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Country Report

Butter and Margarine in

Butter and Spreads in Morocco

Sep 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Successful efforts to improve the image of butter and spreads improves the category’s prospects

Value sales of butter and spreads saw strong growth in Morocco, with butter growth having a slight edge over that of margarine and spreads in 2019. Butter is a particularly important ingredient for Moroccans, who use it in cooking, baking and with snacks, so despite a relative lack of advertising and marketing campaigns vis-a-vis this product, sales of butter have risen yearly in the country.

FF and reduced-fat butter and spreads still not widely available

Despite intensified efforts on the part of players in this category to respond to and benefit from health and wellness trends, and regardless of the growing healthy eating habits amongst many Moroccan consumers, fortified/functional (FF) and reduced-fat butter and spreads are still not widely present in the Moroccan marketplace. Product choice is mostly limited to few health stores in large cities, namely Casablanca, Rabat and Marrakesh.

Price-related boycott encourages government price monitoring

The consumer boycott of certain dairy and other products perceived as having arbitrarily high prices that began in 2018 has roiled the market and forced the Moroccan government to redefine the prerogatives of its DGSN (Directorate General of National Security and Territory Surveillance). The agency’s new mission is to monitor both pricing trends and product availability of certain consumer products in the souks and the markets, with a particular focus on 84 Moroccan products (including butter and spreads).

COMPETITIVE LANDSCAPE

Copralim and other domestic players benefit from local knowledge and popularity

The domestic player Copralim with its Président brand continues to hold the leading value share within butter and spreads in Morocco. Président butter is widely used in foodservice (hotels), as it has a highly positive perception amongst chefs.

Stock Pralim Maroc recognised for effective quality management system

Stock Pralim Maroc, the second ranked player in butter and spreads and specifically in butter, saw the highest increase in value share in 2019. It recently received the ISO 9001 (2015 version) certification for the distribution and marketing of different brands, namely Badaouia Butter.

Margarine and spreads remains highly fragmented, with little meaningful competition

There is a lack of any meaningful competition within the highly fragmented margarine and spreads arena, even though margarine and spreads accounts for nearly three quarters of the value sales of butter and spreads in Morocco. The combined value share of the three leading players within margarine and spreads was less than 7% in 2019.

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Overview

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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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Butter and Margarine 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 Butter and Margarine industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Butter and Margarine 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 Butter and Margarine in Morocco?
What are the major brands in Morocco?
Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
What are the sales prospects for “healthy” cooking oils?
Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?

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:

Packaged Food market research database.

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Butter and Spreads in Morocco - Category analysis

HEADLINES

PROSPECTS

Successful efforts to improve the image of butter and spreads improves the category’s prospects

FF and reduced-fat butter and spreads still not widely available

Price-related boycott encourages government price monitoring

COMPETITIVE LANDSCAPE

Copralim and other domestic players benefit from local knowledge and popularity

Stock Pralim Maroc recognised for effective quality management system

Margarine and spreads remains highly fragmented, with little meaningful competition

CATEGORY DATA

Table 1 Sales of Butter and Spreads by Category: Volume 2014-2019
Table 2 Sales of Butter and Spreads by Category: Value 2014-2019
Table 3 Sales of Butter and Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Butter and Spreads by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Butter and Spreads: % Value 2015-2019
Table 6 LBN Brand Shares of Butter and Spreads: % Value 2016-2019
Table 7 Distribution of Butter and Spreads by Format: % Value 2014-2019
Table 8 Forecast Sales of Butter and Spreads by Category: Volume 2019-2024
Table 9 Forecast Sales of Butter and Spreads by Category: Value 2019-2024
Table 10 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Butter and Spreads by Category: % Value Growth 2019-2024

Packaged Food in Morocco - Industry Overview

EXECUTIVE SUMMARY

Packaged food records strong growth as products gain consumer familiarity and trust

Health and wellness trend affects consumer choice

International companies dominate, but packaged food remains very fragmented

Modern retailers gain share due to promotions and a wide product range

Packaged food set to continue to record strong growth, as it is far from saturation

FOODSERVICE

Sales to Foodservice

More Moroccans eat outside of the home, boosting foodservice sales of packaged food
Growth in limited service restaurants drives sales of packaged food to foodservice
Foodservice remains a leading channel for frozen products

Consumer Foodservice

Consumer foodservice continues to grow due to rising incomes and increasingly Western lifestyles
Diversification in consumer foodservice blurs the lines between channels
Continued growth expected over the forecast period due to busier lives

Category Data

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

Megatrends

Country Report

Butter and Spreads in Morocco

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Successful efforts to improve the image of butter and spreads improves the category’s prospects

FF and reduced-fat butter and spreads still not widely available

Price-related boycott encourages government price monitoring

COMPETITIVE LANDSCAPE

Copralim and other domestic players benefit from local knowledge and popularity

Stock Pralim Maroc recognised for effective quality management system

Margarine and spreads remains highly fragmented, with little meaningful competition

Overview

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Samples

Overview

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Table of Contents

Butter and Spreads in Morocco - Category analysis

HEADLINES

PROSPECTS

Successful efforts to improve the image of butter and spreads improves the category’s prospects

FF and reduced-fat butter and spreads still not widely available

Price-related boycott encourages government price monitoring

COMPETITIVE LANDSCAPE

Copralim and other domestic players benefit from local knowledge and popularity

Stock Pralim Maroc recognised for effective quality management system

Margarine and spreads remains highly fragmented, with little meaningful competition

CATEGORY DATA

Packaged Food in Morocco - Industry Overview

EXECUTIVE SUMMARY

Packaged food records strong growth as products gain consumer familiarity and trust

Health and wellness trend affects consumer choice

International companies dominate, but packaged food remains very fragmented

Modern retailers gain share due to promotions and a wide product range

Packaged food set to continue to record strong growth, as it is far from saturation

FOODSERVICE

Sales to Foodservice

Consumer Foodservice

Category Data

MARKET DATA

DEFINITIONS

SOURCES

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