Packaged Food in Morocco

Packaged Food in Morocco

EXECUTIVE SUMMARY

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

Health and wellness trend affects consumer choice

International companies dominate, but packaged food remains very fragmented

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

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

FOODSERVICE

Sales to Foodservice

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

Consumer Foodservice

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

Category Data

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

MARKET DATA

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

DEFINITIONS

SOURCES

Summary 1 Research Sources

Edible Oils in Morocco

HEADLINES

PROSPECTS

Edible oils remain popular but growth slows

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

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

COMPETITIVE LANDSCAPE

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

Companies compete in the health and wellness segment

Unpackaged olive oil hampers the growth of players offering packaged products

CATEGORY DATA

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

Ready Meals in Morocco

HEADLINES

PROSPECTS

Hectic lifestyles in large cities drive growth

Promotional activities will raise awareness and drive sales

Rising purchasing power and more working women will boost growth

COMPETITIVE LANDSCAPE

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

Changing lifestyles are making the competition fierce

Companies are changing consumers’ perceptions of ready meals

CATEGORY DATA

Table 30 Sales of Ready Meals by Category: Volume 2014-2019
Table 31 Sales of Ready Meals by Category: Value 2014-2019
Table 32 Sales of Ready Meals by Category: % Volume Growth 2014-2019
Table 33 Sales of Ready Meals by Category: % Value Growth 2014-2019
Table 34 Sales of Frozen Ready Meals by Ethnicity: % Value 2014-2019
Table 35 NBO Company Shares of Ready Meals: % Value 2015-2019
Table 36 LBN Brand Shares of Ready Meals: % Value 2016-2019
Table 37 Distribution of Ready Meals by Format: % Value 2014-2019
Table 38 Forecast Sales of Ready Meals by Category: Volume 2019-2024
Table 39 Forecast Sales of Ready Meals by Category: Value 2019-2024
Table 40 Forecast Sales of Ready Meals by Category: % Volume Growth 2019-2024
Table 41 Forecast Sales of Ready Meals by Category: % Value Growth 2019-2024

Sauces, Dressings and Condiments in Morocco

HEADLINES

PROSPECTS

Busy lives and rising availability set to continue to boost sales

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

Changing consumption habits benefit sales of table sauces

COMPETITIVE LANDSCAPE

Les Conserves de Meknès Aicha maintains its lead through widespread advertising

The competitive landscape continues to consolidate

Health and wellness launches will increase the competition

CATEGORY DATA

Table 42 Sales of Sauces, Dressings and Condiments by Category: Volume 2014-2019
Table 43 Sales of Sauces, Dressings and Condiments by Category: Value 2014-2019
Table 44 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2014-2019
Table 45 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2014-2019
Table 46 NBO Company Shares of Sauces, Dressings and Condiments: % Value 2015-2019
Table 47 LBN Brand Shares of Sauces, Dressings and Condiments: % Value 2016-2019
Table 48 Distribution of Sauces, Dressings and Condiments by Format: % Value 2014-2019
Table 49 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2019-2024
Table 50 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2019-2024
Table 51 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2019-2024
Table 52 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2019-2024

Soup in Morocco

HEADLINES

PROSPECTS

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

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

International recipes and unique products will drive sales

COMPETITIVE LANDSCAPE

Somafaco leads soup with affordable prices and wide distribution

Domestic companies lead due to wider availability and lower prices

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

CATEGORY DATA

Table 53 Sales of Soup by Category: Volume 2014-2019
Table 54 Sales of Soup by Category: Value 2014-2019
Table 55 Sales of Soup by Category: % Volume Growth 2014-2019
Table 56 Sales of Soup by Category: % Value Growth 2014-2019
Table 57 Sales of Soup by Leading Flavours: Rankings 2014-2019
Table 58 NBO Company Shares of Soup: % Value 2015-2019
Table 59 LBN Brand Shares of Soup: % Value 2016-2019
Table 60 Distribution of Soup by Format: % Value 2014-2019
Table 61 Forecast Sales of Soup by Category: Volume 2019-2024
Table 62 Forecast Sales of Soup by Category: Value 2019-2024
Table 63 Forecast Sales of Soup by Category: % Volume Growth 2019-2024
Table 64 Forecast Sales of Soup by Category: % Value Growth 2019-2024

Sweet Spreads in Morocco

HEADLINES

PROSPECTS

Growth in bread helps sweet spreads to see a strong performance

The health trend leads to developments within sweet spreads

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

COMPETITIVE LANDSCAPE

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

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

Unpackaged honey affects sales, but players respond

CATEGORY DATA

Table 65 Sales of Sweet Spreads by Category: Volume 2014-2019
Table 66 Sales of Sweet Spreads by Category: Value 2014-2019
Table 67 Sales of Sweet Spreads by Category: % Volume Growth 2014-2019
Table 68 Sales of Sweet Spreads by Category: % Value Growth 2014-2019
Table 69 Sales of Jams and Preserves by Leading Flavours: Rankings 2014-2019
Table 70 NBO Company Shares of Sweet Spreads: % Value 2015-2019
Table 71 LBN Brand Shares of Sweet Spreads: % Value 2016-2019
Table 72 Distribution of Sweet Spreads by Format: % Value 2014-2019
Table 73 Forecast Sales of Sweet Spreads by Category: Volume 2019-2024
Table 74 Forecast Sales of Sweet Spreads by Category: Value 2019-2024
Table 75 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2019-2024
Table 76 Forecast Sales of Sweet Spreads by Category: % Value Growth 2019-2024

Baked Goods in Morocco

HEADLINES

PROSPECTS

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

More women join the workforce, benefiting packaged products

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

COMPETITIVE LANDSCAPE

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

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

Growing interest in organic bread in Morocco

CATEGORY DATA

Table 77 Sales of Baked Goods by Category: Volume 2014-2019
Table 78 Sales of Baked Goods by Category: Value 2014-2019
Table 79 Sales of Baked Goods by Category: % Volume Growth 2014-2019
Table 80 Sales of Baked Goods by Category: % Value Growth 2014-2019
Table 81 NBO Company Shares of Baked Goods: % Value 2015-2019
Table 82 LBN Brand Shares of Baked Goods: % Value 2016-2019
Table 83 Distribution of Baked Goods by Format: % Value 2014-2019
Table 84 Forecast Sales of Baked Goods by Category: Volume 2019-2024
Table 85 Forecast Sales of Baked Goods by Category: Value 2019-2024
Table 86 Forecast Sales of Baked Goods by Category: % Volume Growth 2019-2024
Table 87 Forecast Sales of Baked Goods by Category: % Value Growth 2019-2024

Breakfast Cereals in Morocco

HEADLINES

PROSPECTS

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

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

Wide product range leads modern grocery retailers to dominate distribution

COMPETITIVE LANDSCAPE

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

Smaller players see slight share growth from a low base

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

CATEGORY DATA

Table 88 Sales of Breakfast Cereals by Category: Volume 2014-2019
Table 89 Sales of Breakfast Cereals by Category: Value 2014-2019
Table 90 Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
Table 91 Sales of Breakfast Cereals by Category: % Value Growth 2014-2019
Table 92 NBO Company Shares of Breakfast Cereals: % Value 2015-2019
Table 93 LBN Brand Shares of Breakfast Cereals: % Value 2016-2019
Table 94 Distribution of Breakfast Cereals by Format: % Value 2014-2019
Table 95 Forecast Sales of Breakfast Cereals by Category: Volume 2019-2024
Table 96 Forecast Sales of Breakfast Cereals by Category: Value 2019-2024
Table 97 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2019-2024
Table 98 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2019-2024

Processed Fruit and Vegetables in Morocco

HEADLINES

PROSPECTS

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

Fresh fruit and vegetables hamper the growth of processed products

Growth in the urban population set to drive growth

COMPETITIVE LANDSCAPE

Damandis maintains its lead, but this remains fragile

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

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

CATEGORY DATA

Table 99 Sales of Processed Fruit and Vegetables by Category: Volume 2014-2019
Table 100 Sales of Processed Fruit and Vegetables by Category: Value 2014-2019
Table 101 Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2014-2019
Table 102 Sales of Processed Fruit and Vegetables by Category: % Value Growth 2014-2019
Table 103 Sales of Frozen Processed Vegetables by Type: % Value Breakdown 2014-2019
Table 104 NBO Company Shares of Processed Fruit and Vegetables: % Value 2015-2019
Table 105 LBN Brand Shares of Processed Fruit and Vegetables: % Value 2016-2019
Table 106 Distribution of Processed Fruit and Vegetables by Format: % Value 2014-2019
Table 107 Forecast Sales of Processed Fruit and Vegetables by Category: Volume 2019-2024
Table 108 Forecast Sales of Processed Fruit and Vegetables by Category: Value 2019-2024
Table 109 Forecast Sales of Processed Fruit and Vegetables by Category: % Volume Growth 2019-2024
Table 110 Forecast Sales of Processed Fruit and Vegetables by Category: % Value Growth 2019-2024

Processed Meat and Seafood in Morocco

HEADLINES

PROSPECTS

Healthy growth as more women join the workforce

New maximum shelf life periods for processed meat and seafood

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

COMPETITIVE LANDSCAPE

Palmeraies Koutoubia retains its lead but the category is fragmented

Fresh meat and seafood hampers growth

Developments by international players in Morocco

CATEGORY DATA

Table 111 Sales of Processed Meat and Seafood by Category: Volume 2014-2019
Table 112 Sales of Processed Meat and Seafood by Category: Value 2014-2019
Table 113 Sales of Processed Meat and Seafood by Category: % Volume Growth 2014-2019
Table 114 Sales of Processed Meat and Seafood by Category: % Value Growth 2014-2019
Table 115 Sales of Shelf Stable Processed Red Meat by Type: % Volume Breakdown 2014-2019
Table 116 Sales of Chilled Processed Red Meat by Type: % Volume Breakdown 2014-2019
Table 117 Sales of Frozen Processed Red Meat by Type: % Volume Breakdown 2014-2019
Table 118 Sales of Frozen Processed Poultry by Type: % Value Breakdown 2014-2019
Table 119 Sales of Frozen Processed Seafood by Type: % Value Breakdown 2014-2019
Table 120 NBO Company Shares of Processed Meat and Seafood: % Value 2015-2019
Table 121 LBN Brand Shares of Processed Meat and Seafood: % Value 2016-2019
Table 122 Distribution of Processed Meat and Seafood by Format: % Value 2014-2019
Table 123 Forecast Sales of Processed Meat and Seafood by Category: Volume 2019-2024
Table 124 Forecast Sales of Processed Meat and Seafood by Category: Value 2019-2024
Table 125 Forecast Sales of Processed Meat and Seafood by Category: % Volume Growth 2019-2024
Table 126 Forecast Sales of Processed Meat and Seafood by Category: % Value Growth 2019-2024

Rice, Pasta and Noodles in Morocco

HEADLINES

PROSPECTS

Rising knowledge of Italian food contributes to growth in pasta

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

Noodles remain far less popular

COMPETITIVE LANDSCAPE

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

Tria leads pasta thanks to advertising and promotion

Health trend will lead to greater competition and rising sales

CATEGORY DATA

Table 127 Sales of Rice, Pasta and Noodles by Category: Volume 2014-2019
Table 128 Sales of Rice, Pasta and Noodles by Category: Value 2014-2019
Table 129 Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2014-2019
Table 130 Sales of Rice, Pasta and Noodles by Category: % Value Growth 2014-2019
Table 131 Sales of Instant Noodles by Leading Flavours: Rankings 2014-2019
Table 132 NBO Company Shares of Rice, Pasta and Noodles: % Value 2015-2019
Table 133 LBN Brand Shares of Rice, Pasta and Noodles: % Value 2016-2019
Table 134 NBO Company Shares of Rice: % Value 2015-2019
Table 135 LBN Brand Shares of Rice: % Value 2016-2019
Table 136 NBO Company Shares of Pasta: % Value 2015-2019
Table 137 LBN Brand Shares of Pasta: % Value 2016-2019
Table 138 NBO Company Shares of Noodles: % Value 2015-2019
Table 139 LBN Brand Shares of Noodles: % Value 2016-2019
Table 140 Distribution of Rice, Pasta and Noodles by Format: % Value 2014-2019
Table 141 Distribution of Rice by Format: % Value 2014-2019
Table 142 Distribution of Pasta by Format: % Value 2014-2019
Table 143 Distribution of Noodles by Format: % Value 2014-2019
Table 144 Forecast Sales of Rice, Pasta and Noodles by Category: Volume 2019-2024
Table 145 Forecast Sales of Rice, Pasta and Noodles by Category: Value 2019-2024
Table 146 Forecast Sales of Rice, Pasta and Noodles by Category: % Volume Growth 2019-2024
Table 147 Forecast Sales of Rice, Pasta and Noodles by Category: % Value Growth 2019-2024

---