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Country Report

Pet Care in Morocco

| Pages: 46

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Healthy growth witnessed as sales pick up

Pet food benefited from strong value and volume sales growth over the review period. This growth can largely be attributed to westernisation resulting in stronger pet ownership rates as well as increased awareness of pet care products. Pet owners started paying more attention to pet nutrition, and with higher per capita income, preferred to opt for premium products, hence boosting value sales.

Rising disposable incomes fuel humanisation and premiumisation trend

Value growth in 2012 was also boosted by a rise in disposable incomes which made consumers more likely to opt for premium pet food, with the pet humanisation trend also fuelling this shift. In addition, pet owners in Morocco are increasingly becoming aware of the benefits and convenience of prepared pet food.

Mars Morocco continues to lead market

Mars Morocco continued to lead Moroccan pet care in 2012, with its flagship brands including Pedigree, Whiskas, Kitekat and Chappi. The company, whose brands enjoy a strong customer following, continued to invest in product and packaging innovation which was mostly seen within the Whiskas and Pedigree brands. Furthermore, its brands enjoyed attractive shelf positions in retail outlets. Finally, the company’s strong distribution network ensured that its brands were available across all distribution channels, thus helping the company to retain its leading position.

Hypermarkets and supermarkets the leading distribution channel

Hypermarkets and supermarkets accounted for the highest share of sales in 2012 as consumers increasingly sought economy products. In addition, the number of hypermarkets and supermarkets is rising rapidly in Morocco, making those products more widely available. The hypermarkets and supermarkets channels were followed by veterinary clinics and pet shops, where pet owners can also buy premium pet foods and pet products.

Low pet ownership key barrier to growth during forecast period

Pet care is expected to continue to record volume and value growth during the forecast period, with sales driven by rising pet ownership in addition to increasing focus on pet nutrition and healthcare. As a result, growth will be fuelled by the mid-priced and premium market segments. The biggest barrier to growth remains the low level of pet ownership amongst Moroccan consumers. Pet shops and veterinary clinics for pets are likely to remain niche channels during the forecast period.

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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

Healthy growth witnessed as sales pick up

Rising disposable incomes fuel humanisation and premiumisation trend

Mars Morocco continues to lead market

Hypermarkets and supermarkets the leading distribution channel

Low pet ownership key barrier to growth during forecast period

KEY TRENDS AND DEVELOPMENTS

Humanisation trend increasing in importance

The importance of veterinary clinics and pet shops

Product and packaging innovation becoming a successful strategy

Convenience is boosting dry food category

Modern retailing continues to advance

MARKET INDICATORS

  • Table 1 Pet Populations 2008-2013

MARKET DATA

  • Table 2 Sales of Pet Food by Category: Volume 2008-2013
  • Table 3 Sales of Pet Care by Category: Value 2008-2013
  • Table 4 Sales of Pet Food by Category: % Volume Growth 2008-2013
  • Table 5 Sales of Pet Care by Category: % Value Growth 2008-2013
  • Table 6 NBO Company Shares of Pet Food: % Value 2008-2012
  • Table 7 LBN Brand Shares of Pet Food: % Value 2009-2012
  • Table 8 NBO Company Shares of Dog and Cat Food: % Value 2008-2012
  • Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2009-2012
  • Table 10 Penetration of Private Label in Pet Care by Category: % Value 2006-2011
  • Table 11 Distribution of Pet Care by Format: % Value 2008-2013
  • Table 12 Distribution of Pet Care by Format and Category: % Value 2012
  • Table 13 Distribution of Dog and Cat Food by Format: % Value 2008-2013
  • Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2013
  • Table 15 Forecast Sales of Pet Food by Category: Volume 2013-2018
  • Table 16 Forecast Sales of Pet Care by Category: Value 2013-2018
  • Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2013-2018
  • Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Pet Care in Morocco - Company Profiles

Animal Confort Sarl in Pet Care (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Animal Confort SARL: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Animal Confort SARL: Competitive Position 2012

Jessy Diffusion SA in Pet Care (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Jessy Diffusion SA: Key Facts
  • Summary 5 Jessy Diffusion: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Jessy Diffusion SA: Competitive Position 2012

Madico PM Casablanca in Pet Care (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Madico PM Casablanca: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 8 Madico PM Casablanca: Competitive Position 2012

Pet Land Sarl in Pet Care (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Pet Land SARL: Key Facts
  • Summary 10 Pet Land SARL: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 11 Pet Land SARL: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 12 Pet Land SARL: Competitive Position 2012

Cat Food in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Summary 13 Cat Food by Price Band 2013

CATEGORY INDICATORS

  • Table 19 Cat Owning Households: % Analysis 2008-2013
  • Table 20 Cat Population 2008-2013
  • Table 21 Consumption of Prepared Cat Food: % Analysis 2008-2013

CATEGORY DATA

  • Table 22 Sales of Cat Food by Category: Volume 2008-2013
  • Table 23 Sales of Cat Food by Category: Value 2008-2013
  • Table 24 Sales of Cat Food by Category: % Volume Growth 2008-2013
  • Table 25 Sales of Cat Food by Category: % Value Growth 2008-2013
  • Table 26 Sales of Premium Cat Food by Category: Value 2008-2013
  • Table 27 NBO Company Shares of Cat Food: % Value 2008-2012
  • Table 28 LBN Brand Shares of Cat Food: % Value 2009-2012
  • Table 29 Forecast Sales of Cat Food by Category: Volume 2013-2018
  • Table 30 Forecast Sales of Cat Food by Category: Value 2013-2018
  • Table 31 Forecast Sales of Cat Food by Category: % Volume Growth 2013-2018
  • Table 32 Forecast Sales of Cat Food by Category: % Value Growth 2013-2018

Dog Food in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Summary 14 Dog Food by Price Band 2013

CATEGORY INDICATORS

  • Table 33 Dog Owning Households: % Analysis 2008-2013
  • Table 34 Dog Population 2008-2013
  • Table 35 Consumption of Prepared Dog Food: % Analysis 2008-2013

CATEGORY DATA

  • Table 36 Sales of Dog Food by Category: Volume 2008-2013
  • Table 37 Sales of Dog Food by Category: Value 2008-2013
  • Table 38 Sales of Dog Food by Category: % Volume Growth 2008-2013
  • Table 39 Sales of Dog Food by Category: % Value Growth 2008-2013
  • Table 40 Sales of Premium Dog Food by Category: Value 2008-2013
  • Table 41 NBO Company Shares of Dog Food: % Value 2008-2012
  • Table 42 LBN Brand Shares of Dog Food: % Value 2009-2012
  • Table 43 LBN Brand Shares of Dog Treats: % Value 2009-2012
  • Table 44 Forecast Sales of Dog Food by Category: Volume 2013-2018
  • Table 45 Forecast Sales of Dog Food by Category: Value 2013-2018
  • Table 46 Forecast Sales of Dog Food by Category: % Volume Growth 2013-2018
  • Table 47 Forecast Sales of Dog Food by Category: % Value Growth 2013-2018

Other Pet Food in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 48 Other Pet Population 2008-2013

CATEGORY DATA

  • Table 49 Sales of Other Pet Food by Category: Volume 2008-2013
  • Table 50 Sales of Other Pet Food by Category: Value 2008-2013
  • Table 51 Sales of Other Pet Food by Category: % Volume Growth 2008-2013
  • Table 52 Sales of Other Pet Food by Category: % Value Growth 2008-2013
  • Table 53 LBN Brand Shares of Bird Food: % Value 2009-2012
  • Table 54 LBN Brand Shares of Fish Food: % Value 2009-2012
  • Table 55 Forecast Sales of Other Pet Food by Category: Volume 2013-2018
  • Table 56 Forecast Sales of Other Pet Food by Category: Value 2013-2018
  • Table 57 Forecast Sales of Other Pet Food by Category: % Volume Growth 2013-2018
  • Table 58 Forecast Sales of Other Pet Food by Category: % Value Growth 2013-2018

Pet Products in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 59 Sales of Pet Products by Category: Value 2008-2013
  • Table 60 Sales of Pet Products by Category: % Value Growth 2008-2013
  • Table 61 Sales of Pet Healthcare by Type: % Value Breakdown 2008-2013
  • Table 62 Forecast Sales of Pet Products by Category: Value 2013-2018
  • Table 63 Forecast Sales of Pet Products by Category: % Value Growth 2013-2018

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
                                  • Pricing
                                  • Analysis by Type
                                  • Number of Vets
                                  • Pet Ownership
                                  • Pet Population
                                  • Prepared Gap
                                  • Product by Life-Cycle
                                  • Products by Ingredient

                                  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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