Prior to the pandemic, 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.
Despite performing well, naturally healthy packaged foods remains a small category in Morocco, due to the limited presence of international brands. However, NH packaged food has also 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.
Several artisans and local producers of naturally healthy packaged foods faced significant financial losses as a consequence of the pandemic. This led some to enter collaborations with new start-ups selling their products online due to the forced closure of their physical stores.
After performing well during the pandemic, NH packaged food is expected to perform well over the forecast period. As the health and wellness trend continues to gather pace in response to the pandemic, more consumers are expected to migrate to NH packaged food in a bid to improve their diets.
Traditional Moroccan products are set to continue gathering momentum following government efforts to boost the visibility of Moroccan agriculture and a general trend towards more authentic products. Mainly present in edible oils with olive oil, the leading player Les Huileries de Oued Souss has benefited from a strongly established brand name that is synonymous with quality and purity.
Although NH packaged food is projected to see impressive growth, there are a few concerns that could potentially pose a threat over the forecast period. For example, the growing health and wellness trend could in some ways act as a double-edged sword as some consumers might deem packaged food as unhealthy and migrate to unpackaged food instead.
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Naturally Healthy Packaged Food
This category includes products on the basis of naturally containing a substance that improves health and wellbeing beyond the product’s pure calorific value. These products are usually a healthier alternative within a certain sector/subsector. High fibre food (wholegrain/wholemeal/brown), soy products, sour milk drinks, nuts, seeds and trail mixes, honey, fruit and nut bars and olive oil are considered NH foods and 100% fruit/vegetable juice, superfruit juice, natural mineral water, spring water, RTD green tea etc. are considerd NH beverages. While many of these products are marketed on a health basis, this might not always be the case. Naturally healthy food and beverages that are additionally fortified fall into the 'fortified/functional' category. For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Naturally Healthy Packaged Food research and analysis database.
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