Morocco Baby Food

“Morocco Baby Food” is an analytical report by GlobalData which provides extensive and highly detailed current and future market trends in the Morocco market.

Sales of baby food in Morocco have expanded since 2014 – by 32% in terms of retail value – boosted by a relatively stable and growing economy, and by the increasing availability of products thanks to the spread of large-scale food outlets. The typically smaller size of families, particularly in urban areas, means that a growing number of households are able to afford commercial baby food, although the popularity of home-made food remains strong. The vast majority of the sector continues to consist of baby milks, some 81.6% of value sales in 2020, although the small meals and others category, which claims only 6.2% of retail sales, has been expanding more quickly than others. Growth in the cereals category has been slower than in either milks and baby meals.

Two multinationals – Nestlé and Danone – dominate the sector, with a combined share of 81.5% of value in 2020. This leaves very little room for other companies to make an impact, although United Pharmaceuticals (Novalac) and a number of mainly French companies (Vitagermine etc) have a small presence in milks and In wet meals Agro-Food Industrie, a local player, has come to dominate.

Most baby milk is distributed via pharmacies, which gives this channel a dominant role in the total sector.

What else does this report offer?

– Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry.

– Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors.

– Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands.

– Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel.

– Future projections considering various trends which are likely to affect the industry.

Scope

– Baby Milks accounted for a value share of 83.1%, followed by cereals which accounted for 10.7% value share in in 2019.

– Baby Milks also expected to register the highest growth at a CAGR 7% in value terms, while Baby Meals is forecast to register the highest growth in volume terms at a CAGR of 6.6% during 2019-2024.

– Morocco is heavily reliant on imports, especially in the baby milks & meals categories

– Baby food is available through pharmacies and food retail outlets, but it is pharmacies, that dominate, with 53.6% share of the volume sales in 2020.

Reasons to buy

– Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.

– Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.

– Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.

– Investigates which categories are performing the best and how this is changing market dynamics.

Companies mentioned

Nestlé

Danone

Agro

Materna

Table of Contents

Table of Contents

Introduction

Executive Summary

Market Environment

Value and Volume Growth Analysis by Region

Growth Analysis of Morocco Compared to Other Leading Countries in the Middle East & North Africa Market

PCC and PCE of Morocco Compared to Global and Middle East & North Africa Markets

Background

Births

The Consumer

Socio Demographic Trends

Working Women

Breastfeeding Trends

Regulations

Overview

Manufacturer Shares

Category Analysis

Baby Milks

Baby Cereals & Dry Meals

Meals

Other Baby Foods

Production and Trade

Distribution

Baby Food Retailing

Economic Background

Prospects and Forecasts

Population Growth

Birth & Population Projections

Morocco Baby Food Sector Snapshot

Impact Of COVID 19

Consumer Attitude

Definition

Appendix

Additional Data Tables

Summary Methodology

About GlobalData

List of Tables

List of Tables

Birth & Population Trends, 2010 2020

Live Births by Region, 2011, 2015 & 2018

Trends in Poverty, 2001, 2007 & 2014

Births by Age of Mother, 2017/18

Births by Household Income, 2017/18

Number of Women of Childbearing Age, by Age Group, 2014, 2017 & 2020

Trends in the Number of Working Women, 2014 2020

Women in Employment by Age Group, 2017

Breastfeeding Rates & Duration, 2003/04 & 2011

Breastfeeding Rates, 2003 2004

Breastfeeding Prevalence & Duration By Region, 2011

Type of Feeding by Age of Baby %, 2003 2004

Breastfeeding Rates by Age of Baby & Socio Economic Factors, 2006 2007

Leading Categories (Value), 2020

Leading Categories (Value), 2020

Baby Food: Manufacturer Shares, Value & Volume, %, 2013 2020

Baby Food: Manufacturer Shares By Category, %, 2020

Baby Milk Powders: Facings by Pack Size, 2020

Baby Milk Powders: Facings by Pack Type, 2020

Baby Milks: Brand Price Positioning Analysis, 2020

Baby Milks: Manufacturer Shares, % Value & Volume , 2013 2020

Baby Cereals: Facings by Pack Type, 2020

Baby Cereals & Dry Meals: Brand Price Positioning Analysis, 2020

Baby Cereals & Dry Meals: Manufacturer Shares, % Value & Volume , 2013 2020

Baby Meals: Facings by Pack Type, %, 2020

Baby Meals: Facings by Pack Size, %, 2020

Baby Meals: Price Positioning, 2020

Baby Meals & Other Baby Food: Manufacturer Shares, Value & Volume, %, 2014 2020

Baby Milks & Cereals: Trends in Imports, 2013 2019

Imports of Baby Milks & Cereals by Country of Origin, 2017 2019

Other Baby Food: Trends in Imports, 2013 2019

Imports of Other Baby Food by Country Of Origin, 2017 2019

Baby Milks & Cereals: Trends in Exports, 2013 2019

Exports of Baby Milks & Cereals by Country of Destination, 2017 2019

Other Baby Food: Trends in Exports, 2013 2019

Exports of Other Baby Food by Country of Destination, 2017 2019

Change in Distribution Share, 2014 2019

Baby Food: Sales by Outlet Type, % Volume, 2013 2020

Baby Food: Sales by Type of Food & Outlet Type, % Volume, 2020

Birth & Population Projections, 2014 2026

Leading Categories (Value), 2020

Baby Food: Category Growth, 2020 2026

Definitions Category

Definitions Terminology

Baby Population, Number of Babies ’000, 2010 2026

Baby Food: Market Value, Current Prices, 2014 2020

Baby Food: Market Value, Constant Prices, 2014 2020

Baby Food: Market Value, US$ Million, 2014 2020

Baby Food: Market Volume, Tons, 2014 2020

Baby Food: Per Capita Expenditure, Current Prices, 2014 2020

Baby Food: Per Capita Expenditure, Constant Prices, 2014 2020

Baby Food: Per Capita Expenditure, US Dollars, 2014 2020

Baby Food: Per Capita Consumption, Grams, 2014 2020

Baby Milks: Category Trends, 2014 2020

Baby Milks: Category Segmentation, Value & Volume, 2014 2020

Baby Milks Powder: Brand Price Analysis, 2020

Baby Cereals & Dry Meals: Category Trends, 2014 2020

Baby Meals: Category Trends, 2014 2020

Baby Food: Market Value Forecasts, Current Prices, 2020 2026

Baby Food: Market Value Forecasts, Constant Prices, 2020 2026

Baby Food: Market Value Forecasts, US$ `000, 2020 2026

Baby Food: Market Volume Forecasts, Tons, 2020 2026

Baby Food: Per Capita Expenditure, Current Prices, 2020 2026

Baby Food: Per Capita Expenditure, Constant Prices, 2020 2026

Baby Food: Per Capita Expenditure, US$, 2020 2026

Baby Food: Per Capita Consumption, Grams, 2020 2026

Facings Allocation by Product Type

List of Figures

List of Figures

Value and Volume Share of Morocco in the Global and Middle East & North Africa Baby Food Sector, 2019 2024

Morocco Compared to the Other Top Countries in Terms of Market Share, Growth, and Competitive Landscape

PCC Comparison Morocco, Middle East & North Africa, and Global, 2014 2024

PCC Comparison Morocco, Middle East & North Africa, and Global, 2014 2024

Baby Food: Sector Size (Value), 2014 2020

Baby Food: Sector Size (Volume), 2014 2020

Market Size and Growth Analysis by Value and Volume, Baby Food Sector, 2014 2026

Baby Food: Manufacturer Shares, Value %, 2020

Baby Food: Manufacturer Shares, Volume %, 2020

Baby Food: Manufacturer Shares by Category, % Value, 2020

Market Size and Growth Analysis by Value and Volume, Baby Milks Category, 2014 2026

Baby Milks: Per Capita Expenditure & Consumption, 2014 2020

Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2014 2020

Baby Milks: Segmentation, Value and Volume, 2014 2020

Leading Companies (in Value and Volume Terms) in the Baby Milk Category, 2020

Market Size and Growth Analysis by Value and Volume, Baby Cereals Category, 2014 2026

Baby Cereals & Dry Meals: Per Capita Expenditure & Consumption, 2014 2020

Leading Companies (in Value and Volume Terms) in the Baby Cereals Category, 2020

Market Size and Growth Analysis by Value and Volume, Baby Wet Meals Category, 2014 2026

Baby Meals: Per Capita Expenditure & Consumption, 2014 2020

Leading Companies (in Value and Volume Terms) in the Baby Wet Meals Category, 2020

Share of Key Distribution Channels (in Volume Terms) Baby Food, 2020

Key Distribution Channel Share by Category (In Volume Terms), 2020

GDP at Current Prices (DH Billion) and Annual Growth (%)

Real GDP Growth Rate (%) (2014 2026)

Consumer Price Inflation (%) (2014 2026)

Unemployment Rate

Live Births (000’s)

Baby Population

Total Population

Crude Birth Rate (%)

Sector Forecast (Value) & (Volume)

Per Capita Expenditure, 2020

Per Capita Consumption, 2020

    Pricing

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