Savoury Snacks in Morocco

PROSPECTS

Health trend increases demand for nuts and baked products

The health trends evident in Morocco favour the development of nuts, seeds and trail mixes. Parents with high customer awareness prefer to purchase these products for their children rather than sweet biscuits, which are perceived as considerably less healthy.

Smaller pack sizes encourage impulse purchases and on-the-go consumption, and serve to maintain margins

Savoury biscuits will continue to see the strongest value growth over the forecast period, benefiting from a number of trends. Consumers are increasingly focused on health and nutrition, with savoury biscuits benefiting from their healthier image and lower fat content in comparison with most salty snacks.

Increasing demand for on-the-go snacks underpin pack size developments

As disposable incomes continue to rise, impulse purchases of savoury snacks benefit. While savoury snacks were traditionally consumed mainly at home from large bags for sharing, consumers increasingly enjoy savoury snacks as a treat during the day and on-the-go.

COMPETITIVE LANDSCAPE

Jessy Diffusion’s extensive penetration, healthy options and small pack sizes boost share

Jessy Diffusion SA is the leading group in savoury snacks in Morocco, and sees continued growth in value share. Its consistent share increase is inevitable thanks to its flagship product: Crunchips.

Moul zariaa’s low-priced nuts and seeds pose competition to packaged brands

Competition to packaged nuts, seeds and trail mixes comes from traditional grocery stores known as moul zariaa. Besides selling products under the leading brands, these traditional stores also often sell their own fresh roasted nuts, seeds and sometimes trail mixes.

Domestic players face increasing competition from multinationals with greater financial clout

Shares are increasingly becoming consolidated as competition intensifies. Global brands are pushing for widening distribution and benefiting from growing interest in global brands.

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