Retail sales of tissue and hygiene products in Morocco grew by 6% in current value terms in 2024, reaching MAD 7.85 billion. Following a period of skyrocketing inflation, which peaked at 10% in February 2023, driven by external shocks such as the war in Ukraine and elevated food prices, it eased to low single digits, reflecting greater economic stability.
Euromonitor International'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 2020-2024, 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 2029 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.
- Tissue and Hygiene in Morocco
- Euromonitor International
- March 2025
- List Of Contents And Tables
- TISSUE AND HYGIENE IN MOROCCO
- EXECUTIVE SUMMARY
- Tissue and hygiene in 2024: The big picture
- 2024 key trends
- Competitive landscape
- Retail developments
- What next for tissue and hygiene?
- MARKET INDICATORS
- Table 1 Birth Rates 2019-2024
- Table 2 Infant Population 2019-2024
- Table 3 Female Population by Age 2019-2024
- Table 4 Total Population by Age 2019-2024
- Table 5 Households 2019-2024
- Table 6 Forecast Infant Population 2024-2029
- Table 7 Forecast Female Population by Age 2024-2029
- Table 8 Forecast Total Population by Age 2024-2029
- Table 9 Forecast Households 2024-2029
- MARKET DATA
- Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
- Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
- Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
- Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
- Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
- Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
- Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
- Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
- Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
- DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- MENSTRUAL CARE IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Rising awareness and accessibility drive growth in menstrual care
- Novatis strengthens its leadership through focus on competitive pricing
- Small local grocers dominate menstrual care sales
- PROSPECTS AND OPPORTUNITIES
- Robust growth anticipated for menstrual care
- E-commerce will remain a niche channel
- New launches will focus on enhanced comfort and protection
- CATEGORY DATA
- Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
- Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
- Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
- Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
- Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
- Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
- Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
- NAPPIES/DIAPERS/PANTS IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Modest growth amid declining birth rate
- Novatis leads the market while Hayat Morocco gains momentum
- Small local grocers remain dominant
- PROSPECTS AND OPPORTUNITIES
- Modest growth expected amid ongoing challenges
- E-commerce will fail to gain traction in light of competition from traditional retail
- Increased focus on high-performance offerings
- CATEGORY DATA
- Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
- Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
- Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
- Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
- Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
- Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
- RETAIL ADULT INCONTINENCE IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Ageing population, improved awareness and greater product availability are key drivers of growth
- Novatis maintains its leadership
- Health and beauty specialists lead distribution but supermarkets gain ground
- PROSPECTS AND OPPORTUNITIES
- Steady growth projected amid ageing population
- Physical retailers will continue to dominate sales
- Little focus on innovation
- CATEGORY DATA
- Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
- Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
- Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
- Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
- Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
- Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
- WIPES IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Positive growth, fuelled by demand for convenience and hygiene
- Novatis consolidates its lead through affordable pricing
- Traditional grocers dominate sales
- PROSPECTS AND OPPORTUNITIES
- Wipes set for steady growth, driven by rising health awareness and increased spending on baby-specific products
- E-commerce will have limited appeal
- Rising demand for quality will drive innovation in baby wipes
- CATEGORY DATA
- Table 38 Retail Sales of Wipes by Category: Value 2019-2024
- Table 39 Retail Sales of Wipes by Category: % Value Growth 2019-2024
- Table 40 NBO Company Shares of Retail Wipes: % Value 2020-2024
- Table 41 LBN Brand Shares of Retail Wipes: % Value 2021-2024
- Table 42 Forecast Retail Sales of Wipes by Category: Value 2024-2029
- Table 43 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
- RETAIL TISSUE IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Steady growth for retail tissue, driven by expanding consumer base
- Pandoo benefits from heavy promotions
- Small local grocers hold sway
- PROSPECTS AND OPPORTUNITIES
- Retail tissue products will see increasing penetration
- Supermarkets to drive growth through proximity retailing
- Players will focus on innovation
- CATEGORY DATA
- Table 51 Retail Sales of Tissue by Category: Value 2019-2024
- Table 52 Retail Sales of Tissue by Category: % Value Growth 2019-2024
- Table 53 NBO Company Shares of Retail Tissue: % Value 2020-2024
- Table 54 LBN Brand Shares of Retail Tissue: % Value 2021-2024
- Table 55 Forecast Retail Sales of Tissue by Category: Value 2024-2029
- Table 56 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
- AWAY-FROM-HOME TISSUE AND HYGIENE IN MOROCCO
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Booming tourism industry boosts AFH tissue sales
- AFH adult incontinence sees continued dynamism
- Premium offerings gain traction
- PROSPECTS AND OPPORTUNITIES
- Strong growth ahead for AFH tissue and hygiene, driven by tourism and enhanced hygiene standards
- Horeca outlets will remain dominant contributors to sales
- International players to embrace premiumisation
- CATEGORY DATA
- Table 44 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
- Table 45 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
- Table 46 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
- Table 47 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
- Table 48 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
- Table 49 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
- Table 50 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029
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