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Country Report

Dog Food in

Dog Food in Morocco

May 2020

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

E-commerce and pet shops are crucial for customers who want to buy niche international brands

Dog owners in Morocco prefer premium products and are also curious about niche international ones. Successful examples of the latter are OWNAT and Bravery Pet Food that have generated incredible attention amongst local customers.

Constraints posed by religious and cultural factors

In Morocco, there are several 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.

More affluent dog owners driving growth across premium brands in dog food

Dog food continues to be dominated by premium dry food in both volume and value sales terms in 2020, with this category 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.

COMPETITIVE LANDSCAPE

Mars faces growing challenge from specialised premium brands

Dog food continued to be led by Mars Morocco in 2019, 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.

Cani Plus back to growth in 2019 after a troubling year post-acquisition

After a troubling ownership transition, Cani Plus reported growth in 2019. Animal Planet’s commercial strategy has finally come to fruition, after Cani Plus saw sales halved in the year after its acquisition.

Companies operating in premium segments invest in marketing and in-store activities

Premium dry dog food is by far the most popular type of dog food in Morocco, with companies keen to capitalise on high-income dog owners’ demand for specialised and health-focused products. Players operating in this category invest in well-structured marketing and in-store activities.

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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

E-commerce and pet shops are crucial for customers who want to buy niche international brands

Constraints posed by religious and cultural factors

More affluent dog owners driving growth across premium brands in dog food

COMPETITIVE LANDSCAPE

Mars faces growing challenge from specialised premium brands

Cani Plus back to growth in 2019 after a troubling year post-acquisition

Companies operating in premium segments invest in marketing and in-store activities

CATEGORY INDICATORS

Table 1 Dog Owning Households: % Analysis 2015-2020
Table 2 Dog Population 2015-2020
Table 3 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 1 Dog Food by Price Band 2020
Table 4 Sales of Dog Food by Category: Volume 2015-2020
Table 5 Sales of Dog Food by Category: Value 2015-2020
Table 6 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 7 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 8 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 9 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 10 NBO Company Shares of Dog Food: % Value 2015-2019
Table 11 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 12 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 13 Distribution of Dog Food by Format: % Value 2015-2020
Table 14 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 15 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 16 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 17 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025

Pet Care in Morocco - Industry Overview

EXECUTIVE SUMMARY

Low pet ownership and preference for non-prepared pet food remain the two major obstacles for growth in pet care

Rising interest in healthier options is fuelling growth of premiumisation

Mars Morocco retains leadership but followers are catching up fast

Discounters and e-commerce continue to gain relevance as they cater to opposite customer clusters

Strong growth potential as more Moroccans view pets as family members

Table 18 Pet Populations 2015-2020

MARKET DATA

Table 19 Sales of Pet Food by Category: Volume 2015-2020
Table 20 Sales of Pet Care by Category: Value 2015-2020
Table 21 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 22 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 23 NBO Company Shares of Pet Food: % Value 2015-2019
Table 24 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 25 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 26 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 27 Distribution of Pet Care by Format: % Value 2015-2020
Table 28 Distribution of Pet Care by Format and Category: % Value 2020
Table 29 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 30 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 31 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 32 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 33 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 34 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025

Megatrends

Country Report

Dog Food in Morocco

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

E-commerce and pet shops are crucial for customers who want to buy niche international brands

Constraints posed by religious and cultural factors

More affluent dog owners driving growth across premium brands in dog food

COMPETITIVE LANDSCAPE

Mars faces growing challenge from specialised premium brands

Cani Plus back to growth in 2019 after a troubling year post-acquisition

Companies operating in premium segments invest in marketing and in-store activities

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

E-commerce and pet shops are crucial for customers who want to buy niche international brands

Constraints posed by religious and cultural factors

More affluent dog owners driving growth across premium brands in dog food

COMPETITIVE LANDSCAPE

Mars faces growing challenge from specialised premium brands

Cani Plus back to growth in 2019 after a troubling year post-acquisition

Companies operating in premium segments invest in marketing and in-store activities

CATEGORY INDICATORS

CATEGORY DATA

Pet Care in Morocco - Industry Overview

EXECUTIVE SUMMARY

Low pet ownership and preference for non-prepared pet food remain the two major obstacles for growth in pet care

Rising interest in healthier options is fuelling growth of premiumisation

Mars Morocco retains leadership but followers are catching up fast

Discounters and e-commerce continue to gain relevance as they cater to opposite customer clusters

Strong growth potential as more Moroccans view pets as family members

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

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