Table Of Contents
Packaged Food in Morocco - Industry Overview
EXECUTIVE SUMMARY
Consumer spending improves thanks to economic recovery
Health and wellness, convenience and indulgence trends drive innovation
Omnium Nord Africain retains the leading position in packaged food
Supermarkets/hypermarkets gradually gain share
Strong growth to continue in forecast period
KEY TRENDS AND DEVELOPMENTS
Economic recovery improves consumer spending and consumption
Consumers show growing interest in health and wellness
Urbanisation results in shifting consumer demands
Expansion of supermarkets/hypermarkets improves packaged food sales
Greater acceptance of Western and Asian food
FOODSERVICE – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects
Category Data
IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects
Category Data
NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects
Category Data
MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS
Headlines
Trends
Competitive Landscape
Prospects
Category Data
MARKET DATA
Table 35 Sales of Packaged Food by Category: Volume 2006-2011
Table 36 Sales of Packaged Food by Category: Value 2006-2011
Table 37 Sales of Packaged Food by Category: % Volume Growth 2006-2011
Table 38 Sales of Packaged Food by Category: % Value Growth 2006-2011
Table 39 GBO Shares of Packaged Food 2006-2010
Table 40 NBO Shares of Packaged Food 2006-2010
Table 41 NBO Brand Shares of Packaged Food 2007-2010
Table 42 Penetration of Private Label by Category 2006-2011
Table 43 Sales of Packaged Food by Distribution Format: % Analysis 2006-2011
Table 44 Sales of Packaged Food by Category and Distribution Format: % Analysis 2011
Table 45 Forecast Sales of Packaged Food by Category: Volume 2011-2016
Table 46 Forecast Sales of Packaged Food by Category: Value 2011-2016
Table 47 Forecast Sales of Packaged Food by Category: % Volume Growth 2011-2016
Table 48 Forecast Sales of Packaged Food by Category: % Value Growth 2011-2016
DEFINITIONS
Sources
Summary 1 Research Sources
Packaged Food in Morocco - Company Profiles
Aiguebelle SA in Packaged Food (Morocco)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Aiguebelle SA: Competitive Position 2010
Bimo (Biscuiterie Industrielle du Moghreb) in Packaged Food (Morocco)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Bimo (Biscuiterie Industrielle Du Moghreb): Competitive Position 2010
Cooperative COPAG in Packaged Food (Morocco)
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Cooperative COPAG: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Cooperative COPAG: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 11 Cooperative COPAG: Competitive Position 2010
Les Conserves de Meknès Aicha SA in Packaged Food (Morocco)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 14 Les Conserves de Meknès: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 15 Les Conserves de Meknès Aïcha SA: Competitive Position 2010
Les Huileries de Oued Souss in Packaged Food (Morocco)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 18 Les Huileries de Oued Souss: Competitive Position 2010
Lesieur Cristal in Packaged Food (Morocco)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
Summary 21 Lesieur Cristal: Production Statistics 2010
COMPETITIVE POSITIONING
Summary 22 Lesieur Cristal SA: Competitive Position 2010
Mobigen SA in Packaged Food (Morocco)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 25 Mobigen SA: Competitive Position 2010
Palmeraies Koutoubia SA (Sapak SA) in Packaged Food (Morocco)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
PRODUCTION
Summary 28 Palmeraies Koutoubia SA (Sapak SA): Production Statistics 2010
COMPETITIVE POSITIONING
Summary 29 Palmeraies Koutoubia SA (Sapak SA): Competitive Position 2010
Baby Food in Morocco - Category Analysis
HEADLINES
TRENDS
In 2011, manufacturers will continue to focus on adding other nutrients to baby food to enhance overall development. Fortification continued to be a means to make their brands different from those of competitors and a way to attract Moroccans who prefer to establish healthy eating habits for their children at a young age. Thus, Nestlé Maroc SA launched the new Cérelac with Bifidus BL in September 2010, together with immunonutrients, which help support babies’ natural defences and promotes a healthy digestive system.
COMPETITIVE LANDSCAPE
Nestlé Maroc SA maintained its leadership in baby food with a value share of more than 61% in 2010. This can be attributed to the company’s well diversified portfolio, which carries a mix of economy and standard brands that have established a strong reputation in dried baby food with an 85% value share and milk formula with a 58% value share. The company’s share declined due to fierce competition in milk formula as other players such as Laboratoires Laprophan were more aggressive with promotions.
PROSPECTS
Due to brand saturation, particularly in milk formula, new product developments are expected to be minimal over the forecast period. New introductions are anticipated to come in the form of improved formulation as manufacturers are expected to continue to use fortification as a strategy to improve demand and differentiate their products from that of competitors, such as the recent launch of Cerelac with Bifidus.
CATEGORY DATA
Table 49 Sales of Baby Food by Category: Volume 2006-2011
Table 50 Sales of Baby Food by Category: Value 2006-2011
Table 51 Sales of Baby Food by Category: % Volume Growth 2006-2011
Table 52 Sales of Baby Food by Category: % Value Growth 2006-2011
Table 53 Soy-based Vs Dairy-based Special Baby Milk Formula % Breakdown 2010
Table 54 Baby Food Company Shares 2006-2010
Table 55 Baby Food Brand Shares 2007-2010
Table 56 Sales of Baby Food by Distribution Format: % Analysis 2006-2011
Table 57 Forecast Sales of Baby Food by Category: Volume 2011-2016
Table 58 Forecast Sales of Baby Food by Category: Value 2011-2016
Table 59 Forecast Sales of Baby Food by Category: % Volume Growth 2011-2016
Table 60 Forecast Sales of Baby Food by Category: % Value Growth 2011-2016
Baked Goods in Morocco - Category Analysis
HEADLINES
TRENDS
A rising number of Moroccans are increasingly reaching for healthier variants in baked goods, such as whole grain and dark bread. Baked goods products that were enriched with vitamins or did not contain any preservatives saw their presence rise in supermarket/hypermarket aisles and are increasingly being chosen over standard products.
COMPETITIVE LANDSCAPE
Artisanal players continued to dominate baked goods with an 87% value share in 2010. There are numerous independent neighbourhood bakeries in Morocco, in addition to the rising number of supermarkets/hypermarkets that also operate in-store bakeries. Such outlets constantly introduce new and innovative varieties to cater to the mass market, especially those consumers who are more budget conscious and families that consume bread as a staple.
PROSPECTS
The future performance of baked goods is expected to continue to be shaped by the convenience and health and wellness trends. Fast-paced and time-strapped lifestyles will result in a growing interest in packaged/industrial goods, which are more convenient to store and use. In addition, an increasing number of middle- and upper-income Moroccans are likely to reach for healthier variants in baked goods such as whole grain, 0% cholesterol or preservative-free variants and bread enriched with vitamins.
CATEGORY DATA
Table 61 Sales of Baked Goods by Category: Volume 2006-2011
Table 62 Sales of Baked Goods by Category: Value 2006-2011
Table 63 Sales of Baked Goods by Category: % Volume Growth 2006-2011
Table 64 Sales of Baked Goods by Category: % Value Growth 2006-2011
Table 65 Packaged/Industrial Bread by Type: % Value Breakdown 2006-2011
Table 66 Packaged/Industrial Cakes: Single Portion vs Multi-pack % Breakdown by Type 2006-2011
Table 67 Baked Goods Company Shares 2006-2010
Table 68 Baked Goods Brand Shares 2007-2010
Table 69 Sales of Baked Goods by Distribution Format: % Analysis 2006-2011
Table 70 Forecast Sales of Baked Goods by Category: Volume 2011-2016
Table 71 Forecast Sales of Baked Goods by Category: Value 2011-2016
Table 72 Forecast Sales of Baked Goods by Category: % Volume Growth 2011-2016
Table 73 Forecast Sales of Baked Goods by Category: % Value Growth 2011-2016
Biscuits in Morocco - Category Analysis
HEADLINES
TRENDS
Moroccan consumers’ demands are evolving, with the health and wellness trend becoming an increasingly important factor shaping shopping patterns. Growing numbers of consumers are reaching for healthier alternatives in biscuits, such as whole grain products or varieties enriched with milk, fruit pieces or nuts. Consumers want something different from the plain-looking and “ordinary” tasting biscuits they have been used to for many years. Hence, manufacturers are introducing new products; examples include biscuits with nuts or dried fruits such as Sablés Noix by Henry’s Maroc, or biscuits made with oats or whole grain such as certain Bjorg variants by Food Group Trading.
COMPETITIVE LANDSCAPE
Bimo (Biscuiterie Industrielle du Moghreb) continued to be the leading player in biscuits, with a 43% value share in 2010. The company operates a strong portfolio of established brands including Golden, Tango, LU, Tonic, Diafy, Petit Beurre and Tagger.
PROSPECTS
The health and wellness trend is expected to continue to impact the biscuits category over the forecast period. More whole grain products and biscuits with reduced fat or sugar-free varieties are expected, with new launches generally following two important trends: the overall pursuit of looking good and following healthier diets, as well as a growing need for convenience.
CATEGORY DATA
Table 74 Sales of Biscuits by Category: Volume 2006-2011
Table 75 Sales of Biscuits by Category: Value 2006-2011
Table 76 Sales of Biscuits by Category: % Volume Growth 2006-2011
Table 77 Sales of Biscuits by Category: % Value Growth 2006-2011
Table 78 Biscuits Company Shares 2006-2010
Table 79 Biscuits Brand Shares 2007-2010
Table 80 Sales of Biscuits by Distribution Format: % Analysis 2006-2011
Table 81 Forecast Sales of Biscuits by Category: Volume 2011-2016
Table 82 Forecast Sales of Biscuits by Category: Value 2011-2016
Table 83 Forecast Sales of Biscuits by Category: % Volume Growth 2011-2016
Table 84 Forecast Sales of Biscuits by Category: % Value Growth 2011-2016
Breakfast Cereals in Morocco - Category Analysis
HEADLINES
TRENDS
2011 is witnessing an increase in the range of breakfast cereals available on retailers’ shelves. Growing numbers of manufacturers are introducing healthy options, such as whole grain cereals and fortified cereals, as is the case with Tenerif SA’s Nicoli wholewheat bran flakes, positioned as rich in fibre, vitamins and iron. As a result of increased awareness of the various benefits of breakfast cereals and greater exposure to Western cultures, a rising number of middle- and upper-income consumers have taken up breakfast cereals as a breakfast option.
COMPETITIVE LANDSCAPE
Nestlé Maroc SA clearly leads the breakfast cereals category, with a 40% value share in 2010. This is mainly due to its strong reputation and the heavy marketing support it is able to give its brands. The company’s share also continuously improved over the review period as it leveraged the health and wellness trend, emphasising that whole grain cereals are good for the heart.
PROSPECTS
As urbanisation continues in Morocco, together with rising health awareness, many mid- to upper- income urban consumers are likely to switch from the traditional Moroccan breakfast to breakfast cereals due to their nutritional benefits, taste and convenience. As consumers become increasingly sophisticated, demand for new varieties of breakfast cereals will also grow.
CATEGORY DATA
Table 85 Sales of Breakfast Cereals by Category: Volume 2006-2011
Table 86 Sales of Breakfast Cereals by Category: Value 2006-2011
Table 87 Sales of Breakfast Cereals by Category: % Volume Growth 2006-2011
Table 88 Sales of Breakfast Cereals by Category: % Value Growth 2006-2011
Table 89 Breakfast Cereals Company Shares 2006-2010
Table 90 Breakfast Cereals Brand Shares 2007-2010
Table 91 Sales of Breakfast Cereals by Distribution Format: % Analysis 2006-2011
Table 92 Forecast Sales of Breakfast Cereals by Category: Volume 2011-2016
Table 93 Forecast Sales of Breakfast Cereals by Category: Value 2011-2016
Table 94 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2011-2016
Table 95 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2011-2016
Canned/Preserved Food in Morocco - Category Analysis
HEADLINES
TRENDS
Food production is one of the principal industries in Morocco, thanks to its rich and highly diverse natural resources. Morocco has access to the raw materials on which this industry depends due to its modern and developed agriculture. Also, fishing is well organised, and there are ready supplies of important stocks of sardines, anchovies and white fish from which companies can produce canned/preserved products.
COMPETITIVE LANDSCAPE
Palmeraies Koutoubia (Sapak) was the clear leader in canned/preserved food in 2010, accounting for a 32% value share. This was entirely derived from its dominance in canned/preserved meat and meat products, which is the largest category in canned/preserved food, accounting for an 40% value share in 2010. The company benefits from offering the widest range of products in this category. The company’s Mortadelle El Campo Koutoubia range offers diverse products in canned/preserved meat and meat products in both the economy and premium segments, and its low prices enable it to reach a wide consumer base throughout Morocco.
PROSPECTS
The importance attached to the development of the agro-alimentary industry in Morocco at the end of review period proves that the demand for canned/preserved food will continue to grow. Companies are expected to highlight the freshness of the ingredients they use in their products, as well as introducing healthier variants, which are expected to stimulate the future growth of canned/preserved food. A prevalence of low-income consumers living in rural and urban areas will also keep growth high, as canned/preserved products are cheap and easy to store.
CATEGORY DATA
Table 96 Sales of Canned/Preserved Food by Category: Volume 2006-2011
Table 97 Sales of Canned/Preserved Food by Category: Value 2006-2011
Table 98 Sales of Canned/Preserved Food by Category: % Volume Growth 2006-2011
Table 99 Sales of Canned/Preserved Food by Category: % Value Growth 2006-2011
Table 100 Canned/Preserved Food Company Shares 2006-2010
Table 101 Canned/Preserved Food Brand Shares 2007-2010
Table 102 Sales of Canned/Preserved Food by Distribution Format: % Analysis 2006-2011
Table 103 Forecast Sales of Canned/Preserved Food by Category: Volume 2011-2016
Table 104 Forecast Sales of Canned/Preserved Food by Category: Value 2011-2016
Table 105 Forecast Sales of Canned/Preserved Food by Category: % Volume Growth 2011-2016
Table 106 Forecast Sales of Canned/Preserved Food by Category: % Value Growth 2011-2016
Cheese in Morocco - Category Analysis
HEADLINES
TRENDS
Cheese continues to gain awareness among consumers in 2011 as Moroccans, especially the younger generations, became increasingly receptive to the taste. This was largely a result of the popularity of western dishes such as cheesecakes, pizza and pasta, in which cheese is commonly used. Furthermore, with parents being more aware of the health benefits of cheese for their children, many also gave them spreadable processed cheese to eat for breakfast.
COMPETITIVE LANDSCAPE
Fromageries Bel SA was the leading player in cheese in 2010, with a 30% value share. The company benefits from a strong presence in nearly all categories, broad distribution and widely recognised brand names especially its star brand “La Vache Qui Rit” in spreadable processed cheese. Furthermore, considerable spending on mass media advertising also helped to boost the company’s sales.
PROSPECTS
As the economy in Morocco will recover during the forecast period, consumers will become willing to spend more on better-quality cheese. In addition, given the growing sophistication of consumer tastes it can be expected that they will purchase more premium unprocessed cheese. As a result, many people will be likely to trade up to premium niches such as spreadable unprocessed cheese.
CATEGORY DATA
Table 107 Sales of Cheese by Category: Volume 2006-2011
Table 108 Sales of Cheese by Category: Value 2006-2011
Table 109 Sales of Cheese by Category: % Volume Growth 2006-2011
Table 110 Sales of Cheese by Category: % Value Growth 2006-2011
Table 111 Spreadable Processed Cheese by Type: % Value Breakdown 2006-2011
Table 112 Unprocessed Cheese by Type: % Value Breakdown 2009-2010
Table 113 Cheese Company Shares 2006-2010
Table 114 Cheese Brand Shares 2007-2010
Table 115 Sales of Cheese by Distribution Format: % Analysis 2006-2011
Table 116 Forecast Sales of Cheese by Category: Volume 2011-2016
Table 117 Forecast Sales of Cheese by Category: Value 2011-2016
Table 118 Forecast Sales of Cheese by Category: % Volume Growth 2011-2016
Table 119 Forecast Sales of Cheese by Category: % Value Growth 2011-2016
Chilled Processed Food in Morocco - Category Analysis
HEADLINES
TRENDS
Chilled processed food saw strong growth towards the end of the review period, thanks to the ongoing expansion of supermarkets/hypermarkets. This category achieved significant sales for the first time in 2008, due largely to the expansion of chains such as Marjane, Aswak Assalam, Acima and Label Vie. These chains improved their cold chain systems and displays, enabling them to introduce chilled products. Consumers thus gained wider access to these products in the second half of the review period, with many appreciating their convenience and flavour.
COMPETITIVE LANDSCAPE
Atlas dominated chilled processed food in 2010, accounting for a 50% value share. The company benefits from offering local smoked salmon, which enables it to offer considerably cheaper prices than its main competitors, Extraport Company and Frigorifique Bouzargtoun. For example, 500g packs of Saumon de L'Atlas were offered in supermarkets/hypermarkets at Dh79, with this being considerably better value for money than Extraport’s Extraport Saumon Fumé, at Dh72 for 100g.
PROSPECTS
Chilled processed food is expected to enjoy strong growth, with a constant value CAGR of 23% in the forecast period. Chilled smoked fish/seafood will remain the key driver of value sales, although other categories, such as chilled processed meat, are expected to make their entrance. The boom in modern grocery retailing will be the main contributor to growth, as these outlets will help to increase product availability and consumers’ exposure to such products.
CATEGORY DATA
Table 120 Sales of Chilled Processed Food by Category: Volume 2006-2011
Table 121 Sales of Chilled Processed Food by Category: Value 2006-2011
Table 122 Sales of Chilled Processed Food by Category: % Volume Growth 2008-2011
Table 123 Sales of Chilled Processed Food by Category: % Value Growth 2008-2011
Table 124 Chilled Processed Food Company Shares 2006-2010
Table 125 Chilled Processed Food Brand Shares 2007-2010
Table 126 Sales of Chilled Processed Food by Distribution Format: % Analysis 2006-2011
Table 127 Forecast Sales of Chilled Processed Food by Category: Volume 2011-2016
Table 128 Forecast Sales of Chilled Processed Food by Category: Value 2011-2016
Table 129 Forecast Sales of Chilled Processed Food by Category: % Volume Growth 2011-2016
Table 130 Forecast Sales of Chilled Processed Food by Category: % Value Growth 2011-2016
Chocolate Confectionery in Morocco - Category Analysis
HEADLINES
TRENDS
Consumers are starting to purchase more impulse and indulgence products in 2011 due to the Moroccan economy’s recovery from the recession. In addition, chocolate confectionery sales are being driven by two key trends: the developing snacking trend and rising health awareness. In order to satisfy the need for indulgence mixed with rising health consciousness, new healthier options were introduced in 2010, for example sugar-free lines such as Valor by Baby Food Maghreb SA or Aiguebelle Light by Aiguebelle SA. Manufacturers also increased their range of dark chocolate lines, due to its perceived health benefits.
COMPETITIVE LANDSCAPE
Mars Morocco SARL retained its leadership in chocolate confectionery, with a value share of 26% in 2010. The company continued to improve its share due to its strong distribution in supermarkets/hypermarkets. The company also based its leadership on its extensive range of countlines, boxed assortments and bagged selflines/softlines with a wide brand portfolio that includes Bounty, Galaxy, Mars, Snickers, Twix, M&M’s and Maltesers.
PROSPECTS
Consumers started to purchase more impulse and indulgence products in 2011 due to the Moroccan economy’s recovery from recession. Thus, demand for chocolate confectionery is expected to be dynamic, with the anticipation of a continuous improvement in the country’s economic performance over the forecast period. This will be beneficial for more expensive product areas, since Moroccans will be more willing to spend on indulgence products, although price is expected to continue to play an important role in purchasing decisions.
CATEGORY DATA
Table 131 Sales of Chocolate Confectionery by Category: Volume 2006-2011
Table 132 Sales of Chocolate Confectionery by Category: Value 2006-2011
Table 133 Sales of Chocolate Confectionery by Category: % Volume Growth 2006-2011
Table 134 Sales of Chocolate Confectionery by Category: % Value Growth 2006-2011
Table 135 Chocolate Tablets by Type: % Value Breakdown 2006-2011
Table 136 Chocolate Confectionery Company Shares 2006-2010
Table 137 Chocolate Confectionery Brand Shares 2007-2010
Table 138 Sales of Chocolate Confectionery by Distribution Format: % Analysis 2006-2011
Table 139 Forecast Sales of Chocolate Confectionery by Category: Volume 2011-2016
Table 140 Forecast Sales of Chocolate Confectionery by Category: Value 2011-2016
Table 141 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2011-2016
Table 142 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2011-2016
Dried Processed Food in Morocco - Category Analysis
HEADLINES
TRENDS
Rice benefited from rising consumer concerns about the hygiene of unpackaged rice, with many switching to packaged rice, profiting from promotions offered in hypermarkets. Despite this, however, unpackaged rice still accounted for an estimated 50% of total rice consumption at the end of the review period.
COMPETITIVE LANDSCAPE
Mundiriz was the leading player in dried processed food in 2010, accounting for a 20% value share. The company owes its lead to the strong position of its Cigala brand in rice, in which it accounted for a 34% value share. The second player, Diva Distribution, held a 9% value share in 2010, and also derives its share from rice, in which it accounted for a 15% value share. These players benefit from offering low prices and strong distribution.
PROSPECTS
Dried processed food is expected to reach sales of Dh2.1 billion by 2016, with a constant value CAGR of 4%. This is lower than the growth in 2011, as rice, dried pasta and dehydrated soup are expected to further mature over the forecast period, thus reducing the growth potential in the future compared with impressive growth over the review period, when these were smaller categories. Rising prices will also contribute to stemming potential value growth, as some consumers will stop buying rice or dried pasta until prices drop again.
CATEGORY DATA
Table 143 Sales of Dried Processed Food by Category: Volume 2006-2011
Table 144 Sales of Dried Processed Food by Category: Value 2006-2011
Table 145 Sales of Dried Processed Food by Category: % Volume Growth 2006-2011
Table 146 Sales of Dried Processed Food by Category: % Value Growth 2006-2011
Table 147 Dried Processed Food Company Shares 2006-2010
Table 148 Dried Processed Food Brand Shares 2007-2010
Table 149 Sales of Dried Processed Food by Distribution Format: % Analysis 2006-2011
Table 150 Forecast Sales of Dried Processed Food by Category: Volume 2011-2016
Table 151 Forecast Sales of Dried Processed Food by Category: Value 2011-2016
Table 152 Forecast Sales of Dried Processed Food by Category: % Volume Growth 2011-2016
Table 153 Forecast Sales of Dried Processed Food by Category: % Value Growth 2011-2016
Drinking Milk Products in Morocco - Category Analysis
HEADLINES
TRENDS
Drinking milk consumption is mainly driven by demand from children. The largest contributors towards the drinking milk category are fresh/pasteurised and long-life/UHT milk which account for more than 50% and 27% respectively of retail value sales in 2011. Generally, fresh/pasteurised and long-life/UHT milk are cheaper and more available than powder milk due to the surge of regional players such as Safilait SARL and Colaimo SARL and the growing importance of existing ones, such as Cooperative Copag and Colainord.
COMPETITIVE LANDSCAPE
Centrale Laitière Maroc Lait led drinking milk products with just under 52% value share in 2010. The company’s continuing leadership is mainly a result of the high brand equity and consumer loyalty which its Central and Yawmy brands enjoys. Additionally, the company’s strong distribution network ensures its products are available through all retail channels. Furthermore, Centrale Laitière Maroc Lait was the only company to have wide distribution across the country and the only dairy company to advertise its products on TV.
PROSPECTS
Drinking milk products is expected to record a healthy performance over the forecast period due to continuous product innovation and aggressive marketing and advertising activities by leading brands. Many manufacturers will continue to use segmentation as a strategy to broaden their product ranges and appeal to all groups of consumers. This strategy is helping to widen the consumer base for drinking milk products, particularly among children and adults.
CATEGORY DATA
Table 154 Sales of Drinking Milk Products by Category: Volume 2006-2011
Table 155 Sales of Drinking Milk Products by Category: Value 2006-2011
Table 156 Sales of Drinking Milk Products by Category: % Volume Growth 2006-2011
Table 157 Sales of Drinking Milk Products by Category: % Value Growth 2006-2011
Table 158 Chilled Vs Ambient Flavoured Milk Drinks: % Volume Analysis 2007-2010
Table 159 Milk by Type: % Value Breakdown 2007-2010
Table 160 Drinking Milk Products Company Shares 2006-2010
Table 161 Drinking Milk Products Brand Shares 2007-2010
Table 162 Sales of Drinking Milk Products by Distribution Format: % Analysis 2006-2011
Table 163 Forecast Sales of Drinking Milk Products Products by Category: Volume 2011-2016
Table 164 Forecast Sales of Drinking Milk Products Products by Category: Value 2011-2016
Table 165 Forecast Sales of Drinking Milk Products Products by Category: % Volume Growth 2011-2016
Table 166 Forecast Sales of Drinking Milk Products Products by Category: % Value Growth 2011-2016
Frozen Processed Food in Morocco - Category Analysis
HEADLINES
TRENDS
Frozen processed food continued to benefit from the expansion of chained grocery retailers towards the end of the review period. Leading players in supermarkets/hypermarkets, such as Marjane, Aswak Assalam, ACIMA and Label Vie, continued to expand their networks, outlet sizes and product ranges, with the latter notably benefiting from its partnership with French grocery retailer Carrefour from 2009 onwards. Thus, in November 2010 Label Vie acquired the eight outlets of Cash & Carry Metro in Morocco, which will become Carrefour hypermarkets. 2009 also saw Turkish discounter BIM enter Moroccan retailing. These leading players have efficient cold chain systems which enable them to offer consistently high-quality frozen processed food.
COMPETITIVE LANDSCAPE
Amandine continued to lead frozen processed food with a 16% value share in 2010, due to its well-established Amandine brand in frozen processed fish/seafood, in which it held a 24% value share in 2010. The company owns trawlers which supply its production units with different types of fish, such as prawns, calamari, whiting and sole. Amandine’s lead is also due to its large distribution network and its low price strategy.
PROSPECTS
The offerings of frozen processed food are expected to increase during the forecast period, although at a slower pace than in the review period. An increasing number of middle-income Moroccans will be convinced of the practicality of alternative products, such as frozen processed fish, frozen processed vegetables and frozen processed potatoes, which will push overall sales due to time-saving benefits. The soaring prices of fresh food products, such as fish, meat and chicken, along with declining disposable incomes, will prompt middle-income consumers to opt for frozen formats due to the ongoing effects of the global economic recession and tightening consumer spending. Finally in the frozen format, customers can find varieties which are not available fresh in all seasons.
CATEGORY DATA
Table 167 Sales of Frozen Processed Food by Category: Volume 2006-2011
Table 168 Sales of Frozen Processed Food by Category: Value 2006-2011
Table 169 Sales of Frozen Processed Food by Category: % Volume Growth 2006-2011
Table 170 Sales of Frozen Processed Food by Category: % Value Growth 2006-2011
Table 171 Frozen Processed Fish/Seafood by Type: % Value Breakdown 2006-2011
Table 172 Frozen Processed Poultry by Type: % Value Breakdown 2006-2011
Table 173 Frozen Processed Red Meat by Type: % Value Breakdown 2006-2011
Table 174 Frozen Processed Vegetables by Type: % Value Breakdown 2006-2011
Table 175 Frozen Processed Food Company Shares 2006-2010
Table 176 Frozen Processed Food Brand Shares 2007-2010
Table 177 Sales of Frozen Processed Food by Distribution Format: % Analysis 2006-2011
Table 178 Forecast Sales of Frozen Processed Food by Category: Volume 2011-2016
Table 179 Forecast Sales of Frozen Processed Food by Category: Value 2011-2016
Table 180 Forecast Sales of Frozen Processed Food by Category: % Volume Growth 2011-2016
Table 181 Forecast Sales of Frozen Processed Food by Category: % Value Growth 2011-2016
Gum in Morocco - Category Analysis
HEADLINES
TRENDS
Growing numbers of Moroccan consumers continue to seek added value in gum. These consumers are open to novelties and eagerly try out products with active ingredients that, apart from offering refreshment, also provide a unique taste experience. Demand for products that offer tooth-whitening properties is also on the rise. Such a tendency stems from the growing importance of appearance, with white teeth being associated with overall health and beauty.
COMPETITIVE LANDSCAPE
Maghreb Industries SA maintained its leadership in gum in 2010 with a value share of 33%. The company’s success is mostly attributable to its long-standing presence, broad product portfolio and wide distribution. It is also very active in terms of new product developments such as new flavours or innovative packaging.
PROSPECTS
The future performance of gum is likely to be shaped by new product developments, particularly functional varieties and new flavours, as well as innovative packaging. Moroccan consumers readily reach for innovations and increasingly seek added value in gum, which stimulates major manufacturers to roll out new, advanced products such as functional gum with bicarbonate, xylitol or chlorophyll content.
CATEGORY DATA
Table 182 Sales of Gum by Category: Volume 2006-2011
Table 183 Sales of Gum by Category: Value 2006-2011
Table 184 Sales of Gum by Category: % Volume Growth 2006-2011
Table 185 Sales of Gum by Category: % Value Growth 2006-2011
Table 186 Leading Flavours for Gum 2006-2011
Table 187 Gum Company Shares 2006-2010
Table 188 Gum Brand Shares 2007-2010
Table 189 Sales of Gum by Distribution Format: % Analysis 2006-2011
Table 190 Forecast Sales of Gum by Category: Volume 2011-2016
Table 191 Forecast Sales of Gum by Category: Value 2011-2016
Table 192 Forecast Sales of Gum by Category: % Volume Growth 2011-2016
Table 193 Forecast Sales of Gum by Category: % Value Growth 2011-2016
Ice Cream in Morocco - Category Analysis
HEADLINES
TRENDS
With the increasing sophistication of consumer demand in Morocco, many people traded up to more expensive premium brands of ice cream in 2011. This was further encouraged by the recovery of the economy, whereby consumers had more disposable income and were increasingly willing to spend. Many people purchased premium ice cream to pamper themselves and indulge in luxury products.
COMPETITIVE LANDSCAPE
Mobigen SA led ice cream with a 46% value share in 2010. The company benefited from strong, recognisable brand names, considerable marketing support and wide availability. The company offers impulse and take-home ice cream, and its most popular brands are Magnum, Titan and Henry's. It is very active in terms of new product developments, covering new brands, new flavours and new formats.
PROSPECTS
As consumer tastes become more sophisticated, people will continue to trade up to premium ice cream such as the Ysco Appassionato line by Ysco Surgele Import during the forecast period. The recovery of the economy will increase consumers’ disposable income and so encourage them to spend more on premium ice cream. In addition, as people become more health-conscious, manufacturers will be looking to introduce healthier options over the forecast period, such as ice cream with low sugar and fat content such as Somosierra Almendrado sugar free by Crestas La Galeta SA in order to better cater to their demands.
CATEGORY DATA
Table 194 Sales of Ice Cream by Category: Volume 2006-2011
Table 195 Sales of Ice Cream by Category: Value 2006-2011
Table 196 Sales of Ice Cream by Category: % Volume Growth 2006-2011
Table 197 Sales of Ice Cream by Category: % Value Growth 2006-2011
Table 198 Leading Flavours for Ice Cream 2006-2011
Table 199 Ice Cream Company Shares 2006-2010
Table 200 Ice Cream Brand Shares 2007-2010
Table 201 Impulse Ice Cream Company Shares 2006-2010
Table 202 Impulse Ice Cream Brand Shares 2007-2010
Table 203 Take-home Ice Cream Company Shares 2006-2010
Table 204 Take-home Ice Cream Brand Shares 2007-2010
Table 205 Sales of Ice Cream by Distribution Format: % Analysis 2006-2011
Table 206 Forecast Sales of Ice Cream by Category: Volume 2011-2016
Table 207 Forecast Sales of Ice Cream by Category: Value 2011-2016
Table 208 Forecast Sales of Ice Cream by Category: % Volume Growth 2011-2016
Table 209 Forecast Sales of Ice Cream by Category: % Value Growth 2011-2016
Noodles in Morocco - Category Analysis
HEADLINES
TRENDS
Noodles is a category of products which are becoming increasingly popular among Moroccan consumers. Noodles are available almost exclusively from supermarkets/hypermarkets and convenience stores, with these channels expected to account for 99% and 1% of retail distribution of noodles by value during 2011. The ongoing expansion of these retail channels and the entry of France-based multinational grocery retail giant Carrefour into Morocco during 2009 means that noodles are now more widely available across Morocco. The growing exposure of Moroccan consumers to pouch instant noodles in supermarkets/hypermarkets has done much to pique the interest of ordinary Moroccans in the convenience offered by pouch instant noodles.
COMPETITIVE LANDSCAPE
Jessy Diffusion SA remains the dominant player in noodles in Morocco, accounting for 72% of total noodles retail value sales in 2010. The company was the pioneer in pouch instant noodles in morocco, importing Zhejiang Res-Cathay International Ltd’s Roka brand since 2007. The Roka brand benefits from a wide and consistent distribution presence and its wide range of flavours, including basic variants such as chicken and beef but also more unusual variants such as spicy chilli. Jessy Diffusion SA also saw the strongest value share gain in 2010 as its value share increased by one percentage point thanks to the wider distribution of its noodles through supermarkets/hypermarkets.
PROSPECTS
Noodles in Morocco is expected to continue growing during the forecast period thanks to the wider availability of noodles as well as the wider variety of noodles on offer. Noodles has only been present in Morocco since 2007, and the category is still at a nascent developmental stage with a limited number of players present. Noodles is, however, expected to attract more consumers during the forecast period, mainly youngsters who are willing to try new products and working couples who have little time to spend cooking meals from scratch.
CATEGORY DATA
Table 210 Sales of Noodles by Category: Volume 2006-2011
Table 211 Sales of Noodles by Category: Value 2006-2011
Table 212 Sales of Noodles by Category: % Volume Growth 2008-2011
Table 213 Sales of Noodles by Category: % Value Growth 2008-2011
Table 214 Leading Instant Noodle Flavours 2006-2011
Table 215 Noodles Company Shares 2006-2010
Table 216 Noodles Brand Shares 2007-2010
Table 217 Sales of Noodles by Distribution Format: % Analysis 2006-2011
Table 218 Forecast Sales of Noodles by Category: Volume 2011-2016
Table 219 Forecast Sales of Noodles by Category: Value 2011-2016
Table 220 Forecast Sales of Noodles by Category: % Volume Growth 2011-2016
Table 221 Forecast Sales of Noodles by Category: % Value Growth 2011-2016
Oils and Fats in Morocco - Category Analysis
HEADLINES
TRENDS
2010 witnessed a good harvest of olive oil in Morocco, which impacted negatively on packaged oils and fats. This was due to the fact that Moroccan households have the habit of buying their annual needs for olive oil in bulk and unpackaged (which is not covered by Euromonitor International) at low prices and then store it to be consumed throughout the year or even until the following harvest period. This also affects sales of several oils and fats subcategories like margarine, regular spreadable oils, packaged olive oil and vegetable and seed oil since unpackaged olive oil is a cheaper alternative than packaged margarine, regular spreadable oils and packaged olive and vegetable oils. Consumers therefore only tend to buy packaged oils and fats products when the olive harvest is bad and when olive oil is scarce.
COMPETITIVE LANDSCAPE
Lesieur Cristal is an arm of one of the largest packaged food manufacturers in Morocco, ONA Holding, which also led dairy products and biscuits in Morocco. The company markets Lesieur which has a reputation as a clear leader in vegetable and seed oil, and holds a 43% category value share in 2010. In addition to Lesieur, the company also markets other brands of vegetable and seed oil such as Safia and Cristal. The company is also present in olive oil with Jawhara and Mabrouka which are in direct competition with Oued Souss from Les Huileries de Oued Souss.
PROSPECTS
Oils and fats is expected to maintain healthy retail and foodservice sales growth over the forecast period due to product innovation and the marketing activities of leading brands. Vegetable and seed oil is predicted to continue to dominate the category in Morocco as such products remain key cooking ingredients in all households. Olive oil is projected to record healthy sales growth over the forecast period as it increases its penetration of the mass consumer base due to lower average unit prices.
CATEGORY DATA
Table 222 Sales of Oils and Fats by Category: Volume 2006-2011
Table 223 Sales of Oils and Fats by Category: Value 2006-2011
Table 224 Sales of Oils and Fats by Category: % Volume Growth 2006-2011
Table 225 Sales of Oils and Fats by Category: % Value Growth 2006-2011
Table 226 Vegetable and Seed Oil by Type: % Value Breakdown 2006-2011
Table 227 Oils and Fats Company Shares 2006-2010
Table 228 Oils and Fats Brand Shares 2007-2010
Table 229 Sales of Oils and Fats by Distribution Format: % Analysis 2006-2011
Table 230 Forecast Sales of Oils and Fats by Category: Volume 2011-2016
Table 231 Forecast Sales of Oils and Fats by Category: Value 2011-2016
Table 232 Forecast Sales of Oils and Fats by Category: % Volume Growth 2011-2016
Table 233 Forecast Sales of Oils and Fats by Category: % Value Growth 2011-2016
Other Dairy in Morocco - Category Analysis
HEADLINES
TRENDS
Moroccans are becoming increasingly interested in the health and wellness trend; they wish to lead healthier lifestyles and try to make healthier food choices. As a result, more consumers are increasing their consumption of other dairy products, as they are a rich source of calcium and other valuable nutritional components. At the same time, sales of flavoured fromage frais and quark and chilled dairy-based desserts are benefiting from rising demand for indulgence products.
COMPETITIVE LANDSCAPE
Centrale Laitière Maroc Lait retained its leadership position in other dairy with a value share of 55% in 2010. This was mainly due to its dominance in chilled dairy-based desserts and fromage frais and quark with value shares of 73% and 59%, respectively. The company had a relatively wide product portfolio supported by strong marketing and advertising campaigns, as well as improvements in product availability across various retail channels.
PROSPECTS
With improving economic conditions and a recovering economy, other dairy products is expected to improve its performance over the forecast period. Despite being non-essential products, the growing indulgence trend along with consumers’ anticipated return to their previous consumption patterns will contribute to positive volume and value growth rates for these products over the forecast period.
CATEGORY DATA
Table 234 Sales of Other Dairy by Category: Volume 2006-2011
Table 235 Sales of Other Dairy by Category: Value 2006-2011
Table 236 Sales of Other Dairy by Category: % Volume Growth 2006-2011
Table 237 Sales of Other Dairy by Category: % Value Growth 2006-2011
Table 238 Cream by Type: % Value Breakdown 2006-2011
Table 239 Sales of Other Dairy by Distribution Format: % Analysis 2006-2011
Table 240 Forecast Sales of Other Dairy by Category: Volume 2011-2016
Table 241 Forecast Sales of Other Dairy by Category: Value 2011-2016
Table 242 Forecast Sales of Other Dairy by Category: % Volume Growth 2011-2016
Table 243 Forecast Sales of Other Dairy by Category: % Value Growth 2011-2016
Pasta in Morocco - Category Analysis
HEADLINES
TRENDS
Pasta in Morocco is expected to record sold volume growth in 2011 thanks to the presence of a range of high quality pasta. Moroccan consumers are also expected to find their preferred pasta brands in different shapes, another factor which is set to drive sales of pasta during 2011.
COMPETITIVE LANDSCAPE
Tria SA remained the leading player in pasta in Morocco during 2010 with a value share of 22% throughout its popular Tria brand. Followed in second position was Mido Food Co SA with a value share of 21% through its Monte Regale brand. Both of these domestic companies have been able to maintain their leading positions thanks to the affordable prices of their pasta in comparison with rival products. Both companies also maintain strong distribution networks, which means that they are able distribute their products through a range of different retail channels throughout the entire country.
PROSPECTS
Pasta is set to become an essential packaged food product among high-income and middle-income consumers in Morocco during the forecast period, with spaghetti set to be particularly successful. Meanwhile, vermicelli will continue to be consumed by consumers from various different income segments, especially in rural villages, as it represents a cheap and filling foodstuff and is perfect as an ingredient in soup. However, despite the healthy growth projected for pasta in morocco over the forecast period, increasing unit prices on the back of rising wheat prices will mean that volume growth in pasta is set to slow down over the forecast period as Moroccan consumers either turn to cheaper economy pasta products or other alternative sources of carbohydrates.
CATEGORY DATA
Table 244 Sales of Pasta by Category: Volume 2006-2011
Table 245 Sales of Pasta by Category: Value 2006-2011
Table 246 Sales of Pasta by Category: % Volume Growth 2006-2011
Table 247 Sales of Pasta by Category: % Value Growth 2006-2011
Table 248 Pasta Company Shares 2006-2010
Table 249 Pasta Brand Shares 2007-2010
Table 250 Sales of Pasta by Distribution Format: % Analysis 2006-2011
Table 251 Forecast Sales of Pasta by Category: Volume 2011-2016
Table 252 Forecast Sales of Pasta by Category: Value 2011-2016
Table 253 Forecast Sales of Pasta by Category: % Volume Growth 2011-2016
Table 254 Forecast Sales of Pasta by Category: % Value Growth 2011-2016
Ready Meals in Morocco - Category Analysis
HEADLINES
TRENDS
Ready meals is expected to continue its steady current value growth in 2011, due mainly to the success of new and more expensive products launched towards the end of the review period, particularly frozen ready meals and frozen pizza. The performance of almost all ready meals categories was boosted by the launch of products based on meat, chicken or vegetables which met consumers’ demands.
COMPETITIVE LANDSCAPE
Freiberger Lebensmittel continued to lead ready meals is 2010 with a value share of 40%. This was entirely due to the company’s dominance in frozen pizza, in which it accounted for a 61% value share in 2010. The company benefited from offering high-quality pizza, with Alberto being its premium brand. Also, its frozen ready meals guarantee good quality, and are thus able to attract a wide range of consumers. Freiberger Lebensmittel also benefits from the frequent use of price promotions, such as buy-two-get-one-free, and from regularly launching new toppings, with the company gaining a percentage point in value share as a result in 2010.
PROSPECTS
Consumption of ready meals is predicted to continue to increase over the forecast period, driven by social and economic developments. With the emergence of working women, many couples will have less time to cook at home, and will opt to buy ready meals, believing that they are to easier to prepare and save time. Manufacturers are likely to opt for more product developments which will offer a high level of convenience, along with affordable prices to attract consumers’ interest.
CATEGORY DATA
Table 255 Sales of Ready Meals by Category: Volume 2006-2011
Table 256 Sales of Ready Meals by Category: Value 2006-2011
Table 257 Sales of Ready Meals by Category: % Volume Growth 2006-2011
Table 258 Sales of Ready Meals by Category: % Value Growth 2006-2011
Table 259 Ready Meals: Vegetarian Vs Non-vegetarian % Breakdown by Type 2011
Table 260 Frozen Ready Meals % Breakdown by Ethnicity 2006-2011
Table 261 Ready Meals Company Shares 2006-2010
Table 262 Ready Meals Brand Shares 2007-2010
Table 263 Sales of Ready Meals by Distribution Format: % Analysis 2006-2011
Table 264 Forecast Sales of Ready Meals by Category: Volume 2011-2016
Table 265 Forecast Sales of Ready Meals by Category: Value 2011-2016
Table 266 Forecast Sales of Ready Meals by Category: % Volume Growth 2011-2016
Table 267 Forecast Sales of Ready Meals by Category: % Value Growth 2011-2016
Sauces, Dressings and Condiments in Morocco - Category Analysis
HEADLINES
TRENDS
The solid growth recorded in sauces and condiments for much of the review period sales was driven by the growing prominence of fast food dishes in Morocco’s consumer foodservice industry. Moroccan consumers are increasingly encountered fast food dishes in outlets of global fast food chains, notably McDonald’s and KFC as well as other independent fast food outlets. This led to sauces registering strong growth during the second half of the review period, with many Moroccans attempting to save money by preparing fast food-style dishes at home rather than purchasing them through consumer foodservice.
COMPETITIVE LANDSCAPE
Although it saw a one percentage point decline in its value share, Les Conserves de Meknès Aicha SA remained the clear leader in sauces, dressings and condiments in Morocco during 2010 with 25% value share. The company leads in sauces, dressings and condiments due to its position as the dominant player in tomato pastes and purées, where it holds a 55% value share. Within tomato pastes and purées, the company’s umbrella brand Aicha enjoys strong consumer loyalty due to its high quality and affordable prices. The Aicha brand also benefits from widespread and generally consistent distribution as well as its huge advertisements campaigns on television and radio and in magazines. The Aicha brand is also the official sponsor of the Rally Aïcha des Gazelles.
PROSPECTS
Sauces, dressings and condiments is expected to maintain positive development over the forecast period. Moroccan consumers are expected to season their meals much more in future as a consequence of the growing interest in Western-style cuisine, which is mainly due to the emergence of Moroccan television channels and magazines which are devoted to food and drink.
CATEGORY DATA
Table 268 Sales of Sauces, Dressings and Condiments by Category: Volume 2006-2011
Table 269 Sales of Sauces, Dressings and Condiments by Category: Value 2006-2011
Table 270 Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2006-2011
Table 271 Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2006-2011
Table 272 Sauces, Dressings and Condiments Company Shares 2006-2010
Table 273 Sauces, Dressings and Condiments Brand Shares 2007-2010
Table 274 Sales of Sauces, Dressings and Condiments by Distribution Format: % Analysis 2006-2011
Table 275 Forecast Sales of Sauces, Dressings and Condiments by Category: Volume 2011-2016
Table 276 Forecast Sales of Sauces, Dressings and Condiments by Category: Value 2011-2016
Table 277 Forecast Sales of Sauces, Dressings and Condiments by Category: % Volume Growth 2011-2016
Table 278 Forecast Sales of Sauces, Dressings and Condiments by Category: % Value Growth 2011-2016
Snack Bars in Morocco - Category Analysis
HEADLINES
TRENDS
The snack bars category is expected to remain niche in 2011, catering to urban upper-income and health-conscious consumers. Price remains a barrier to growth, as these products are significantly more expensive than indirect substitutes such as biscuits, baked goods and chips since all brands are imported. Over the review period, availability was also limited to breakfast bars and granola/muesli bars due to minimal demand.
COMPETITIVE LANDSCAPE
Jessy Diffusion SA led snack bars sales with a 57% value share in 2010. This can be attributed to its dominance in the granola/muesli bars category, where it held a 99% value share. The company is the only player, present with its Emco and Fly product ranges. The Emco range includes different flavours such as Emco Musli Chocolat and Emco Musli Coco, as well as nut, cranberry and blueberry variants.
PROSPECTS
Demand for snack bars is anticipated to remain limited over the forecast period. However, volume sales, of granola/muesli bars are expected to improve as more imported brands enter the category. This can be attributed to the health and wellness trend, which is projected to continue and which is slowly penetrating even middle-income urban households across the country.
CATEGORY DATA
Table 279 Sales of Snack Bars by Category: Volume 2006-2011
Table 280 Sales of Snack Bars by Category: Value 2006-2011
Table 281 Sales of Snack Bars by Category: % Volume Growth 2010-2011
Table 282 Sales of Snack Bars by Category: % Value Growth 2010-2011
Table 283 Snack Bars Company Shares 2006-2010
Table 284 Snack Bars Brand Shares 2007-2010
Table 285 Sales of Snack Bars by Distribution Format: % Analysis 2006-2011
Table 286 Forecast Sales of Snack Bars by Category: Volume 2011-2016
Table 287 Forecast Sales of Snack Bars by Category: Value 2011-2016
Table 288 Forecast Sales of Snack Bars by Category: % Volume Growth 2011-2016
Table 289 Forecast Sales of Snack Bars by Category: % Value Growth 2011-2016
Soup in Morocco - Category Analysis
HEADLINES
TRENDS
Soup remains one of the most traditional meals in Morocco and is consumed mainly during Ramadan, when practising Muslims fast during daylight hours. Outside of Ramadan, soup remains popular as a light meal which is generally consumed for dinner throughout the year. Clearer soups are the most popular types of soup in Morocco and are often prepared in summer, while thicker soups are more popular during winter. However, in spite of the vast majority of soup consumed in Morocco being homemade, preparing soup from scratch tends to be quite time-consuming, and this is the main reason that so many Moroccan people—particularly working singles and couples—are beginning to purchase packaged soup as they are becoming increasingly pressed for time. The concerted push towards the consumption of packaged soup is pushing the leading soup companies to diversify in terms of the flavours of soup that they offer as they seek to capture this rising demand.
COMPETITIVE LANDSCAPE
Three companies dominated dehydrated soup in Morocco during 2010: Somafaco SA, CPC Maghreb SA (Unilever) and Nestlé Maroc SA. Combined, these three companies accounted for 78% of total soup retail value sales in 2010. Soup in Morocco is highly consolidated due to these three leading players all benefiting from their longstanding presence in Morocco and their well-established soup brands. As such, Moroccan consumers are very familiar with these brands and have a high degree of trust in them. In addition, the products of all three companies are available through all retail channels, meaning that they have been able to develop very wide consumer bases.
PROSPECTS
Despite the difficulties faced by packaged soup in terms of developing at the expense of homemade soup—difficulties which become particularly apparent in Morocco’s rural areas—Morocco’s urban consumers are expected to increasingly opt for packaged soup as they become increasingly time-pressed during the forecast period and therefore seek to find ways to avoid having to spend time cooking. Soup will also be advertised as a healthy low calorie meal solution, a position which is likely to attract busy urban consumers who are seeking a filling meal which is healthy and is also not fattening. The fact that soup plays a big role in traditional Moroccan cuisine means that the leading players in packaged soup have a massive advantage in their bid to attract Morocco’s urban consumers.
CATEGORY DATA
Table 290 Sales of Soup by Category: Volume 2006-2011
Table 291 Sales of Soup by Category: Value 2006-2011
Table 292 Sales of Soup by Category: % Volume Growth 2006-2011
Table 293 Sales of Soup by Category: % Value Growth 2006-2011
Table 294 Leading Soup Flavours 2006-2011
Table 295 Soup Company Shares 2006-2010
Table 296 Soup Brand Shares 2007-2010
Table 297 Sales of Soup by Distribution Format: % Analysis 2006-2011
Table 298 Forecast Sales of Soup by Category: Volume 2011-2016
Table 299 Forecast Sales of Soup by Category: Value 2011-2016
Table 300 Forecast Sales of Soup by Category: % Volume Growth 2011-2016
Table 301 Forecast Sales of Soup by Category: % Value Growth 2011-2016
Spreads in Morocco - Category Analysis
HEADLINES
TRENDS
The health and wellness trend is continuing to influence the spreads category in 2011. More manufacturers, particularly those operating in jams and preserves, are launching natural products or emphasising the health benefits of existing lines such as St Dalfour sugar-free jam by Foods & Goods SA or Pralinuta sugar-free chocolate spread by Madico SA.
COMPETITIVE LANDSCAPE
Les Conserves de Meknès Aicha SA claimed the leading position in spreads from Conserveries Marocaines Doha in 2010. Gaining control of the jams and preserves category with a 33% value share in 2010, up from 17% in 2009, Les Conserves de Meknès Aicha owed its success to the strong performance of its Aicha brand which was able to steal share away from Conserveries Marocaines Doha. The company operates a strong distribution network, with its products becoming more prevalent and prominent in retail outlets.
PROSPECTS
The spreads category is expected to benefit from two conflicting trends over the forecast period: rising health awareness among Moroccan consumers and the overall need for indulgence. Health-conscious consumers will reach for products within the honey and jams and preserves categories. They will choose low-sugar content varieties in jams and preserves and use honey not only for spreading on bread, for example, but also as a substitute for sugar. At the same time, the indulgence trend will propel demand for such product types as chocolate spreads and nut-based spreads.
CATEGORY DATA
Table 302 Sales of Spreads by Category: Volume 2006-2011
Table 303 Sales of Spreads by Category: Value 2006-2011
Table 304 Sales of Spreads by Category: % Volume Growth 2006-2011
Table 305 Sales of Spreads by Category: % Value Growth 2006-2011
Table 306 Leading Flavours for Jams and Preserves 2006-2011
Table 307 Spreads Company Shares 2006-2010
Table 308 Spreads Brand Shares 2007-2010
Table 309 Sales of Spreads by Distribution Format: % Analysis 2006-2011
Table 310 Forecast Sales of Spreads by Category: Volume 2011-2016
Table 311 Forecast Sales of Spreads by Category: Value 2011-2016
Table 312 Forecast Sales of Spreads by Category: % Volume Growth 2011-2016
Table 313 Forecast Sales of Spreads by Category: % Value Growth 2011-2016
Sugar Confectionery in Morocco - Category Analysis
HEADLINES
TRENDS
Healthier products, focused on adults, are driving innovation in sugar confectionery. Companies have addressed the trend towards healthier food, which is why they are constantly launching new products with less sugar and more natural ingredients. For example, following this trend is the new Verquin sugar-free line by Group Trading Co Morocco SA, or Fisherman’s Friend by Foods & Goods SA.
COMPETITIVE LANDSCAPE
Pastor SA maintained its leadership position in 2010, accounting for 26% of value sales. The extensive distribution and affordable pricing of its sugar confectionery products enabled consumers to regularly purchase its brands. Pastor SA owes its success to its strong presence in the key categories of boiled sweets, standard mints and toffees, caramels and nougat, as well as new product launches such as Toffee Top toffee and Monada Cola gums.
PROSPECTS
The health and wellness trend is expected to be a key issue in sugar confectionery in the forecast period. Widespread media coverage of healthy living standards means an increasing number of Moroccans are paying particular attention to their daily diets. As a result, products that offer indulgence as well as health benefits, such as sugar-free products which benefit oral health, will be likely to experience rising popularity.
CATEGORY DATA
Table 314 Sales of Sugar Confectionery by Category: Volume 2006-2011
Table 315 Sales of Sugar Confectionery by Category: Value 2006-2011
Table 316 Sales of Sugar Confectionery by Category: % Volume Growth 2006-2011
Table 317 Sales of Sugar Confectionery by Category: % Value Growth 2006-2011
Table 318 Sugarised Vs Sugar-free Sugar Confectionery % Breakdown by Type 2011
Table 319 Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2006-2011
Table 320 Sugar Confectionery Company Shares 2006-2010
Table 321 Sugar Confectionery Brand Shares 2007-2010
Table 322 Sales of Sugar Confectionery by Distribution Format: % Analysis 2006-2011
Table 323 Forecast Sales of Sugar Confectionery by Category: Volume 2011-2016
Table 324 Forecast Sales of Sugar Confectionery by Category: Value 2011-2016
Table 325 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2011-2016
Table 326 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2011-2016
Sweet and Savoury Snacks in Morocco - Category Analysis
HEADLINES
TRENDS
During 2011, sweet and savoury snacks in Morocco saw the launch of several products in new smaller packaging sizes. Snacks in 13g and 25g packaging decorated with popular cartoon characters were launched in a bid to attract the interest of Morocco’s children. These smaller products were offered at lower retail selling prices ranging between Dh1 and Dh2. These cheaper branded products in smaller packaging formats had a positive impact on demand for sweet and savoury snacks and led to higher volume sales, much of which came at the expense of confectionery and biscuits.
COMPETITIVE LANDSCAPE
Jessy Diffusion SA remains the undisputed leader in sweet and savoury snacks in Morocco, accounting for 45% of total retail value sales in 2010. This favourable position has been achieved due to the presence of the company’s products in all sweet and savoury snacks categories. Furthermore, Jessy Diffusion introduces new products including new flavours and new packaging formats. In order ensure the presence of its products in a variety of different retail outlets, the company maintains a strong distribution network.
PROSPECTS
Smaller pack sizes are expected to become increasingly important in sweet and savoury snacks in Morocco during the forecast period. These products in smaller packs tend to appeal mainly to low-income consumers, particularly those who cannot afford to purchase their snacks in larger pack sizes. The leading brands and products which are available in smaller pack sizes are expected to see a strong performance during the forecast period. This trend will thus mainly have a positive effect on domestic companies such as Leader Food Maroc SA and Al Halabi Food Industries & Trade, allowing them to capture value share in a category which is currently dominated by multinational companies.
CATEGORY DATA
Table 327 Sales of Sweet and Savoury Snacks by Category: Volume 2006-2011
Table 328 Sales of Sweet and Savoury Snacks by Category: Value 2006-2011
Table 329 Sales of Sweet and Savoury Snacks by Category: % Volume Growth 2006-2011
Table 330 Sales of Sweet and Savoury Snacks by Category: % Value Growth 2006-2011
Table 331 Sweet and Savoury Snacks Company Shares 2006-2010
Table 332 Sweet and Savoury Snacks Brand Shares 2007-2010
Table 333 Sales of Sweet and Savoury Snacks by Distribution Format: % Analysis 2006-2011
Table 334 Forecast Sales of Sweet and Savoury Snacks by Category: Volume 2011-2016
Table 335 Forecast Sales of Sweet and Savoury Snacks by Category: Value 2011-2016
Table 336 Forecast Sales of Sweet and Savoury Snacks by Category: % Volume Growth 2011-2016
Table 337 Forecast Sales of Sweet and Savoury Snacks by Category: % Value Growth 2011-2016
Yoghurt and Sour Milk Drinks in Morocco - Category Analysis
HEADLINES
TRENDS
Yoghurt and sour milk drinks benefited from the rising importance of the health and wellness trend in Morocco. A growing number of Moroccans are paying attention to what they eat and how they feel; hence more consumers are shifting to healthier food and drinks. As a result, consumption of yoghurt and sour milk drinks will increase in 2011, as such products are a healthy and tasty option for breakfast, or for snacking in-between meals. Manufacturers also contributed to value growth by launching healthier ranges such as Chergui Finess or Jaouda Linea 0% fat by Centrale Commercial Des Domaines and Cooperative COPAG respectively.
COMPETITIVE LANDSCAPE
Centrale Laitière Maroc Lait continued to dominate yoghurt with a 48% value share in 2010. The company benefited from well-recognised brands such as Raibi Jamila and Yawmy, regular product innovations, wide availability and considerable promotional support. In order to reach consumers of all income levels, the company’s product portfolio encompasses premium, standard and economy variants.
PROSPECTS
Demand for yoghurt and sour milk drinks in Morocco is expected to increase further, with product developments such as new functional varieties or new flavours being the main driver of growth. Moreover, the spreading health and wellness trend will also help to boost sales. Growing numbers of women and men are becoming increasingly concerned about their health and appearance; thus, the demand for healthy products such as yoghurt and sour milk drinks is likely to rise
CATEGORY DATA
Table 338 Sales of Yoghurt and Sour Milk Drinks by Category: Volume 2006-2011
Table 339 Sales of Yoghurt and Sour Milk Drinks by Category: Value 2006-2011
Table 340 Sales of Yoghurt and Sour Milk Drinks by Category: % Volume Growth 2006-2011
Table 341 Sales of Yoghurt and Sour Milk Drinks by Category: % Value Growth 2006-2011
Table 342 Soy-based vs Dairy-based Yoghurt % Breakdown 2010
Table 343 Leading Flavours for Flavoured Spoonable Yoghurt 2006-2011
Table 344 Leading Flavours for Fruited Spoonable Yoghurt 2006-2011
Table 345 Yoghurt and Sour Milk Drinks Company Shares 2006-2010
Table 346 Yoghurt and Sour Milk Drinks Brand Shares 2007-2010
Table 347 Sales of Yoghurt and Sour Milk Drinks by Distribution Format: % Analysis 2006-2011
Table 348 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: Volume 2011-2016
Table 349 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: Value 2011-2016
Table 350 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % Volume Growth 2011-2016
Table 351 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: % Value Growth 2011-2016