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: 60 | Publication date: Jan 2010
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Executive summary
Moroccan pet food and pet care products in full expansion
Pet food and pet care products in Morocco registered rapid growth in terms of volume sales and stable growth in terms of value sales in 2009. This was largely driven by a decrease in unit prices which made these products more affordable. Following a trend from Western countries, the pet population continued to grow and owners are becoming more willing to spend money on the well being of their animals.
Impending diversification as pet population continues to grow in 2009
2009 witnessed further growth of the pet population, in particular dogs, as Western pet culture continued to establish itself in Morocco and the number of European immigrants rose. Although tourism was adversely affected by the global economic crisis, with the decreasing numbers of tourists signifying a smaller number of sales of pet food sourced from tourists, especially French tourists who tend to spend a long time on vacation in Morocco and tend to bring their pets with them, prepared pet food continued to grow. This growth is expected to induce a further diversification of the category in the proximate future.
No major shift in the competitive environment
In 2009, the lion’s share of pet food and pet care products remained with Waltham Petfoods Plc and Masterfoods Morocco. Both companies benefit from the wide distribution of their products across the country and through various retail outlets. The strong penetration of their premium brands such as Pedigree, Whiskas and Kitekat contributed to the popularity of both companies whose brands enjoy strong consumer loyalty.
Veterinary clinics and specialised pet shops take share from supermarkets/hypermarkets
Due to an increasing number of customers seeking specialised advice for their pets, veterinary clinics and pet shops continued to gain share, at the expense of supermarkets/hypermarkets in 2009. However, the latter remained, by far, the largest distribution channel. With more space being allocated to a large variety of products at affordable prices, it remains as the most popular outlet for pet food and pets care products among Moroccan and Western pet owners.
Burgeoning growth rates over the forecast period
Volume and value sales of pet food and pet care products are expected to grow over the forecast period, driven by a growing pet population. Increased pet ownership and a widening habit of taking care of the pet is down to several factors. One is that the Westernisation trend is expected to continue, fuelled by the expected rise in the number of Moroccan emigrants returning to their home country with their pets and European pensioners settling in the country. This is expected to coincide with rising income levels in an increasingly urbanised country, rendering more people able to afford pets and prepared food.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Moroccan pet food and pet care products in full expansion
Impending diversification as pet population continues to grow in 2009
No major shift in the competitive environment
Veterinary clinics and specialised pet shops take share from supermarkets/hypermarkets
Burgeoning growth rates over the forecast period
KEY TRENDS AND DEVELOPMENTS
Global credit crunch mildly affects the Moroccan economy
Rising number of Moroccan expatriates and French pensioners settling in the country benefit sales
Domestic production likely to develop due to aggravation of Morocco’s trade deficit
Household spending in Morocco is on the rise
MARKET INDICATORS
Table 1 Pet Populations 2004-2009
MARKET DATA
Table 2 Sales of Pet Food and Pet Care Products by Sector: Volume 2004-2009
Table 3 Sales of Pet Food and Pet Care Products by Sector: Value 2004-2009
Table 4 Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2004-2009
Table 5 Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2004-2009
Table 6 Dog and Cat Food Company Shares 2004-2008
Table 7 Dog and Cat Food Brand Shares 2005-2008
Table 8 Penetration of Private Label by Sector 2003-2008
Table 9 Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2009
Table 10 Sales of Dog and Cat Food by Distribution Format: % Analysis 2009
Table 11 Forecast Sales of Pet Food and Pet Care Products by Sector: Volume 2009-2014
Table 12 Forecast Sales of Pet Food and Pet Care Products by Sector: Value 2009-2014
Table 13 Forecast Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2009-2014
Table 14 Forecast Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2009-2014
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
ANIMAL CONFORT INTERNATIONAL - PET FOOD AND PET CARE PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Animal Confort International: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Animal Confort International: Competitive Position 2009
JESSY DIFFUSION SA - PET FOOD AND PET CARE PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Jessy Diffusion SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Jessy Diffusion: Competitive Position 2008
MASTERFOODS MOROCCO - PET FOOD AND PET CARE PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Masterfoods Morocco: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Masterfoods Morocco: Competitive Position 2008
PET LAND SARL - PET FOOD AND PET CARE PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Pet Land Sarl : Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Pet Land Sarl : Competitive Position 2008
DOG FOOD IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 15 Dog Owning Households: % Analysis 2004-2009
Table 16 Dog Population 2004-2009
Table 17 Dog Food Prepared vs Non-prepared Gap: % Analysis 2004-2009
SECTOR DATA
Table 18 Sales of Dog Food by Type: Value 2004-2009
Table 19 Sales of Dog Food by Type: % Value Growth 2004-2009
Table 20 Sales of Premium Dog Food: Value 2004-2009
Table 21 Dog Food Company Shares 2004-2008
Table 22 Dog Food Brand Shares 2005-2008
Table 23 Dog Treats Brand Shares 2005-2008
Table 24 Forecast Sales of Dog Food by Type: Value 2009-2014
Table 25 Forecast Sales of Dog Food by Type: % Value Growth 2009-2014
CAT FOOD IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Cat Owning Households: % Analysis 2004-2009
Table 27 Cat Population 2004-2009
Table 28 Cat Food Prepared vs Non-prepared Gap: % Analysis 2004-2009
SECTOR DATA
Table 29 Sales of Cat Food by Type: Value 2004-2009
Table 30 Sales of Cat Food by Type: % Value Growth 2004-2009
Table 31 Sales of Premium Cat Food: Value 2004-2009
Table 32 Cat Food Company Shares 2004-2008
Table 33 Cat Food Brand Shares 2005-2008
Table 34 Forecast Sales of Cat Food by Type: Value 2009-2014
Table 35 Forecast Sales of Cat Food by Type: % Value Growth 2009-2014
OTHER PET FOOD IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 36 Other Pet Population 2004-2009
SECTOR DATA
Table 37 Sales of Other Pet Food by Type: Volume 2004-2009
Table 38 Sales of Other Pet Food by Type: Value 2004-2009
Table 39 Sales of Other Pet Food by Type: % Volume Growth 2004-2009
Table 40 Sales of Other Pet Food by Type: % Value Growth 2004-2009
Table 41 Bird Food Brand Shares 2005-2008
Table 42 Fish Food Brand Shares 2005-2008
Table 43 Forecast Sales of Other Pet Food by Type: Volume 2009-2014
Table 44 Forecast Sales of Other Pet Food by Type: Value 2009-2014
Table 45 Forecast Sales of Other Pet Food by Type: % Volume Growth 2009-2014
Table 46 Forecast Sales of Other Pet Food by Type: % Value Growth 2009-2014
PET CARE PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Sales of Pet Care Products by Type: Value 2004-2009
Table 48 Sales of Pet Care Products by Type: % Value Growth 2004-2009
Table 49 Sales of Healthcare Products by Type: % Value Breakdown 2004-2009
Table 50 Forecast Sales of Pet Care Products by Type: Value 2009-2014
Table 51 Forecast Sales of Pet Care Products by Type: % Value Growth 2009-2014