In recent years, better for you (BFY) packaged food has continued to grow in popularity with this trend accelerated by the outbreak of COVID-19 as more Moroccan consumers were very concerned about maintaining their health. As a result, there was a growing focus on the ingredients in BFY packaged food, while an increase in the number of foreign brands available through the developing modern grocery retailers’ channel has led to further development of the category.
Prior to the pandemic, better for you (BFY) packaged food was performing well due to the ever-increasing interest in the health and wellness trend. Thanks to this, Moroccan consumers were increasingly focusing on the nutritional aspects of their food choices.
Fromageries Bel continued to lead better for you (BFY) packaged food in 2021, thanks to its ability to react to rising nutritional awareness among consumers. Fromageries Bel also benefits from producing two of the most famous cheese brands in Morocco, consumed by both adults and children; Kiri and La Vache Qui Rit (“The Laughing Cow”).
Over the forecast period, better for you (BFY packaged food) is anticipated to continue recording steady current value growth and will see no slowdown in response to an alleviation in the pandemic. In fact, the outbreak has generated greater consumer awareness regarding health and has driven companies to launch and expand their BFY portfolios to satisfy rising consumer demand.
Dairy products are expected to perform well over the forecast period and register impressive growth. For instance, leading players such as Nestlé and Central Danone will continue to regularly update their product portfolios in order to cater to rapidly changing consumer demands with one of the most recent new launches being by Les Domaines Agricoles.
In response to the outbreak of COVID-19, the popularity of e-commerce increased as some consumers turned to this channel in order to reduce their contact with other people and avoid contracting the virus. Over the forecast period, e-commerce is expected to continue gathering pace as consumers have become more confident in purchasing their grocery shopping online.
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Better For You Packaged Food
Products where the amount of a substance considered to be less healthy (eg fat, sugar, salt, carbohydrates) has been actively reduced during production. To qualify for inclusion in this category, the “less healthy” element of the foodstuff needs to have been actively removed or substituted during the processing. This should also form a key part of the positioning/marketing of the product. Products which are naturally fat/sugar/carbohydrate -free are not included as nothing out of the ordinary has been done during their production to make them “better for you”. “No added sugar” claims are excluded too. Products most likely to be included here will be those which are low-fat/low-sugar versions of standard products (eg reduced fat mayonnaise, reduced fat cheese, reduced fat milk, reduced sugar confectionery, etc). For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.
See All of Our DefinitionsThis report originates from Passport, our Better For You Packaged Food research and analysis database.
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