Executive Summary

Apr 2019
PROSPECTS
Sanitary protection set to record strong growth

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.

Ultra-thin towels with wings poised for rapid sales growth

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.

Standard towels to remain popular

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.

COMPETITIVE LANDSCAPE
Procter & Gamble continues to lead sanitary 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.

Domestic players gaining ground

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.

Advertising remains key to success

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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Sanitary Protection in Morocco

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sanitary Protection 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 Sanitary Protection industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sanitary Protection in Morocco market research report includes:

  • Analysis of key supply-side and demand trends  
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sanitary Protection in Morocco?
  • What are the major brands in Morocco?
  • What are the key new product launches in the sanitary protection market?

Why buy this report?

  • 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

This industry report originates from Passport, our Tissue and Hygiene market research database.

Sanitary Protection in Morocco - Category analysis

HEADLINES

PROSPECTS

Sanitary protection set to record strong growth
Ultra-thin towels with wings poised for rapid sales growth
Standard towels to remain popular

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead sanitary protection
Domestic players gaining ground
Advertising remains key to success

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Tissue and Hygiene in Morocco - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene records healthy growth in Morocco
Emergence of ultra-soft/maximum comfort products
Novatis Group continues to lead value sales
Modern retailers continue to gain value share
Tissue and hygiene set to record strong growth

MARKET INDICATORS

Table 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources