Pet care grows rapidly
Pet care grew rapidly over the review period in Morocco, making it one of the fastest growing pet care markets in the Middle East and North Africa. This high growth can be attributed to the ongoing increase in disposable incomes, together with the wider acceptance of pet ownership, which is moving from being a niche to a mainstream custom.
Economy and mid-priced brands witness increasing success
Although pet care remained a premium-oriented market in Morocco, both in terms of sales volume and value, it moved from being restricted to an affluent, educated urban niche of premium consumers to mainstream pet owners. In 2013 a large number of companies began implementing a low-cost policy aimed at attracting unexplored segments of the market. These audiences consist of price-sensitive mid- and low-income consumers approaching pet care product purchases for the first time and who are interested in a good ratio between price and quality. Economy and mid-priced brands are likely to earn larger shares of sales volumes in 2014.
Economy and mid-priced brands slowly erode the positions of leading brands
The shares of leading brands from long-established players, such as Mars’ Pedigree, were threatened by the rise of economy and mid-priced brands, among which include private label launched by local specialist retailers, such as Petland.
Pet care products are accessible through many channels
Premium pet care products used to be available mainly through veterinary clinics and specialist retailers, which targeted a restricted niche of educated and affluent consumers. An increasingly wide range of premium brands, such as Purina, is now sold in supermarkets and hypermarkets. The growing pet ownership trend, together with the low-cost policy implemented by many companies, pushed specialist pet shops and veterinary clinics to be more competitive, and offer more economy and mid-priced brands in order to meet the needs of lower-income consumers. Economy and mid-priced products are also widely available through large retailers, such as Acima or Marjane, which make pet care products accessible and affordable for an increasing number of pet owners.
Pet care expected to continue to grow
Pet care is expected to continue to grow. Pet ownership is becoming more mainstream and the ongoing improvement in GDP and increase in disposable incomes will enable a larger number of consumers to access pet care products. The low-cost policy implemented by a number of companies, mainly local retailers and distributors importing from Europe, proved effective and is likely to attract a growing number of new consumers.
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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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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.
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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
- 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.