Executive Summary

Aug 2018
PROSPECTS
The improving image of butter and spreads benefits sales

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 campaigns remain the best strategy to drive sales

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.

Butter remains a staple ingredient in Morocco

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.

COMPETITIVE LANDSCAPE
Copralim SA continues to lead butter and spreads

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.

Local players lead butter and spreads

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 rise of substitutes may affect sales

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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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.

Packaged Food in Morocco - Industry Overview

EXECUTIVE SUMMARY

Packaged food records strong growth in 2018
Strong growth compared to review period
International companies continue to dominate
Modern retailers gain sales share
Packaged food expected to record strong growth over forecast period

FOODSERVICE

Sales to Foodservice
Growing international consumer food service franchises driving sales of packaged food
Foodservice remains a leading channel for frozen products
Changing consumption habits
Consumer Foodservice
Consumer foodservice sales continue to grow
Diversification in foodservice benefiting packaged food
Continued growth expected over forecast period

CATEGORY DATA

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2013-2018
Table 6 Sales of Packaged Food by Category: Value 2013-2018
Table 7 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 8 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 10 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 11 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 12 Penetration of Private Label by Category: % Value 2013-2018
Table 13 Distribution of Packaged Food by Format: % Value 2013-2018
Table 14 Distribution of Packaged Food by Format and Category: % Value 2018
Table 15 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 16 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources