Free from gluten bread recorded the strongest growth in retail value sales in 2018. The increasing number of individuals diagnosed as gluten intolerant and rising awareness of this issue, thanks mainly to information distributed online, contributed to growth in sales of free from gluten products.
Free from dairy milk also performed well in 2018 though from a relatively small base. Negative publicity about consumption of dairy products continued to affect sales but was to the benefit of free from dairy alternatives.
More women are entering the workforce, which is contributing to a decline in breastfeeding. However, the heightened risk of food allergies among children who are not breastfed has been widely communicated in a government campaign, leading to a shift in consumer focus to specific milk formula enabling the niche hypoallergenic milk formula (HA milk formula) to grow.
Distribio Maroc led free from packaged food in 2018, taking over from Nestlé, thanks to its outright lead in free from gluten bread, through distribution of the Dr Schar brand. Free from gluten packaged food gained popularity as some consumers sought to manage their weight while it also appeals to a growing number of people with food intolerances.
The growing visibility of organic shops in the main cities as well as the expansion of supermarkets and hypermarkets offering a wider range of free from products continued to familiarise consumers with the category’s products. La Vie Claire gained further retail value share in health and wellness packaged food, thanks to its diversified product portfolio with its free from gluten and free from lactose products proving particularly popular.
Nestlé Maroc continued to be a leading light in free from baby food in 2018 thanks to the popularity of its Nan and Alfaré brands, both of which are widely marketed and enjoy significant consumer trust. These brands are manufactured to provide relief for food intolerance among infants and young children, with such instances of food intolerances on the rise.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Food Intolerance industry in Morocco with research from Euromonitor's team of in-country analysts.
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