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Affordability Drives Private-Label Expansion to Capture Value-Conscious Shoppers
In 2025, tissue and hygiene in Morocco demonstrated resilient growth despite ongoing economic pressures, with a rise in retail sales and a pace of private label adoption that outstripped regional peers. The environment is characterised by pronounced price sensitivity, a rapidly shifting competitive structure, and demographic changes that are intensifying demand for specific products such as menstrual care and retail adult incontinence, while dampening prospects for nappies and wipes. The combination of moderate inflation, restrained income growth and a growing but ageing population makes the market attractive for businesses able to deliver compelling value, targeted innovation and channel flexibility, though less so for those reliant on premium pricing or entrenched brand loyalty. To succeed, companies should align their portfolios to serve increasingly value-driven shoppers, embrace both economy and premium private label innovation, respond to the demand for natural and sustainable features and adapt distribution strategies to leverage the enduring strength of small local grocers. Competitive success depends on agility in pricing, product development and channel management, as well as the ability to anticipate evolving shopper priorities and demographic realities.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tissue and Hygiene in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tissue and Hygiene in Morocco?
- Which are the leading brands in Tissue and Hygiene in Morocco?
- How are products distributed in Tissue and Hygiene in Morocco?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Morocco
Affordability Drives Private-Label Expansion to Capture Value-Conscious Shoppers
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Affordability Drives Private-Label Expansion to Capture Value-Conscious Shoppers
Chart 2 Private Label Gains Significant Presence Due to Quality and Low Price
Clean Wellness and Demographic Growth Boost Market Performance
Chart 3 Always Dailies Pantyliners Featuring 100% Organic Topsheet
Sustainability Shapes Natural Innovation
Chart 4 Bebem Diapers Are a Natural-Concept Baby Diaper Brand
Chart 5 Value Sales of Tissue and Hygiene 2020-2030
Chart 6 Value Sales of Tissue and Hygiene by Category 2025
Price-Driven Shoppers Push Brand Strategies Towards Value
Menstrual Care and Adult Incontinence to Drive Future Gains
Chart 7 Analyst Insight for Tissue and Hygiene
Chart 8 Forecast Value Sales of Tissue and Hygiene 2020-2030
Chart 9 Forecast Value Sales of Tissue and Hygiene by Category 2025-2030
Ecp Maroc Accelerates Share Gains as Riaya Industries Consolidates Hygiene Leadership
Chart 10 Company Shares of Tissue and Hygiene 2025
Chart 11 Brand Shares of Tissue and Hygiene 2025
Small Grocers Retain Loyalty as Credit and Single-Unit Sales Drive Demand
Discounters Accelerate Store Rollout to Capture Value-Focused Shoppers
E-Commerce Lags as Proximity and Store Choice Limit Online Gains
Chart 12 Retail Channels for Tissue and Hygiene 2020-2025
Chart 13 Economic Context for Tissue and Hygiene
Chart 14 Real Gdp Growth 2020-2030
Chart 15 Inflation 2020-2030
Chart 16 Consumer Context for Tissue and Hygiene
Chart 17 Population 2020-2030
Chart 18 Consumer Expenditure 2020-2030
Chart 19 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Morocco
Key Data Insights
Fancy Launches Low-Priced Interfold Tissues as Cost Focus Persists
Chart 20 Key Industry Trends for Retail Tissue
Fancy Launches Low-Priced Interfold Tissues as Cost Focus Persists
Chart 21 Fancy Interfold Toilet Tissues Offer a Hygienic and Economical Solution
Papelmatic Eco-Labelled Solutions Attract Premium Hospitality Buyers
Chart 22 Eco-Friendly Labell Papelmatec Tissues a Good Solution for Upper-End Horeca Services
Chart 23 Value Sales of Away-from-Home 2020-2030
Chart 24 Value Sales of Away-from-Home by Category 2025
Hotels and Private Hospitals to Accelerate Switch to Disposable Tissue for Quality and Hygiene Gains
Chart 25 Analyst Insight for Away-from-Home
Chart 26 Forecast Value Sales of Away-from-Home 2020-2030
Chart 27 Forecast Value Sales of Away-from-Home by Category 2025-2030
Horeca Dominates Distribution as Tourism and Outsourcing Drive Channel Growth
Chart 28 Retail Channels for Away-from-Home 2020-2025
Chart 29 Economic Context for Away-from-Home
Chart 30 Real Gdp Growth 2020-2030
Chart 31 Inflation 2020-2030
Chart 32 Consumer Context for Away-from-Home
Chart 33 Population 2020-2030
Chart 34 Consumer Expenditure 2020-2030
Chart 35 Population by Generation 2025
Retail Adult Incontinence in Morocco
Key Data Insights
Nova Expands Access as Lower Prices Boost Usage
Chart 36 Key Industry Trends for Retail Adult Incontinence
Nova Expands Access as Lower Prices Boost Usage
Chart 37 Nova Gained Wider Popularity Thanks to Its Low Price and Massive Promotional Campaigns
Abena Differentiates through Rapid Absorption and Premium Features
Chart 38 Abena's Premium Pants Offer Comfort
Natracare Reshapes Consumer Choices with Eco Focus
Chart 39 Natracare Provides a Natural Alternative
Chart 40 Value Sales of Retail Adult Incontinence 2020-2030
Chart 41 Volume Sales of Retail Adult Incontinence 2020-2030
Chart 42 Value Sales of Retail Adult Incontinence by Category 2025
Nova and Other Low-Cost Brands Forecast to Widen Access as Prices Drop and Demand Rises
Local Companies Shape Competitive Dynamics with New Entrants
Chart 43 Analyst Insight for Retail Adult Incontinence
Chart 44 Forecast Value Sales of Retail Adult Incontinence 2020-2030
Chart 45 Forecast Value Sales of Retail Adult Incontinence by Category 2025-2030
Riaya Industries Leverages Low Prices and Distribution to Consolidate Leadership
Chart 46 Company Shares of Retail Adult Incontinence 2025
Chart 47 Brand Shares of Retail Adult Incontinence 2025
Chemists and Parapharmacies Secure Dominance as Supermarkets Intensify Local Expansion
Retail E-Commerce Remains Marginal as Proximity Drives Offline Purchasing
Chart 48 Retail Channels for Retail Adult Incontinence 2020-2025
Chart 49 Economic Context for Retail Adult Incontinence
Chart 50 Real Gdp Growth 2020-2030
Chart 51 Inflation 2020-2030
Chart 52 Consumer Context for Retail Adult Incontinence
Chart 53 Population 2020-2030
Chart 54 Consumer Expenditure 2020-2030
Chart 55 Population by Generation 2025
Nappies/Diapers/Pants in Morocco
Key Data Insights
Molfix Introduces Umbilical Cord Notch to Revive Newborn Sales
Chart 56 Key Industry Trends for Nappies/Diapers/Pants
Molfix Introduces Umbilical Cord Notch to Revive Newborn Sales
Chart 57 Molfix Launched Newborn Diapers with a Special Umbilical Cord Notch
Bebem Leverages Natural Materials to Attract Eco-Conscious Parents
Chart 58 Bebem Natural Diapers Are a New Natural-Concept Baby Diaper
Huggies Enhances Product Protection to Support Reduced Usage Trends
Chart 59 Huggies Extra Care: Designed to Provide Gentle and Enhanced Skin Protection
Chart 60 Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 61 Volume Sales of Nappies/Diapers/Pants 2020-2030
Chart 62 Value Sales of Nappies/Diapers/Pants by Category 2025
Manufacturers Expected to Shift to Advanced Features as Volume Declines
Brands Poised to Prioritise Innovation and Pricing Tactics to Sustain Profitability
Chart 63 Analyst Insight for Nappies/Diapers/Pants
Chart 64 Forecast Value Sales of Nappies/Diapers/Pants 2020-2030
Chart 65 Forecast Value Sales of Nappies/Diapers/Pants by Category 2025-2030
Riaya Industries Strengthens Lead through Pricing and New Launches
Chart 66 Company Shares of Nappies/Diapers/Pants 2025
Chart 67 Brand Shares of Nappies/Diapers/Pants 2025
Small Local Grocers Attract Credit-Seeking Shoppers as Modern Retail Expands
Kazyon and Marjane City Reshape Discounter Retail with Rapid Expansion
E-Commerce Remains Limited as Offline Stores Address Convenience and Price
Chart 68 Retail Channels for Nappies/Diapers/Pants 2020-2025
Chart 69 Economic Context for Nappies/Diapers/Pants
Chart 70 Real Gdp Growth 2020-2030
Chart 71 Inflation 2020-2030
Chart 72 Consumer Context for Nappies/Diapers/Pants
Chart 73 Population 2020-2030
Chart 74 Consumer Expenditure 2020-2030
Chart 75 Population by Generation 2025
Menstrual Care in Morocco
Key Data Insights
Mia by Riaya Drives Affordability With Strategic Bundles
Chart 76 Key Industry Trends for Menstrual Care
Mia by Riaya Drives Affordability With Strategic Bundles
Chart 77 Bundled Packs at Frequent Price Discounts Key to Encourage Bulk Towels Purchases
Modern Convenience Needs Boost Ultra-Thin Towels
Chart 78 Kotex Innovates with Ultra-Thin Pads to Capture Active Lifestyles
Clean Wellness Focus Reshapes Menstrual Care
Chart 79 Always Dailies Pantyliners Featuring a 100% Organic Cotton Topsheet
Chart 80 Value Sales of Menstrual Care 2020-2030
Chart 81 Volume Sales of Menstrual Care 2020-2030
Chart 82 Value Sales of Menstrual Care by Category 2025
Ultra-Thin Towels to See Further Growth as New Users Prioritise Comfort and Flexibility
Local Grocers to Sustain Credit-Driven Access as E-Commerce Lags
Chart 83 Analyst Insight for Menstrual Care
Chart 84 Forecast Value Sales of Menstrual Care 2020-2030
Chart 85 Forecast Value Sales of Menstrual Care by Category 2025-2030
Riaya Industries Widens Lead through Pricing and Innovation
Chart 86 Company Shares of Menstrual Care 2025
Chart 87 Brand Shares of Menstrual Care 2025
Small Local Grocers Maintain Dominance by Enabling Credit-Driven Access
Discounters Channel Expands through New Formats
E-Commerce Remains Marginal as Proximity and Credit Drive In-Person Sales
Chart 88 Retail Channels for Menstrual Care 2020-2025
Chart 89 Economic Context for Menstrual Care
Chart 90 Real Gdp Growth 2020-2030
Chart 91 Inflation 2020-2030
Chart 92 Consumer Context for Menstrual Care
Chart 93 Population 2020-2030
Chart 94 Consumer Expenditure 2020-2030
Chart 95 Population by Generation 2025
Wipes in Morocco
Key Data Insights
Dalaa Drives Affordability to Expand User Base through Price Promotions
Chart 96 Key Industry Trends for Wipes
Dalaa Drives Affordability to Expand User Base through Price Promotions
Chart 97 Dalaa Gained Wider Popularity Thanks to Its Low Price and Massive Promotional Campaigns
Carefree and Nova Target New Users with Premium and Niche Launches
Chart 98 Corine De Farme Wipes
Molfix and Corine De Farme Capture Eco-Conscious Shoppers with Plant-Based Innovations
Chart 99 Molfix Water Fresh Clean Wipes Provides a Natural Alternative to Conventional Wipes
Chart 100 Value Sales of Wipes 2020-2030
Chart 101 Value Sales of Wipes by Category 2025
Quality-Focused Parents to Drive Innovation as Affordability Remains Key
Personal Wipes Expected to Sustain Dominance as Baby-Focused Launches Accelerate
Supermarkets and Traditional Grocers to Shape Access as E-Commerce Stalls
Chart 102 Analyst Insight for Wipes
Chart 103 Forecast Value Sales of Wipes 2020-2030
Chart 104 Forecast Value Sales of Wipes by Category 2025-2030
Riaya Industries Leverages Product Range and Promotions to Reinforce Lead
Chart 105 Company Shares of Wipes 2025
Chart 106 Brand Shares of Wipes 2025
Small Local Grocers Retain Dominance by Enabling Credit and Proximity
Discounters Accelerate Expansion as New Entrants Reshape Value Proposition
Chart 107 Retail Channels for Wipes 2020-2025
Chart 108 Economic Context for Wipes
Chart 109 Real Gdp Growth 2020-2030
Chart 110 Inflation 2020-2030
Chart 111 Consumer Context for Wipes
Chart 112 Population 2020-2030
Chart 113 Consumer Expenditure 2020-2030
Chart 114 Population by Generation 2025
Retail Tissue in Morocco
Key Data Insights
Affordability, Innovation and Growth Drive Market Expansion
Chart 115 Key Industry Trends for Retail Tissue
Affordability, Innovation and Growth Drive Market Expansion
Chart 116 Marjane Paper Towel Combines Quality and Low Price
Toilet Paper Use Outpaces Traditional Habits as Demand for Premiumisation Rises
Chart 117 Eco-Friendly Labell Ph Écologique Toilet Paper Made From Recycled Fibres
Chart 118 Value Sales of Retail Tissue 2020-2030
Chart 119 Volume Sales of Retail Tissue 2020-2030
Supermarkets and Private Label to Drive Bulk Buying and Innovation
Toilet Paper Set to Maintain Dominance as Paper Towels Accelerate
Brand Loyalty to Decline as Innovation and Price Competition Intensify
Chart 120 What's Next? for Retail Tissue
Chart 121 Forecast Value Sales of Retail Tissue 2020-2030
Chart 122 Forecast Value Sales of Retail Tissue by Category 2025-2030
Ecp Maroc Consolidates Position through Jeesr Industries Acquisition
Chart 123 Company Shares of Retail Tissue 2025
Chart 124 Brand Shares of Retail Tissue 2025
Small Local Grocers Retain Shoppers as Supermarkets Close the Gap
Chart 125 Retail Channels for Retail Tissue 2020-2025
Chart 126 Economic Context for Retail Tissue
Chart 127 Real Gdp Growth 2020-2030
Chart 128 Inflation 2020-2030
Chart 129 Consumer Context for Retail Tissue
Chart 130 Population 2020-2030
Chart 131 Consumer Expenditure 2020-2030
Chart 132 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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