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Country Report

Morocco Flag Pet Care in Morocco

| Pages: 44

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

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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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 grows rapidly

Economy and mid-priced brands witness increasing success

Economy and mid-priced brands slowly erode the positions of leading brands

Pet care products are accessible through many channels

Pet care expected to continue to grow

KEY TRENDS AND DEVELOPMENTS

Dog and cat food registers strong growth

Economy brands set to reach unexplored segments and increase their shares

Upcoming local players’ private label win large shares at the expenses of long-established brands

MARKET INDICATORS

  • Table 1 Pet Populations 2009-2014

MARKET DATA

  • Table 2 Sales of Pet Food by Category: Volume 2009-2014
  • Table 3 Sales of Pet Care by Category: Value 2009-2014
  • Table 4 Sales of Pet Food by Category: % Volume Growth 2009-2014
  • Table 5 Sales of Pet Care by Category: % Value Growth 2009-2014
  • Table 6 NBO Company Shares of Pet Food: % Value 2009-2013
  • Table 7 LBN Brand Shares of Pet Food: % Value 2010-2013
  • Table 8 NBO Company Shares of Dog and Cat Food: % Value 2009-2013
  • Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2010-2013
  • Table 10 Penetration of Private Label in Pet Care by Category: % Value 2009-2013
  • Table 11 Distribution of Pet Care by Format: % Value 2009-2014
  • Table 12 Distribution of Pet Care by Format and Category: % Value 2014
  • Table 13 Distribution of Dog and Cat Food by Format: % Value 2009-2014
  • Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2014
  • Table 15 Forecast Sales of Pet Food by Category: Volume 2014-2019
  • Table 16 Forecast Sales of Pet Care by Category: Value 2014-2019
  • Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2014-2019
  • Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Pet Care in Morocco - Company Profiles

Gonzalo Zaragoza Manresa SL in Pet Care (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Gonzalo Zaragoza Manresa SL: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Gonzalo Zaragoza Manresa SL: Competitive Position 2013

Petland Maroc Sarl in Pet Care (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Petland Maroc Sarl: Key Facts
  • Summary 5 Petland Maroc Sarl: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 6 Petland Maroc Sarl: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 7 Petland Maroc Sarl: Competitive Position 2013

Pets Food Morocco Sarl in Pet Care (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Pets Food Morocco Sarl: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 9 Pets Food Morocco Sarl :Competitive Position 2013

Cat Food in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 19 Cat Owning Households: % Analysis 2009-2014
  • Table 20 Cat Population 2009-2014
  • Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2009-2014

CATEGORY DATA

  • Summary 10 Cat Food by Price Band 2014
  • Table 22 Sales of Cat Food by Category: Volume 2009-2014
  • Table 23 Sales of Cat Food by Category: Value 2009-2014
  • Table 24 Sales of Cat Food by Category: % Volume Growth 2009-2014
  • Table 25 Sales of Cat Food by Category: % Value Growth 2009-2014
  • Table 26 Sales of Premium Cat Food by Category: Value 2009-2014
  • Table 27 NBO Company Shares of Cat Food: % Value 2009-2013
  • Table 28 LBN Brand Shares of Cat Food: % Value 2010-2013
  • Table 29 Forecast Sales of Cat Food by Category: Volume 2014-2019
  • Table 30 Forecast Sales of Cat Food by Category: Value 2014-2019
  • Table 31 Forecast Sales of Cat Food by Category: % Volume Growth 2014-2019
  • Table 32 Forecast Sales of Cat Food by Category: % Value Growth 2014-2019

Dog Food in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 33 Dog Owning Households: % Analysis 2009-2014
  • Table 34 Dog Population 2009-2014
  • Table 35 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2009-2014

CATEGORY DATA

  • Summary 11 Dog Food by Price Band 2014
  • Table 36 Sales of Dog Food by Category: Volume 2009-2014
  • Table 37 Sales of Dog Food by Category: Value 2009-2014
  • Table 38 Sales of Dog Food by Category: % Volume Growth 2009-2014
  • Table 39 Sales of Dog Food by Category: % Value Growth 2009-2014
  • Table 40 Sales of Premium Dog Food by Category: Value 2009-2014
  • Table 41 NBO Company Shares of Dog Food: % Value 2009-2013
  • Table 42 LBN Brand Shares of Dog Food: % Value 2010-2013
  • Table 43 LBN Brand Shares of Dog Treats: % Value 2010-2013
  • Table 44 Forecast Sales of Dog Food by Category: Volume 2014-2019
  • Table 45 Forecast Sales of Dog Food by Category: Value 2014-2019
  • Table 46 Forecast Sales of Dog Food by Category: % Volume Growth 2014-2019
  • Table 47 Forecast Sales of Dog Food by Category: % Value Growth 2014-2019

Other Pet Food in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 48 Other Pet Population 2009-2014

CATEGORY DATA

  • Table 49 Sales of Other Pet Food by Category: Volume 2009-2014
  • Table 50 Sales of Other Pet Food by Category: Value 2009-2014
  • Table 51 Sales of Other Pet Food by Category: % Volume Growth 2009-2014
  • Table 52 Sales of Other Pet Food by Category: % Value Growth 2009-2014
  • Table 53 LBN Brand Shares of Bird Food: % Value 2010-2013
  • Table 54 LBN Brand Shares of Fish Food: % Value 2010-2013
  • Table 55 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2010-2013
  • Table 56 Forecast Sales of Other Pet Food by Category: Volume 2014-2019
  • Table 57 Forecast Sales of Other Pet Food by Category: Value 2014-2019
  • Table 58 Forecast Sales of Other Pet Food by Category: % Volume Growth 2014-2019
  • Table 59 Forecast Sales of Other Pet Food by Category: % Value Growth 2014-2019

Pet Products in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 60 Sales of Pet Products by Category: Value 2009-2014
  • Table 61 Sales of Pet Products by Category: % Value Growth 2009-2014
  • Table 62 Sales of Pet Healthcare by Type: % Value Breakdown 2009-2014
  • Table 63 Forecast Sales of Pet Products by Category: Value 2014-2019
  • Table 64 Forecast Sales of Pet Products by Category: % Value Growth 2014-2019

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
                                  • Veterinary Clinics for Pets
                                  • Other Pet Products by Type

                                  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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