Despite products like flavoured and drinking yoghurt being far from saturation and holding potential for further penetration, the prevailing challenging economic conditions and declining disposable income are expected to hinder purchases among budget-conscious consumers in the short term. Yoghurt, whether flavoured or drinking yoghurt, still remains a treat rather than a staple commodity.
Sales of sour drinks are likely to face constraints due to the growing preference for and popularity of unpackaged artisanal fermented milk, known as Lben. This type of milk is widely sold by dairy farmers, hawkers, and dairy shops referred to as "Mahlabas," who choose to ferment unsold milk.
Given the anticipated hinderance of volume sales due to declining purchasing power, players are expected to adopt two key strategies to maintain their value and volume sales. First, they will focus on increasing sales of drinking yoghurt by expanding their market base.
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Understand the latest market trends and future growth opportunities for the Yoghurt and Sour Milk Products industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of sour milk products and yoghurt. Note: Plant-based yoghurt and sour milk products should be excluded from this category and tracked under plant-based yoghurt.See All of Our Definitions
This report originates from Passport, our Yoghurt and Sour Milk Products research and analysis database.
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