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 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.
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.
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.
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.
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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Discover the latest market trends and uncover sources of future market growth for the Rice, Pasta and Noodles industry in Morocco with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Packaged Food market research database.