The free from category remains fairly niche in Morocco and is mainly represented by free from allergens. However, shelf representations of free from dairy packaged foods is growing in modern grocery retailers including Marjane, Carrefour and Aswak Assalam.
Free from dairy recorded the best performance in 2021, though from a relatively small base. Negative publicity about the consumption of dairy products continued to impact sales which benefited free from dairy milk.
In recent years, free from gluten has been growing in popularity due to the growing awareness surrounding gluten intolerance and the subsequent extensive portfolio from leading player Distribio Maroc. Nonetheless, free from gluten dairy products remained somewhat niche in Morocco in 2021, with the category still very much in its introductory phase.
After seeing a slowdown in 2020 and 2021 as a result of the pandemic, free from is expected to recover from 2022 onwards and continue seeing stronger current value growth over the duration of the forecast period. As the pandemic recedes and the economy starts to recover, purchasing power will improve, giving consumers more freedom in their purchasing decisions.
Free from gluten will continue to perform well over the forecast period. The increasing number of individuals diagnosed as gluten intolerant and rising awareness of this issue, thanks mainly to information distributed online, will contribute to boost sales growth of free from gluten products.
One potential obstacle for the free from gluten category over the forecast period could be its high prices as free from gluten is not subsidised by the state. Already, many consumers substitute free from gluten products for either home-made foods or products that naturally contain no gluten.
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Understand the latest market trends and future growth opportunities for the Free From industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This category includes free from gluten, free from lactose, free from allergens, free from dairy and free from meat products. This excludes foods which are certified ‘free’ of a specific product when this is based on use of sterilised equipment.See All of Our Definitions
This report originates from Passport, our Free From research and analysis database.
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