Packaged soup is still in the development stage in Morocco and is set to record only moderate current retail value and volume growth from a low base in 2020. This product area is still limited to just a few brands, and there is a lack of advertising and promotional campaigns to increase knowledge of these brands among consumers.
During Ramadan, street vendors and fast food outlets sell home-made soup to working adults and students living away from home, especially harira, which is the most popular local soup in Morocco. However, in 2020, Ramadan coincided with lockdown so most, if not all, households prepared their own home-made soups.
Shelf stable soup and dehydrated soup are expected to remain the only types of soup with visible presence on retailers’ shelves in Morocco in 2020. Although these forms of soup have a long shelf life and might be considered useful items during lockdown, there has been little of the stockpiling trends in Morocco during the COVID-19 pandemic that other countries have seen, and more time at home is likely to have only increased the tradition of making home-made soups, which are natural and unprocessed.
Somafaco SA is expected to continue to lead soup in Morocco in value terms across the forecast period. This is mainly because the company has one of the most popular brands in the category in Morocco, Ideal.
In Morocco, the leading companies in soup are local players, and although there are a few international brands, their availability is mainly limited to a few large hypermarkets and supermarkets. Looking ahead, shelf stable soups will face the challenge of being seen as affordable by Moroccan consumers, since the majority of brands offering this type of soup are international and positioned as premium and too expensive for the average consumer.
Packaged soup is still not advertised on a regular basis through media channels in Morocco. This is mainly because the consumer base is very small, and many people are still not aware of the existence of such products.
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This report originates from Passport, our Soup research and analysis database.
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