Organic Packaged Food in Morocco

PROSPECTS

Initiative to create a Moroccan organic label supported by the government pushes sales of organic packaged food.

As Morocco is a significant producer and exporter of agricultural products, the global trend towards organic products encouraged the government to help with its development. Organic agricultural production benefits from an association called AMABIO, and an inter-professional federation called FIMABIO.

Expansion of organic products through all modern retailers boosts sales

Consumption of organic food continue to rise in 2018, particularly in large urban areas. Moreover, the category gained further momentum through the inclusion of foods targeting those interested in weight loss and not only those who buy these products for health reasons or a food intolerance.

Healthier snacking trend drives growth

Awareness of product origin and quality increased among middle class consumers, especially younger consumers and pregnant women. This also had an impact on products purchased for snacking, as they are usually high in fat and sugar.

COMPETITIVE LANDSCAPE

Sopalim retains the leading position in 2018

Sopalim retained top spot in the category in 2018 thanks to its popular brands in organic bread and organic breakfast cereals. Sopalim is a key player in organic breakfast cereals with its Tilo’s brand, which benefits from a solid reputation for quality.

Distribio Maroc gains ground through strong presence in organic cereal bars

Distribio Maroc, although small compared to other players in organic packaged food, remained important thanks to the strong retail value share of its La Vie Claire private label in the dynamic organic cereal bars category. The growing number of La Vie Claire shops and its online platform in Morocco ensured a good performance for this organic cereal bars brand at the end of the review period.

La Vie Claire’s success stimulates interest among other private label players

In addition to Distrbio Maroc and its private label, the other leading players in this category continue to face increasing competition from other private label players entering organic packaged food such as Carrefour or Marjane. Bjorg, the leading brand in organic sweet biscuits, the fastest-growing category in organic packaged food in 2018, continued to lose retail value share to new competitors and private label products as organic food and consumer awareness expanded quickly.

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