Current value unit prices are continuing to rise for sugar confectionery, with growth intensifying in the forecast period. This will partly be due to the government removing sugar subsidies, as part of its subsidy removal plan that started in 2013.
Players are also capitalising on the premiumisation and gifting trends. As disposable incomes rise, consumers are increasingly sophisticated in their purchasing decisions, offering a strong potential for premium and value-added sugar confectionery.
Sugar-free sugar confectionery is increasingly emerging in Morocco, benefiting from a growing health and wellness trend. The government is increasing its spending on health and wellness campaigns, due to growing concern about rates of diabetes and obesity in the country.
A trio of domestic leaders jointly dominate sales of sugar confectionery, with Pastor followed by Michoc and Confiserie Palmyra. These companies benefit from their longstanding presence and well-established brands, having a strong understanding of local consumers’ needs and demands.
Multinationals benefited from two factors at the end of the review period. A reduction in sugar subsidies increased costs for domestic producers, with many domestic brands forced to increase prices as a result.
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This industry report originates from Passport, our Packaged Food market research database.