Packaged Food in Morocco

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

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