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: 57 | Publication date: Oct 2008
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
Excellent growth fuelled by many factors
Pet food and pet care products in Morocco grew dynamically over the review period and into 2008. The number of dog and cat owners feeding their pets prepared food is increasing, thanks to more Western lifestyles, which in turn led to growing popularity of prepared pet food. In addition, the rising purchasing power of Moroccans within different social groups played a role in increasing sales of prepared food. The increasing variety of pet food products on sale in Morocco is another factor boosting their popularity. The growing expatriate community living in the country, in addition to the high and rising number of tourists attracted by hunting activities that are mostly organised by tour operators, are also important factors pushing sales of prepared pet food and pet care products, as hunting dogs are mostly fed prepared food.
Private label disappears
In August 2007, Auchan Group sold its 49% share in Marjane hypermarket and ACIMA supermarket for €291 million. The separation of the two groups, Groupe ONA and Auchan Group, marks an end to a distribution cooperation that lasted seven years and makes Groupe ONA the sole owner of Marjane and ACIMA. However, the two parties signed a contract stating that the Auchan private label will continue to be imported from France and delivered to Marjane and ACIMA until June 2008. Consequently, the only private label present within pet foods is expected to disappear from this date onwards, thus having a positive effect on value growth as people who previously purchased private label products are likely to shift to mid-priced or premium brands. Nonetheless, other supermarkets might react by launching their own private label lines to fill the void.
Market leaders remain the same in 2008
Following the trend of previous years, Waltham Petfoods Plc and Masterfoods France SA continue to be the main players in the market. Both companies maintained their dominant positions thanks to their well-known premium Pedigree and Whiskas brands respectively. These two brands have been long-standing in the market and are widely available, a fact that makes them popular among cat and dog owners.
Supermarkets/hypermarkets increase their share of distribution
Supermarkets/hypermarkets continues to be the main distribution channel in 2008. The growing shift towards shopping at supermarkets/hypermarkets witnessed in recent years influenced the distribution structure of pet food and pet care products due to the large space of these outlets. More shelf space tends to be allocated to pet food, a fact that makes them more visible to pet owners, in addition to the variety of products at affordable prices that these outlets offer. As a result, neither veterinary clinics nor pet shops are able to compete with the variety of products or the low prices at which products are sold in hypermarkets and supermarkets.
A bright future expected over the forecast period
Major factors expected to influence volume and value growth over the forecast period include improved economic conditions in the country, increasing disposable incomes, growing urbanisation, the rising number of single-person households, the growing community of foreign expatriates and new product developments. Moreover, the expected entry of new products in categories which are currently absent in Morocco, such as cat treats and cat mixers, is another factor likely to influence growth in the future. The largest sectors will however continue to be dog and cat food.
Table of contents
PET FOOD AND PET CARE PRODUCTS IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Excellent growth fuelled by many factors
Private label disappears
Market leaders remain the same in 2008
Supermarkets/hypermarkets increase their share of distribution
A bright future expected over the forecast period
KEY TRENDS AND DEVELOPMENTS
Expansion of the retail network leads to increased sales
Large number of expatriates living in the country positively impacts sales
Auchan’s withdrawal of its private label products from the market impacts sales
Pet care awareness rising amongst Moroccans
MARKET INDICATORS
Table 1 Pet Populations 2003-2008
MARKET DATA
Table 2 Sales of Pet Food and Pet Care Products by Sector: Volume 2003-2008
Table 3 Sales of Pet Food and Pet Care Products by Sector: Value 2003-2008
Table 4 Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2003-2008
Table 5 Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2003-2008
Table 6 Dog and Cat Food Company Shares 2003-2007
Table 7 Dog and Cat Food Brand Shares 2004-2007
Table 8 Penetration of Private Label by Sector 2003-2007
Table 9 Sales of Pet Food and Pet Care Products by Sector and Distribution Format: % Analysis 2008
Table 10 Sales of Dog and Cat Food by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Pet Food and Pet Care Products by Sector: Volume 2008-2013
Table 12 Forecast Sales of Pet Food and Pet Care Products by Sector: Value 2008-2013
Table 13 Forecast Sales of Pet Food and Pet Care Products by Sector: % Volume Growth 2008-2013
Table 14 Forecast Sales of Pet Food and Pet Care Products by Sector: % Value Growth 2008-2013
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
ANIMAL CONFORT SARL - PET FOOD AND PET CARE PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Animal Confort SARL: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Animal Confort SARL: Competitive Position 2007
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 SA: Competitive Position 2007
MASTERFOODS MOROCCO - PET FOOD AND PET CARE PRODUCTS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Masterfoods Morocco : Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Masterfoods Morocco: Competitive Position 2007
DOG FOOD IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 15 Dog Owning Households: % Analysis 2003-2008
Table 16 Dog Population 2003-2008
Table 17 Dog Food Prepared vs Non-prepared Gap: % Analysis 2003-2008
SECTOR DATA
Table 18 Sales of Dog Food by Type: Value 2003-2008
Table 19 Sales of Dog Food by Type: % Value Growth 2003-2008
Table 20 Sales of Premium Dog Food: Value 2003-2008
Table 21 Dog Food Company Shares 2003-2007
Table 22 Dog Food Brand Shares 2004-2007
Table 23 Dog Treats Brand Shares 2004-2007
Table 24 Forecast Sales of Dog Food by Type: Value 2008-2013
Table 25 Forecast Sales of Dog Food by Type: % Value Growth 2008-2013
CAT FOOD IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 26 Cat Owning Households: % Analysis 2003-2008
Table 27 Cat Population 2003-2008
Table 28 Cat Food Prepared vs Non-prepared Gap: % Analysis 2003-2008
SECTOR DATA
Table 29 Sales of Cat Food by Type: Value 2003-2008
Table 30 Sales of Cat Food by Type: % Value Growth 2003-2008
Table 31 Sales of Premium Cat Food: Value 2003-2008
Table 32 Cat Food Company Shares 2003-2007
Table 33 Cat Food Brand Shares 2004-2007
Table 34 Forecast Sales of Cat Food by Type: Value 2008-2013
Table 35 Forecast Sales of Cat Food by Type: % Value Growth 2008-2013
OTHER PET FOOD IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 36 Other Pet Population 2003-2008
SECTOR DATA
Table 37 Sales of Other Pet Food by Type: Volume 2003-2008
Table 38 Sales of Other Pet Food by Type: Value 2003-2008
Table 39 Sales of Other Pet Food by Type: % Volume Growth 2003-2008
Table 40 Sales of Other Pet Food by Type: % Value Growth 2003-2008
Table 41 Bird Food Brand Shares 2004-2007
Table 42 Fish Food Brand Shares 2004-2007
Table 43 Forecast Sales of Other Pet Food by Type: Volume 2008-2013
Table 44 Forecast Sales of Other Pet Food by Type: Value 2008-2013
Table 45 Forecast Sales of Other Pet Food by Type: % Volume Growth 2008-2013
Table 46 Forecast Sales of Other Pet Food by Type: % Value Growth 2008-2013
PET CARE PRODUCTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Sales of Pet Care Products by Type: Value 2003-2008
Table 48 Sales of Pet Care Products by Type: % Value Growth 2003-2008
Table 49 Forecast Sales of Pet Care Products by Type: Value 2008-2013
Table 50 Forecast Sales of Pet Care Products by Type: % Value Growth 2008-2013