Pet care in Morocco remained a relatively small market in sales terms in 2019, with steady rather than dynamic value growth. Pet ownership in the country remains low for cats and dogs, with urban consumers from mid- to upper-income households most likely to keep a pet for companionship.
While the vast majority of pet owners have little interest in nutrition and continue to feed pets with non-prepared food, there are some signs of premiumisation. Some pet owners are shifting towards premium products, having growing faith in the health and wellness benefits that they believe nutritionally-balanced products could offer their pets.
Mars Morocco retained its lead of pet care in 2018, but continued to lose value share rapidly and recorded declining value sales. This was despite the company’s wide distribution reach and once-strong brand loyalty amongst local consumers.
The distribution of pet care in Morocco continued to be dominated by modern grocery retailers, specifically hypermarkets and supermarkets, in 2019. These retailing channels are close to Moroccans’ homes and offer convenience, as consumers are able to purchase their pet food requirements while doing their grocery shopping rather than having to make a separate visit to a specialist pet shop.
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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This industry report originates from Passport, our Pet Care market research database.