It is expected that sauces, dressings and condiments will record healthy growth over the forecast period. This will be driven by the growing popularity of fast food in Morocco.
Many Moroccans are influenced by Western lifestyles, including food consumption habits. Many people tend to consume fast food or cook burgers with French fries at home, thus they need to buy sauces as complementary items for their meal.
Many companies in sauces, dressings and condiments focus their strategy on offering a wide range of flavours, different product sizes, ingredients and attractive packaging designs. To illustrate, in mayonnaise, companies tend to offer a wide range of products containing different ingredients in order to offer consumers a diverse choice and thus capitalise on volume sales.
Les Conserves de Meknès Aicha continued to lead sauces, dressings and condiments in Morocco in 2018. This is thanks to its strong distribution strategy, as it reaches consumers through both modern and traditional retail stores all over the country.
In 2018, the competitive landscape in sauces, dressings and condiments remained similar, as the four key players maintained their double-digit shares and saw little movement. Companies such as Les Conserves de Meknès Aicha and VMM Maroc tend to continually offer new packaging and different products, flavours and ingredients in order to strengthen customer loyalty and thus protect their value shares.
Health and wellness was one of the key areas in which companies competed in 2018, and this is expected to continue over the forecast period. This is mainly because the category is already heading towards saturation, with a large number of products available – many different flavours, ingredients and different packaging types are already present in the market.
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This industry report originates from Passport, our Packaged Food market research database.