Organic Packaged Food in Morocco

PROSPECTS

Consumer awareness of organic products continues to increase as many focus on reading labels and acquiring only the best certified organic goods

Customer awareness of organic products is high in Morocco and continued to increase in 2019. Households that are adopting a healthy lifestyle are increasingly reading product labels, as well as checking for certification prior to buying.

Modern grocery retailers and the growth of online retailers has boosted both awareness and value sales of organic packaged food

The popularity of organic products was particularly boosted by the aggressive entrance of modern grocery retailers, such as Carrefour Gourmet, which opened towards the end of the review period, and which is dedicated to organic, natural and fresh food. Organic private label products continued to increase in Morocco in 2019.

The rise of healthy snacking trends drive growth in organic packaged food

Awareness of product origin and quality increased among middle-class consumers in 2019, especially younger consumers and pregnant women. This also had an impact on items purchased for snacking, as they are usually high in fat and sugar.

COMPETITIVE LANDSCAPE

Sopalim retains the leading position in 2019, thanks to established offerings Tilo’s and Recondo

Sopalim retained its lead in the organic packaged food landscape in 2019, 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.

Casino Bio expands its availability, selling its range in both Marjane and Acima

Organic Casino products are developing rapidly in Morocco. In the past, Casino offerings were only available in some Marjane stores located in large cities – however in 2019, the player had expanded, allowing households to buy Casino Bio products in Marjane and Acima stores across all of Morocco.

Les Domaines Agricoles grew in 2019, benefiting from its own shops, an e-commerce platform and presence in modern retailing stores

In organic fresh fruits and vegetables from Les Domaines Agricoles were growing in 2019. Throughout Morocco, Les Domaines Agricoles has built a positive customer perception through its high-quality products.

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