Overall, in Morocco, women are becoming more aware of sanitary protection products thanks to TV advertising and the fast expansion of modern retailers throughout the country. Many women are joining the workforce and thus have more money to spend on sanitary protection products.
Over the forecast period, it is expected that ultra-thin towels with wings will grow at a rapid rate. This is mainly because such products are more comfortable and practical.
In Morocco, many women, especially in rural areas, still use standard towels as they are cheap and widely distributed through various small grocery retailers. Additionally, there is a common consensus among rural women that standard towels offer maximum protection.
The largely known and popular Always brand enables Procter & Gamble to remain ahead of the competition in sanitary protection. Consumers are highly aware of the Always brand throughout the country thanks to strong advertising and promotional activities through different channels.
Key domestic players are becoming more and more competitive in sanitary protection. Companies such as Novatis Groupe, with its Mia brand, are becoming very competitive as they have very deep knowledge about the local market and consumers’ preferences and demand.
All key players in sanitary protection continued to invest in advertising and promotional activities in Morocco in 2018 in order to appeal to a younger audience and thus build a strong and loyal relationship with consumers at a younger age. Most of these brands are advertised via local TV channels in collaboration with some local famous figures, either in Morocco or internationally.
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This industry report originates from Passport, our Tissue and Hygiene market research database.