Nestlé Maroc SA is set to maintain its lead in breakfast cereals in Morocco in current value terms in 2020, mainly thanks to its children’s breakfast cereals brands Nesquik, Nestlé Lion and Nestlé Chocapic. These brands offer affordable prices and have growing availability, two factors which are of key importance during the COVID-19 pandemic, when household budgets have shrunk.
The competitive landscape in breakfast cereals in Morocco is unlikely to change much in 2020, with all the leading players set to retain their positions and record current value growth. However, Dislog SA is set to record the slowest value increase, and therefore a slight decline in its share.
Breakfast cereals have a greater presence in modern grocery retailers in Morocco than traditional grocery retailers. Local consumers can find various brands, pack sizes and product types across the price spectrum in modern grocery retailers such as supermarkets and hypermarkets, whereas in traditional grocery retailers the offer is generally limited to two or three brands.
The hectic lifestyles of urban dwellers in Morocco are propelling strong retail volume growth and even stronger retail current value growth in breakfast cereals. Middle- to high-income consumers in particular favour the consumption of breakfast cereals, as they are perceived as being of high nutritional quality and they take no time to prepare.
The COVID-19 pandemic has propelled more Moroccans to rethink their eating habits and many are now looking to consume healthy breakfast cereals in order to boost their immunity. This favours the development of muesli and granola in Morocco in the future.
With the rapid expansion of modern grocery retailers in the country, from Marjane Holding with its supermarkets and hypermarkets, to Label’Vie with its brands Carrefour and Carrefour Market, private label breakfast cereals are becoming increasingly available in Morocco. Their imitation of the quality and flavours of the leading brands along with offering very low prices and many in-store promotional activities will create greater competition to low-end brands and also the leading brands, especially as local consumers remain price-sensitive in the aftermath of the COVID-19 pandemic.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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