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. Shelf stable soup and dehydrated soup remained the only types of soup with a visible presence on retailers’ shelves.
Soup is mainly distributed through modern grocery retailers, particularly hypermarkets. As a result, the expansion of chains like Label’Vie SA and Marjane Holding SA has played an important role in driving growth in retail value sales of these products.
The competitive landscape in soup is highly concentrated: The four largest brands in soup – Somafaco’s Ideal, Nestlé Maroc’s Maggi, Liebig from Campbell Soup Co and Unilever Maghreb’s Knorr – accounted for almost 90% of retail value sales in 2021. Leader Somafaco SA steadily increased in retail value share in soup over the course of the review period.
The rate of growth in retail current value sales of soup will accelerate during 2022 and remain moderate during the forecast period as a whole. Most local consumers will continue to make their own soup at home or to purchase it from street vendors, while growth in demand for packaged soup will also be impeded by a lack of marketing supporting.
Private label is emerging in soup and will represent a growing competitive threat to branded offerings during the forecast period. With its Casino Mouliné légumes variés and Velouté légumes verts offerings in shelf stable soup, Casino Group has been particularly aggressive in this regard.
During the forecast period, manufacturers will step up their efforts to make packaged soup an attractive alternative to fresh soup. Unpackaged soup is widely considered to be tastier than dehydrated or shelf stable soup, but manufacturers of packaged soup will seek to counter this by launching new products and increasing their investment in marketing in an effort to raise awareness of these products as a fast and convenient meal solution.
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Understand the latest market trends and future growth opportunities for the Soup industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Soup industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Soups is the aggregation of dried (dehydrated formats), shelf stable and chilled and frozen soups. Includes: Ready-made, pre-packaged soup, regardless of format. Excludes: Liquid stocks and or stock/bouillon cubes. These are tracked in sauces, dressings and condiments, under cooking ingredients. Herbal soup mixes common in Asia are also excluded.
See All of Our DefinitionsThis report originates from Passport, our Soup research and analysis database.
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