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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Morocco

Jun 2020

US$2,650

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Executive Summary

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COVID-19 impact on tissue and hygiene

COVID-19 had little discernible impact on most retail hygiene categories during 2019. However, away-from-home sales of tissue products are expected to have experienced significant declines over the second quarter of 2020, with major implications for growth rates in the category over the course of the year.

COVID-19 country impact

As of 10 May 2020, Morocco had seen around 190 deaths due to COVID-19 and 6,100 cases. A lockdown in Morocco was introduced on 20 March, with only one person per family allowed to leave their home for a list of very limited purposes – buying groceries or medicine and medical visits.

Sales remain strong as demand shifts towards higher quality value-added products

2019 saw tissue and hygiene in Morocco continue to record robust positive growth. Throughout the review period, ongoing development and growth in Morocco’s economy underpinned rising income levels and improvements in living standards for many among the country’s population.

Strong local players compete on an even footing with major multinationals

At the end of the review period, the leading player at industry level in tissue and hygiene was local player Novatis Group SA. The company maintains significant advantages over its major international rivals, not least the very low costs associated with local production and distribution and the increasing preference among Moroccan consumers for local products generally.

The strong performances being recorded across the industry likely to continue

Tissue and hygiene is likely to continue registering positive sales growth over the forecast period. Although the strongest impact of COVID-19 is likely to be felt during the first half of the forecast period, especially in the away-from-home channel, sales in retail hygiene are unlikely to have been seriously disrupted by the changes seen in Moroccan society due to COVID-19.

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Tissue and Hygiene Sample Report Tissue and Hygiene Sample Data

Overview

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.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Morocco for free:

The Tissue and Hygiene 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 Tissue and Hygiene in Morocco?
What are the major brands in Morocco?
What are the most dynamic tissue and hygiene categories?
What are the major markets for tissue products sales?
What are the major markets for hygiene products sales?

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.

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Tissue and Hygiene in Morocco

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Sales remain strong as demand shifts towards higher quality value-added products

Strong local players compete on an even footing with major multinationals

The strong performances being recorded across the industry likely to continue

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 1 Birth Rates 2014-2019
Table 2 Infant Population 2014-2019
Table 3 Female Population by Age 2014-2019
Table 4 Total Population by Age 2014-2019
Table 5 Households 2014-2019
Table 6 Forecast Infant Population 2019-2024
Table 7 Forecast Female Population by Age 2019-2024
Table 8 Forecast Total Population by Age 2019-2024
Table 9 Forecast Households 2019-2024

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

A stable and positive performance as the category continues to develop in 2019

The innovation of the leading brands focuses on health and wellness and ecology

Procter & Gamble remains in the lead as private label generates strong growth

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2014-2019
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2014-2019
Table 21 Retail Sales of Tampons by Application Format: % Value 2014-2019
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2015-2019
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2016-2019
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2019-2024
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2019-2024

Nappies/Diapers/Pants in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Expanding consumer base ensures positive growth despite the faltering birth rate

Value growth supported by premiumisation and preference for value-added products

Local player Novartis group maintains its lead via the Dalaa and Calin brands

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2014-2019
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2014-2019
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2015-2019
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2016-2019
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024

Retail Adult Incontinence in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

The taboos that continue to surround adult incontinence place limits on growth

The growing acceptance of retail adult incontinence encourages new launches

Novatis Group continues to lead sales via its brands Nova and Harmonia

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2014-2019
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2014-2019
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2015-2019
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2016-2019
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024

Wipes in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Positive growth is recorded as consumer interest spreads to a wider range of wipes

Sales of wipes remain dominated by international brands and imported products

Johnson & Johnson leads via its international brands Johnson’s Baby and Carefree

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2014-2019
Table 39 Retail Sales of Wipes by Category: % Value Growth 2014-2019
Table 40 NBO Company Shares of Retail Wipes: % Value 2015-2019
Table 41 LBN Brand Shares of Retail Wipes: % Value 2016-2019
Table 42 Forecast Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2019-2024

Retail Tissue in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Positive growth registered as a retail tissue continues to develop

Novatis Group maintains its position as the leading player in retail tissue

Low price and wide availability remain key to success in the category

2020 AND BEYOND

COVID-19 impact

Affected products within retail tissue

Recovery and opportunities

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2014-2019
Table 45 Retail Sales of Tissue by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Retail Tissue: % Value 2015-2019
Table 47 LBN Brand Shares of Retail Tissue: % Value 2016-2019
Table 48 Forecast Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2019-2024

Away-From-Home Tissue and Hygiene in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Favourable FDI situation and economic development spur growth in foodservice

Local players Brior Industries and Novatis leverage advantages to lead sales

Low service levels in the public sector place limits on sales via institutional channels

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2019
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

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Megatrends

Country Report

Tissue and Hygiene in Morocco

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Sales remain strong as demand shifts towards higher quality value-added products

Strong local players compete on an even footing with major multinationals

The strong performances being recorded across the industry likely to continue

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Tissue and Hygiene in Morocco

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Sales remain strong as demand shifts towards higher quality value-added products

Strong local players compete on an even footing with major multinationals

The strong performances being recorded across the industry likely to continue

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

A stable and positive performance as the category continues to develop in 2019

The innovation of the leading brands focuses on health and wellness and ecology

Procter & Gamble remains in the lead as private label generates strong growth

2020 AND BEYOND

COVID-19 impact

Affected products within sanitary protection

Recovery and opportunities

CATEGORY DATA

Nappies/Diapers/Pants in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Expanding consumer base ensures positive growth despite the faltering birth rate

Value growth supported by premiumisation and preference for value-added products

Local player Novartis group maintains its lead via the Dalaa and Calin brands

2020 AND BEYOND

COVID-19 impact

Affected products within nappies/diapers/pants

Recovery and opportunities

CATEGORY DATA

Retail Adult Incontinence in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

The taboos that continue to surround adult incontinence place limits on growth

The growing acceptance of retail adult incontinence encourages new launches

Novatis Group continues to lead sales via its brands Nova and Harmonia

2020 AND BEYOND

COVID-19 impact

Affected products within retail adult incontinence

Recovery and opportunities

CATEGORY DATA

Wipes in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Positive growth is recorded as consumer interest spreads to a wider range of wipes

Sales of wipes remain dominated by international brands and imported products

Johnson & Johnson leads via its international brands Johnson’s Baby and Carefree

2020 AND BEYOND

COVID-19 impact

Affected products within wipes

Recovery and opportunities

CATEGORY DATA

Retail Tissue in Morocco

HEADLINES

PRE-COVID-19 PERFORMANCE

Positive growth registered as a retail tissue continues to develop

Novatis Group maintains its position as the leading player in retail tissue

Low price and wide availability remain key to success in the category