Prior to the pandemic, consumer awareness regarding organic packaged food was low. Likewise, many consumers failed to see the difference between organic and NH packaged food, with many favouring the latter.
In response to the pandemic, e-commerce witnessed an impressive increase in sales of organic packaged food in 2021. Much of this took place via online platforms such as Marjane and Aswak Delivery.
Sopalim retained its outright lead in the organic packaged food landscape in 2021, thanks to its popular offerings in organic bread and organic breakfast cereals. Sopalim is a key player in organic breakfast cereals with Tilo’s which benefits from a solid reputation for quality.
After seeing slowed growth during the pandemic, organic packaged food is expected to recover from 2022 and then continue seeing impressive growth over the duration of the forecast period. Customer awareness of organic products is set to increase in the years to come, especially in wake of the pandemic as more consumers will actively seek to improve their health.
Towards the end of the review period, the Ministry of Agriculture, Interior and Finance sought to promote organic agriculture, and hence granted public support for the certification of products from organic farming. This will not only generate further awareness for organic packaged food over the forecast period but will also be one of the main factors in contributing to the impressive growth predicted.
The Green Generation Agriculture plan aims to reach 100,000 hectares of organic cultivated area in the country by 2030. Within this plan, olive trees will be one of its main focus areas.
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Understand the latest market trends and future growth opportunities for the Organic Packaged Food industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Organic Packaged Food
Certified organic products are those which have been produced, stored, processed, handled and marketed in accordance with precise technical specifications (standards) and certified as "organic" by a certification body such as the Soil Association in the UK, the European Union or the US Department of Agriculture. It is important to note that an organic label applies to the production process, ensuring that the product has been produced and processed in an ecologically sound manner. The organic label is therefore a production process claim as opposed to a product quality claim. Note: For organic products to be included, the organic aspect needs to form a significant part of the overall positioning/marketing of the product, including the organic certification label in the packaging. 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 Organic Packaged Food research and analysis database.
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