The rate of growth in retail current value sales of ready meals slowed slighted but remained moderate during 2021. Due in large part to the economic shock of the pandemic, which made many local consumers more price conscious, the unit price of ready meals declined for the third year in a row during 2021.
More health and wellness products are being launched in ready meals to help alter the perception of consumers that they are unhealthy meal options. Many people in Morocco avoid ready meals because they believe these products to be heavily processed and genetically modified, in addition to containing preservatives.
Paty’s SA remains the leading player in ready meals with its Gourmet’s Club brand. Gourmet’s Club is widely available in modern grocery retail outlets.
The rate of growth in retail current value sales of ready meals will accelerate sharply during 2022 and remain robust for the remainder of the forecast period. Growth will be supported by an anticipated post-pandemic economic rebound, urbanisation, population growth, the proliferation of modern grocery retail outlets and the Westernisation of tastes and preferences, with the internet and satellite TV playing a significant role in the latter.
For many local consumers, ready meals will remain associated with unhealthy eating. Most households prefer to consume fresh home cooked meals and sometimes order from restaurants, rather than consuming frozen pizza or frozen ready meals.
Frozen pizza will be by far the top performer in ready meals and is set to overtake frozen ready meals in terms of retail current value sales over the course of the forecast period. However, growth in demand for frozen pizza will be impeded by the fact that pizza from fast food outlets is generally cheaper than frozen pizza.
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Understand the latest market trends and future growth opportunities for the Ready Meals industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Ready Meals industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of shelf stable, dried, chilled and frozen ready meals. They have a high degree of readiness and convenience. In most instances they are ready-to-heat or ready-to-eat. Ready meals are generally accepted to be complete meals that require few or no extra ingredients. However, in the case of shelf stable ready meals, the term also encompasses meal 'centres’.See All of Our Definitions
This report originates from Passport, our Ready Meals research and analysis database.
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