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Tissue and Hygiene in Morocco

March 2021
USD 2,650
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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

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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  • 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 report originates from Passport, our Tissue and Hygiene research and analysis database.

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