Nappies/Diapers/Pants in Morocco

PROSPECTS

Nappies/diapers/pants to record strong growth

Nappies/diapers/pants is set to record strong growth over the forecast period. In Morocco, babies consume an average of 3-4 diapers per day (vs 6-7 in Europe), with per capita consumption also being lower than in nearby Algeria and Tunisia and there thus being room for growth as consumer awareness rises.

Standard nappies/diapers still dominating

Standard nappies/diapers are expected to remain the most dominant type of diapers in Morocco over the forecast period. This is mainly because this type of diaper is widespread and sold through various distribution channels all over the country.

Growing demand for ultra-soft products

Although many Moroccans worry about the price of the products they buy, especially when it comes to diapers/nappies, a large number of consumers tend to look for healthy alternatives, especially in large urban areas, as they worry about the health and comfort of their babies. Products labelled ultra-soft are growing in popularity and are highly visible on the shelves of supermarkets and hypermarkets.

COMPETITIVE LANDSCAPE

Novatis Groupe continues to lead sales

Novatis Groupe continued to dominate nappies/diapers/pants sales in Morocco in 2018 thanks to the popularity of its Dalaa brand. The company invests strongly in advertising and also offers a good quality/price ratio to consumers.

Local brands dominating sales

Local brands like Dalaa, Molfix and Calin were the leading diapers/nappies/pants in Morocco in 2018. These bands offer a good price/quality ratio and benefit from very strong distribution and advertising strategies in the country.

New legislation benefiting established key players

The Morocco Institute of Normalisation has updated norm NM04.4.

Files are delivered directly into your account within a few minutes of purchase.