Executive Summary
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COVID-19 impact on packaged food
In contrast with other countries, Morocco suffered little disruption to supply chains during the COVID-19 crisis in 2020, and there was less consumer stockpiling as a result. Consumers’ disinclination to stockpile also supported continuity in supply chains, although sales of long-life staples such as pasta, rice and packaged bread and cakes markedly increased.
COVID-19 country impact
A lockdown was introduced by the Moroccan Government on 20 March, with only one person per family allowed to leave their home for a list of very limited purposes, which included buying groceries or medicine and medical visits. People working in key jobs such as bankers, pharmacists, healthcare workers or grocery store employees were still able to leave their homes.
Company response
Some big players in packaged goods have raised their profile in 2020 with philanthropic gestures. For example, in edible oils Lesieur Cristal SA donated MAD30 million to the solidarity fund for the management of the pandemic and promised to ensure that its industrial sites would continue production and regularly supply all of its commercial agencies with edible oils.
Retailing shift
Modern retail channels, especially supermarkets and hypermarkets, continued to gain current value share at the expense of traditional grocery retailers in 2020. This is mainly because the former offer a wide range of products across the price spectrum, invest in promotional activities, and are better able to accommodate social distancing and hygiene measures, thereby providing customers with an increased sense of security.
Foodservice vs retail split
Retail has grabbed significant share from foodservice in most packaged foods categories in 2020, with the latter suffering significant losses as restaurants, cafés, bars and hotels closed in March. Although the strictest lockdown measures were eased in late June, restrictions had to be tightened and a State of Health Emergency declared as the number of infections rose again.
What next for packaged food?
It is expected that packaged food in Morocco will continue to post strong retail volume and current value growth over the forecast period, with a steady increase in retail sales until 2025. In addition to continual population growth and convenience trends, this can be attributed to the fact that packaged food overall is still nowhere near saturation in the country, and there are still many opportunities for manufacturers, retailers and distributors to increase their sales and profits.
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Overview
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Overview
Discover the latest market trends and uncover sources of future market growth for the Packaged food industry in Morocco with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Packaged food industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.
When you purchase this report, you also get the data and the content from the category reports in Morocco for free.
The Packaged food in Morocco market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Packaged food in Morocco?
- What are the major brands in Morocco?
- As economic prospects slowly improve, are consumers starting to eat out more and spending less time cooking at home?
- How is private label performing in the wake of retail consolidation and the global economic hangover?
- Do consumers want value for money or added value?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This industry report originates from Passport, our Packaged Food market research database.
Table of Contents
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
Chocolate Confectionery in Morocco
KEY DATA FINDINGS
2020 IMPACT
Marketing strategies will be important for brand development in 2020, and Dislog will maintain its lead of chocolate confectionery
Affordability will be key in countlines and boxed assortments in 2020
COVID-19 boosted retail volume sales of chocolate confectionery in Q2 2020, as consumers spent more time at home
RECOVERY AND OPPORTUNITIES
Healthy eating trend expected to continue into the forecast period, and prompt the growth of dark and organic chocolate confectionery
Smuggled chocolate confectionery may threaten retail volume sales, while Morocco will encourage international investment into the forecast period
Increasing interest in premium products will drive growth into the forecast period, with private label brands will increase retail volume sales
Summary 2 Other Chocolate Confectionery by Product Type: 2020
CATEGORY DATA
Table 19 Sales of Chocolate Confectionery by Category: Volume 2015-2020
Table 20 Sales of Chocolate Confectionery by Category: Value 2015-2020
Table 21 Sales of Chocolate Confectionery by Category: % Volume Growth 2015-2020
Table 22 Sales of Chocolate Confectionery by Category: % Value Growth 2015-2020
Table 23 Sales of Chocolate Tablets by Type: % Value 2015-2020
Table 24 NBO Company Shares of Chocolate Confectionery: % Value 2016-2020
Table 25 LBN Brand Shares of Chocolate Confectionery: % Value 2017-2020
Table 26 Distribution of Chocolate Confectionery by Format: % Value 2015-2020
Table 27 Forecast Sales of Chocolate Confectionery by Category: Volume 2020-2025
Table 28 Forecast Sales of Chocolate Confectionery by Category: Value 2020-2025
Table 29 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2020-2025
Table 30 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2020-2025
Gum in Morocco
KEY DATA FINDINGS
2020 IMPACT
Mondelez Maroc will continue to lead gum in 2020, with strong positioning and a wide range of products
Maghreb will retain popularity in Morocco in 2020, thanks to its iconic Flash brand
Traditional retailers will see higher retail volume sales of gum in 2020, though modern retailers will focus on larger pack sizes
RECOVERY AND OPPORTUNITIES
Diversification, new launches and healthy positioning will offer opportunities for gum into the forecast period
Smaller pack sizes are likely to become increasingly popular into the forecast period, due to their convenience and lower cost
Bubble gum will face growing parental concerns regarding impact on teeth
CATEGORY DATA
Table 31 Sales of Gum by Category: Volume 2015-2020
Table 32 Sales of Gum by Category: Value 2015-2020
Table 33 Sales of Gum by Category: % Volume Growth 2015-2020
Table 34 Sales of Gum by Category: % Value Growth 2015-2020
Table 35 Sales of Gum by Flavour: Rankings 2015-2020
Table 36 NBO Company Shares of Gum: % Value 2016-2020
Table 37 LBN Brand Shares of Gum: % Value 2017-2020
Table 38 Distribution of Gum by Format: % Value 2015-2020
Table 39 Forecast Sales of Gum by Category: Volume 2020-2025
Table 40 Forecast Sales of Gum by Category: Value 2020-2025
Table 41 Forecast Sales of Gum by Category: % Volume Growth 2020-2025
Table 42 Forecast Sales of Gum by Category: % Value Growth 2020-2025
Sugar Confectionery in Morocco
KEY DATA FINDINGS
2020 IMPACT
Health trends will boost consumer and manufacturer interest in sugar-free products in 2020
Pastor will continue to lead sugar confectionery in 2020, though Michoc will maintain its strong position
Toffees, caramels and nougat will appeal due to attractive pricing in 2020
RECOVERY AND OPPORTUNITIES
Financial strength will benefit multinationals into the forecast period, as local players face squeeze of rising costs
Premiumisation trend is likely to grow into the forecast period, particularly in toffees, caramels and nougat
Sugar confectionery may face increasing competition from chocolate confectionery into the forecast period
Summary 3 Other Sugar Confectionery by Product Type: 2020
CATEGORY DATA
Table 43 Sales of Sugar Confectionery by Category: Volume 2015-2020
Table 44 Sales of Sugar Confectionery by Category: Value 2015-2020
Table 45 Sales of Sugar Confectionery by Category: % Volume Growth 2015-2020
Table 46 Sales of Sugar Confectionery by Category: % Value Growth 2015-2020
Table 47 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value 2015-2020
Table 48 NBO Company Shares of Sugar Confectionery: % Value 2016-2020
Table 49 LBN Brand Shares of Sugar Confectionery: % Value 2017-2020
Table 50 Distribution of Sugar Confectionery by Format: % Value 2015-2020
Table 51 Forecast Sales of Sugar Confectionery by Category: Volume 2020-2025
Table 52 Forecast Sales of Sugar Confectionery by Category: Value 2020-2025
Table 53 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2020-2025
Table 54 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2020-2025
Sweet Biscuits, Snack Bars and Fruit Snacks in Morocco
KEY DATA FINDINGS
2020 IMPACT
Snack bars have convenient and healthy image but will be hindered by high prices in 2020, while wafers will see strong current retail value growth
Mondelez will continue to lead sweet biscuits, snack bars and fruit snacks in 2020
Stock Pralim Maroc will maintain second rank in 2020, trying to close the gap with Mondelez with large investments and new product launches
RECOVERY AND OPPORTUNITIES
International players’ financial strength will put them in prime position into the forecast period, as smaller players will face squeezed margins
Organic biscuits expected to see growth into the forecast period, thanks to healthy lifestyle trend
Offerings of small packet sizes likely to increase in the forecast period, as a healthier and lower cost option
CATEGORY DATA
Table 55 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2015-2020
Table 56 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2015-2020
Table 57 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2015-2020
Table 58 Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2015-2020
Table 59 NBO Company Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2016-2020
Table 60 LBN Brand Shares of Sweet Biscuits, Snack Bars and Fruit Snacks: % Value 2017-2020
Table 61 NBO Company Shares of Sweet Biscuits: % Value 2016-2020
Table 62 LBN Brand Shares of Sweet Biscuits: % Value 2017-2020
Table 63 NBO Company Shares of Snack Bars: % Value 2016-2020
Table 64 LBN Brand Shares of Snack Bars: % Value 2017-2020
Table 65 Distribution of Sweet Biscuits, Snack Bars and Fruit Snacks by Format: % Value 2015-2020
Table 66 Distribution of Sweet Biscuits by Format: % Value 2015-2020
Table 67 Distribution of Snack Bars by Format: % Value 2015-2020
Table 68 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Volume 2020-2025
Table 69 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: Value 2020-2025
Table 70 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Volume Growth 2020-2025
Table 71 Forecast Sales of Sweet Biscuits, Snack Bars and Fruit Snacks by Category: % Value Growth 2020-2025
Ice Cream and Frozen Desserts in Morocco
KEY DATA FINDINGS
2020 IMPACT
Health trend will boost frozen yoghurt retail volume sales in 2020, though frozen desserts will struggle
Unilever has taken back ownership of its Magnum brand from Mobigen in 2020
Mobigen will continue to lead ice cream and frozen desserts in 2020, and Dislog will also grow its current retail value share
RECOVERY AND OPPORTUNITIES
Producers will need to reduce seasonality of ice cream and frozen desserts in order to generate significant growth into the forecast period
Modern retail stores will be key to boosting ice cream and frozen desserts retail volume sales into the forecast period
Local products likely to benefit from authenticity and highly competitive prices into the forecast period
CATEGORY DATA
Table 72 Sales of Ice Cream and Frozen Desserts by Category: Volume 2015-2020
Table 73 Sales of Ice Cream and Frozen Desserts by Category: Value 2015-2020
Table 74 Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2015-2020
Table 75 Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2015-2020
Table 76 Sales of Ice Cream by Leading Flavours: Rankings 2015-2020
Table 77 Sales of Impulse Ice Cream by Format: % Value 2015-2020
Table 78 NBO Company Shares of Ice Cream and Frozen Desserts: % Value 2016-2020
Table 79 LBN Brand Shares of Ice Cream and Frozen Desserts: % Value 2017-2020
Table 80 NBO Company Shares of Ice Cream: % Value 2016-2020
Table 81 LBN Brand Shares of Ice Cream: % Value 2017-2020
Table 82 NBO Company Shares of Impulse Ice Cream: % Value 2016-2020
Table 83 LBN Brand Shares of Impulse Ice Cream: % Value 2017-2020
Table 84 NBO Company Shares of Take-home Ice Cream: % Value 2016-2020
Table 85 LBN Brand Shares of Take-home Ice Cream: % Value 2017-2020
Table 86 NBO Company Shares of Frozen Desserts: % Value 2016-2020
Table 87 LBN Brand Shares of Frozen Desserts: % Value 2017-2020
Table 88 Distribution of Ice Cream and Frozen Desserts by Format: % Value 2015-2020
Table 89 Distribution of Ice Cream by Format: % Value 2015-2020
Table 90 Distribution of Frozen Desserts by Format: % Value 2015-2020
Table 91 Forecast Sales of Ice Cream and Frozen Desserts by Category: Volume 2020-2025
Table 92 Forecast Sales of Ice Cream and Frozen Desserts by Category: Value 2020-2025
Table 93 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Volume Growth 2020-2025
Table 94 Forecast Sales of Ice Cream and Frozen Desserts by Category: % Value Growth 2020-2025
Savoury Snacks in Morocco
KEY DATA FINDINGS
2020 IMPACT
Potato chips will see high retail volume sales in 2020, though other categories will see more dynamic growth
Jessy Diffusion will continue to lead savoury snacks in 2020, though global brands will gain share
Health trend will increase demand for nuts and baked products in 2020
RECOVERY AND OPPORTUNITIES
Savoury biscuits will see strong current retail value growth into the forecast period, benefiting from healthy lifestyle and snacking trends
Domestic players will face increasing competition into the forecast period from multinationals with greater financial clout
Moul zariaa’s low-priced nuts and seeds, along with smuggled products will pose competition to packaged brands
Summary 4 Other Savoury Snacks by Product Type: 2020
CATEGORY DATA
Table 95 Sales of Savoury Snacks by Category: Volume 2015-2020
Table 96 Sales of Savoury Snacks by Category: Value 2015-2020
Table 97 Sales of Savoury Snacks by Category: % Volume Growth 2015-2020
Table 98 Sales of Savoury Snacks by Category: % Value Growth 2015-2020
Table 99 NBO Company Shares of Savoury Snacks: % Value 2016-2020
Table 100 LBN Brand Shares of Savoury Snacks: % Value 2017-2020
Table 101 Distribution of Savoury Snacks by Format: % Value 2015-2020
Table 102 Forecast Sales of Savoury Snacks by Category: Volume 2020-2025
Table 103 Forecast Sales of Savoury Snacks by Category: Value 2020-2025
Table 104 Forecast Sales of Savoury Snacks by Category: % Volume Growth 2020-2025
Table 105 Forecast Sales of Savoury Snacks by Category: % Value Growth 2020-2025
Baby Food in Morocco
KEY DATA FINDINGS
2020 IMPACT
Baby food will continue growing in Morocco in 2020, with word-of-mouth important
Growing up milk formula will see slowest growth in 2020, partly due to bad publicity
Nestlé will maintain lead in 2020 on strength of trusted brands and long-lasting consumer relationship, though Agro-Food will also gain current retail value shares
RECOVERY AND OPPORTUNITIES
Current retail value growth expected to gradually increase into the forecast period due to consistent demand
UHT milk may pose a threat to growing up milk formula into the forecast period
Growth in purchasing power and number of working mothers will boost sales of milk formula into the forecast period
CATEGORY DATA
Table 106 Sales of Baby Food by Category: Volume 2015-2020
Table 107 Sales of Baby Food by Category: Value 2015-2020
Table 108 Sales of Baby Food by Category: % Volume Growth 2015-2020
Table 109 Sales of Baby Food by Category: % Value Growth 2015-2020
Table 110 NBO Company Shares of Baby Food: % Value 2016-2020
Table 111 LBN Brand Shares of Baby Food: % Value 2017-2020
Table 112 Distribution of Baby Food by Format: % Value 2015-2020
Table 113 Forecast Sales of Baby Food by Category: Volume 2020-2025
Table 114 Forecast Sales of Baby Food by Category: Value 2020-2025
Table 115 Forecast Sales of Baby Food by Category: % Volume Growth 2020-2025
Table 116 Forecast Sales of Baby Food by Category: % Value Growth 2020-2025
Butter and Spreads in Morocco
KEY DATA FINDINGS
2020 IMPACT
Butter and spreads will still attract new players in 2020, though it will be nearing maturity
Successful efforts to improve the image of butter and spreads will improve prospects in 2020
Copralim and other domestic players will benefit from local knowledge and popularity in 2020
RECOVERY AND OPPORTUNITIES
Increasing health awareness will drive new product developments into the forecast period
Margarine and spreads will remain highly fragmented into the forecast period, with little meaningful competition
Price-related boycott will encourage government price monitoring over the forecast period
CATEGORY DATA
Table 117 Sales of Butter and Spreads by Category: Volume 2015-2020
Table 118 Sales of Butter and Spreads by Category: Value 2015-2020
Table 119 Sales of Butter and Spreads by Category: % Volume Growth 2015-2020
Table 120 Sales of Butter and Spreads by Category: % Value Growth 2015-2020
Table 121 NBO Company Shares of Butter and Spreads: % Value 2016-2020
Table 122 LBN Brand Shares of Butter and Spreads: % Value 2017-2020
Table 123 Distribution of Butter and Spreads by Format: % Value 2015-2020
Table 124 Forecast Sales of Butter and Spreads by Category: Volume 2020-2025
Table 125 Forecast Sales of Butter and Spreads by Category: Value 2020-2025
Table 126 Forecast Sales of Butter and Spreads by Category: % Volume Growth 2020-2025
Table 127 Forecast Sales of Butter and Spreads by Category: % Value Growth 2020-2025
Cheese in Morocco
KEY DATA FINDINGS
2020 IMPACT
Fromageries Bel will continue to lead cheese in 2020, with Centrale Danone and Copralim also performing well
Demand for cheese picks up during Ramadan, and players capitalise on this
While soft cheese will grow rapidly in 2020, spreadable process cheese will continue to reign
RECOVERY AND OPPORTUNITIES
Cheese will continue to benefit from wide range of uses and established popularity over the forecast period
Leading players will maintain strength through active marketing and innovative launches
Tunisian cheese leader Land’or will invest in Morocco into the forecast period
CATEGORY DATA
Table 128 Sales of Cheese by Category: Volume 2015-2020
Table 129 Sales of Cheese by Category: Value 2015-2020
Table 130 Sales of Cheese by Category: % Volume Growth 2015-2020
Table 131 Sales of Cheese by Category: % Value Growth 2015-2020
Table 132 Sales of Spreadable Processed Cheese by Type: % Value 2015-2020
Table 133 Sales of Unprocessed Cheese by Type: % Value 2015-2020
Table 134 NBO Company Shares of Cheese: % Value 2016-2020
Table 135 LBN Brand Shares of Cheese: % Value 2017-2020
Table 136 Distribution of Cheese by Format: % Value 2015-2020
Table 137 Forecast Sales of Cheese by Category: Volume 2020-2025
Table 138 Forecast Sales of Cheese by Category: Value 2020-2025
Table 139 Forecast Sales of Cheese by Category: % Volume Growth 2020-2025
Table 140 Forecast Sales of Cheese by Category: % Value Growth 2020-2025
Drinking Milk Products in Morocco
KEY DATA FINDINGS
2020 IMPACT
Milk alternatives will thrive in 2020, while demand for fresh milk will remain stable
New companies with a focus on other dairy products will start investing in drinking milk in 2020
Centrale Danone will recover from the boycott in 2020, while Cooperative COPAG will continue to perform strongly
RECOVERY AND OPPORTUNITIES
Current retail value growth anticipated in all drinking milk products, but fresh milk retail volume will continue to slightly decline
Lactose free milk is expected to struggle into the forecast period
Moroccan Ministry will step up to prevent fraudulent sales of milk made from reconstituted powder into the forecast period, increasing trust in drinking milk
CATEGORY DATA
Table 141 Sales of Drinking Milk Products by Category: Volume 2015-2020
Table 142 Sales of Drinking Milk Products by Category: Value 2015-2020
Table 143 Sales of Drinking Milk Products by Category: % Volume Growth 2015-2020
Table 144 Sales of Drinking Milk Products by Category: % Value Growth 2015-2020
Table 145 NBO Company Shares of Drinking Milk Products: % Value 2016-2020
Table 146 LBN Brand Shares of Drinking Milk Products: % Value 2017-2020
Table 147 Distribution of Drinking Milk Products by Format: % Value 2015-2020
Table 148 Forecast Sales of Drinking Milk Products Products by Category: Volume 2020-2025
Table 149 Forecast Sales of Drinking Milk Products Products by Category: Value 2020-2025
Table 150 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2020-2025
Table 151 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2020-2025
Yoghurt and Sour Milk Products in Morocco
KEY DATA FINDINGS
2020 IMPACT
Centrale Danone will continue to lead yoghurt and sour milk in 2020 despite 2018 boycott, while new product developments will add interest to product area
Loyalty will help Cooperative COPAG maintain lead in sour milk drinks despite relatively high prices
Product bundling will increasingly be used to attract interest and boost sales in 2020
RECOVERY AND OPPORTUNITIES
Yoghurt and sour milk expected to develop into the forecast period, with wider availability and advertising campaigns
Increasing health awareness will drive new FF product developments into the forecast period
New product developments expected to drive interest in yoghurt and sour milk products into the forecast period
CATEGORY DATA
Table 152 Sales of Yoghurt and Sour Milk Products by Category: Volume 2015-2020
Table 153 Sales of Yoghurt and Sour Milk Products by Category: Value 2015-2020
Table 154 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2015-2020
Table 155 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2015-2020
Table 156 Sales of Flavoured Yoghurt by Flavour: Rankings 2015-2020
Table 157 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2016-2020
Table 158 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2017-2020
Table 159 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2015-2020
Table 160 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2020-2025
Table 161 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2020-2025
Table 162 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2020-2025
Table 163 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2020-2025
Other Dairy in Morocco
KEY DATA FINDINGS
2020 IMPACT
Fromage frais and quark will develop in Morocco in 2020, with health trends driving growth
Copralim will maintain lead in cream in 2020 due to Président’s reputation and quality
Centrale Danone will see growth in fromage frais and quark despite boycott
RECOVERY AND OPPORTUNITIES
Sales could be hit by health trends if players slow down diversification and promotional efforts
Threat of new entrants will remain high into the forecast period
Ramadan will remain an important period for retail volume sale of other dairy into the forecast period
CATEGORY DATA
Table 164 Sales of Other Dairy by Category: Volume 2015-2020
Table 165 Sales of Other Dairy by Category: Value 2015-2020
Table 166 Sales of Other Dairy by Category: % Volume Growth 2015-2020
Table 167 Sales of Other Dairy by Category: % Value Growth 2015-2020
Table 168 Sales of Cream by Type: % Value 2015-2020
Table 169 NBO Company Shares of Other Dairy: % Value 2016-2020
Table 170 LBN Brand Shares of Other Dairy: % Value 2017-2020
Table 171 Distribution of Other Dairy by Format: % Value 2015-2020
Table 172 Forecast Sales of Other Dairy by Category: Volume 2020-2025
Table 173 Forecast Sales of Other Dairy by Category: Value 2020-2025
Table 174 Forecast Sales of Other Dairy by Category: % Volume Growth 2020-2025
Table 175 Forecast Sales of Other Dairy by Category: % Value Growth 2020-2025
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 176 Sales of Edible Oils by Category: Volume 2015-2020
Table 177 Sales of Edible Oils by Category: Value 2015-2020
Table 178 Sales of Edible Oils by Category: % Volume Growth 2015-2020
Table 179 Sales of Edible Oils by Category: % Value Growth 2015-2020
Table 180 NBO Company Shares of Edible Oils: % Value 2016-2020
Table 181 LBN Brand Shares of Edible Oils: % Value 2017-2020
Table 182 Distribution of Edible Oils by Format: % Value 2015-2020
Table 183 Forecast Sales of Edible Oils by Category: Volume 2020-2025
Table 184 Forecast Sales of Edible Oils by Category: Value 2020-2025
Table 185 Forecast Sales of Edible Oils by Category: % Volume Growth 2020-2025
Table 186 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 187 Sales of Ready Meals by Category: Volume 2015-2020
Table 188 Sales of Ready Meals by Category: Value 2015-2020
Table 189 Sales of Ready Meals by Category: % Volume Growth 2015-2020
Table 190 Sales of Ready Meals by Category: % Value Growth 2015-2020
Table 191 Sales of Frozen Ready Meals by Ethnicity: % Value 2015-2020
Table 192 NBO Company Shares of Ready Meals: % Value 2016-2020
Table 193 LBN Brand Shares of Ready Meals: % Value 2017-2020
Table 194 Distribution of Ready Meals by Format: % Value 2015-2020
Table 195 Forecast Sales of Ready Meals by Category: Volume 2020-2025
Table 196 Forecast Sales of Ready Meals by Category: Value 2020-2025
Table 197 Forecast Sales of Ready Meals by Category: % Volume Growth 2020-2025
Table 198 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 199 Sales of Sauces, Dressings and Condiments by Category: Volume 2015-2020
Table 200 Sales of Sauces, Dressings and Condiments by Category: Value 2015-2020
Table 201 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2015-2020
Table 202 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2015-2020
Table 203 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2016-2020
Table 204 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2017-2020
Table 205 Distribution of Sauces, Dressings and Condiments by Format: % Value 2015-2020
Table 206 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2020-2025
Table 207 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2020-2025
Table 208 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2020-2025
Table 209 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 210 Sales of Sweet Spreads by Category: Volume 2015-2020
Table 211 Sales of Sweet Spreads by Category: Value 2015-2020
Table 212 Sales of Sweet Spreads by Category: % Volume Growth 2015-2020
Table 213 Sales of Sweet Spreads by Category: % Value Growth 2015-2020
Table 214 Sales of Jams and Preserves by Leading Flavours: Rankings 2015-2020
Table 215 NBO Company Shares of Sweet Spreads: % Value 2016-2020
Table 216 LBN Brand Shares of Sweet Spreads: % Value 2017-2020
Table 217 Distribution of Sweet Spreads by Format: % Value 2015-2020
Table 218 Forecast Sales of Sweet Spreads by Category: Volume 2020-2025
Table 219 Forecast Sales of Sweet Spreads by Category: Value 2020-2025
Table 220 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2020-2025
Table 221 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 222 Sales of Soup by Category: Volume 2015-2020
Table 223 Sales of Soup by Category: Value 2015-2020
Table 224 Sales of Soup by Category: % Volume Growth 2015-2020
Table 225 Sales of Soup by Category: % Value Growth 2015-2020
Table 226 Sales of Soup by Leading Flavours: Rankings 2015-2020
Table 227 NBO Company Shares of Soup: % Value 2016-2020
Table 228 LBN Brand Shares of Soup: % Value 2017-2020
Table 229 Distribution of Soup by Format: % Value 2015-2020
Table 230 Forecast Sales of Soup by Category: Volume 2020-2025
Table 231 Forecast Sales of Soup by Category: Value 2020-2025
Table 232 Forecast Sales of Soup by Category: % Volume Growth 2020-2025
Table 233 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 234 Sales of Baked Goods by Category: Volume 2015-2020
Table 235 Sales of Baked Goods by Category: Value 2015-2020
Table 236 Sales of Baked Goods by Category: % Volume Growth 2015-2020
Table 237 Sales of Baked Goods by Category: % Value Growth 2015-2020
Table 238 NBO Company Shares of Baked Goods: % Value 2016-2020
Table 239 LBN Brand Shares of Baked Goods: % Value 2017-2020
Table 240 Distribution of Baked Goods by Format: % Value 2015-2020
Table 241 Forecast Sales of Baked Goods by Category: Volume 2020-2025
Table 242 Forecast Sales of Baked Goods by Category: Value 2020-2025
Table 243 Forecast Sales of Baked Goods by Category: % Volume Growth 2020-2025
Table 244 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 245 Sales of Breakfast Cereals by Category: Volume 2015-2020
Table 246 Sales of Breakfast Cereals by Category: Value 2015-2020
Table 247 Sales of Breakfast Cereals by Category: % Volume Growth 2015-2020
Table 248 Sales of Breakfast Cereals by Category: % Value Growth 2015-2020
Table 249 NBO Company Shares of Breakfast Cereals: % Value 2016-2020
Table 250 LBN Brand Shares of Breakfast Cereals: % Value 2017-2020
Table 251 Distribution of Breakfast Cereals by Format: % Value 2015-2020
Table 252 Forecast Sales of Breakfast Cereals by Category: Volume 2020-2025
Table 253 Forecast Sales of Breakfast Cereals by Category: Value 2020-2025
Table 254 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2020-2025
Table 255 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 256 Sales of Processed Meat and Seafood by Category: Volume 2015-2020
Table 257 Sales of Processed Meat and Seafood by Category: Value 2015-2020
Table 258 Sales of Processed Meat and Seafood by Category: % Volume Growth 2015-2020
Table 259 Sales of Processed Meat and Seafood by Category: % Value Growth 2015-2020
Table 260 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2015-2020
Table 261 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2015-2020
Table 262 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2015-2020
Table 263 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2015-2020
Table 264 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2015-2020
Table 265 NBO Company Shares of Processed Meat and Seafood: % Value 2016-2020
Table 266 LBN Brand Shares of Processed Meat and Seafood: % Value 2017-2020
Table 267 Distribution of Processed Meat and Seafood by Format: % Value 2015-2020
Table 268 Forecast Sales of Processed Meat and Seafood by Category: Volume 2020-2025
Table 269 Forecast Sales of Processed Meat and Seafood by Category: Value 2020-2025
Table 270 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2020-2025
Table 271 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 272 Sales of Processed Fruit and Vegetables by Category: Volume 2015-2020
Table 273 Sales of Processed Fruit and Vegetables by Category: Value 2015-2020
Table 274 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2015-2020
Table 275 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2015-2020
Table 276 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2015-2020
Table 277 NBO Company Shares of Processed Fruit and Vegetables: % Value 2016-2020
Table 278 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2017-2020
Table 279 Distribution of Processed Fruit and Vegetables by Format: % Value 2015-2020
Table 280 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2020-2025
Table 281 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2020-2025
Table 282 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2020-2025
Table 283 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 284 Sales of Rice, Pasta and Noodles by Category: Volume 2015-2020
Table 285 Sales of Rice, Pasta and Noodles by Category: Value 2015-2020
Table 286 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2015-2020
Table 287 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2015-2020
Table 288 Sales of Instant Noodles by Leading Flavours: Rankings 2015-2020
Table 289 NBO Company Shares of Rice, Pasta and Noodles: % Value 2016-2020
Table 290 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2017-2020
Table 291 NBO Company Shares of Rice: % Value 2016-2020
Table 292 LBN Brand Shares of Rice: % Value 2017-2020
Table 293 NBO Company Shares of Pasta: % Value 2016-2020
Table 294 LBN Brand Shares of Pasta: % Value 2017-2020
Table 295 NBO Company Shares of Noodles: % Value 2016-2020
Table 296 LBN Brand Shares of Noodles: % Value 2017-2020
Table 297 Distribution of Rice, Pasta and Noodles by Format: % Value 2015-2020
Table 298 Distribution of Rice by Format: % Value 2015-2020
Table 299 Distribution of Pasta by Format: % Value 2015-2020
Table 300 Distribution of Noodles by Format: % Value 2015-2020
Table 301 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2020-2025
Table 302 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2020-2025
Table 303 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2020-2025
Table 304 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2020-2025