Executive Summary

Aug 2018
Prospects
Cheese is set to record strong growth

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.

Cheese is always part of Moroccans’ food

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.

Promotional activities fuel sales

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.

Competitive Landscape
Fromageries Bel leads cheese in 2018

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.

The competitive landscape remains stable in 2018

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.

Competition is strong in health and wellness

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.

Prospects
Growth expected to remain positive over the forecast period

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.

Increasing concern over milk prices in Morocco is a major threat to growth

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.

Growing concerns about the effects of milk on health may slow down growth

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.

Competitive Landscape
Centrale Danone continues to lose value share in 2018

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 compete on 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.

Strong advertising and promotion employed to increase value share

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.

Prospects
Yoghurt and sour milk products records healthy 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.

New product development drives sales

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.

Dairy-free yoghurt is expected to appear in 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.

Competitive Landscape
Centrale Danone continues to lose share

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.

Competitive landscape likely to see changes

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.

Health and wellness intensifies competition

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.

Prospects
Other dairy registers healthy growth

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 increase sales

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.

Growing snacking options threaten sales 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.

Competitive Landscape
Centrale Danone still dominates sales of other dairy

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.

Competitive landscape likely to change

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.

Health and wellness segment increases competition

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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Overview

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.

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 Dairy industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dairy 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 Dairy in Morocco?
  • What are the major brands in Morocco?
  • How has the economic downturn impacted sales performance given its staple food status?
  • Given mounting obesity concerns, are consumers moving from full-fat to reduced fat/fat-free offerings?
  • How are volatile farmgate prices for milk impacting retail prices and sales performance?

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.

Butter and Spreads

Cheese

Drinking Milk Products

Other Dairy

Yoghurt and Sour Milk Products

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

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