Packaged Food in Morocco

Packaged Food in Morocco

EXECUTIVE SUMMARY

Packaged food records strong growth as products gain consumer familiarity and trust

Health and wellness trend affects consumer choice

International companies dominate, but packaged food remains very fragmented

Modern retailers gain share due to promotions and a wide product range

Packaged food set to continue to record strong growth, as it is far from saturation

FOODSERVICE

Sales to Foodservice

More Moroccans eat outside of the home, boosting foodservice sales of packaged food
Growth in limited service restaurants drives sales of packaged food to foodservice
Foodservice remains a leading channel for frozen products

Consumer Foodservice

Consumer foodservice continues to grow due to rising incomes and increasingly Western lifestyles
Diversification in consumer foodservice blurs the lines between channels
Continued growth expected over the forecast period due to busier lives

Category Data

Table 1 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2014-2019
Table 6 Sales of Packaged Food by Category: Value 2014-2019
Table 7 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 8 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 9 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 10 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 11 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 12 Penetration of Private Label by Category: % Value 2014-2019
Table 13 Distribution of Packaged Food by Format: % Value 2014-2019
Table 14 Distribution of Packaged Food by Format and Category: % Value 2019
Table 15 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

DEFINITIONS

SOURCES

Summary 1 Research Sources

Chocolate Confectionery in Morocco

HEADLINES

PROSPECTS

Consumers increasingly seeking quality over quantity as disposable incomes rise

Organic products increasingly appeal and are perceived as healthier than standard products

Affordability key in countlines and boxed assortments, while the latter benefit from increased gifting

COMPETITIVE LANDSCAPE

Dislog maintains strong lead but is impacted by consumers trading up and opting for boxed assortments as gifts

Cie Cherifienne de Chocolaterie and Foods & Goods gain share thanks to polarisation

Famous international brands face competition from low-priced smuggled products with Mondelez taking control of Milka

Summary 2 Other Chocolate Confectionery by Product Type: 2019

CATEGORY DATA

Table 19 Sales of Chocolate Confectionery by Category: Volume 2014-2019
Table 20 Sales of Chocolate Confectionery by Category: Value 2014-2019
Table 21 Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
Table 22 Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019
Table 23 Sales of Chocolate Tablets by Type: % Value 2014-2019
Table 24 NBO Company Shares of Chocolate Confectionery: % Value 2015-2019
Table 25 LBN Brand Shares of Chocolate Confectionery: % Value 2016-2019
Table 26 Distribution of Chocolate Confectionery by Format: % Value 2014-2019
Table 27 Forecast Sales of Chocolate Confectionery by Category: Volume 2019-2024
Table 28 Forecast Sales of Chocolate Confectionery by Category: Value 2019-2024
Table 29 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2019-2024

Gum in Morocco

HEADLINES

PROSPECTS

Diversification, new launches and healthy positioning boost gum

Checkout displays key for impulse purchases, while supermarkets and hypermarkets offer value through larger packs

Bubble gum faces growing parental concerns regarding impact on teeth

COMPETITIVE LANDSCAPE

Mondelez maintains lead through wide product range, competitive positioning and effective brand strategy

Maghreb struggles with lower spending power for brand support

Dramatic shifts in share unlikely in this mature and relatively static environment

CATEGORY DATA

Table 31 Sales of Gum by Category: Volume 2014-2019
Table 32 Sales of Gum by Category: Value 2014-2019
Table 33 Sales of Gum by Category: % Volume Growth 2014-2019
Table 34 Sales of Gum by Category: % Value Growth 2014-2019
Table 35 Sales of Gum by Flavour: Rankings 2014-2019
Table 36 NBO Company Shares of Gum: % Value 2015-2019
Table 37 LBN Brand Shares of Gum: % Value 2016-2019
Table 38 Distribution of Gum by Format: % Value 2014-2019
Table 39 Forecast Sales of Gum by Category: Volume 2019-2024
Table 40 Forecast Sales of Gum by Category: Value 2019-2024
Table 41 Forecast Sales of Gum by Category: % Volume Growth 2019-2024
Table 42 Forecast Sales of Gum by Category: % Value Growth 2019-2024

Ice Cream and Frozen Desserts in Morocco

HEADLINES

PROSPECTS

Health trend boosts frozen yoghurt, while players seek to reduce seasonality

Large outlets benefit from space to offer products throughout the year, but are at a distance disadvantage

Infrastructure investments enable greater penetration, while consumers seek to replicate foodservice experience in the home

COMPETITIVE LANDSCAPE

Mobigen benefits from strong brands, and improved penetration of fridge freezers

Häagen-Dazs’ portion controlled packs appeal to consumers and maintain margins

Local products set to benefit from authenticity and highly competitive prices

CATEGORY DATA

Table 43 Sales of Ice Cream and Frozen Desserts by Category: Volume 2014-2019
Table 44 Sales of Ice Cream and Frozen Desserts by Category: Value 2014-2019
Table 45 Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2014-2019
Table 46 Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2014-2019
Table 47 Sales of Ice Cream by Leading Flavours: Rankings 2014-2019
Table 48 Sales of Impulse Ice Cream by Format: % Value 2016-2019
Table 49 NBO Company Shares of Ice Cream and Frozen Desserts: % Value 2015-2019
Table 50 LBN Brand Shares of Ice Cream and Frozen Desserts: % Value 2016-2019
Table 51 NBO Company Shares of Ice Cream: % Value 2015-2019
Table 52 LBN Brand Shares of Ice Cream: % Value 2016-2019
Table 53 NBO Company Shares of Impulse Ice Cream: % Value 2015-2019
Table 54 LBN Brand Shares of Impulse Ice Cream: % Value 2016-2019
Table 55 NBO Company Shares of Take-home Ice Cream: % Value 2015-2019
Table 56 LBN Brand Shares of Take-home Ice Cream: % Value 2016-2019
Table 57 NBO Company Shares of Frozen Desserts: % Value 2015-2019
Table 58 LBN Brand Shares of Frozen Desserts: % Value 2016-2019
Table 59 Distribution of Ice Cream and Frozen Desserts by Format: % Value 2014-2019
Table 60 Distribution of Ice Cream by Format: % Value 2014-2019
Table 61 Distribution of Frozen Desserts by Format: % Value 2014-2019
Table 62 Forecast Sales of Ice Cream and Frozen Desserts by Category: Volume 2019-2024
Table 63 Forecast Sales of Ice Cream and Frozen Desserts by Category: Value 2019-2024
Table 64 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2019-2024
Table 65 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2019-2024

Savoury Snacks in Morocco

HEADLINES

PROSPECTS

Health trend increases demand for nuts and baked products

Smaller pack sizes encourage impulse purchases and on-the-go consumption, and serve to maintain margins

Increasing demand for on-the-go snacks underpin pack size developments

COMPETITIVE LANDSCAPE

Jessy Diffusion’s extensive penetration, healthy options and small pack sizes boost share

Moul zariaa’s low-priced nuts and seeds pose competition to packaged brands

Domestic players face increasing competition from multinationals with greater financial clout

Summary 3 Other Savoury Snacks by Product Type: 2019

CATEGORY DATA

Table 66 Sales of Savoury Snacks by Category: Volume 2014-2019
Table 67 Sales of Savoury Snacks by Category: Value 2014-2019
Table 68 Sales of Savoury Snacks by Category: % Volume Growth 2014-2019
Table 69 Sales of Savoury Snacks by Category: % Value Growth 2014-2019
Table 70 NBO Company Shares of Savoury Snacks: % Value 2015-2019
Table 71 LBN Brand Shares of Savoury Snacks: % Value 2016-2019
Table 72 Distribution of Savoury Snacks by Format: % Value 2014-2019
Table 73 Forecast Sales of Savoury Snacks by Category: Volume 2019-2024
Table 74 Forecast Sales of Savoury Snacks by Category: Value 2019-2024
Table 75 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2019-2024
Table 76 Forecast Sales of Savoury Snacks by Category: % Value Growth 2019-2024

Sugar Confectionery in Morocco

HEADLINES

PROSPECTS

Toffees, caramels and nougat appeal due to attractive pricing, with smaller pack sizes likely to emerge

Ease of access key to reaching children, while players are likely to take advantage of gifting trend

Health trends and sugar subsidy reductions boost consumer and manufacturer interest in sugar-free products

COMPETITIVE LANDSCAPE

Leading players invest in online strategies to reach modern consumers, despite long-standing presence and traditional positioning

Financial strength benefits multinationals as local players face squeeze of rising costs

Domestic companies set to implement targeted initiatives in an increasingly competitive environment

Summary 4 Other Sugar Confectionery by Product Type: 2019

CATEGORY DATA

Table 77 Sales of Sugar Confectionery by Category: Volume 2014-2019
Table 78 Sales of Sugar Confectionery by Category: Value 2014-2019
Table 79 Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
Table 80 Sales of Sugar Confectionery by Category: % Value Growth 2014-2019
Table 81 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value 2014-2019
Table 82 NBO Company Shares of Sugar Confectionery: % Value 2015-2019
Table 83 LBN Brand Shares of Sugar Confectionery: % Value 2016-2019
Table 84 Distribution of Sugar Confectionery by Format: % Value 2014-2019
Table 85 Forecast Sales of Sugar Confectionery by Category: Volume 2019-2024
Table 86 Forecast Sales of Sugar Confectionery by Category: Value 2019-2024
Table 87 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2019-2024
Table 88 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2019-2024

Sweet Biscuits, Snack Bars and Fruit Snacks in Morocco

HEADLINES

PROSPECTS

Small pack sizes appeal in terms of both cost and portion control

Snack bars have convenient and healthy image but are hindered by high prices

Upper-income Moroccans interested in organic biscuits, while wafers compete with countlines for lower-income consumers

COMPETITIVE LANDSCAPE

Mondelez benefits from loyalty, while small packs attract lower-income consumers and maintain margins

Stock Pralim invests in increased production, and sees notable success in wafers

International players’ financial strength puts them in prime position, as smaller players face squeezed margins

CATEGORY DATA

Table 89 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2014-2019
Table 90 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2014-2019
Table 91 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2014-2019
Table 92 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2014-2019
Table 93 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2015-2019
Table 94 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2016-2019
Table 95 NBO Company Shares of Sweet Biscuits: % Value 2015-2019
Table 96 LBN Brand Shares of Sweet Biscuits: % Value 2016-2019
Table 97 NBO Company Shares of Snack Bars: % Value 2015-2019
Table 98 LBN Brand Shares of Snack Bars: % Value 2016-2019
Table 99 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value 2014-2019
Table 100 Distribution of Sweet Biscuits by Format: % Value 2014-2019
Table 101 Distribution of Snack Bars by Format: % Value 2014-2019
Table 102 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2019-2024
Table 103 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2019-2024
Table 104 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2019-2024
Table 105 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2019-2024

Butter and Spreads in Morocco

HEADLINES

PROSPECTS

Successful efforts to improve the image of butter and spreads improves the category’s prospects

FF and reduced-fat butter and spreads still not widely available

Price-related boycott encourages government price monitoring

COMPETITIVE LANDSCAPE

Copralim and other domestic players benefit from local knowledge and popularity

Stock Pralim Maroc recognised for effective quality management system

Margarine and spreads remains highly fragmented, with little meaningful competition

CATEGORY DATA

Table 106 Sales of Butter and Spreads by Category: Volume 2014-2019
Table 107 Sales of Butter and Spreads by Category: Value 2014-2019
Table 108 Sales of Butter and Spreads by Category: % Volume Growth 2014-2019
Table 109 Sales of Butter and Spreads by Category: % Value Growth 2014-2019
Table 110 NBO Company Shares of Butter and Spreads: % Value 2015-2019
Table 111 LBN Brand Shares of Butter and Spreads: % Value 2016-2019
Table 112 Distribution of Butter and Spreads by Format: % Value 2014-2019
Table 113 Forecast Sales of Butter and Spreads by Category: Volume 2019-2024
Table 114 Forecast Sales of Butter and Spreads by Category: Value 2019-2024
Table 115 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2019-2024
Table 116 Forecast Sales of Butter and Spreads by Category: % Value Growth 2019-2024

Cheese in Morocco

HEADLINES

PROSPECTS

Cheese continues to benefit from wide range of uses and established popularity

While soft cheese grows rapidly, spreadable process cheese still reigns

Demand for cheese picks up during Ramadan, and players capitalise on this

COMPETITIVE LANDSCAPE

Centrale Danone merges with Fromagerie des Doukkala to offset losses caused by boycott

Fromageries Bel’s processed cheese brand La Vache Qui Rit drives its value sales

Leading players maintain strength through active marketing and innovative launches

CATEGORY DATA

Table 117 Sales of Cheese by Category: Value 2014-2019
Table 118 Sales of Cheese by Category: % Volume Growth 2014-2019
Table 119 Sales of Cheese by Category: % Value Growth 2014-2019
Table 120 Sales of Spreadable Processed Cheese by Type: % Value 2014-2019
Table 121 NBO Company Shares of Cheese: % Value 2015-2019
Table 122 LBN Brand Shares of Cheese: % Value 2016-2019
Table 123 Distribution of Cheese by Format: % Value 2014-2019
Table 124 Forecast Sales of Cheese by Category: Volume 2019-2024
Table 125 Forecast Sales of Cheese by Category: Value 2019-2024
Table 126 Forecast Sales of Cheese by Category: % Volume Growth 2019-2024
Table 127 Forecast Sales of Cheese by Category: % Value Growth 2019-2024

Drinking Milk Products in Morocco

HEADLINES

PROSPECTS

Boycott of Centrale Danone continues to affect demand for fresh milk, but milk alternatives flourishes

Moroccan Ministry steps up to prevent illegal manufacture and fraudulent sales of milk made from reconstituted powder

Value growth anticipated in all drinking milk categories, but fresh milk volume continues to slightly decline

COMPETITIVE LANDSCAPE

Centrale Danone continues to lose share as consequence of boycott

COPAG is the biggest beneficiary of the boycott besetting Centrale Danone

Centrale Commerciale Des Domains also profits from Centrale Danone’s setback

CATEGORY DATA

Table 128 Sales of Drinking Milk Products by Category: Volume 2014-2019
Table 129 Sales of Drinking Milk Products by Category: Value 2014-2019
Table 130 Sales of Drinking Milk Products by Category: % Volume Growth 2014-2019
Table 131 Sales of Drinking Milk Products by Category: % Value Growth 2014-2019
Table 132 NBO Company Shares of Drinking Milk Products: % Value 2015-2019
Table 133 LBN Brand Shares of Drinking Milk Products: % Value 2016-2019
Table 134 Distribution of Drinking Milk Products by Format: % Value 2014-2019
Table 135 Forecast Sales of Drinking Milk Products Products by Category: Volume 2019-2024
Table 136 Forecast Sales of Drinking Milk Products Products by Category: Value 2019-2024
Table 137 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2019-2024
Table 138 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2019-2024

Baby Food in Morocco

HEADLINES

PROSPECTS

Boycott of Danone dairy products has less impact on milk formula

Growth in purchasing power and number of working mothers boost sales

Contamination issue results in the recall of Modilac milk formula

COMPETITIVE LANDSCAPE

Danone’s Blédilait regains share despite wider Danone boycott

Nestlé maintains lead on strength of trusted brands and long-lasting consumer relationship

Vitameal and Vitahalib increase shares since entering dried baby food and growing-up milk formula

CATEGORY DATA

Table 139 Sales of Baby Food by Category: Volume 2014-2019
Table 140 Sales of Baby Food by Category: Value 2014-2019
Table 141 Sales of Baby Food by Category: % Volume Growth 2014-2019
Table 142 Sales of Baby Food by Category: % Value Growth 2014-2019
Table 143 NBO Company Shares of Baby Food: % Value 2015-2019
Table 144 LBN Brand Shares of Baby Food: % Value 2016-2019
Table 145 Distribution of Baby Food by Format: % Value 2014-2019
Table 146 Forecast Sales of Baby Food by Category: Volume 2019-2024
Table 147 Forecast Sales of Baby Food by Category: Value 2019-2024
Table 148 Forecast Sales of Baby Food by Category: % Volume Growth 2019-2024
Table 149 Forecast Sales of Baby Food by Category: % Value Growth 2019-2024

Other Dairy in Morocco

HEADLINES

PROSPECTS

Ministry of Health takes action to ensure product safety, especially during Ramadan

Fromage frais and quark players focus on responding to health and wellness trends

Sales could be hit by health trends if players slow down diversification and promotional efforts

COMPETITIVE LANDSCAPE

Centrale Danone sees growth in fromage frais and quark despite boycott

Copralim maintains lead in cream due to Président’s reputation and quality

Players use tombolas and other campaigns to boost sales during Ramadan

CATEGORY DATA

Table 150 Sales of Other Dairy by Category: Volume 2014-2019
Table 151 Sales of Other Dairy by Category: Value 2014-2019
Table 152 Sales of Other Dairy by Category: % Volume Growth 2014-2019
Table 153 Sales of Other Dairy by Category: % Value Growth 2014-2019
Table 154 Sales of Cream by Type: % Value 2014-2019
Table 155 NBO Company Shares of Other Dairy: % Value 2015-2019
Table 156 LBN Brand Shares of Other Dairy: % Value 2016-2019
Table 157 Distribution of Other Dairy by Format: % Value 2014-2019
Table 158 Forecast Sales of Other Dairy by Category: Volume 2019-2024
Table 159 Forecast Sales of Other Dairy by Category: Value 2019-2024
Table 160 Forecast Sales of Other Dairy by Category: % Volume Growth 2019-2024
Table 161 Forecast Sales of Other Dairy by Category: % Value Growth 2019-2024

Yoghurt and Sour Milk Products in Morocco

HEADLINES

PROSPECTS

Sales benefit from increased interest, wider variety and expanded distribution

Focus is on functional products as players seek to stimulate interest in maturing category

Product bundling is increasingly used to attract interest and boost sales

COMPETITIVE LANDSCAPE

Centrale Danone again loses value share in 2019, but share decline softens

Loyalty helps Centrale Commerciale maintain lead in sour milk drinks despite relatively high prices

Zott “the gourmet dairy” expands its presence in modern Moroccan retail stores

CATEGORY DATA

Table 162 Sales of Yoghurt and Sour Milk Products by Category: Volume 2014-2019
Table 163 Sales of Yoghurt and Sour Milk Products by Category: Value 2014-2019
Table 164 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2014-2019
Table 165 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2014-2019
Table 166 Sales of Flavoured Yoghurt by Flavour: Rankings 2014-2019
Table 167 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2015-2019
Table 168 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2016-2019
Table 169 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2014-2019
Table 170 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2019-2024
Table 171 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2019-2024
Table 172 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2019-2024
Table 173 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2019-2024

Edible Oils in Morocco

HEADLINES

PROSPECTS

Edible oils remain popular but growth slows

Olive oil sees the best performance, hampering growth in other categories

The health trend and population growth will drive sales over the forecast period

COMPETITIVE LANDSCAPE

Long-standing presence and good reputation maintains Lesieur Cristal’s lead

Companies compete in the health and wellness segment

Unpackaged olive oil hampers the growth of players offering packaged products

CATEGORY DATA

Table 174 Sales of Edible Oils by Category: Volume 2014-2019
Table 175 Sales of Edible Oils by Category: Value 2014-2019
Table 176 Sales of Edible Oils by Category: % Volume Growth 2014-2019
Table 177 Sales of Edible Oils by Category: % Value Growth 2014-2019
Table 178 NBO Company Shares of Edible Oils: % Value 2015-2019
Table 179 LBN Brand Shares of Edible Oils: % Value 2016-2019
Table 180 Distribution of Edible Oils by Format: % Value 2014-2019
Table 181 Forecast Sales of Edible Oils by Category: Volume 2019-2024
Table 182 Forecast Sales of Edible Oils by Category: Value 2019-2024
Table 183 Forecast Sales of Edible Oils by Category: % Volume Growth 2019-2024
Table 184 Forecast Sales of Edible Oils by Category: % Value Growth 2019-2024

Ready Meals in Morocco

HEADLINES

PROSPECTS

Hectic lifestyles in large cities drive growth

Promotional activities will raise awareness and drive sales

Rising purchasing power and more working women will boost growth

COMPETITIVE LANDSCAPE

Paty’s maintains its lead with strong distribution and a wide portfolio

Changing lifestyles are making the competition fierce

Companies are changing consumers’ perceptions of ready meals

CATEGORY DATA

Table 185 Sales of Ready Meals by Category: Volume 2014-2019
Table 186 Sales of Ready Meals by Category: Value 2014-2019
Table 187 Sales of Ready Meals by Category: % Volume Growth 2014-2019
Table 188 Sales of Ready Meals by Category: % Value Growth 2014-2019
Table 189 Sales of Frozen Ready Meals by Ethnicity: % Value 2014-2019
Table 190 NBO Company Shares of Ready Meals: % Value 2015-2019
Table 191 LBN Brand Shares of Ready Meals: % Value 2016-2019
Table 192 Distribution of Ready Meals by Format: % Value 2014-2019
Table 193 Forecast Sales of Ready Meals by Category: Volume 2019-2024
Table 194 Forecast Sales of Ready Meals by Category: Value 2019-2024
Table 195 Forecast Sales of Ready Meals by Category: % Volume Growth 2019-2024
Table 196 Forecast Sales of Ready Meals by Category: % Value Growth 2019-2024

Sauces, Dressings and Condiments in Morocco

HEADLINES

PROSPECTS

Busy lives and rising availability set to continue to boost sales

Tomato pastes and purées remains the biggest category, but diversification is seen

Changing consumption habits benefit sales of table sauces

COMPETITIVE LANDSCAPE

Les Conserves de Meknès Aicha maintains its lead through widespread advertising

The competitive landscape continues to consolidate

Health and wellness launches will increase the competition

CATEGORY DATA

Table 197 Sales of Sauces, Dressings and Condiments by Category: Volume 2014-2019
Table 198 Sales of Sauces, Dressings and Condiments by Category: Value 2014-2019
Table 199 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2014-2019
Table 200 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2014-2019
Table 201 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2015-2019
Table 202 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2016-2019
Table 203 Distribution of Sauces, Dressings and Condiments by Format: % Value 2014-2019
Table 204 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2019-2024
Table 205 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2019-2024
Table 206 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2019-2024
Table 207 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2019-2024

Soup in Morocco

HEADLINES

PROSPECTS

Few brands, limited distribution and lack of promotion will continue to hamper growth

Consumers prefer home-made soup, whether made at home or by foodservice

International recipes and unique products will drive sales

COMPETITIVE LANDSCAPE

Somafaco leads soup with affordable prices and wide distribution

Domestic companies lead due to wider availability and lower prices

Players will offer new products to change consumers’ perceptions of packaged soup

CATEGORY DATA

Table 208 Sales of Soup by Category: Volume 2014-2019
Table 209 Sales of Soup by Category: Value 2014-2019
Table 210 Sales of Soup by Category: % Volume Growth 2014-2019
Table 211 Sales of Soup by Category: % Value Growth 2014-2019
Table 212 Sales of Soup by Leading Flavours: Rankings 2014-2019
Table 213 NBO Company Shares of Soup: % Value 2015-2019
Table 214 LBN Brand Shares of Soup: % Value 2016-2019
Table 215 Distribution of Soup by Format: % Value 2014-2019
Table 216 Forecast Sales of Soup by Category: Volume 2019-2024
Table 217 Forecast Sales of Soup by Category: Value 2019-2024
Table 218 Forecast Sales of Soup by Category: % Volume Growth 2019-2024
Table 219 Forecast Sales of Soup by Category: % Value Growth 2019-2024

Sweet Spreads in Morocco

HEADLINES

PROSPECTS

Growth in bread helps sweet spreads to see a strong performance

The health trend leads to developments within sweet spreads

Jams and preserves, chocolate spreads and honey will continue to lead

COMPETITIVE LANDSCAPE

Diva Distribution leads sweet spreads with its diverse portfolio and wide distribution

Local companies are ahead of international players, with more room for development

Unpackaged honey affects sales, but players respond

CATEGORY DATA

Table 220 Sales of Sweet Spreads by Category: Volume 2014-2019
Table 221 Sales of Sweet Spreads by Category: Value 2014-2019
Table 222 Sales of Sweet Spreads by Category: % Volume Growth 2014-2019
Table 223 Sales of Sweet Spreads by Category: % Value Growth 2014-2019
Table 224 Sales of Jams and Preserves by Leading Flavours: Rankings 2014-2019
Table 225 NBO Company Shares of Sweet Spreads: % Value 2015-2019
Table 226 LBN Brand Shares of Sweet Spreads: % Value 2016-2019
Table 227 Distribution of Sweet Spreads by Format: % Value 2014-2019
Table 228 Forecast Sales of Sweet Spreads by Category: Volume 2019-2024
Table 229 Forecast Sales of Sweet Spreads by Category: Value 2019-2024
Table 230 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2019-2024
Table 231 Forecast Sales of Sweet Spreads by Category: % Value Growth 2019-2024

Baked Goods in Morocco

HEADLINES

PROSPECTS

Baked goods records growth as these products are part of Moroccan culture

More women join the workforce, benefiting packaged products

Actions to foster good practice, skills and knowledge and ensure quality

COMPETITIVE LANDSCAPE

Artisanal dominates baked goods due to a good price/quality ratio

Foreign players are increasingly interested in expanding in baked goods in Morocco

Growing interest in organic bread in Morocco

CATEGORY DATA

Table 232 Sales of Baked Goods by Category: Volume 2014-2019
Table 233 Sales of Baked Goods by Category: Value 2014-2019
Table 234 Sales of Baked Goods by Category: % Volume Growth 2014-2019
Table 235 Sales of Baked Goods by Category: % Value Growth 2014-2019
Table 236 NBO Company Shares of Baked Goods: % Value 2015-2019
Table 237 LBN Brand Shares of Baked Goods: % Value 2016-2019
Table 238 Distribution of Baked Goods by Format: % Value 2014-2019
Table 239 Forecast Sales of Baked Goods by Category: Volume 2019-2024
Table 240 Forecast Sales of Baked Goods by Category: Value 2019-2024
Table 241 Forecast Sales of Baked Goods by Category: % Volume Growth 2019-2024
Table 242 Forecast Sales of Baked Goods by Category: % Value Growth 2019-2024

Breakfast Cereals in Morocco

HEADLINES

PROSPECTS

Busy lifestyles contribute to growth, particularly in children’s breakfast cereals

The health trend and social media contribute to growth in muesli and granola

Wide product range leads modern grocery retailers to dominate distribution

COMPETITIVE LANDSCAPE

Nestlé Maroc continues to dominate thanks to its good reputation and innovation

Smaller players see slight share growth from a low base

Growing presence of private label along with expansion of modern grocery retailers

CATEGORY DATA

Table 243 Sales of Breakfast Cereals by Category: Volume 2014-2019
Table 244 Sales of Breakfast Cereals by Category: Value 2014-2019
Table 245 Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
Table 246 Sales of Breakfast Cereals by Category: % Value Growth 2014-2019
Table 247 NBO Company Shares of Breakfast Cereals: % Value 2015-2019
Table 248 LBN Brand Shares of Breakfast Cereals: % Value 2016-2019
Table 249 Distribution of Breakfast Cereals by Format: % Value 2014-2019
Table 250 Forecast Sales of Breakfast Cereals by Category: Volume 2019-2024
Table 251 Forecast Sales of Breakfast Cereals by Category: Value 2019-2024
Table 252 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2019-2024
Table 253 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2019-2024

Processed Fruit and Vegetables in Morocco

HEADLINES

PROSPECTS

Continued growth due to increasingly busy lives and the demand for convenience

Fresh fruit and vegetables hamper the growth of processed products

Growth in the urban population set to drive growth

COMPETITIVE LANDSCAPE

Damandis maintains its lead, but this remains fragile

Frozen products are gaining share, boosting the share of corresponding players

Private label is increasing in popularity due to offering quality at reasonable prices

CATEGORY DATA

Table 254 Sales of Processed Fruit and Vegetables by Category: Volume 2014-2019
Table 255 Sales of Processed Fruit and Vegetables by Category: Value 2014-2019
Table 256 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2014-2019
Table 257 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2014-2019
Table 258 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2014-2019
Table 259 NBO Company Shares of Processed Fruit and Vegetables: % Value 2015-2019
Table 260 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2016-2019
Table 261 Distribution of Processed Fruit and Vegetables by Format: % Value 2014-2019
Table 262 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2019-2024
Table 263 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2019-2024
Table 264 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2019-2024
Table 265 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2019-2024

Processed Meat and Seafood in Morocco

HEADLINES

PROSPECTS

Healthy growth as more women join the workforce

New maximum shelf life periods for processed meat and seafood

Health trend expected to affect processed meat and seafood over the forecast period

COMPETITIVE LANDSCAPE

Palmeraies Koutoubia retains its lead but the category is fragmented

Fresh meat and seafood hampers growth

Developments by international players in Morocco

CATEGORY DATA

Table 266 Sales of Processed Meat and Seafood by Category: Volume 2014-2019
Table 267 Sales of Processed Meat and Seafood by Category: Value 2014-2019
Table 268 Sales of Processed Meat and Seafood by Category: % Volume Growth 2014-2019
Table 269 Sales of Processed Meat and Seafood by Category: % Value Growth 2014-2019
Table 270 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2014-2019
Table 271 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2014-2019
Table 272 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2014-2019
Table 273 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2014-2019
Table 274 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2014-2019
Table 275 NBO Company Shares of Processed Meat and Seafood: % Value 2015-2019
Table 276 LBN Brand Shares of Processed Meat and Seafood: % Value 2016-2019
Table 277 Distribution of Processed Meat and Seafood by Format: % Value 2014-2019
Table 278 Forecast Sales of Processed Meat and Seafood by Category: Volume 2019-2024
Table 279 Forecast Sales of Processed Meat and Seafood by Category: Value 2019-2024
Table 280 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2019-2024
Table 281 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2019-2024

Rice, Pasta and Noodles in Morocco

HEADLINES

PROSPECTS

Rising knowledge of Italian food contributes to growth in pasta

Rising preference for Asian cuisines leads rice to see the strongest growth

Noodles remain far less popular

COMPETITIVE LANDSCAPE

Mundiriz retains leadership of rice, pasta and noodles due to price and availability

Tria leads pasta thanks to advertising and promotion

Health trend will lead to greater competition and rising sales

CATEGORY DATA

Table 282 Sales of Rice, Pasta and Noodles by Category: Volume 2014-2019
Table 283 Sales of Rice, Pasta and Noodles by Category: Value 2014-2019
Table 284 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2014-2019
Table 285 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2014-2019
Table 286 Sales of Instant Noodles by Leading Flavours: Rankings 2014-2019
Table 287 NBO Company Shares of Rice, Pasta and Noodles: % Value 2015-2019
Table 288 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2016-2019
Table 289 NBO Company Shares of Rice: % Value 2015-2019
Table 290 LBN Brand Shares of Rice: % Value 2016-2019
Table 291 NBO Company Shares of Pasta: % Value 2015-2019
Table 292 LBN Brand Shares of Pasta: % Value 2016-2019
Table 293 NBO Company Shares of Noodles: % Value 2015-2019
Table 294 LBN Brand Shares of Noodles: % Value 2016-2019
Table 295 Distribution of Rice, Pasta and Noodles by Format: % Value 2014-2019
Table 296 Distribution of Rice by Format: % Value 2014-2019
Table 297 Distribution of Pasta by Format: % Value 2014-2019
Table 298 Distribution of Noodles by Format: % Value 2014-2019
Table 299 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2019-2024
Table 300 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2019-2024
Table 301 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2019-2024
Table 302 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2019-2024

---