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Country Report

Pet Care in

Pet Care in Morocco

May 2020

US$2,100

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Executive Summary

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Low pet ownership and preference for non-prepared pet food remain the two major obstacles for growth in pet care

Pet care in Morocco has plenty of room for potential growth as both volume and value sales are relatively tiny, nonetheless it recorded robust growth in 2020 and an increasing average unit price. There are two primary reasons that limit growth in pet care, on the one hand, there is relatively low pet ownership amongst Moroccans, and on the other, pet owners generally feed their pets non-prepared pet food, usually table scraps for dogs and cats and breadcrumbs and seeds or grain to fish and birds.

Rising interest in healthier options is fuelling growth of premiumisation

Moroccan pet owners are increasingly aware of the importance of feeding their pets with healthy food. This behaviour is particularly relevant for purebred pet owners.

Mars Morocco retains leadership but followers are catching up fast

International brands outperformed local ones in 2020 in pet care. Foreign brands’ dominance is linked to their wide in-store availability and presence on most e-commerce platforms.

Discounters and e-commerce continue to gain relevance as they cater to opposite customer clusters

The distribution of pet care in Morocco continued to be dominated by modern grocery retailers, specifically hypermarkets and supermarkets, in 2020. These retailing channels are close to Moroccans’ homes and offer convenience, as customers can purchase their pet food requirements while doing their grocery shopping rather than having to make a separate visit to a specialist pet shop.

Strong growth potential as more Moroccans view pets as family members

Pet care is predicted to record a stronger performance in current value terms over the forecast period compared to the review period current value CAGR. The strong performance will be linked to the higher growth of larger categories, cat food and dog food, which will experience rising unit prices with further premiumisation.

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Pet Care Sample Report Sample Data Extraction

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Pet Care 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 Pet Care 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 these category reports in Morocco for free:

The Pet Care 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 Pet Care in Morocco?
What are the major brands in Morocco?
How did the downturn affect pet care spending?
Which is the best-performing category within pet care?
Which is the fastest-growing pet food manufacturer?
How have pet specialists fared in recent years?
What are growth prospects for pet care in the next 5 years?

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 Pet Care market research database.

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Pet Care in Morocco

EXECUTIVE SUMMARY

Low pet ownership and preference for non-prepared pet food remain the two major obstacles for growth in pet care

Rising interest in healthier options is fuelling growth of premiumisation

Mars Morocco retains leadership but followers are catching up fast

Discounters and e-commerce continue to gain relevance as they cater to opposite customer clusters

Strong growth potential as more Moroccans view pets as family members

Table 1 Pet Populations 2015-2020

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2015-2020
Table 3 Sales of Pet Care by Category: Value 2015-2020
Table 4 Sales of Pet Food by Category: % Volume Growth 2015-2020
Table 5 Sales of Pet Care by Category: % Value Growth 2015-2020
Table 6 NBO Company Shares of Pet Food: % Value 2015-2019
Table 7 LBN Brand Shares of Pet Food: % Value 2016-2019
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2015-2019
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2016-2019
Table 10 Distribution of Pet Care by Format: % Value 2015-2020
Table 11 Distribution of Pet Care by Format and Category: % Value 2020
Table 12 Distribution of Dog and Cat Food by Format: % Value 2015-2020
Table 13 Distribution of Dog and Cat Food by Format and Category: % Value 2020
Table 14 Forecast Sales of Pet Food by Category: Volume 2020-2025
Table 15 Forecast Sales of Pet Care by Category: Value 2020-2025
Table 16 Forecast Sales of Pet Food by Category: % Volume Growth 2020-2025
Table 17 Forecast Sales of Pet Care by Category: % Value Growth 2020-2025

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Summary 1 Research Sources

Other Pet Food in Morocco

HEADLINES

PROSPECTS

Small easy-care mammals appeal to busy urban apartment-dwellers

Sales hindered by widespread availability of cheap unpackaged food

Owners prioritise costly pet products over other pet food

COMPETITIVE LANDSCAPE

Versele-Laga benefits from wide distribution reach and increased interest in small mammal/reptile food

Little potential for premiumisation in the mainstream

Low brand loyalty and informal sales hinder growth opportunities for companies in other pet food

CATEGORY INDICATORS

Table 18 Other Pet Population 2015-2020

CATEGORY DATA

Table 19 Sales of Other Pet Food by Category: Volume 2015-2020
Table 20 Sales of Other Pet Food by Category: Value 2015-2020
Table 21 Sales of Other Pet Food by Category: % Volume Growth 2015-2020
Table 22 Sales of Other Pet Food by Category: % Value Growth 2015-2020
Table 23 LBN Brand Shares of Bird Food: % Value 2016-2019
Table 24 LBN Brand Shares of Fish Food: % Value 2016-2019
Table 25 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2016-2019
Table 26 Distribution of Other Pet Food by Format: % Value 2015-2020
Table 27 Forecast Sales of Other Pet Food by Category: Volume 2020-2025
Table 28 Forecast Sales of Other Pet Food by Category: Value 2020-2025
Table 29 Forecast Sales of Other Pet Food by Category: % Volume Growth 2020-2025
Table 30 Forecast Sales of Other Pet Food by Category: % Value Growth 2020-2025

Pet Products in Morocco

HEADLINES

PROSPECTS

Pet owners increasingly aware of benefits associated with using healthcare products

Pet products penetrates new channels ahead of pet food

Mass vaccination and sterilisation of stray dogs may slightly impact dog products

COMPETITIVE LANDSCAPE

Beaphar maintains leadership in pet products as it benefits from wide range

Organic and biodegradable brands witness increasing popularity amongst customers

Carrefour and Casino invest in private label ranges

CATEGORY DATA

Table 31 Sales of Pet Products by Category: Value 2015-2020
Table 32 Sales of Pet Products by Category: % Value Growth 2015-2020
Table 33 Sales of Pet Healthcare by Type: % Value 2015-2020
Table 34 Sales of Other Pet Products by Type: % Value 2015-2020
Table 35 NBO Company Shares of Pet Products: % Value 2015-2019
Table 36 LBN Brand Shares of Pet Products: % Value 2016-2019
Table 37 Distribution of Pet Products by Format: % Value 2015-2020
Table 38 Forecast Sales of Pet Products by Category: Value 2020-2025
Table 39 Forecast Sales of Pet Products by Category: % Value Growth 2020-2025

Cat Food in Morocco

HEADLINES

PROSPECTS

Cat ownership remains higher than dog ownership as a result of cultural and religious habits

Facebook pages are favourite hubs for tips amongst cat owners

Pet shops the go to channel for more demanding customers

COMPETITIVE LANDSCAPE

International brands dominate cat food as they can count on wide in-store availability

Mars loses share as new competing launches strive to offer better quality at lower prices

Non-prepared cat food remains most significant barrier to growth for many brands

CATEGORY INDICATORS

Table 40 Cat Owning Households: % Analysis 2015-2020
Table 41 Cat Population 2015-2020
Table 42 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 2 Cat Food by Price Band 2020
Table 43 Sales of Cat Food by Category: Volume 2015-2020
Table 44 Sales of Cat Food by Category: Value 2015-2020
Table 45 Sales of Cat Food by Category: % Volume Growth 2015-2020
Table 46 Sales of Cat Food by Category: % Value Growth 2015-2020
Table 47 Sales of Dry Cat Food by Life-Cycle: % Value 2015-2020
Table 48 Sales of Wet Cat Food by Life-Cycle: % Value 2015-2020
Table 49 NBO Company Shares of Cat Food: % Value 2015-2019
Table 50 LBN Brand Shares of Cat Food: % Value 2016-2019
Table 51 LBN Brand Shares of Cat Treats: % Value 2016-2019
Table 52 Distribution of Cat Food by Format: % Value 2015-2020
Table 53 Forecast Sales of Cat Food by Category: Volume 2020-2025
Table 54 Forecast Sales of Cat Food by Category: Value 2020-2025
Table 55 Forecast Sales of Cat Food by Category: % Volume Growth 2020-2025
Table 56 Forecast Sales of Cat Food by Category: % Value Growth 2020-2025

Dog Food in Morocco

HEADLINES

PROSPECTS

E-commerce and pet shops are crucial for customers who want to buy niche international brands

Constraints posed by religious and cultural factors

More affluent dog owners driving growth across premium brands in dog food

COMPETITIVE LANDSCAPE

Mars faces growing challenge from specialised premium brands

Cani Plus back to growth in 2019 after a troubling year post-acquisition

Companies operating in premium segments invest in marketing and in-store activities

CATEGORY INDICATORS

Table 57 Dog Owning Households: % Analysis 2015-2020
Table 58 Dog Population 2015-2020
Table 59 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2015-2020

CATEGORY DATA

Summary 3 Dog Food by Price Band 2020
Table 60 Sales of Dog Food by Category: Volume 2015-2020
Table 61 Sales of Dog Food by Category: Value 2015-2020
Table 62 Sales of Dog Food by Category: % Volume Growth 2015-2020
Table 63 Sales of Dog Food by Category: % Value Growth 2015-2020
Table 64 Sales of Dry Dog Food by Life-Cycle: % Value 2015-2020
Table 65 Sales of Wet Dog Food by Life-Cycle: % Value 2015-2020
Table 66 NBO Company Shares of Dog Food: % Value 2015-2019
Table 67 LBN Brand Shares of Dog Food: % Value 2016-2019
Table 68 LBN Brand Shares of Dog Treats: % Value 2016-2019
Table 69 Distribution of Dog Food by Format: % Value 2015-2020
Table 70 Forecast Sales of Dog Food by Category: Volume 2020-2025
Table 71 Forecast Sales of Dog Food by Category: Value 2020-2025
Table 72 Forecast Sales of Dog Food by Category: % Volume Growth 2020-2025
Table 73 Forecast Sales of Dog Food by Category: % Value Growth 2020-2025

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Megatrends

Country Report

Pet Care in Morocco

New Report Guarantee

Executive Summary

New Report Guarantee

Low pet ownership and preference for non-prepared pet food remain the two major obstacles for growth in pet care

Rising interest in healthier options is fuelling growth of premiumisation

Mars Morocco retains leadership but followers are catching up fast

Discounters and e-commerce continue to gain relevance as they cater to opposite customer clusters

Strong growth potential as more Moroccans view pets as family members

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Pet Care in Morocco

EXECUTIVE SUMMARY

Low pet ownership and preference for non-prepared pet food remain the two major obstacles for growth in pet care

Rising interest in healthier options is fuelling growth of premiumisation

Mars Morocco retains leadership but followers are catching up fast

Discounters and e-commerce continue to gain relevance as they cater to opposite customer clusters

Strong growth potential as more Moroccans view pets as family members

MARKET DATA

CORONAVIRUS (COVID-19)

DEFINITIONS

SOURCES

Other Pet Food in Morocco

HEADLINES

PROSPECTS

Small easy-care mammals appeal to busy urban apartment-dwellers

Sales hindered by widespread availability of cheap unpackaged food

Owners prioritise costly pet products over other pet food

COMPETITIVE LANDSCAPE

Versele-Laga benefits from wide distribution reach and increased interest in small mammal/reptile food

Little potential for premiumisation in the mainstream

Low brand loyalty and informal sales hinder growth opportunities for companies in other pet food

CATEGORY INDICATORS

CATEGORY DATA

Pet Products in Morocco

HEADLINES

PROSPECTS

Pet owners increasingly aware of benefits associated with using healthcare products

Pet products penetrates new channels ahead of pet food

Mass vaccination and sterilisation of stray dogs may slightly impact dog products

COMPETITIVE LANDSCAPE

Beaphar maintains leadership in pet products as it benefits from wide range

Organic and biodegradable brands witness increasing popularity amongst customers

Carrefour and Casino invest in private label ranges

CATEGORY DATA

Cat Food in Morocco

HEADLINES

PROSPECTS

Cat ownership remains higher than dog ownership as a result of cultural and religious habits

Facebook pages are favourite hubs for tips amongst cat owners

Pet shops the go to channel for more demanding customers

COMPETITIVE LANDSCAPE

International brands dominate cat food as they can count on wide in-store availability

Mars loses share as new competing launches strive to offer better quality at lower prices

Non-prepared cat food remains most significant barrier to growth for many brands

CATEGORY INDICATORS

CATEGORY DATA

Dog Food in Morocco

HEADLINES

PROSPECTS

E-commerce and pet shops are crucial for customers who want to buy niche international brands

Constraints posed by religious and cultural factors

More affluent dog owners driving growth across premium brands in dog food

COMPETITIVE LANDSCAPE

Mars faces growing challenge from specialised premium brands

Cani Plus back to growth in 2019 after a troubling year post-acquisition

Companies operating in premium segments invest in marketing and in-store activities

CATEGORY INDICATORS

CATEGORY DATA

Why buy this report?

Want to find out more about this report?

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