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Country Report

Dog Food in

Dog 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

Premium dry dog food benefits from new launches and affluent owners

Dog food continues to be dominated by premium dry food in both volume and value sales terms in 2019, with this product area also seeing the strongest retail volume growth. Sales are benefiting from the ongoing popularity of leading brands such as Royal Canin, Pedigree and Purina in addition to a plethora of new entries towards the end of the review period, including INNE and the Nutrivet lines.

Constraints posed by religious and cultural factors

In Morocco, there are several restrictive factors that deter many people from keeping dogs as pets. Islam is the state religion and also the religion of the vast majority of the population, while this religion imposes a number of constraints on dog ownership.

Economy dry food benefits from widening range and higher quality

Despite the dominance of premium dry food, there are signs of polarisation within dry dog food, with economy products outperforming mid-priced dry dog food. This was chiefly due to a widening range of options becoming available in economy dry dog food.

COMPETITIVE LANDSCAPE

Mars faces growing challenge from specialised premium brands

Dog food continued to be led by Mars Morocco in 2018, although the multinational is continuing to rapidly lose value share. The company’s main brand Pedigree is experiencing further pressure from Royal Canin, which is locally distributed for Mars Inc by Jessy Diffusion SA, and extended its line with the launch of Royal Canin Club.

Premium dry food attracts new entrants keen to cater to owners’ health concerns

Premium dry dog food is by far the most popular type of dog food in Morocco, with new entrants keen to capitalise on high-income dog owners’ demand for specialised and health-focused products. This area is thus seeing strong new product development.

Change of ownership for Cani Plus results in share loss

Petland Maroc, which held high value share within economy dry dog food in 2017, was bought by Animal Plant SA in May 2018. The sales and value share of its leading brand Cani Plus were severely impacted during this time, as it was only able to sell stock that remained in retailers.

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Samples

Dog Food Market Sample Report Dog 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 Dog 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 Dog Food industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dog 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 Dog Food in Morocco?
What are the major brands in Morocco?
How fast are consumers trading up to prepared dog food?
How have pet specialists fared in recent 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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Dog Food in Morocco - Category analysis

HEADLINES

PROSPECTS

Premium dry dog food benefits from new launches and affluent owners

Constraints posed by religious and cultural factors

Economy dry food benefits from widening range and higher quality

COMPETITIVE LANDSCAPE

Mars faces growing challenge from specialised premium brands

Premium dry food attracts new entrants keen to cater to owners’ health concerns

Change of ownership for Cani Plus results in share loss

CATEGORY INDICATORS

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

CATEGORY DATA

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

Dog Food in Morocco

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Premium dry dog food benefits from new launches and affluent owners

Constraints posed by religious and cultural factors

Economy dry food benefits from widening range and higher quality

COMPETITIVE LANDSCAPE

Mars faces growing challenge from specialised premium brands

Premium dry food attracts new entrants keen to cater to owners’ health concerns

Change of ownership for Cani Plus results in share loss

Samples

Overview

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Samples: FAQs about samples

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Table of Contents

Dog Food in Morocco - Category analysis

HEADLINES

PROSPECTS

Premium dry dog food benefits from new launches and affluent owners

Constraints posed by religious and cultural factors

Economy dry food benefits from widening range and higher quality

COMPETITIVE LANDSCAPE

Mars faces growing challenge from specialised premium brands

Premium dry food attracts new entrants keen to cater to owners’ health concerns

Change of ownership for Cani Plus results in share loss

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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