Naturally Healthy Packaged Food in Morocco

2020 IMPACT

NH packaged food benefits from its healthy disposition amidst the COVID-19 pandemic

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.

Distribution channels continue to perform well despite the pandemic and ongoing travel bans

Despite performing well, naturally healthy packaged foods remains a small product area in Morocco, due to limited international brands present in the landscape. 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.

Local brands continue to increase value shares in 2020

Traditional Moroccan products have 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 has benefited from a strongly established brand name that was synonymous with quality and purity.

RECOVERY AND OPPORTUNITIES

NH packaged food performs remarkably over the forecast period as consumers continually become more health-conscious

After performing well during the pandemic, NH packaged food is expected to see impressive growth in 2021 and then continue performing well over the duration of 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.

Competitive landscape remains open to new entrants

NH packaged food is still rather immature in Morocco, meaning there is room for growth. Over the forecast period, new entrants are expected to capitalise on this as of now, there are no leading brands, meaning the competitive landscape is easier to penetrate.

Home-made food poses a threat as consumers question the healthiness of NH packaged food

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.