Retail Adult Incontinence in Morocco

PRE-COVID-19 PERFORMANCE

The taboos that continue to surround adult incontinence place limits on growth

Retail adult incontinence continues to struggle to fulfil its potential in Morocco and the simple reason is that any acknowledgment or discussion of incontinence among adults remains very taboo. However, things are changing little by little, thanks mainly to growing health awareness and also to the appearance of numerous doctors on television programmes to speak about the reality of incontinence.

The growing acceptance of retail adult incontinence encourages new launches

As the population of Morocco becomes increasingly open about adult incontinence, the category is experiencing improvements in sales growth, with category players expected to compete more fiercely to capture value share as the category develops during the forecast period. Among the strategies that are being seen in the category are premiumisation, with brands such as Abri Flex Premium, Abri Form Premium, IndaSlip and Tena having been launched towards the end of the review period.

Novatis Group continues to lead sales via its brands Nova and Harmonia

Novatis Group remained the number one local name in retail adult incontinence in Morocco in 2019 via its Nova and Harmonia brands. The company maintains numerous advantages over its numerous international and local rivals due to its highly efficient local manufacturing facilities.

2020 AND BEYOND

COVID-19 impact

Sales of retail adult incontinence are now expected to grow by 8% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is in line with the 8% 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 retail adult incontinence

It is unlikely that there has been any significant variation in the effects of COVID-19 on sales of heavy/moderate adult incontinence or light adult incontinence.

Recovery and opportunities

The longer term is unlikely to see any lasting impact on sales of retail adult incontinence in Morocco due to the advent of COVID-19. However, it is possible that the pandemic has brought the healthcare needs of elderly and infirm people into sharper focus.

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