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Country Report

Tissue and Hygiene in

Tissue and Hygiene in Morocco

Apr 2019

US$2,650

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Executive Summary

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Tissue and hygiene records healthy growth in Morocco

Tissue and hygiene recorded strong growth in Morocco in 2018. Amid rising purchasing power among local consumers and the expansion of supermarkets and hypermarkets all over the country, key players are experiencing very healthy value and volume sales growth across various areas like wipes, sanitary protection, and nappies/diapers/pants.

Emergence of ultra-soft/maximum comfort products

Amid growing consumer awareness of tissue and hygiene products in Morocco, consumers are becoming more and more picky and demanding. Companies are responding to this growing trend by launching new products labelled ultra-soft/maximum comfort in different categories like toilet paper, sanitary protection and nappies/diapers.

Novatis Group continues to lead value sales

Novatis Group remained ahead of Procter & Gamble throughout the review period within tissue and hygiene in Morocco. The company offers many popular brands in the country across various areas, with its most popular offering remaining Dalaa, which is very popular in baby wipes and toilet paper.

Modern retailers continue to gain value share

In Morocco, modern retailers continued to gain distribution value share within tissue and hygiene in 2018. The two leading modern retailers in the country, Marjane and Carrefour, are expanding their number of outlets in a race to gain sales share, with all key players in this area benefiting from the increasing availability of their products and expansion of their local customer base.

Tissue and hygiene set to record strong growth

Over the forecast period, tissue and hygiene is expected to post strong growth thanks to growing consumer awareness of such products. Additionally, penetration in many areas like toilet paper, intimate wipes, sanitary protection and even nappies/diapers is still low compared to neighbouring countries and Europe.

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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

Tissue and hygiene records healthy growth in Morocco

Emergence of ultra-soft/maximum comfort products

Novatis Group continues to lead value sales

Modern retailers continue to gain value share

Tissue and hygiene set to record strong growth

MARKET INDICATORS

Table 1 Birth Rates 2013-2018
Table 2 Infant Population 2013-2018
Table 3 Female Population by Age 2013-2018
Table 4 Total Population by Age 2013-2018
Table 5 Households 2013-2018
Table 6 Forecast Infant Population 2018-2023
Table 7 Forecast Female Population by Age 2018-2023
Table 8 Forecast Total Population by Age 2018-2023
Table 9 Forecast Households 2018-2023

MARKET DATA

Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Away-From-Home Tissue and Hygiene in Morocco

HEADLINES

PROSPECTS

Strong growth expected over forecast period

Rising living standards to drive sales

Improving tourism sector to boost demand

COMPETITIVE LANDSCAPE

Brior continues to lead sales

Novatis Group gaining sales share

AFH tissue continues to see healthy growth

CATEGORY DATA

Table 19 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2013-2018
Table 20 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 21 Sales of Away-From-Home Paper Towels by Type: % Value 2014-2018
Table 22 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2013-2018
Table 23 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2013-2018
Table 24 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2013-2018
Table 25 Sales of Away-From-Home Wipers by Format through Public: % Value 2013-2018
Table 26 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2013-2018
Table 27 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 28 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2018-2023
Table 29 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2018-2023

Nappies/Diapers/Pants in Morocco

HEADLINES

PROSPECTS

Nappies/diapers/pants to record strong growth

Standard nappies/diapers still dominating

Growing demand for ultra-soft products

COMPETITIVE LANDSCAPE

Novatis Groupe continues to lead sales

Local brands dominating sales

New legislation benefiting established key players

CATEGORY DATA

Table 30 Retail Sales of Nappies/Diapers/Pants by Category: Value 2013-2018
Table 31 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2013-2018
Table 32 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2014-2018
Table 33 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2015-2018
Table 34 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2018-2023
Table 35 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2018-2023

Retail Adult Incontinence in Morocco

HEADLINES

PROSPECTS

Positive performance expected over forecast period

Growth limited by cultural factors and low awareness

Limited product variety

COMPETITIVE LANDSCAPE

Novatis Group continues to lead sales

Market expanding in 2018

Advertising remains limited

CATEGORY DATA

Table 36 Sales of Retail Adult Incontinence by Category: Value 2013-2018
Table 37 Sales of Retail Adult Incontinence by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Retail Adult Incontinence: % Value 2014-2018
Table 39 LBN Brand Shares of Retail Adult Incontinence: % Value 2015-2018
Table 40 Forecast Sales of Retail Adult Incontinence by Category: Value 2018-2023
Table 41 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2018-2023

Retail Tissue in Morocco

HEADLINES

PROSPECTS

Retail tissue expected to record strong growth

Scope for growing urbanisation to boost growth

Toilet paper to dominate retail tissue

COMPETITIVE LANDSCAPE

Dalaa remains leading brand in toilet paper

Novatis Group in pole position

Domestic players lead retail tissue sales

CATEGORY DATA

Table 42 Retail Sales of Tissue by Category: Value 2013-2018
Table 43 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 44 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 45 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 46 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 47 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Sanitary Protection in Morocco

HEADLINES

PROSPECTS

Sanitary protection set to record strong growth

Ultra-thin towels with wings poised for rapid sales growth

Standard towels to remain popular

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead sanitary protection

Domestic players gaining ground

Advertising remains key to success

CATEGORY DATA

Table 48 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 49 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 50 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 51 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 52 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 53 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2018-2023

Wipes in Morocco

HEADLINES

PROSPECTS

Wipes set to record strong growth over forecast period

Intimate wipes expected to record strong sales

Baby wipes to continue dominating sales

COMPETITIVE LANDSCAPE

Johnson & Johnson remains in pole position

International players continue leading sales

Fierce competition in baby wipes

CATEGORY DATA

Table 55 Retail Sales of Wipes by Category: Value 2013-2018
Table 56 Retail Sales of Wipes by Category: % Value Growth 2013-2018
Table 57 NBO Company Shares of Retail Wipes: % Value 2014-2018
Table 58 LBN Brand Shares of Retail Wipes: % Value 2015-2018
Table 59 Forecast Retail Sales of Wipes by Category: Value 2018-2023
Table 60 Forecast Retail Sales of Wipes by Category: % Value Growth 2018-2023

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Megatrends

Country Report

Tissue and Hygiene in Morocco

New Report Guarantee

Executive Summary

New Report Guarantee

Tissue and hygiene records healthy growth in Morocco

Emergence of ultra-soft/maximum comfort products

Novatis Group continues to lead value sales

Modern retailers continue to gain value share

Tissue and hygiene set to record strong growth

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

Tissue and hygiene records healthy growth in Morocco

Emergence of ultra-soft/maximum comfort products

Novatis Group continues to lead value sales

Modern retailers continue to gain value share

Tissue and hygiene set to record strong growth

MARKET INDICATORS

MARKET DATA

SOURCES

Away-From-Home Tissue and Hygiene in Morocco

HEADLINES

PROSPECTS

Strong growth expected over forecast period

Rising living standards to drive sales

Improving tourism sector to boost demand

COMPETITIVE LANDSCAPE

Brior continues to lead sales

Novatis Group gaining sales share

AFH tissue continues to see healthy growth

CATEGORY DATA

Nappies/Diapers/Pants in Morocco

HEADLINES

PROSPECTS

Nappies/diapers/pants to record strong growth

Standard nappies/diapers still dominating

Growing demand for ultra-soft products

COMPETITIVE LANDSCAPE

Novatis Groupe continues to lead sales

Local brands dominating sales

New legislation benefiting established key players

CATEGORY DATA

Retail Adult Incontinence in Morocco

HEADLINES

PROSPECTS

Positive performance expected over forecast period

Growth limited by cultural factors and low awareness

Limited product variety

COMPETITIVE LANDSCAPE

Novatis Group continues to lead sales

Market expanding in 2018

Advertising remains limited

CATEGORY DATA

Retail Tissue in Morocco

HEADLINES

PROSPECTS

Retail tissue expected to record strong growth

Scope for growing urbanisation to boost growth

Toilet paper to dominate retail tissue

COMPETITIVE LANDSCAPE

Dalaa remains leading brand in toilet paper

Novatis Group in pole position

Domestic players lead retail tissue sales

CATEGORY DATA

Sanitary Protection in Morocco

HEADLINES

PROSPECTS

Sanitary protection set to record strong growth

Ultra-thin towels with wings poised for rapid sales growth

Standard towels to remain popular

COMPETITIVE LANDSCAPE

Procter & Gamble continues to lead sanitary protection

Domestic players gaining ground