After the outbreak of COVID-19, retail tissue saw an uptick in sales as households placed greater attention on cleaning and sanitisation. For the second consecutive year, most retail tissue categories recorded dynamic growth in 2021, as hygiene-conscious consumers continued to purchase greater amounts of retail tissue.
The COVID-19 pandemic contributed massively to the rise in demand for retail tissue, and sales were sustained in 2021 as the government and health authorities advised citizens to clean their homes and surroundings frequently. However, the post-pandemic economic environment and rising unemployment, which affected the purchasing power of many households, have pivoted many consumers - not only lower income households but also many consumers from all socioeconomic backgrounds - towards economy or private label products across all retail tissue categories.
Tissue has shown sustained growth over the past few years, driven both by changes in consumers’ hygiene habits, and by the ramping up of purchases by healthcare establishments - a trend that is likely to continue in the melting pot of the COVID-19 crisis and given the fear of future epidemics/pandemics. As a result, retail tissue has seen the entry of various players – both local and foreign - amidst rising volume sales.
Retail tissue has plenty of room to grow in the Moroccan market because consumption is yet to reach the levels of developed markets. Toilet paper volume sales are expected to be driven by consumers switching from the traditional habit of using water for cleaning.
Private label will continue to pose a threat to the growth of branded retail tissue products over the forecast period, although there are regulations to limit private label activities. In particular, branded toilet paper, facial tissues and kitchen towels are being threatened by private label alternatives.
Paper towels will see the highest growth in all retail tissue categories, albeit from a low base. Paper towels is a relatively undeveloped category in the Moroccan market, with a very basic range of products on offer.
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Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Retail Tissue research and analysis database.
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