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Country Report

Morocco Flag Pet Care in Morocco

| Pages: 44

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Pet care in Morocco maintains a positive performance

In 2014 pet care in Morocco sustained healthy growth in both current value and volume terms, thanks to the growing number of pet-owning households across urban areas, mainly in the metropolitan area of Casablanca-Rabat, along with noticeable growth in disposable incomes. In addition, the improved economic conditions, along with the rapid expansion of supermarkets and hypermarkets, pushed pet-owning households to switch from feeding their animals non-prepared food to feeding them prepared food. In terms of pet products, the growing anthropomorphism, which refers to attributing human traits, emotions and needs to animals, increased sales of cat litter and pet healthcare products in 2014.

Growing number of economy and mid-priced products

Although Morocco was still a premium market in terms of pet care products in 2014, it is undeniable that there is growth in number of mid-priced and economy products. In this context, Petland Maroc is distributing a large number of private label products in both dog and cat food under the names Cat Plus and Cani Plus. Moreover, a large number of economy and mid-priced products are now also sold in supermarkets and hypermarkets, from brands such as Mon Chien, Las Cat and Las Dog. Such cheaper alternatives are encouraging a large number of pet-owning households to switch to prepared food, as it is healthier and saves the time and effort of preparing meals for pets.

Mars Morocco continues to lead pet care in 2014

Mars Morocco continued to lead pet care in Morocco in 2014. The company follows a very aggressive distribution strategy, as it sells through several different channels, such as supermarkets, hypermarkets, specialist pet shops and internet retailing. The company commercialises some of the most popular brands in dog and cat food, including Whiskas and Pedigree. In this context, the company positions itself in the premium price platform, and hence benefits from the prevalence of a strong base of high-income consumers.

Supermarkets and hypermarkets remain the leading distribution channels in pet care in Morocco

Supermarkets and hypermarkets in Morocco still accounted for the majority of sales in pet care in 2014. This is due to their strong expansion all over the country compared with other distribution channels. Moreover, these retail stores offer a large number of pet food products and accessories in different price platforms. Moreover, supermarkets and hypermarkets emphasise proximity and convenience, as a large number of working households tend to shop for all their needs at once; hence they buy everything from the closest supermarket to them.

Rapid growth over the forecast period

Over the forecast period pet care in Morocco is expected to register rapid growth. Although living expenses in Morocco are increasing, pet care is expected to continue growing at a very fast pace, because it is a niche market which serves mainly high-income individuals. Moreover, growth is also expected to be driven by economy and mid-priced products, which started to spread in the country following the expansion of pet shops, supermarkets and hypermarkets. Moreover, the purchasing power of women is increasing, as more are joining the workforce every year, and they represent the majority of pet owners in Morocco.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Morocco for free:

The Pet Care in Morocco market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Pet Care in Morocco?
  • What are the major brands in Morocco?
  • How did the downturn affect pet care spending?
  • Which is the best-performing category within pet care?
  • Which is the fastest-growing pet food manufacturer?
  • How have pet specialists fared in recent years?
  • What are growth prospects for pet care in the next 5 years?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Pet Care market research database.

Table of Contents

Pet Care in Morocco - Industry Overview

EXECUTIVE SUMMARY

Pet care in Morocco maintains a positive performance

Growing number of economy and mid-priced products

Mars Morocco continues to lead pet care in 2014

Supermarkets and hypermarkets remain the leading distribution channels in pet care in Morocco

Rapid growth over the forecast period

KEY TRENDS AND DEVELOPMENTS

The strong expansion of supermarkets and hypermarkets in Morocco

Internet retailing in Morocco

Morocco is a premium market which is heading towards becoming mid-priced and economy

MARKET INDICATORS

  • Table 1 Pet Populations 2010-2015

MARKET DATA

  • Table 2 Sales of Pet Food by Category: Volume 2010-2015
  • Table 3 Sales of Pet Care by Category: Value 2010-2015
  • Table 4 Sales of Pet Food by Category: % Volume Growth 2010-2015
  • Table 5 Sales of Pet Care by Category: % Value Growth 2010-2015
  • Table 6 NBO Company Shares of Pet Food: % Value 2010-2014
  • Table 7 LBN Brand Shares of Pet Food: % Value 2011-2014
  • Table 8 NBO Company Shares of Dog and Cat Food: % Value 2010-2014
  • Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2011-2014
  • Table 10 Penetration of Private Label in Pet Care by Category: % Value 2010-2014
  • Table 11 Distribution of Pet Care by Format: % Value 2010-2015
  • Table 12 Distribution of Pet Care by Format and Category: % Value 2015
  • Table 13 Distribution of Dog and Cat Food by Format: % Value 2010-2015
  • Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2015
  • Table 15 Forecast Sales of Pet Food by Category: Volume 2015-2020
  • Table 16 Forecast Sales of Pet Care by Category: Value 2015-2020
  • Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2015-2020
  • Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2015-2020

SOURCES

  • Summary 1 Research Sources

Pet Care in Morocco - Company Profiles

Jessy Diffusion SA in Pet Care (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Jessy Diffusion SA: Key Facts
  • Summary 3 Jessy Diffusion SA: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 4 Jessy Diffusion SA: Competitive Position 2014

Mars Morocco in Pet Care (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Mars Morocco: Key Facts
  • Summary 6 Mars Morocco: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 7 Mars Morocco: Competitive Position 2014

Nestlé France SA in Pet Care (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Nestlé France SA: Key Facts

COMPETITIVE POSITIONING

  • Summary 9 Nestlé France SA: Competitive Position 2014

Pet Land Sarl in Pet Care (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Pet Land Sarl: Key Facts
  • Summary 11 Pet Land Sarl: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 12 Pet Land Sarl: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 13 Pet Land Sarl: Competitive Position 2014

Cat Food in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 19 Cat Owning Households: % Analysis 2010-2015
  • Table 20 Cat Population 2010-2015
  • Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2010-2015

CATEGORY DATA

  • Table 22 Sales of Cat Food by Category: Volume 2010-2015
  • Table 23 Sales of Cat Food by Category: Value 2010-2015
  • Table 24 Sales of Cat Food by Category: % Volume Growth 2010-2015
  • Table 25 Sales of Cat Food by Category: % Value Growth 2010-2015
  • Table 26 Sales of Premium Cat Food by Category: Value 2010-2015
  • Table 27 NBO Company Shares of Cat Food: % Value 2010-2014
  • Table 28 LBN Brand Shares of Cat Food: % Value 2011-2014
  • Table 29 Forecast Sales of Cat Food by Category: Volume 2015-2020
  • Table 30 Forecast Sales of Cat Food by Category: Value 2015-2020
  • Table 31 Forecast Sales of Cat Food by Category: % Volume Growth 2015-2020
  • Table 32 Forecast Sales of Cat Food by Category: % Value Growth 2015-2020
  • Summary 14 Cat Food by Price Band 2015

Dog Food in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 33 Dog Owning Households: % Analysis 2010-2015
  • Table 34 Dog Population 2010-2015
  • Table 35 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2010-2015

CATEGORY DATA

  • Table 36 Sales of Dog Food by Category: Volume 2010-2015
  • Table 37 Sales of Dog Food by Category: Value 2010-2015
  • Table 38 Sales of Dog Food by Category: % Volume Growth 2010-2015
  • Table 39 Sales of Dog Food by Category: % Value Growth 2010-2015
  • Table 40 Sales of Premium Dog Food by Category: Value 2010-2015
  • Table 41 NBO Company Shares of Dog Food: % Value 2010-2014
  • Table 42 LBN Brand Shares of Dog Food: % Value 2011-2014
  • Table 43 LBN Brand Shares of Dog Treats: % Value 2011-2014
  • Table 44 Forecast Sales of Dog Food by Category: Volume 2015-2020
  • Table 45 Forecast Sales of Dog Food by Category: Value 2015-2020
  • Table 46 Forecast Sales of Dog Food by Category: % Volume Growth 2015-2020
  • Table 47 Forecast Sales of Dog Food by Category: % Value Growth 2015-2020
  • Summary 15 Dog Food by Price Band 2015

Other Pet Food in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 48 Other Pet Population 2010-2015

CATEGORY DATA

  • Table 49 Sales of Other Pet Food by Category: Volume 2010-2015
  • Table 50 Sales of Other Pet Food by Category: Value 2010-2015
  • Table 51 Sales of Other Pet Food by Category: % Volume Growth 2010-2015
  • Table 52 Sales of Other Pet Food by Category: % Value Growth 2010-2015
  • Table 53 LBN Brand Shares of Bird Food: % Value 2011-2014
  • Table 54 LBN Brand Shares of Fish Food: % Value 2011-2014
  • Table 55 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2011-2014
  • Table 56 Forecast Sales of Other Pet Food by Category: Volume 2015-2020
  • Table 57 Forecast Sales of Other Pet Food by Category: Value 2015-2020
  • Table 58 Forecast Sales of Other Pet Food by Category: % Volume Growth 2015-2020
  • Table 59 Forecast Sales of Other Pet Food by Category: % Value Growth 2015-2020

Pet Products in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 60 Sales of Pet Products by Category: Value 2010-2015
  • Table 61 Sales of Pet Products by Category: % Value Growth 2010-2015
  • Table 62 Sales of Pet Healthcare by Type: % Value Breakdown 2010-2015
  • Table 63 Sales of Other Pet Products by Type: % Value Breakdown 2010-2015
  • Table 64 Forecast Sales of Pet Products by Category: Value 2015-2020
  • Table 65 Forecast Sales of Pet Products by Category: % Value Growth 2015-2020

Segmentation

This market research report includes the following:

  • Pet Care
    • Pet Food
      • Dog and Cat Food
        • Cat Food
          • Cat Treats and Mixers
            • Cat Mixers
            • Cat Treats
          • Dry Cat Food
            • Economy Dry Cat Food
            • Mid-Priced Dry Cat Food
            • Premium Dry Cat Food
            • Wet Cat Food
              • Economy Wet Cat Food
              • Mid-Priced Wet Cat Food
              • Premium Wet Cat Food
            • Dog Food
              • Dog Treats and Mixers
                • Dog Mixers
                • Dog Treats
              • Dry Dog Food
                • Economy Dry Dog Food
                • Mid-Priced Dry Dog Food
                • Premium Dry Dog Food
                • Wet Dog Food
                  • Economy Wet Dog Food
                  • Mid-Priced Wet Dog Food
                  • Premium Wet Dog Food
              • Dog and Cat Food by Price Platform and Type
                • Dog and Cat Food by Price Platform (Excl Treats and Mixers)
                  • Economy Dog and Cat Food
                    • Economy Dry Cat Food
                    • Economy Dry Dog Food
                    • Economy Wet Cat Food
                    • Economy Wet Dog Food
                  • Mid-Priced Dog and Cat Food
                    • Mid-Priced Dry Cat Food
                    • Mid-Priced Dry Dog Food
                    • Mid-Priced Wet Cat Food
                    • Mid-Priced Wet Dog Food
                  • Premium Dog and Cat Food
                    • Premium Dry Cat Food
                      • Premium Dry Dog Food
                        • Premium Wet Cat Food
                          • Premium Wet Dog Food
                        • Dog and Cat Food by Price Platform (incl Treats and Mixers)
                          • Cat Food by Price Platform
                            • Cat Treats and Mixers
                              • Cat Mixers
                              • Cat Treats
                            • Economy Cat Food
                              • Economy Dry Cat Food
                              • Economy Wet Cat Food
                            • Mid-Priced Cat Food
                              • Mid-Priced Dry Cat Food
                              • Mid-Priced Wet Cat Food
                            • Premium Cat Food
                              • Premium Dry Cat Food
                                • Premium Wet Cat Food
                              • Dog Food by Price Platform
                                • Dog Treats and Mixers
                                  • Dog Mixers
                                  • Dog Treats
                                • Economy Dog Food
                                  • Economy Dry Dog Food
                                  • Economy Wet Dog Food
                                • Mid-Priced Dog Food
                                  • Mid-Priced Dry Dog Food
                                  • Mid-Priced Wet Dog Food
                                • Premium Dog Food
                                  • Premium Dry Dog Food
                                    • Premium Wet Dog Food
                                • Dog and Cat Food by Type (Excl Treats and Mixers)
                                  • Dry Dog and Cat Food
                                    • Dry Cat Food
                                      • Economy Dry Cat Food
                                      • Mid-Priced Dry Cat Food
                                      • Premium Dry Cat Food
                                      • Dry Dog Food
                                        • Economy Dry Dog Food
                                        • Mid-Priced Dry Dog Food
                                        • Premium Dry Dog Food
                                      • Wet Dog and Cat Food
                                        • Wet Cat Food
                                          • Economy Wet Cat Food
                                          • Mid-Priced Wet Cat Food
                                          • Premium Wet Cat Food
                                          • Wet Dog Food
                                            • Economy Wet Dog Food
                                            • Mid-Priced Wet Dog Food
                                            • Premium Wet Dog Food
                                      • Other Pet Food
                                        • Bird Food
                                        • Fish Food
                                        • Small Mammal/Reptile Food
                                    • Pet Products
                                      • Cat Litter
                                      • Pet Healthcare
                                      • Pet Dietary Supplements
                                      • Other Pet Products

                                  Statistics Included

                                  For each category and subcategory you will receive the following data in Excel format:

                                  From Passport

                                  • Market Sizes
                                  • Company Shares
                                  • Brand Shares
                                  • Distribution
                                  • Analysis by Type
                                  • Number of Vets
                                  • Pet Ownership
                                  • Pet Population
                                  • Prepared Gap
                                  • Pricing
                                  • Product by Life-Cycle
                                  • Products by Ingredient
                                  • Veterinary Clinics for Pets

                                  Market size details:

                                  • Retail volume
                                  • Retail volume % growth
                                  • Retail volume per capita
                                  • Retail value retail selling price % growth
                                  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value manufacturer selling price % growth
                                  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
                                  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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