Naturally Healthy Packaged Food in Morocco

PROSPECTS

Growing consumer awareness of health issues benefits the category

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. In this light, 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.

Greater retail visibility benefits NH packaged food

NH packaged food benefited from rising awareness of healthy nutrition and the greater visibility of products in modern grocery retailers such as Carrefour Market, and organic stores such as La Vie Claire. New brands and products increased consumer awareness of what is healthy by communicating the natural virtues of certain products.

NH attributes of local products help raise the category’s profile

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 the category.

COMPETITIVE LANDSCAPE

Local brands perform well thanks to a focus on traditional Moroccan products

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 category with olive oil, leading player Les Huileries de Oued Souss benefited from a strongly established brand name that was synonymous with quality and purity.

Modern retailers such as La Vie Claire benefit from offering Moroccan products

Existing modern grocery retailers, distributing trusted and established international brands in this category, started to introduce NH products from Morocco. For instance, La Vie Claire launched Alvena a brand essentially composed of “terroir” products such as thyme honey, olive oil and couscous.

Growing demand for NH olive oil

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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