Nappies/Diapers/Pants in Morocco

PRE-COVID-19 PERFORMANCE

Expanding consumer base ensures positive growth despite the faltering birth rate

Nappies/diapers/pants category continued to generate positive sales growth in Morocco in 2019. This can be largely attributed to the growing awareness of such products, especially among consumers living in rural areas.

Value growth supported by premiumisation and preference for value-added products

Premiumisation developed into a major trend in nappies/diapers/pants over the course of 2019. The shift towards more expensive types of these products is emerging because consumers are increasingly interested in nappies/diapers/pants with healthy and organic ingredients.

Local player Novartis group maintains its lead via the Dalaa and Calin brands

2019 saw domestic company Novatis Group maintain its leading position in nappies/diapers/pants in Morocco via the leading brand Dalaa and the third leading brand Calin. The company’s success has been built mainly on its strong advertising presence and its very wide distribution, which includes a strong presence in virtually all neighbourhood grocery stores and modern retail outlets throughout in Morocco.

2020 AND BEYOND

COVID-19 impact

Sales of nappies/diapers/pants are now expected to grow by 3% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is commensurate with the 3% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within nappies/diapers/pants

Although there so far been no direct impact on sales of nappies/diapers/pants because of COVID-19, should an economic recession emerge in the wake of the pandemic during 2020 or 2021, it is likely that more expensive types of nappies/diapers/pants such as disposable pants experience a slowdown in sales growth. However, because most Moroccans are reluctant to compromise on quality when it comes to these products, it is unlikely that consumers will seek to trade down or reduce the frequency with which they change their babies’ nappies.

Recovery and opportunities

It is very unlikely that any significant alterations or changes will be seen to sales of nappies/diapers/pants over the forecast period as a result of COVID-19. The category is likely to emerge from the situation almost completely unscathed, with sustainable positive growth expected to be recorded for the foreseeable future.

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