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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Morocco

Mar 2021

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Executive Summary

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COVID-19 impact on tissue and hygiene

Retail tissue and hygiene continued to record a strong performance in 2020 due to the home seclusion trend as a result of the pandemic with many Moroccans working and studying remotely during the lockdown. While there was some initial stockpiling for essential products, overall demand for the year remained stable for many categories including retail tissue (with an upturn in sales for facial tissues, benefiting from the preventative health trend), sanitary protection and nappies/diapers/pants, although lower-income consumers who traditionally purchase smaller quantities took to purchasing in bulk to reduce their frequency of visits to retailers.

COVID-19 country impact

It was confirmed that the COVID-19 virus had spread to Morocco on 2 March 2020, when the first COVID-19 case was confirmed in Casablanca. A lockdown was introduced in Morocco 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.

Company response

Local player Novatis Group SA with its popular Dalaa brand retained its overall convincing leadership of tissue and hygiene in value terms in 2020. COVID-19 encouraged the player to invest in its mission to support current and future parents in the context of the health crisis through a series of educational videos to raise awareness among pregnant and lactating women of cultural barriers and best practices in the face of the pandemic.

Retailing shift

Traditionally, wholesalers and retailers expect increased demand for tissue and hygiene products prior to Ramadan as consumers tend to stock up in advance, encouraging distribution channels to increase stock levels on certain items. As Ramadan coincided with the lockdown, suppliers were in a relatively fortunate position of being prepared and already having increased stock levels.

What next for tissue and hygiene?

The pandemic is likely to continue to influence Moroccans’ purchasing decisions in terms of preventative health and increased awareness of the importance of both personal hygiene and the need to maintain stringent cleaning routines in the home. This will drive further demand for personal wipes and all purpose cleaning wipes with antibacterial properties whilst offering greater convenience to consumers who are likely to return to their busy lives over the forecast period.

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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

Company response

Retailing shift

What next for tissue and hygiene?

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2018-2025
Chart 2 Tissue and Hygiene Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Birth Rates 2015-2020
Table 2 Infant Population 2015-2020
Table 3 Female Population by Age 2015-2020
Table 4 Total Population by Age 2015-2020
Table 5 Households 2015-2020
Table 6 Forecast Infant Population 2020-2025
Table 7 Forecast Female Population by Age 2020-2025
Table 8 Forecast Total Population by Age 2020-2025
Table 9 Forecast Households 2020-2025

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2015-2020
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2016-2020
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2017-2020
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2015-2020
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2015-2020
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2020
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2020-2025
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Sanitary Protection in Morocco

KEY DATA FINDINGS

2020 IMPACT

Sanitary protection continues to grow in 2020 with marginal impact from pandemic

Pantyliners continues to record strongest growth rates due to its discreet nature and demand for comfort

Procter & Gamble retains overall dominance while Novatis remains notable domestic producer

RECOVERY AND OPPORTUNITIES

Improved demand from 2021 with category still offering further potential for expansion due to low uptake of disposable sanitary protection in Morocco

Investment in sustainable materials likely to attract environmentally-aware niche of affluent consumers

Further scope for domestic players to enter

CATEGORY DATA

Table 19 Retail Sales of Sanitary Protection by Category: Value 2015-2020
Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2015-2020
Table 21 Retail Sales of Tampons by Application Format: % Value 2015-2020
Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2016-2020
Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2017-2020
Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2020-2025
Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2020-2025

Nappies/Diapers/Pants in Morocco

KEY DATA FINDINGS

2020 IMPACT

No significant impact on demand for nappies/diapers pants in 2020

Local brand Dalaa retains overall dominance in 2020

Procter & Gamble struggles to maintain share in increasingly consolidated landscape

RECOVERY AND OPPORTUNITIES

Slowing demand for nappies/diapers in the face of further declining birth rates

Players set to invest in further premiumisation to add value to category

Expanding target audience essential

CATEGORY DATA

Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2015-2020
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2015-2020
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2016-2020
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2017-2020
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2020-2025
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2020-2025

Retail Adult Incontinence in Morocco

KEY DATA FINDINGS

2020 IMPACT

Despite positive performance in 2020, rate of volume growth slows due to home seclusion trend

Lingering taboos regarding incontinence continue to be addressed

Local players lead consolidated competitive landscape with attractive prices

RECOVERY AND OPPORTUNITIES

Further growth predicted driven by ageing population

Further efforts to reduce associated taboos likely to drive sales

Light adult incontinence to benefit from expanding distribution and discreet nature

CATEGORY DATA

Table 32 Sales of Retail Adult Incontinence by Category: Value 2015-2020
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2015-2020
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2016-2020
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2017-2020
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2020-2025
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2020-2025

Wipes in Morocco

KEY DATA FINDINGS

2020 IMPACT

Greater focus on personal hygiene and stringent cleaning in the home drive demand for wipes in 2020

Baby wipes retains dominance due to affordability and versatility

Johnson & Johnson retains overall leadership due to strength in baby wipes

RECOVERY AND OPPORTUNITIES

Wipes set to continue to grow due to rising hygiene awareness

Baby wipes will retain popularity but niche areas have potential to expand

General purpose wipes could expand consumer reach

CATEGORY DATA

Table 38 Retail Sales of Wipes by Category: Value 2015-2020
Table 39 Retail Sales of Wipes by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Retail Wipes: % Value 2016-2020
Table 41 LBN Brand Shares of Retail Wipes: % Value 2017-2020
Table 42 Forecast Retail Sales of Wipes by Category: Value 2020-2025
Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2020-2025

Retail Tissue in Morocco

KEY DATA FINDINGS

2020 IMPACT

Stable demand for retail tissue during pandemic

Good value/quality ratio remains important to Moroccans

Consolidated competitive landscape dominated by domestic players

RECOVERY AND OPPORTUNITIES

Positive but slowing demand for retail tissue in 2021 due to weak consumer sentiment

Rising urbanisation to support toilet paper’s further expansion

Volume to continue outperforming value growth due to preference for affordable domestic retail tissue

CATEGORY DATA

Table 44 Retail Sales of Tissue by Category: Value 2015-2020
Table 45 Retail Sales of Tissue by Category: % Value Growth 2015-2020
Table 46 NBO Company Shares of Retail Tissue: % Value 2016-2020
Table 47 LBN Brand Shares of Retail Tissue: % Value 2017-2020
Table 48 Forecast Retail Sales of Tissue by Category: Value 2020-2025
Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2020-2025

Away-From-Home Tissue and Hygiene in Morocco

KEY DATA FINDINGS

2020 IMPACT

Significant declines for AFH tissue with closure of horeca and limited tourism due to pandemic

Sustainability and customisation notable trends pre-pandemic

Dislog could offer competition to leading players over forecast period

RECOVERY AND OPPORTUNITIES

Away-from-home tissue likely to fully recover despite further declines in 2021

Tourism will remain important contributor to recovery of AFH tissue through horeca

Greater hygiene awareness offers opportunities for AFH napkins

CATEGORY DATA

Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2015-2020
Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2015-2020
Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2020
Table 53 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2015-2020
Table 54 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2015-2020
Table 55 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2015-2020
Table 56 Sales of Away-From-Home Wipers by Format through Public: % Value 2015-2020
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2015-2020
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 2020-2025
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2020-2025

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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

Company response

Retailing shift

What next for tissue and hygiene?

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

Company response

Retailing shift

What next for tissue and hygiene?

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Sanitary Protection in Morocco

KEY DATA FINDINGS

2020 IMPACT

Sanitary protection continues to grow in 2020 with marginal impact from pandemic

Pantyliners continues to record strongest growth rates due to its discreet nature and demand for comfort

Procter & Gamble retains overall dominance while Novatis remains notable domestic producer

RECOVERY AND OPPORTUNITIES

Improved demand from 2021 with category still offering further potential for expansion due to low uptake of disposable sanitary protection in Morocco

Investment in sustainable materials likely to attract environmentally-aware niche of affluent consumers

Further scope for domestic players to enter

CATEGORY DATA

Nappies/Diapers/Pants in Morocco

KEY DATA FINDINGS

2020 IMPACT

No significant impact on demand for nappies/diapers pants in 2020

Local brand Dalaa retains overall dominance in 2020

Procter & Gamble struggles to maintain share in increasingly consolidated landscape

RECOVERY AND OPPORTUNITIES

Slowing demand for nappies/diapers in the face of further declining birth rates

Players set to invest in further premiumisation to add value to category

Expanding target audience essential

CATEGORY DATA

Retail Adult Incontinence in Morocco

KEY DATA FINDINGS

2020 IMPACT

Despite positive performance in 2020, rate of volume growth slows due to home seclusion trend

Lingering taboos regarding incontinence continue to be addressed

Local players lead consolidated competitive landscape with attractive prices

RECOVERY AND OPPORTUNITIES

Further growth predicted driven by ageing population

Further efforts to reduce associated taboos likely to drive sales

Light adult incontinence to benefit from expanding distribution and discreet nature

CATEGORY DATA

Wipes in Morocco

KEY DATA FINDINGS

2020 IMPACT

Greater focus on personal hygiene and stringent cleaning in the home drive demand for wipes in 2020

Baby wipes retains dominance due to affordability and versatility

Johnson & Johnson retains overall leadership due to strength in baby wipes

RECOVERY AND OPPORTUNITIES

Wipes set to continue to grow due to rising hygiene awareness

Baby wipes will retain popularity but niche areas have potential to expand

General purpose wipes could expand consumer reach

CATEGORY DATA

Retail Tissue in Morocco

KEY DATA FINDINGS

2020 IMPACT

Stable demand for retail tissue during pandemic

Good value/quality ratio remains important to Moroccans

Consolidated competitive landscape dominated by domestic players