Over the forecast period, cheese value and volume sales are expected to remain strong in Morocco. This is mainly thanks to spreadable processed cheese which is very cheap and, at the same time, very popular in the country.
In Morocco, many people consume cheese and use it for different purposes, especially spreadable processed cheese. Such products are used at home to make foods like lasagne and pizza or to make sandwiches.
Many advertising campaigns have been launched, especially by large companies to advertise their brands, such as La Vache Qui Rit and Kiri. These brands are very popular in the country and many Moroccans’ purchases tend to be driven by the aggressive promotional activities and discounts they offer.
Fromageries Belarus SA remained the leading player in cheese in Morocco in 2018, mainly thanks to its very popular brands, Kiri and La Vache Qui Rit. The company has existed in Morocco for a long time and has succeeded in building a strong relationship with local consumers.
In 2018, there was no change in the competitive landscape of cheese products in Morocco, mainly because cheese is still dominated by the three leading players. These key players have some of the most popular brands in Morocco, such as Kiri and La Vache Qui Rit, which helps them to stay on top of the competition, especially as they are very active in advertising and promoting their products through different channels.
The health awareness segment in Morocco is growing fast year after year. This is thanks to the growing number of health campaigns held on both radio and television to educate people about the types of healthy cheese and products in general that they should consume.
Over the forecast period, drinking milk products is expected to record modest but positive growth in Morocco. This is mainly because Moroccans are still attached to drinking milk as part of their daily consumption habits.
Many Moroccans have decided to stop buying milk and other drinking milk products as an act against the manifestation of high prices and are demanding that companies lower their prices. The situation is expected to persist over the forecast period until the pricing issues are resolved.
Campaigns on radio and local television channels have discussed the effects of milk on people’s health. The campaigns have run for some time, but many companies operating in drinking milk products have ignored them.
Centrale Danone, the leading company in drinking milk products in Morocco, continued to lose value share in 2018. This is mainly because many Moroccans have decided to boycott its products due to its high prices.
Companies are expected to lower their prices in order to drive sales up once again. Many Moroccans are boycotting milk and other related milk products from Centrale Danone, which has the biggest share and can put pressure on other key players to lower their prices as well.
Many companies invest in strong advertising. They interact with consumers through social media and launch campaigns on television in order to improve the image of their products and educate local consumers about the health benefits of milk on growth.
Over the forecast period, yoghurt and sour milk products is expected to achieve strong, healthy growth. This is thanks to the fact that many Moroccans are looking for alternative products to milk and drinking milk products.
As many traditional products are reaching maturity, companies are looking for new ways to draw consumers’ attention and, thus, increase their value sales. More probiotic and prebiotic yoghurt products are expected to be launched over the forecast period.
One of the key trends expected over the forecast period in Morocco is the launch of dairy-free yoghurt. Moroccans are becoming more knowledgeable about the effect of milk and dairy consumption on their health.
Centrale Danone lost further value share in yoghurt and sour milk products in 2018. This was mainly because many Moroccans are boycotting all products from Centrale Danone as an act against high prices.
As more Moroccans join the boycott of all products from Centrale Danone, which is the leading player and can affect sales and prices of yoghurt and sour milk products, other companies are expected to take over in the forecast period. Many Moroccans buy brands such as Jaouda, for example, but are reluctant to buy any product that is linked to Centrale Danone.
As Moroccans are becoming more knowledgeable about their health and wellbeing, it is expected that they will look for healthy options to satisfy their needs. Companies are increasingly tapping into the health and wellness trend.
Over the forecast period, other dairy is expected to post positive and healthy growth in Morocco. This is mainly because products continue to be launched with different sizes and features.
Health and wellness products among other dairy are growing fast as people become more interested in the healthy features of different dairy products. Reduced fat and better for you products are set to perform better over the forecast period.
The rapid expansion of modern retailers in Morocco is creating more opportunities for many companies to offer consumers a wide range of products. As a result, this has created many substitutes for other dairy products and given consumers more choices.
Centrale Danone remained the dominant player in other dairy in Morocco in 2018. However, it lost value share in 2018, mainly because many Moroccan consumers are boycotting its products, demanding lower prices.
As more Moroccans join the boycott of all products from Centrale Danone, the leading company in dairy in Morocco risks losing further value share to its competition. Moroccans continue to buy products from other brands rather than from Centrale Danone in order to put more pressure on the company to lower the prices of dairy products in the country.
The health and wellness segment is growing very fast in dairy in Morocco. More Moroccans are interested in healthy products as the awareness of the importance of consuming natural/organic products is growing.
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Discover the latest market trends and uncover sources of future market growth for the Dairy industry in Morocco with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Packaged Food market research database.