Although butter and other spreads have been linked to obesity which, in turn, can be the cause of many other hazardous health conditions such as heart disease and diabetes, local and international players in butter and spreads have done a tremendous job to change the common consensus among Moroccan consumers. The launches of many products rich in omega-3 or with 0% fat have helped improve the image of butter and other spreads in Morocco, especially as the products have new packaging and are advertised heavily in media as being very healthy.
Advertising is still the most successful strategy which helps to educate local consumers about the benefits of cooking with butter and other spreads. Many television campaigns have been launched by all major companies in butter and spreads, notably Margafrique SA, Copralim SA and Stock Pralim Maroc.
As the Moroccan population continues to grow over the forecast period and as manufacturers compete on offering affordable prices, butter and spreads is expected to increase in popularity and remain among the main components of the local diet. Many Moroccan dishes use butter and margarine among the main ingredients, especially when it comes to cooking cakes and pastries.
Thanks to its Président brand, Copralim SA continued to lead butter and spreads in Morocco in 2018. The brand is very popular and distributed through various channels all across the country.
Copralim SA, Stock Pralim Maroc, and Margafrique SA remained the top three players in butter and spreads in Morocco in 2018. This is mainly thanks to their strong presence across butter and spreads.
The health and wellness trend is expected to have an impact on sales of butter and spreads, especially as many people are becoming more health-conscious, using extra virgin olive oil and other healthy vegan oils which are rich in omega-3 and have 0% cholesterol. These growing substitutes may impact sales of butter and other spreads, as they are healthier, cheaper, and also highly accessible as they are also distributed through various channels and advertised heavily on television and via social media.
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