Packaged Food in Morocco

December 2020
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Overview:

Understand the latest market trends and future growth opportunities for the Packaged Food industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.

If you're in the Packaged Food industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Packaged Food in Morocco report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Packaged Food in Morocco?
  • Which are the leading brands in Packaged Food in Morocco?
  • How are products distributed in Packaged Food in Morocco?
  • How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
  • What are the key health and wellness concerns driving, or challenging, sales in Packaged Food?
  • How significant are vegan and vegetarian dietary requirements in determining sales growth in Morocco?
  • How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
  • Where is future growth expected to be most dynamic?
  • How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?

Packaged Food in Morocco

EXECUTIVE SUMMARY

COVID-19 impact on packaged food
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for packaged food?

FOODSERVICE

Sales to Foodservice
Closures of foodservice establishments in early-2020 negatively impacts on sales of packaged food More Moroccans eat outside of the home, boosting foodservice sales of packaged food such as table sauces Growth in limited-service restaurants drives sales of packaged food to foodservice
Consumer Foodservice
Despite a hiatus in 2020, development continues to support growth of consumer foodservice in Morocco Food delivery platforms and social media influencers take on crucial roles in a competitive arena Independent operators benefit from knowledge of local preferences, favourable pricing and consumer loyalty
Category Data
Chart 1 Packaged Food Value Sales Growth Scenarios: 2017-2024 Chart 2 Packaged Food Impact of Drivers on Value Sales: 2016-2024 Table 1 Foodservice Sales of Packaged Food by Category: Volume 2015-2020 Table 2 Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 3 Forecast Foodservice Sales of Packaged Food by Category: Volume 2020-2025 Table 4 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2020-2025

MARKET DATA

Table 5 Sales of Packaged Food by Category: Volume 2015-2020 Table 6 Sales of Packaged Food by Category: Value 2015-2020 Table 7 Sales of Packaged Food by Category: % Volume Growth 2015-2020 Table 8 Sales of Packaged Food by Category: % Value Growth 2015-2020 Table 9 GBO Company Shares of Packaged Food: % Value 2016-2020 Table 10 NBO Company Shares of Packaged Food: % Value 2016-2020 Table 11 LBN Brand Shares of Packaged Food: % Value 2017-2020 Table 12 Penetration of Private Label by Category: % Value 2015-2020 Table 13 Distribution of Packaged Food by Format: % Value 2015-2020 Table 14 Distribution of Packaged Food by Format and Category: % Value 2020 Table 15 Forecast Sales of Packaged Food by Category: Volume 2020-2025 Table 16 Forecast Sales of Packaged Food by Category: Value 2020-2025 Table 17 Forecast Sales of Packaged Food by Category: % Volume Growth 2020-2025 Table 18 Forecast Sales of Packaged Food by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Edible Oils in Morocco

KEY DATA FINDINGS

2020 IMPACT

Edible oils remain popular in Morocco, but growth slows as raw materials become harder to come by
Olive oil sees the best performance in edible oils in 2020, hampering growth in other categories
Growing health and wellbeing trend and drives sales in healthy and organic edible oils

RECOVERY AND OPPORTUNITIES

Long-standing presence and good reputation will maintain Lesieur Cristal’s lead, but other players will gain share
Companies will compete in the health and wellness segment as Moroccans focus on good nutrition
Unpackaged olive oil will hamper growth of packaged varieties

CATEGORY DATA

Table 19 Sales of Edible Oils by Category: Volume 2015-2020 Table 20 Sales of Edible Oils by Category: Value 2015-2020 Table 21 Sales of Edible Oils by Category: % Volume Growth 2015-2020 Table 22 Sales of Edible Oils by Category: % Value Growth 2015-2020 Table 23 NBO Company Shares of Edible Oils: % Value 2016-2020 Table 24 LBN Brand Shares of Edible Oils: % Value 2017-2020 Table 25 Distribution of Edible Oils by Format: % Value 2015-2020 Table 26 Forecast Sales of Edible Oils by Category: Volume 2020-2025 Table 27 Forecast Sales of Edible Oils by Category: Value 2020-2025 Table 28 Forecast Sales of Edible Oils by Category: % Volume Growth 2020-2025 Table 29 Forecast Sales of Edible Oils by Category: % Value Growth 2020-2025

Ready Meals in Morocco

KEY DATA FINDINGS

2020 IMPACT

Paty’s maintains its lead in ready meals in 2020 with strong distribution and a wide portfolio
Companies strive to change consumers’ perception of ready meals as unhealthy
Changing lifestyles increase competition in ready meals

RECOVERY AND OPPORTUNITIES

Hectic lifestyles in increasingly larger cities will drive growth in ready meals in the future
Rising purchasing power and more working women will boost growth in ready meals in the future
Promotional activities will raise awareness and drive sales

CATEGORY DATA

Table 30 Sales of Ready Meals by Category: Volume 2015-2020 Table 31 Sales of Ready Meals by Category: Value 2015-2020 Table 32 Sales of Ready Meals by Category: % Volume Growth 2015-2020 Table 33 Sales of Ready Meals by Category: % Value Growth 2015-2020 Table 34 Sales of Frozen Ready Meals by Ethnicity: % Value 2015-2020 Table 35 NBO Company Shares of Ready Meals: % Value 2016-2020 Table 36 LBN Brand Shares of Ready Meals: % Value 2017-2020 Table 37 Distribution of Ready Meals by Format: % Value 2015-2020 Table 38 Forecast Sales of Ready Meals by Category: Volume 2020-2025 Table 39 Forecast Sales of Ready Meals by Category: Value 2020-2025 Table 40 Forecast Sales of Ready Meals by Category: % Volume Growth 2020-2025 Table 41 Forecast Sales of Ready Meals by Category: % Value Growth 2020-2025

Sauces, Dressings and Condiments in Morocco

KEY DATA FINDINGS

2020 IMPACT

Little change to the overall landscape in sauces, dressings and condiments for consumers used to home-cooking
Players attempt to consolidate share through price promotions and advertising
Health and wellness trends drive development and increase competition

RECOVERY AND OPPORTUNITIES

Busy lives and increased availability across channels will continue to boost sales
Tomato pastes and purées will remain highly popular, but diversification in other areas may see competition increase
Changing consumption habits will benefit forecast period sales of table sauces

CATEGORY DATA

Table 42 Sales of Sauces, Dressings and Condiments by Category: Volume 2015-2020 Table 43 Sales of Sauces, Dressings and Condiments by Category: Value 2015-2020 Table 44 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2015-2020 Table 45 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2015-2020 Table 46 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2016-2020 Table 47 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2017-2020 Table 48 Distribution of Sauces, Dressings and Condiments by Format: % Value 2015-2020 Table 49 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2020-2025 Table 50 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2020-2025 Table 51 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2020-2025 Table 52 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2020-2025

Sweet Spreads in Morocco

KEY DATA FINDINGS

2020 IMPACT

Sweet spreads sees strong growth in 2020, as consumers seek out affordable ways to enjoy sweet treats
Honey’s healthy profile boosts sales in 2020 as packaged honey manufactures vie with local farmers for share
Local honey and jam producers are ahead of international players in the popularity stakes

RECOVERY AND OPPORTUNITIES

Accelerated pace of life and improving purchasing power will boost sweet spreads
Growing health and wellness trends will lead to new developments within sweet spreads
Strong advertising will maintain popularity of sweet spreads, but economic fragility will see a shift towards local and private label brands

CATEGORY DATA

Table 53 Sales of Sweet Spreads by Category: Volume 2015-2020 Table 54 Sales of Sweet Spreads by Category: Value 2015-2020 Table 55 Sales of Sweet Spreads by Category: % Volume Growth 2015-2020 Table 56 Sales of Sweet Spreads by Category: % Value Growth 2015-2020 Table 57 Sales of Jams and Preserves by Leading Flavours: Rankings 2015-2020 Table 58 NBO Company Shares of Sweet Spreads: % Value 2016-2020 Table 59 LBN Brand Shares of Sweet Spreads: % Value 2017-2020 Table 60 Distribution of Sweet Spreads by Format: % Value 2015-2020 Table 61 Forecast Sales of Sweet Spreads by Category: Volume 2020-2025 Table 62 Forecast Sales of Sweet Spreads by Category: Value 2020-2025 Table 63 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2020-2025 Table 64 Forecast Sales of Sweet Spreads by Category: % Value Growth 2020-2025

Soup in Morocco

KEY DATA FINDINGS

2020 IMPACT

Few brands, limited distribution, and lack of promotion continue to hamper growth in soup in 2020
Despite new product developments, consumers prefer home-made and vendor-produced soups
Shelf stable and dehydrated soup struggle to make any impact on Moroccan consumers in 2020

RECOVERY AND OPPORTUNITIES

Somafaco SA will maintain the lead with affordable prices and wide distribution and affordable prices
Domestic companies will remain popular thanks to wider availability and lower prices, but international flavours will generate interest
New product development in packaged soup and the rise of e-commerce may boost sales of soup over the forecast period

CATEGORY DATA

Table 65 Sales of Soup by Category: Volume 2015-2020 Table 66 Sales of Soup by Category: Value 2015-2020 Table 67 Sales of Soup by Category: % Volume Growth 2015-2020 Table 68 Sales of Soup by Category: % Value Growth 2015-2020 Table 69 Sales of Soup by Leading Flavours: Rankings 2015-2020 Table 70 NBO Company Shares of Soup: % Value 2016-2020 Table 71 LBN Brand Shares of Soup: % Value 2017-2020 Table 72 Distribution of Soup by Format: % Value 2015-2020 Table 73 Forecast Sales of Soup by Category: Volume 2020-2025 Table 74 Forecast Sales of Soup by Category: Value 2020-2025 Table 75 Forecast Sales of Soup by Category: % Volume Growth 2020-2025 Table 76 Forecast Sales of Soup by Category: % Value Growth 2020-2025

Baked Goods in Morocco

KEY DATA FINDINGS

2020 IMPACT

Part of Moroccan culture, baked goods records some growth but at a slower rate than seen previously
International players are expanding their base in baked goods in Morocco
Authorities aim to foster good practice, skills and knowledge and ensure quality in baked goods

RECOVERY AND OPPORTUNITIES

Baked goods will see strong current value growth as they are consumed with most meals daily
Artisanal will continue to dominate baked goods thanks to its good price/quality ratio
Growing interest in organic and healthy varieties of bread in Morocco as wellness trends accelerate

CATEGORY DATA

Table 77 Sales of Baked Goods by Category: Volume 2015-2020 Table 78 Sales of Baked Goods by Category: Value 2015-2020 Table 79 Sales of Baked Goods by Category: % Volume Growth 2015-2020 Table 80 Sales of Baked Goods by Category: % Value Growth 2015-2020 Table 81 NBO Company Shares of Baked Goods: % Value 2016-2020 Table 82 LBN Brand Shares of Baked Goods: % Value 2017-2020 Table 83 Distribution of Baked Goods by Format: % Value 2015-2020 Table 84 Forecast Sales of Baked Goods by Category: Volume 2020-2025 Table 85 Forecast Sales of Baked Goods by Category: Value 2020-2025 Table 86 Forecast Sales of Baked Goods by Category: % Volume Growth 2020-2025 Table 87 Forecast Sales of Baked Goods by Category: % Value Growth 2020-2025

Breakfast Cereals in Morocco

KEY DATA FINDINGS

2020 IMPACT

Nestlé Maroc continues to dominate breakfast cereals thanks to its good reputation, innovation and affordability
The competitive landscape sees little change in 2020 as consumers stick with popular and widely available brands
Wide product range leads modern grocery retailers to dominate distribution

RECOVERY AND OPPORTUNITIES

Busy lifestyles and promotional activities will contribute to growth, particularly in children’s breakfast cereals
The health trend and social media will contribute to growth in muesli and granola in the future
Private label will grow in line with modern grocery retailers and e-commerce expansion

CATEGORY DATA

Table 88 Sales of Breakfast Cereals by Category: Volume 2015-2020 Table 89 Sales of Breakfast Cereals by Category: Value 2015-2020 Table 90 Sales of Breakfast Cereals by Category: % Volume Growth 2015-2020 Table 91 Sales of Breakfast Cereals by Category: % Value Growth 2015-2020 Table 92 NBO Company Shares of Breakfast Cereals: % Value 2016-2020 Table 93 LBN Brand Shares of Breakfast Cereals: % Value 2017-2020 Table 94 Distribution of Breakfast Cereals by Format: % Value 2015-2020 Table 95 Forecast Sales of Breakfast Cereals by Category: Volume 2020-2025 Table 96 Forecast Sales of Breakfast Cereals by Category: Value 2020-2025 Table 97 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025 Table 98 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2020-2025

Processed Meat and Seafood in Morocco

KEY DATA FINDINGS

2020 IMPACT

Healthy growth in processed meat and seafood thanks to the convenience trend and more women joining the workforce
New maximum shelf life limits benefits processed meat and seafood in 2020 as consumers bulk-buy
Palmeraies Koutoubia retains its lead in 2020 in a fragmented category

RECOVERY AND OPPORTUNITIES

Health and wellness trend expected to affect processed meat and seafood over the forecast period
Fresh meat and seafood will hamper growth but increased online shopping habits can help offset this
Developments by international players in Morocco will drive growth over the forecast period

CATEGORY DATA

Table 99 Sales of Processed Meat and Seafood by Category: Volume 2015-2020 Table 100 Sales of Processed Meat and Seafood by Category: Value 2015-2020 Table 101 Sales of Processed Meat and Seafood by Category: % Volume Growth 2015-2020 Table 102 Sales of Processed Meat and Seafood by Category: % Value Growth 2015-2020 Table 103 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2015-2020 Table 104 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2015-2020 Table 105 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2015-2020 Table 106 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2015-2020 Table 107 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2015-2020 Table 108 NBO Company Shares of Processed Meat and Seafood: % Value 2016-2020 Table 109 LBN Brand Shares of Processed Meat and Seafood: % Value 2017-2020 Table 110 Distribution of Processed Meat and Seafood by Format: % Value 2015-2020 Table 111 Forecast Sales of Processed Meat and Seafood by Category: Volume 2020-2025 Table 112 Forecast Sales of Processed Meat and Seafood by Category: Value 2020-2025 Table 113 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2020-2025 Table 114 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2020-2025

Processed Fruit and Vegetables in Morocco

KEY DATA FINDINGS

2020 IMPACT

Continued growth in processed fruit and vegetables due to increasingly busy lives and the demand for convenience
Fresh fruit and vegetables hamper the growth of processed products as consumer
Damandis SA maintains its lead in a fragmented category, but Label’Vie SA plays catch up

RECOVERY AND OPPORTUNITIES

Growth in the urban population set to drive growth in processed fruit and vegetables in future
Private label is increasing in popularity thanks to its good quality and reasonable prices
Increase in retail channels and accelerated lifestyles will fuel growth in processed fruit and vegetables, particularly frozen products

CATEGORY DATA

Table 115 Sales of Processed Fruit and Vegetables by Category: Volume 2015-2020 Table 116 Sales of Processed Fruit and Vegetables by Category: Value 2015-2020 Table 117 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2015-2020 Table 118 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2015-2020 Table 119 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2015-2020 Table 120 NBO Company Shares of Processed Fruit and Vegetables: % Value 2016-2020 Table 121 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2017-2020 Table 122 Distribution of Processed Fruit and Vegetables by Format: % Value 2015-2020 Table 123 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025 Table 124 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2020-2025 Table 125 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025 Table 126 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2020-2025

Rice, Pasta and Noodles in Morocco

KEY DATA FINDINGS

2020 IMPACT

Rice, pasta and noodles see growth thanks to their convenience and profile as cooking staples
Increasing consumer preference for Asian cuisine sees rice record strongest growth in 2020
Damandis SA retains leadership of rice, pasta and noodles in 2020 thanks to price and availability

RECOVERY AND OPPORTUNITIES

Noodles will remain far less popular with Moroccans than rice and pasta over the forecast period
Mundiriz and Tria will maintain strong rankings but see stiff competition from international players and new entrants
Health trend will lead to greater competition among players and rising sales in rice and pasta

CATEGORY DATA

Table 127 Sales of Rice, Pasta and Noodles by Category: Volume 2015-2020 Table 128 Sales of Rice, Pasta and Noodles by Category: Value 2015-2020 Table 129 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2015-2020 Table 130 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2015-2020 Table 131 Sales of Instant Noodles by Leading Flavours: Rankings 2015-2020 Table 132 NBO Company Shares of Rice, Pasta and Noodles: % Value 2016-2020 Table 133 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2017-2020 Table 134 NBO Company Shares of Rice: % Value 2016-2020 Table 135 LBN Brand Shares of Rice: % Value 2017-2020 Table 136 NBO Company Shares of Pasta: % Value 2016-2020 Table 137 LBN Brand Shares of Pasta: % Value 2017-2020 Table 138 NBO Company Shares of Noodles: % Value 2016-2020 Table 139 LBN Brand Shares of Noodles: % Value 2017-2020 Table 140 Distribution of Rice, Pasta and Noodles by Format: % Value 2015-2020 Table 141 Distribution of Rice by Format: % Value 2015-2020 Table 142 Distribution of Pasta by Format: % Value 2015-2020 Table 143 Distribution of Noodles by Format: % Value 2015-2020 Table 144 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025 Table 145 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2020-2025 Table 146 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025 Table 147 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025

Packaged Food

In packaged food we consider two aspects of food sales: 1) Retail sales. 2) Foodservice. Retail sales is defined as sales through establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. This excludes hotels, restaurant, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition EXCLUDES the purchase of food products from foodservice outlets for consumption off-premises, eg impulse confectionery bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. Foodservice sales is defined as sales to consumer foodservice outlets that serve the general public in a non-captive environment. Outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semicaptive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. 1) Retail refers to units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. 2) Leisure refers to units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. 3) Travel refers to units located in based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Beyond the scope of the foodservice research are captive foodservice units that serve captive populations around institutions such as hospitals, schools, and prisons. This is also known as institutional sales.

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This report originates from Passport, our Packaged Food research and analysis database.

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