Sweet Biscuits, Snack Bars and Fruit Snacks in Morocco

PROSPECTS

Small snack packs capitalise on on-the-go snacking

As disposable income levels rise, urbanisation continues and lifestyles become busier for many consumers, there is growing demand for on-the-go snacks. Players are capitalising on this trend in sweet biscuits by offering a widening range of small snack packs.

Wafers benefit from blurring lines with countlines

Wafers will continue to see the strongest value growth at constant 2018 prices over the forecast period. While there is a strong tradition for wafers in Morocco and a number of well-established domestic brands in this area, this success will be driven by the creation of new consumption occasions.

Snack bars benefit from healthy image and growing interest in breakfast cereals

Snack bars remain a tiny niche in Morocco, with high prices limiting interest. However, this product area will continue to see strong sales growth and attract a growing number of mid- to high-income urban consumers.

COMPETITIVE LANDSCAPE

Mondelez further extends lead thanks to global brand appeal and small pack sizes

Mondelez remains the clear leader in sweet biscuits, snack bars and fruit snacks and continues to gain share. This company benefits from offering global brands with a high quality reputation and also from carefully tailoring its offer in order to appeal to Moroccan consumers.

Share consolidation seen as competition intensifies

There is a strong growth potential for sweet biscuits, snack bars and fruit snacks, while Morocco offers an attractive business environment for foreign investors. As a result, international investment is increasing, with levels of competition also increasing as a result.

Files are delivered directly into your account within a few minutes of purchase.