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Country Report

Fortified/Functional Packaged Food in

Fortified/Functional Packaged Food in Morocco

Feb 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

FF cereals lead value sales, perceived as an easy, convenient way to increase daily vitamins, minerals and boost health

Sales in FF milk formula are driven by the increase of working women, and probiotic dairy benefits from a rise in health awareness

The busy work-life of parents in large cities drove the sales performance of FF milk formula in 2019. Women in Morocco are increasingly joining the workforce, resulting in a rise of mothers alternating between breastmilk and formula; as well as those mothers that, for various reasons, opt for just using formula.

FF packaged food grows, as consumers are attracted to products that offer multiple health benefits

FF packaged food was boosted in 2019, 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 retained its lead in FF packaged goods, thanks to its solid performance in the growing area of FF baby food, FF milk formula and FF cereals

Nestlé Maroc continued to maintain its clear lead in 2019, benefiting from its lead in FF milk formula, a large sales area for FF packaged goods. Through its wide product range and popular brands such as Nan, Nido and Nativa, Nestlé Maroc continues to register a highly competitive sales performance.

Centrale Danone lead FF dairy, benefiting from highly popular probiotic yoghurt Activia

Centrale Danone remained the leader of FF dairy in 2019. The group benefits from a well-established brand image and history in the country.

FF cereal bars continues to register high levels of value growth, led by Nestlé Maroc, offering familiar breakfast cereals in FF cereal bar format

Although a small area, led by Nestlé Maroc with its offerings Lion, Fitness Chocolate and Nesquik, FF cereal bars registered high levels of current retail value growth in FF packaged food in 2019, appreciated by consumers for being an on-the-go convenient FF snack. Nestlé Maroc offerings continued to be popular in 2019, thanks to its offering of popular cereals in bar format, with high-fibre and energy-boosting properties.

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Functional Food Sample Report Functional Food Sample Data

Overview

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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 Fortified/Functional Packaged 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.

The Fortified/Functional Packaged 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
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

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 Passport market research database.

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Fortified/Functional Packaged Food in Morocco - Category analysis

HEADLINES

PROSPECTS

FF cereals lead value sales, perceived as an easy, convenient way to increase daily vitamins, minerals and boost health

Sales in FF milk formula are driven by the increase of working women, and probiotic dairy benefits from a rise in health awareness

FF packaged food grows, as consumers are attracted to products that offer multiple health benefits

COMPETITIVE LANDSCAPE

Nestlé Maroc retained its lead in FF packaged goods, thanks to its solid performance in the growing area of FF baby food, FF milk formula and FF cereals

Centrale Danone lead FF dairy, benefiting from highly popular probiotic yoghurt Activia

FF cereal bars continues to register high levels of value growth, led by Nestlé Maroc, offering familiar breakfast cereals in FF cereal bar format

CATEGORY DATA

Table 1 Sales of Fortified/Functional Packaged Food by Category: Value 2014-2019
Table 2 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2014-2019
Table 3 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2014-2019
Table 4 Key Functional Ingredients in Fortified/Functional Bread: % Value 2014-2019
Table 5 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2014-2019
Table 6 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2014-2019
Table 7 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2014-2019
Table 8 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2015-2019
Table 9 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2016-2019
Table 10 LBN Brand Shares of Fortified/Functional Bread: % Value 2016-2019
Table 11 Distribution of Fortified/Functional Packaged Food by Format: % Value 2014-2019
Table 12 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2019-2024
Table 13 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2019-2024

Health and Wellness in Morocco - Industry Overview

EXECUTIVE SUMMARY

Solid growth in 2019 is driven by an increased interest in health and wellness, partnered with the domestic tax on consumption

Sales were driven by the government encouraging healthy living, as well as an increase in busier lifestyles and a growing interest in reduced sugar and low fat

New offerings shake-up the competitive landscape as competition between players remains fierce

Online retailers benefit from being convenient, timesaving options for consumers to source a host of health and wellness packaged food and beverages

The health and wellness landscape is set to continue growing over the forecast period, with new players responding to consumers health concerns and demands

MARKET DATA

Table 14 Sales of Health and Wellness by Type: Value 2014-2019
Table 15 Sales of Health and Wellness by Type: % Value Growth 2014-2019
Table 16 Sales of Health and Wellness by Category: Value 2014-2019
Table 17 Sales of Health and Wellness by Category: % Value Growth 2014-2019
Table 18 Sales of Health and Wellness by Prime Positioning: Value 2014-2019
Table 19 Sales of Health and Wellness by Prime Positioning: % Value Growth 2014-2019
Table 20 NBO Company Shares of Health and Wellness: % Value 2015-2019
Table 21 LBN Brand Shares of Health and Wellness: % Value 2016-2019
Table 22 Distribution of Health and Wellness by Format: % Value 2014-2019
Table 23 Distribution of Health and Wellness by Format and Category: % Value 2019
Table 24 Forecast Sales of Health and Wellness by Type: Value 2019-2024
Table 25 Forecast Sales of Health and Wellness by Type: % Value Growth 2019-2024
Table 26 Forecast Sales of Health and Wellness by Category: Value 2019-2024
Table 27 Forecast Sales of Health and Wellness by Category: % Value Growth 2019-2024
Table 28 Forecast Sales of Health and Wellness by Prime Positioning: Value 2019-2024
Table 29 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2019-2024

Megatrends

Country Report

Fortified/Functional Packaged Food in Morocco

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

FF cereals lead value sales, perceived as an easy, convenient way to increase daily vitamins, minerals and boost health

Sales in FF milk formula are driven by the increase of working women, and probiotic dairy benefits from a rise in health awareness

FF packaged food grows, as consumers are attracted to products that offer multiple health benefits

COMPETITIVE LANDSCAPE

Nestlé Maroc retained its lead in FF packaged goods, thanks to its solid performance in the growing area of FF baby food, FF milk formula and FF cereals

Centrale Danone lead FF dairy, benefiting from highly popular probiotic yoghurt Activia

FF cereal bars continues to register high levels of value growth, led by Nestlé Maroc, offering familiar breakfast cereals in FF cereal bar format

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Overview

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Table of Contents

Fortified/Functional Packaged Food in Morocco - Category analysis

HEADLINES

PROSPECTS

FF cereals lead value sales, perceived as an easy, convenient way to increase daily vitamins, minerals and boost health

Sales in FF milk formula are driven by the increase of working women, and probiotic dairy benefits from a rise in health awareness

FF packaged food grows, as consumers are attracted to products that offer multiple health benefits

COMPETITIVE LANDSCAPE

Nestlé Maroc retained its lead in FF packaged goods, thanks to its solid performance in the growing area of FF baby food, FF milk formula and FF cereals

Centrale Danone lead FF dairy, benefiting from highly popular probiotic yoghurt Activia

FF cereal bars continues to register high levels of value growth, led by Nestlé Maroc, offering familiar breakfast cereals in FF cereal bar format

CATEGORY DATA

Health and Wellness in Morocco - Industry Overview

EXECUTIVE SUMMARY

Solid growth in 2019 is driven by an increased interest in health and wellness, partnered with the domestic tax on consumption

Sales were driven by the government encouraging healthy living, as well as an increase in busier lifestyles and a growing interest in reduced sugar and low fat

New offerings shake-up the competitive landscape as competition between players remains fierce

Online retailers benefit from being convenient, timesaving options for consumers to source a host of health and wellness packaged food and beverages

The health and wellness landscape is set to continue growing over the forecast period, with new players responding to consumers health concerns and demands

MARKET DATA

SOURCES

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