The wipes category is seeing increased penetration as Moroccan consumers appreciate the convenience and hygiene offered by these products. The emergence of COVID-19 and the subsequent lockdown resulted in many consumers placing a greater priority on sanitising their homes and boosted awareness of the need for improved personal hygiene, driving demand for all purpose cleaning wipes, general purpose wipes and facial cleansing wipes.
Within personal wipes, baby wipes and facial cleansing wipes are currently the most often purchased formats. Baby wipes is the most developed category, with products offered at all price points.
Procter & Gamble retained its leading position within wipes in 2021. The company’s success can mainly be attributed to its strong position within baby wipes, where it holds a clear lead over second-placed, Novatis.
Wipes overall is forecast to continue growing strongly over the forecast period. Growth will be fuelled by the general trend in Morocco for middle- and upper-income consumers to spend more on baby/child specific products.
Wipes is set to face more threats to its growth during the forecast period, including the low birth rate which will lead to fewer children, especially amongst upper- and middle-income consumers, and adversely affect sales of baby wipes. Moreover, the tough economic environment will likely slow down the category’s development, with consumer price-sensitivity remaining a major hindrance to growth.
The COVID-19 crisis increased the use of general purpose wipes across the Moroccan population, including amongst male consumers who may not traditionally have used these products – at least not as regularly as women. 2021/2022 will see further notable volume growth for general purpose wipes, which can be conveniently carried in bags in smaller formats for hand cleaning and general disinfection.
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Understand the latest market trends and future growth opportunities for the Wipes 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.
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This is the aggregation of personal wipes and household cleaning wipesSee All of Our Definitions
This report originates from Passport, our Wipes research and analysis database.
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