Pet Food And Pet Care Products in Morocco
Euromonitor International's Pet Food And Pet Care Products in Morocco market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, 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, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 56 | Publication date: Oct 2007
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Dog and cat food; Dog and cat food by price platform (excl treats and mixers); Dog and cat food by price platform (incl treats and mixers); Dog and cat food by type (excl treats and mixers); Other pet food; Pet care products
Executive summary
Pet ownership growing particularly among urban middle and upper classes
The pet population in Morocco has grown by over 3% over the last five years. This steady growth has been driven by increased pet ownership among particular consumer groups, namely urban middle and upper-income households and the growing community of foreign expatriates that now live in the country. The expanding middle and upper classes are influenced less by traditional religious beliefs, are increasingly keen to adopt Western-style habits and have higher disposable incomes. Pet ownership is also seen as a status symbol.
Religious, cultural and economic factors continue to limit growth
Although pet ownership is growing in Morocco, it continues to be relatively low due to a number of religious, cultural and economic factors. Islamic tradition continues to restrict dog ownership as dogs are seen as unclean and Muslims are required to wash before preying if they have come into contact with a dog. Despite this, dogs remain the most popular pet, but many are kept outside as guard dogs rather than as household pets. Morocco does not have a cultural tradition of pet keeping; traditionally animals have been seen as providing food or for the work they can do. In addition, many Moroccans cannot afford to keep a pet.
Changes in feeding habits driven by higher disposable income and a growing demand for convenience
Unpackaged and non-prepared food continue to dominate pet food, primarily because it is cheaper than using packaged, prepared food, but also because many Moroccan pet owners are used to feeding their pets scraps, leftovers or non-prepared food. However, the review period has seen sales of packaged, prepared food grow as some consumers switched from non-prepared food and new pet owners adopted packaged food from the outset. This trend is particularly noticeable among middle and upper-income consumers, where levels of pet ownership are growing the fastest. These consumers have the disposable income to purchase packaged food and prefer the added convenience.
Dogs remain the most popular pet thanks to their role as guard dogs
Despite Islamic religious beliefs that dogs are unclean animals, they are the most popular type of pet in Morocco. Dogs account for around 67% of the pet population, and dog food sales account for 58% of pet food/care sales by value. Traditionally dogs have been kept for their role as guard dogs and they continue to be popular because of this. More recently, dogs have also become popular pets among urban middle and upper-income consumers, who are keen to adopt Western-style habits. These consumer groups keep dogs for security reasons, but they have also begun to keep smaller dogs as household pets. Ownership of such dogs is often seen as a status symbol.
Multinationals dominate with little expected activity from local players
Imported products form multinational producers continue to dominate, with no significant local players present in any sector over the review period. Given the limited size of the market, no significant new players are expected to enter within the next few years.
Steady growth forecast
It is expected that pet food and pet care products will continue to post strong and steady growth as pet ownership continues to grow slowly. With disposable incomes set to improve further and the community of foreign expatriates continuing to expand, the gradual shift to packaged, prepared food will continue. Pet care products is forecast to show the strongest growth. As Moroccan pet owners start to become aware of the range and benefits of products available they will spend more on the health and wellness of their pets.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Pet ownership growing particularly among urban middle and upper classes
Religious, cultural and economic factors continue to limit growth
Changes in feeding habits driven by higher disposable income and a growing demand for convenience
Dogs remain the most popular pet thanks to their role as guard dogs
Multinationals dominate with little expected activity from local players
Steady growth forecast
KEY TRENDS AND DEVELOPMENTS
Increasing adoption of Western lifestyles among the middle and upper classes sees pet ownership grow
Economic and social changes drive changes in feeding habits
Cats becoming increasingly popular although dogs remain the most popular pets due to their role as guard dogs
Wider availability boosts sales of cat and dog food
MARKET INDICATORS
Table 1 Pet Populations 2002-2007
MARKET DATA
Table 2 Retail Sales of Pet Food and Pet Care Products by Sector: Volume 2002-2007
Table 3 Retail Sales of Pet Food and Pet Care Products by Sector: Value 2002-2007
Table 4 Retail Sales of Pet Food and Pet Care Products by Sector: %Volume Growth 2002-2007
Table 5 Retail Sales of Pet Food and Pet Care Products by Sector: %Value Growth 2002-2007
Table 6 Dog and Cat Food Company Shares 2002-2006
Table 7 Dog and Cat Food Brand Shares 2003-2006
Table 8 Penetration of Private Label by Sector 2002-2006
Table 9 Retail Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2007
Table 10 Retail Sales of Dog and Cat Food by Distribution Format: % Analysis 2007
Table 11 Forecast Retail Sales of Pet Food and Pet Care Products by Sector: Value 2007-2012
Table 12 Forecast Retail Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
AUCHAN GROUP SA - PET FOOD AND PET CARE PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Auchan Group SA: Key Facts
Summary 3 Auchan Group SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Auchan Group SA: Competitive Position 2006
JESSY DIFFUSION SA - PET FOOD AND PET CARE PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Jessy Diffusion SARL: Key Facts
Summary 6 Jessy Diffusion SARL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
MASTERFOODS MOROCCO - PET FOOD AND PET CARE PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Masterfoods Morocco: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 Masterfoods Morocco: Competitive Position 2006
DOG FOOD IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 13 Dog Owning Households: % Analysis 2002/2007
Table 14 Dog Population 2002-2007
Table 15 Dog Food Prepared vs Non-prepared Gap: % Analysis 2002-2007
SECTOR DATA
Table 16 Retail Sales of Dog Food by Type: Value 2002-2007
Table 17 Retail Sales of Dog Food by Type: % Value Growth 2002-2007
Table 18 Retail Sales of Premium Dog Food: Value 2002-2007
Table 19 Dog Food Company Shares 2002-2006
Table 20 Dog Food Brand Shares 2003-2006
Table 21 Dog Treats Brand Shares 2003-2006
Table 22 Forecast Retail Sales of Dog Food by Type: Value 2007-2012
Table 23 Forecast Retail Sales of Dog Food by Type: % Value Growth 2007-2012
CAT FOOD IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 24 Cat Owning Households: % Analysis 2002/2007
Table 25 Cat Population 2002-2007
Table 26 Cat Food Prepared vs Non-prepared Gap: % Analysis 2002-2007
SECTOR DATA
Table 27 Retail Sales of Cat Food by Type: Value 2002-2007
Table 28 Retail Sales of Cat Food by Type: % Value Growth 2002-2007
Table 29 Retail Sales of Premium Cat Food: Value 2002-2007
Table 30 Cat Food Company Shares 2002-2006
Table 31 Cat Food Brand Shares 2003-2006
Table 32 Forecast Retail Sales of Cat Food by Type: Value 2007-2012
Table 33 Forecast Retail Sales of Cat Food by Type: % Value Growth 2007-2012
OTHER PET FOOD IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 34 Other Pet Population 2002-2007
SECTOR DATA
Table 35 Retail Sales of Other Pet Food by Type: Volume 2002-2007
Table 36 Retail Sales of Other Pet Food by Type: Value 2002-2007
Table 37 Retail Sales of Other Pet Food by Type: % Volume Growth 2002-2007
Table 38 Retail Sales of Other Pet Food by Type: % Value Growth 2002-2007
Table 39 Bird Food Brand Shares 2003-2006
Table 40 Fish Food Brand Shares 2003-2006
Table 41 Forecast Retail Sales of Other Pet Food by Type: Volume 2007-2012
Table 42 Forecast Retail Sales of Other Pet Food by Type: Value 2007-2012
Table 43 Forecast Retail Sales of Other Pet Food by Type: % Volume Growth 2007-2012
Table 44 Forecast Retail Sales of Other Pet Food by Type: % Value Growth 2007-2012
PET CARE PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 45 Retail Sales of Pet Care Products by Type: Value 2002-2007
Table 46 Retail Sales of Pet Care Products by Type: % Value Growth 2002-2007
Table 47 Forecast Retail Sales of Pet Care Products by Type: Value 2007-2012
Table 48 Forecast Retail Sales of Pet Care Products by Type: % Value Growth 2007-2012