Having seen opportunities for impulse purchases decline dramatically as a result of school closures and the lack of away-from-home activity during the COVID-19 crisis, sugar confectionery witnessed a marked deceleration in current value growth in 2020. The easing of COVID-19 related restrictions are set to provide the conditions for a stronger performance in 2021, supported by the category’s broad product offer, which spans both local and international brands and provides prices suited to all socioeconomic groups.
With a growing health trend evident in Morocco, and the government increasing expenditure on health and wellness campaigns due to growing concerns regarding the levels of diabetes and obesity in the country, increasing numbers of consumers are becoming concerned about their sugar intake. This will particularly impact sugar confectionery, due to its obvious sugar-based production and content.
Pastor is set to remain the largest player in sugar confectionery in 2021 thanks to its diverse product offering and wide availability in traditional grocery retailing stores. However, Michoc is expected to gain ground on the leader, strengthening its brand image by participating in different salons and forums, such as Salon Kids World and SIAM.
Sugar confectionery is expected to see growth accelerate further in 2022 and to register healthy year-on-year growth throughout the rest of the forecast period. The Moroccan Government is encouraging local production, signing 17 agreements in November 2020.
However, local sugar confectionery players are expected to face financial challenges in the forecast period, with the reduction in sugar subsidies leading to increased costs for domestic producers. This is likely to drive up the current retail unit prices of many local brands, making it more difficult to compete against imported offerings.
Sugar confectionery may face increasing competition from chocolate confectionery during the forecast period, with Moroccan consumers preferring these products over sugar confectionery. With fewer new product developments in sugar confectionery, consumers may increasingly turn to chocolate confectionery as a more dynamic product with greater innovation.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Sugar Confectionery 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.
If you're in the Sugar Confectionery 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.
This report originates from Passport, our Sugar Confectionery research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page