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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.
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 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.
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).
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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Incontinence industry in Morocco with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Incontinence industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Tissue and Hygiene market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.