Wipes in Morocco - New Market Report

Wipes posted growth of 11% in current value terms in 2014. The overall performance of wipes is driven mainly by baby wipes. This growth is positive correlated with the fact that the majority of Moroccan consumers find such products easy to use and very effective.

Competitive Landscape

Johnson & Johnson Maroc SA maintained its leading position in wipes in Morocco in 2014 with a 31% value share. Although the company has lost one percentage point in share in 2014, in part to third-ranked K-Dis Sarl, which saw notable growth, the strength of Johnson & Johnson within wipes in Morocco is largely attributed to its presence in baby wipes, where it leads with a 35% value share, achieved through its popular brand Johnson's Baby Skincare. This brand is widely advertised through both French and Arab satellite channels which are aired in Morocco.

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Industry Prospects

The wipes category is expected to post a 9% value CAGR at constant 2014 prices over the forecast period. This growth will be mainly driven by the rising interest in all purpose cleaning wipes, which is set to post a 15% retail volume CAGR, as well as the increasing use of baby wipes. Wipes as a whole is expected to continue to benefit from rising disposable income levels during the forecast period, enabling a growing number of middle-income consumers to afford products in the category, notably baby wipes. The growth of baby wipes, at a retail volume CAGR of 10%, is also expected to be supported by a rise in the number of working mothers and by a stronger focus on hygiene. Moreover, women in Morocco will continue to use baby wipes for other personal purposes, including make-up removal.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes 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 Wipes industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes 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 Wipes in Morocco?
* What are the major brands in Morocco?
* What is the biggest category within household care wipes?

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