Naturally Healthy Packaged Food in Morocco

PROSPECTS

Over the review period, health issues related to nutrition gained visibility in Morocco, following campaigns by the Ministry of Health, and the general increase in digestive or cardiovascular diseases. The consumption of some products was emphasised to prevent such issues, which benefited naturally healthy food and boosted the appeal of locally produced unprocessed packaged food.

Naturally healthy packaged foods remained a small area in Morocco, due to limited international brands present in the landscape. However, NH packaged food benefited from rising awareness of healthy nutrition and the greater visibility of local products in modern grocery retailers such as Carrefour Market, and organic stores such as La Vie Claire.

Over the review period, an initiative by the government to promote traditional Moroccan products and support local cooperatives (Plan Maroc Vert – Green Morocco Plan) highlighted the products’ naturally healthy attributes. Cooperatives offered naturally healthy products such as almonds, dates and thyme honey labelled Protected Geographic Indication (IGP) or Protected Designation of Origin (AOP), which contributed to raising the visibility of naturally healthy packaged foods.

COMPETITIVE LANDSCAPE

Traditional Moroccan products gained momentum following government efforts to give visibility to Moroccan agriculture and a general trend towards returning to more authentic products. Mainly present in the edible oils with olive oil, leading player Les Huileries de Oued Souss benefited from a strongly established brand name that was synonymous with quality and purity.

Existing modern grocery retailers, distributing trusted and established international brands, all started to introduce further NH products from Morocco in 2019. For instance, La Vie Claire launched Alvena, an offering composed of local products such as thyme honey, olive oil and couscous.

Baby Food Maghreb SA see success with naturally healthy biscuits Gullón, as Santé Crunchy gains popularity

NH high fibre sweet biscuits registered the strongest current retail value growth in 2019, and Gullón by Baby Food Maghreb SA, benefited from having high levels of availability and distribution, across modern retailing stores and in forecourts retailers. Despite, Gullón being highly priced compared to other brands, it still managed to attract a consumer base in 2019.

Les Huileries de Oued Souss dominates NH olive oil, with sales benefiting from the increasing uses of oil olive in the country

The importance of NH olive oil is growing in Morocco, while its range of uses is becoming more extensive. Historically, NH olive oil was only used as a dressing on cold dishes and salads.

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