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