Drinking milk products is not yet mature in Morocco, as consumption of milk products is still low on a national level. However, urban dwellers will continue to have more access to drinking milk products in 2021 than most people in rural areas.
To offset the financial loss caused to Centrale Danone by the 2018 boycott, the company has invested in new product developments, including YoPro, and advertising campaigns, as well as revising some packaging types and sizes for fresh milk. It has also introduced a new milk brand, Gervais.
Since the inception of the pandemic, demand for fresh milk has gradually eroded while demand for shelf stable milk continues to portray growth thanks to its longer shelf life. This trend has been a continuing trend since 2020 and remains prevalent in 2021.
Over the forecast period, drinking milk products is expected to record modest but positive current retail value growth in Morocco. Overall retail volume growth is expected to stagnate, as all products will see positive retail volume growth except for fresh milk, which is expected to see retail volume sales continue to slightly decline.
Lactose-free milk is expected to continue to struggle into the forecast period, due to lack of demand for this product in Morocco. A number of players are expected to consider discontinuing lactose-free milk from their portfolio, which would shrink product availability and awareness of this product in Morocco.
A recently published scientific study revealed that milk sold in Morocco is contaminated with aflatoxin, a toxin that is tolerated at regulated levels, but which nevertheless remains dangerous for human health because of its carcinogenic potential. This risks negatively affecting sales of milk and milk products in the forecast period.
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Understand the latest market trends and future growth opportunities for the Drinking Milk Products industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Drinking Milk Products research and analysis database.
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