Sweet spreads is expected to remain strong over the forecast period. This is mainly because such products are consumed by many local consumers during breakfast time, or they are used to make snacks between meals.
Jams and preserves, chocolate spreads and honey are expected to remain the most popular categories within sweet spreads in Morocco over the forecast period. They have the highest consumption, and are also the most advertised through both in-store advertisements and local media channels.
Improving living standards and the growing purchasing power of local consumers are expected to drive sales in sweet spreads over the forecast period. In addition, the growing population and urbanisation will help to sustain growth.
Diva Distribution led sweet spreads in Morocco in 2018. This is mainly because the company is very active in jams and preserves and honey with its brands Diva and Achifaa.
Local products, especially in honey and jams and preserves, have a positive perception in Morocco amongst many consumers. Local companies tend to market their products as being 100% natural, and thus attract a wide range of local consumers.
In Morocco, many people still consume unpackaged honey from local farmers. There is consensus that local unpackaged honey tends to be very natural and high quality and does not have any added sugar or preservatives.
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This industry report originates from Passport, our Packaged Food market research database.