Ice cream and frozen desserts is expected to see growth accelerate in 2021, though it is not set to register the dynamism witnessed immediately prior to the COVID-19 crisis. During the pandemic, most key players did not engage in the kind of beach activities that usually play a key role in their marketing strategies in the Moroccan market.
Mobigen is set to remain the largest player in ice cream and frozen desserts in 2021. The company has developed a good distribution network across the country that will continue to ensure its products’ presence in major grocery retail outlets in Morocco.
The popularity of private label products is also expected to rise in 2021, mainly in bulk dairy ice cream, as consumers grow more price-sensitive. Labels likely to see strong growth include, Produit Eco by Marjane Holding and Carrefour products by Label’Vie Group.
The ice cream and frozen desserts category is not yet mature and offers notable room for further development. Sales of ice cream are expected to remain highly seasonal in Morocco in the forecast period, with leading players reporting that the majority of their turnover occurs during the summer season.
Leading players are likely to focus on modern retailing stores during the forecast period, as they seek to increase their annual sales performance and extend demand beyond the summer season. Ice cream and frozen desserts are available throughout the year in most hypermarkets and supermarkets, while traditional grocery retailers only offer such products during the spring and summer.
Paty’s, the second largest player in ice cream and frozen desserts, is striving to overcome its business issues, working to enhance its business processes and production operations in order to strengthen its capacity to face intensifying competition in the category.
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Understand the latest market trends and future growth opportunities for the Ice Cream and Frozen Desserts 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 report originates from Passport, our Ice Cream and Frozen Desserts research and analysis database.
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