Demand for retail adult incontinence continued to grow in 2020, supported by further expansion in the population aged 65+. However, while the category continued to experience healthy demand, overall volume growth, which had been recording impressive double-digit growth rates throughout the review period, notably slowed in 2020.
Adult incontinence remains a fairly taboo issue in Morocco and general discussion on the subject remains limited. Nevertheless, there are efforts to increase awareness of the issue through general educational efforts including television programmes which feature doctors discussing the reality of adult incontinence and who offer comfort to those who struggle by reassuring them it is a perfectly normal condition.
The competitive landscape of retail adult incontinence became increasingly consolidated in 2020, with a strong presence of local producers including leaders Novatis and Sancella Moroc. Novatis benefits from the launch of the first incontinence line for adults in Morocco under its Nova “Confort” brand, combined with efficient local manufacturing facilities which enable it to ensure affordable prices for its products.
Demand for retail adult incontinence is predicted to continue to increase in Morocco, with volume growth rates gaining stronger momentum over the course of the forecast period. This will not only be supported by a further increase in the number of Moroccans aged over 65 years, but also an expanding consumer base, as the pandemic is likely to have increased public awareness of general personal hygiene issues.
Increasing education and greater awareness amongst consumers is likely to further help reduce the taboos surrounding adult incontinence and increase sales, although cultural and behavioural changes can take some time to be implemented and take effect. With the efforts of leading local companies such as Novatis, there does appear to be greater discussion and openness around this subject, which will lead to greater awareness and volume sales, although demand will continue to grow from a relatively low level due to the general attitude towards this subject in Morocco.
Light adult incontinence is predicted to record stronger volume growth compared to the moderate/heavy format, as these products continue to penetrate non-specialist retailers where they can be purchased without a prescription. These include larger supermarkets and hypermarkets, as consumers become increasingly comfortable with the idea of using and purchasing light adult incontinence products when they do their regular shopping.
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Understand the latest market trends and future growth opportunities for the Incontinence industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Incontinence research and analysis database.
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