Across the forecast period, retail adult incontinence products will continue to showcase strong retail volume growth, boosted by Morocco's ageing population and rising awareness of these goods. The use of incontinence products increases with age, typically affecting Moroccan residents above the age of 65 years.
Due to the limited size of the incontinence products category, producers are not expected to focus on adding value through additional features during the forecast period, nor are they expected to engage in consumer education campaigns about the use of their products. Instead, players are expected to decrease prices to enable more consumers to purchase incontinence products on a regular basis.
Adult incontinence products is a fairly concentrated landscape, dominated by Novatis Group and Sancella Maroc. While the latter has a presence in the premium segment, thanks to its Tena brand, Novatis Group is focused on price discounts and multipack offers to boost its volume sales.
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Understand the latest market trends and future growth opportunities for the Retail Adult Incontinence industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail Adult Incontinence
Includes a variety of protective products for different levels of bladder or bowl adult incontinence. Products with different levels of absorbency are covered, including pads, pants/protective underwear, briefs, undergarments and pant/pad systems.
See All of Our DefinitionsThis report originates from Passport, our Retail Adult Incontinence research and analysis database.
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