to this growing trend by heavily promoting its premium brand, Calin, and upgrading it with maximal comfort.