Fortified/Functional Packaged Food in Morocco

PROSPECTS

Industry players communicate product ingredients and their relationship to health and wellness

Campaigns by the Ministry of Health advising consumers on the benefits of eating certain products boosted fortified/functional products. Marketing and promotional campaigns also went increasingly online, making it easier to reach consumers and ensure exposure to this type of information.

Increasing focus on digestive health benefits probiotic dairy products in FF packaged food

FF probiotic yoghurt remained a large category in FF dairy, with this trend set to continue over the forecast period. The government continued to promote the benefits of dairy consumption in 2018, which had been decreasing in Morocco, by highlighting the nutritional importance of dairy products, such as calcium for bone strength and their high level of protein.

FF packaged food benefits from the growing appeal of products offering combined effects

FF packaged food was boosted by the increasing popularity of products offering combined effects. The reinforced natural function of ingredients or added nutritive benefits creates the perception of added value for products such as FF gums or FF sweet biscuits.

COMPETITIVE LANDSCAPE

Nestlé Maroc leads thanks to its strength in FF baby food and FF breakfast cereals

Nestlé Maroc led FF milk formula in 2018 leveraging on consumer trust and its strong reputation for quality among Moroccan mothers. It also benefitted from the declining number of breastfeeding, as more women entered the workforce and engaged in increasingly active lifestyles.

Competition increases in FF cereal bars

Although a small category led by Jessy Diffusion with its Fly brand, FF cereal bars registered the strongest current retail value growth in FF packaged food in 2018. Jessy Diffusion’s Fly brand proved popular thanks to its offer of low-fat, high-fibre and energy-boosting products.

Centrale Danone remains the leader in FF dairy

Centrale Danone positioned itself as the leader in FF dairy. The group benefits from a well-established brand image and history in the country.

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