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Country Report

Cat Food in

Cat Food in Morocco

Jun 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

Growing popularity of pet cats among busy apartment-dwellers and widening product range fuel growth

Within the pet population in Morocco, the number of cats far outweighs that of dogs or other pets such as birds. A far higher percentage of households own a cat compared to those that own dogs, with this linked to religious constraints surrounding dog ownership for the Muslim majority.

Greater segmentation attracts nutrition-focused cat owners

Cat food in Morocco is continuing to see growing segmentation, with products and brands catering to cat owners’ demand for biologically appropriate nutrition. Age, physical condition, activity levels and appearance are some important factors that are considered by players when developing new products, with innovation supporting premiumisation.

Premiumisation and shift towards prepared food continue to benefit sales

Cat food will continue to benefit from premiumisation in the forecast period, in addition to a shift towards prepared cat food. High-income cat owners will become increasingly interested in products that claim to offer balanced nutrition and natural ingredients, particularly as the range of premium options widens further.

COMPETITIVE LANDSCAPE

Nestlé leapfrogs Mars to gain lead, thanks to aggressive price promotions

International companies continue to lead sales of cat food with players such as Mars offering a wide range and strong brand names such as Whiskas. The leading international brands are sold through various distribution channels throughout the country, including modern grocery retailers and veterinary clinics, and thus can reach a wide range of consumers.

Mars loses share due to new launches perceived to offer better quality at lower prices

Mars’ lead may have appeared unassailable at the start of the review period, with this player having by far the strongest distribution reach across the country. However, many retailers are stocking a widening range of brands and products, with this encouraged by a flood of new entrants and growing consumer demand for premium and specialised products.

Croq Land soars thanks to a plethora of new products

Cat food witnessed the entry of a new player in the form of Nutrivet Groupe in 2017, with local distributor Croq Land Sarl representing its brands in Morocco. Following on from the initial launch of INNE, the company introduced an extensive range via the Premium Master Nutrivet, Super Premium Nutrivet and INNE Bio brands in 2018, with these all offering premium dry cat food.

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Cat Food Market Sample Report Cat Food Market Sample Data

Overview

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.

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Overview

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

The Cat Food 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 Cat Food in Morocco?
What are the major brands in Morocco?
How fast are consumers trading up to prepared cat food?
How have pet specialists fared in recent years?
How have pet specialists fared in recent years?
What are growth prospects for pet care in the next 5 years?

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 Pet Care market research database.

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Cat Food in Morocco - Category analysis

HEADLINES

PROSPECTS

Growing popularity of pet cats among busy apartment-dwellers and widening product range fuel growth

Greater segmentation attracts nutrition-focused cat owners

Premiumisation and shift towards prepared food continue to benefit sales

COMPETITIVE LANDSCAPE

Nestlé leapfrogs Mars to gain lead, thanks to aggressive price promotions

Mars loses share due to new launches perceived to offer better quality at lower prices

Croq Land soars thanks to a plethora of new products

CATEGORY INDICATORS

Table 1 Cat Owning Households: % Analysis 2014-2019
Table 2 Cat Population 2014-2019
Table 3 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2014-2019

CATEGORY DATA

Summary 1 Cat Food by Price Band
Table 4 Sales of Cat Food by Category: Volume 2014-2019
Table 5 Sales of Cat Food by Category: Value 2014-2019
Table 6 Sales of Cat Food by Category: % Volume Growth 2014-2019
Table 7 Sales of Cat Food by Category: % Value Growth 2014-2019
Table 8 Sales of Dry Cat Food by Life-Cycle: % Value 2014-2018
Table 9 Sales of Wet Cat Food by Life-Cycle: % Value 2014-2018
Table 10 NBO Company Shares of Cat Food: % Value 2014-2018
Table 11 LBN Brand Shares of Cat Food: % Value 2015-2018
Table 12 LBN Brand Shares of Cat Treats: % Value 2015-2018
Table 13 Distribution of Cat Food by Format: % Value 2014-2019
Table 14 Forecast Sales of Cat Food by Category: Volume 2019-2024
Table 15 Forecast Sales of Cat Food by Category: Value 2019-2024
Table 16 Forecast Sales of Cat Food by Category: % Volume Growth 2019-2024
Table 17 Forecast Sales of Cat Food by Category: % Value Growth 2019-2024

Pet Care in Morocco - Industry Overview

EXECUTIVE SUMMARY

Rising but limited interest with pet ownership low and non-prepared alternatives preferred

Premium specialised options spark interest from affluent owners with focus on nutrition

Mars Morocco challenged on all sides by Nestlé, premium brands and private label

Modern grocery retailers appeal with convenient locations and wide range

Strong growth potential as more Moroccans view pets as family members

MARKET INDICATORS

Table 18 Pet Populations 2014-2019

MARKET DATA

Table 19 Sales of Pet Food by Category: Volume 2014-2019
Table 20 Sales of Pet Care by Category: Value 2014-2019
Table 21 Sales of Pet Food by Category: % Volume Growth 2014-2019
Table 22 Sales of Pet Care by Category: % Value Growth 2014-2019
Table 23 NBO Company Shares of Pet Food: % Value 2014-2018
Table 24 LBN Brand Shares of Pet Food: % Value 2015-2018
Table 25 NBO Company Shares of Dog and Cat Food: % Value 2014-2018
Table 26 LBN Brand Shares of Dog and Cat Food: % Value 2015-2018
Table 27 Penetration of Private Label in Pet Care by Category: % Value 2014-2019
Table 28 Distribution of Pet Care by Format: % Value 2014-2019
Table 29 Distribution of Pet Care by Format and Category: % Value 2019
Table 30 Distribution of Dog and Cat Food by Format: % Value 2014-2019
Table 31 Distribution of Dog and Cat Food by Format and Category: % Value 2019
Table 32 Forecast Sales of Pet Food by Category: Volume 2019-2024
Table 33 Forecast Sales of Pet Care by Category: Value 2019-2024
Table 34 Forecast Sales of Pet Food by Category: % Volume Growth 2019-2024
Table 35 Forecast Sales of Pet Care by Category: % Value Growth 2019-2024

Megatrends

Country Report

Cat Food in Morocco

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Executive Summary

New Report Guarantee

PROSPECTS

Growing popularity of pet cats among busy apartment-dwellers and widening product range fuel growth

Greater segmentation attracts nutrition-focused cat owners

Premiumisation and shift towards prepared food continue to benefit sales

COMPETITIVE LANDSCAPE

Nestlé leapfrogs Mars to gain lead, thanks to aggressive price promotions

Mars loses share due to new launches perceived to offer better quality at lower prices

Croq Land soars thanks to a plethora of new products

Samples

Overview

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Table of Contents

Cat Food in Morocco - Category analysis

HEADLINES

PROSPECTS

Growing popularity of pet cats among busy apartment-dwellers and widening product range fuel growth

Greater segmentation attracts nutrition-focused cat owners

Premiumisation and shift towards prepared food continue to benefit sales

COMPETITIVE LANDSCAPE

Nestlé leapfrogs Mars to gain lead, thanks to aggressive price promotions

Mars loses share due to new launches perceived to offer better quality at lower prices

Croq Land soars thanks to a plethora of new products

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in Morocco - Industry Overview

EXECUTIVE SUMMARY

Rising but limited interest with pet ownership low and non-prepared alternatives preferred

Premium specialised options spark interest from affluent owners with focus on nutrition

Mars Morocco challenged on all sides by Nestlé, premium brands and private label

Modern grocery retailers appeal with convenient locations and wide range

Strong growth potential as more Moroccans view pets as family members

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

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