Rice, Pasta and Noodles in Morocco

PROSPECTS

Rice, pasta, and noodles set to record strong growth

Over the forecast period, rice, pasta, and noodles is predicted to record strong growth in both retail volume terms and value terms at constant 2018 prices over the forecast period. This is mainly because Moroccans are influenced by Western lifestyles and thus they tend to increase their intake of rice, pasta and noodles.

Pasta is gaining in popularity

Pasta is becoming increasingly popular in Morocco compared to previous years. This is due to the growing number of Italian restaurants in the country, which serve different types of pasta dishes that many Moroccans would like to try at home.

Popularity of noodles is declining

Noodles are rapidly losing popularity in Morocco. The category is experiencing stagnation in retail volume terms due to the lack of innovation and new flavours.

COMPETITIVE LANDSCAPE

Mundiriz SA retains leadership of rice, pasta and noodles

Mundiriz retained its leadership of rice, pasta, and noodles in 2018. This is due to its popular brand Cigala, which is the leading brand in rice.

No major change in the competitive landscape

The competitive landscape in rice, pasta, and noodles in Morocco remained largely unchanged in 2018. This was mainly because the three leading companies all maintained their rankings and value share because of their strong financial standing against other small companies and private label.

Changing lifestyles will benefit sales

As Moroccans are becoming increasingly demanding, manufacturers are also producing high-quality products with different features in order to meet their needs. Consumers are looking for health features in products because of increasing health awareness due to social media and to radio and television shows that host popular doctors to educate the public about the benefits of eating rice and pasta and when to avoid this.

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