A major overarching trend in 2022 is that of global inflation leading to price hikes across different categories. Whilst this supports value growth, in some cases volume is being impacted by consumers lower spending power in the inflationary environment, thus favouring lower-priced local players and private labels.
The analyst's Tissue and Hygiene in Morocco report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
The analyst's Tissue and Hygiene in Morocco report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2018-2022, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Tissue and Hygiene market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
TISSUE AND HYGIENE IN MOROCCOEXECUTIVE SUMMARY
- Tissue and hygiene in 2022: The big picture
- 2022 key trends
- Competitive landscape
- Retailing developments
- What next for tissue and hygiene?
- Table 1 Birth Rates 2017-2022
- Table 2 Infant Population 2017-2022
- Table 3 Female Population by Age 2017-2022
- Table 4 Total Population by Age 2017-2022
- Table 5 Households 2017-2022
- Table 6 Forecast Infant Population 2022-2027
- Table 7 Forecast Female Population by Age 2022-2027
- Table 8 Forecast Total Population by Age 2022-2027
- Table 9 Forecast Households 2022-2027
- Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
- Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022
- Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2018-2022
- Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2019-2022
- Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2017-2022
- Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2017-2022
- Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2022
- Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2022-2027
- Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2022-2027
SOURCES
- Summary 1 Research Sources
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Growing awareness of sanitary protection helps to boost sales
- Eco-concerns about disposable products, and health concerns about dioxins also on the rise
- Procter & Gamble’s Always maintains its lead, with Mia from local player Novatis hot on its heels
- Alternative products such as menstrual pants expected to grow
- Organic options also expected to become more popular, with Mia and Nana already promoting 100% cotton variants
- Players will try to limit unit price hikes, whilst tampons are expected to remain niche
- Table 19 Retail Sales of Sanitary Protection by Category: Value 2017-2022
- Table 20 Retail Sales of Sanitary Protection by Category: % Value Growth 2017-2022
- Table 21 Retail Sales of Tampons by Application Format: % Value 2017-2022
- Table 22 NBO Company Shares of Retail Sanitary Protection: % Value 2018-2022
- Table 23 LBN Brand Shares of Retail Sanitary Protection: % Value 2019-2022
- Table 24 Forecast Retail Sales of Sanitary Protection by Category: Value 2022-2027
- Table 25 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Category faces challenges due to falling birth rates and rising prices
- Concerns about dioxins also influence trends in nappies/diapers/pants
- Local player Novatis Group maintains its strong lead, thanks to brand loyalty arising from its many efforts
- Ongoing challenges for nappies/diapers in the face of further birth rate declines
- Growing eco-awareness influences ongoing trends
- Novatis expected to maintain its place, although its lower-priced brands will face competition from longer-lasting alternatives
- Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2017-2022
- Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2017-2022
- Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2018-2022
- Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2019-2022
- Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2022-2027
- Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Strong value and volume growth supported by ageing population and growing awareness of the benefits of such products
- Still much scope for growth, with moderate/heavy incontinence being the best performer
- Demand remains relatively low, with sales spread between the two top brands of Tena and Nova
- Ageing population and rising awareness to drive steady growth
- Improvements in distribution and wider offers needed to reach more consumers
- Online channels will remain important for shy consumers
- Table 32 Sales of Retail Adult Incontinence by Category: Value 2017-2022
- Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2017-2022
- Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2018-2022
- Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2019-2022
- Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2022-2027
- Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Rising awareness of personal hygiene and an ever-expanding range of options fuel sales in wipes
- Baby wipes caters to a solid consumer base, with multi-use properties at affordable prices
- Despite solid sales, some challenges still remain for wipes - from eco-awareness to budgetary constraints
- Eco-friendly trends will drive developments, such as seen with the emergence of washable wipes
- Wipes likely to face more threats over the forecast period
- Sales patterns will be influenced by cross-category trends and mass distribution expansion
- Table 38 Retail Sales of Wipes by Category: Value 2017-2022
- Table 39 Retail Sales of Wipes by Category: % Value Growth 2017-2022
- Table 40 NBO Company Shares of Retail Wipes: % Value 2018-2022
- Table 41 LBN Brand Shares of Retail Wipes: % Value 2019-2022
- Table 42 Forecast Retail Sales of Wipes by Category: Value 2022-2027
- Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Skyrocketing prices caused by global paper shortage stimulates value growth in tissue
- Private labels benefit from low levels of brand loyalty in retail tissue
- Retail tissue’s sustained growth whets the appetite of new players
- Enriched, skin-kind, and eco-friendly innovations expected to continue
- Eco trends and budgetary pressures set to create some challenges
- Private label set to gain a greater presence over the forecast period
- Table 44 Retail Sales of Tissue by Category: Value 2017-2022
- Table 45 Retail Sales of Tissue by Category: % Value Growth 2017-2022
- Table 46 NBO Company Shares of Retail Tissue: % Value 2018-2022
- Table 47 LBN Brand Shares of Retail Tissue: % Value 2019-2022
- Table 48 Forecast Retail Sales of Tissue by Category: Value 2022-2027
- Table 49 Forecast Retail Sales of Tissue by Category: % Value Growth 2022-2027
KEY DATA FINDINGS
2022 DEVELOPMENTS
- Away-from-home tissue and hygiene recovers as society reopens following the pandemic restrictions
- Subcategory sales vary based on differing trends
- Local companies maintain a strong foothold in AFH tissue, with the majority of sales based on price
- Design innovations could stimulate sales in subcategories such as napkins
- Adult incontinence products expected to register ongoing growth
- Tough economic conditions will favour demand for low-priced products
- Table 50 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
- Table 51 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022
- Table 52 Sales of Away-From-Home Paper Towels by Type: % Value 2017-2022
- Table 53 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2017-2022
- Table 54 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2022
- Table 55 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2022-2027
- Table 56 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2022-2027