Sanitary protection continued to show significant growth in the Moroccan market in 2021. The rise in sales was driven by changes in perception and awareness, along with the expanding geographic coverage of sanitary protection products.
The increase in household penetration of sanitary protection shows mainly that a majority of new consumers go straight to standard towels, which recorded the fastest growth in 2021. Consumers who had previously never used such products, generally preferring traditional sanitary protection methods, began opting for packaged standard towels due to price-consciousness.
Procter & Gamble Morocco overtook Brior SA to regain the leading position in sanitary protection in 2021. Its brand Always is perceived as offering both good quality and value for money, and enjoys widespread brand-loyalty, which ensures the success of the new formats and product types launched under the Always name.
Sanitary protection is expected to see ongoing retail volume and value growth over the forecast period, given the relatively low penetration of these products in Morocco compared to developed markets. In a country where, according Novatis’s survey, less than a third of women use disposable sanitary protection, there is considerable scope for growth, especially amongst low-income consumer groups.
Standard towels will remain popular as the COVID-19 crisis has an enduring economic impact, with high levels of unemployment and reduced consumer spending power leading to further economising over the early part of the forecast period. Manufacturers will find it hard to generate demand for ultra-thin towels given the prevailing economic conditions and the relatively high prices of such products, which make them less affordable to lower-income consumers.
Unit prices are expected to maintain their upward movement due to the rising cost of raw materials such as cotton, as well as increased energy and transportation costs. Manufacturers are, though, expected to work to keep unit price increases marginal as reduced disposable income encourages female consumers to increasingly opt for standard basic towels.
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Understand the latest market trends and future growth opportunities for the Sanitary Protection industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of tampons, towels, and pantyliners. Intimate Wipes are not counted in. To see the market size that combines sanitary protection and intimate wipes, please select Sanitary Protection Including Intimate Wipes.See All of Our Definitions
This report originates from Passport, our Sanitary Protection research and analysis database.
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