Retail Adult Incontinence in Morocco

PROSPECTS

Positive performance expected over forecast period

Although adult incontinence is still something of a taboo in Morocco, sales in the area are expected to continue growing over the forecast period thanks to increasing consumer awareness of such products. In collaboration with the Ministry of Health, many companies are allowed to advertise in hospitals and talk to people who are in need of such products.

Growth limited by cultural factors and low awareness

A large number of Moroccans still reside in rural areas, with the majority of such consumers still seeing adult incontinence as a taboo and socially/culturally inacceptable and thus feeling embarrassed to seek professional help. Additionally, many local consumers are not even aware of the existence of such products in the first place.

Limited product variety

The range of available retail adult incontinence products remains limited in Morocco. Many companies are expected to capitalise on this opportunity, especially given rising awareness of such products in the country, in order to offer a variety of choices that consumers can choose from, depending on their preferences and budget.

COMPETITIVE LANDSCAPE

Novatis Group continues to lead sales

Novatis Group remains the leading player within retail adult incontinence in Morocco. The company largely owns its nationwide distribution network, allowing its brands to reach a wide range of consumers from different income groups all over the country.

Market expanding in 2018

With growing consumer awareness about retail adult incontinence, many companies are launching new products in this area, including private label operators. Many companies are running campaigns inside hospital and clinics in order to combat the fact that such products are still a taboo in the country.

Advertising remains limited

In Morocco, although some groups like Novatis Group are leading health awareness campaigns in hospitals and clinics, the efforts of many other companies are still very limited in terms of advertising. Indeed, such products are still considered a taboo, with many Moroccans being reluctant to visit a doctor as they are ashamed to be diagnosed with incontinence.

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