In 2021, HW beverages and HW packaged food experienced growth. HW packaged food largely continued to benefit from the pandemic, with most categories seeing increased demand. In contrast, HW beverages while growing and experiencing some rebound from the previous year continued to suffer to some extent from consumers prioritising food over drinks, with food products being seen as a richer source of nutrients, minerals and vitamins.
The Health and Wellness in Morocco report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
The Health and Wellness in Morocco report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Health and Wellness market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
EXECUTIVE SUMMARY- Health and wellness in 2021: The big picture
- 2021 key trends
- Competitive landscape
- Retailing developments
- What next for health and wellness?
- Table 1 Sales of Health and Wellness by Type: Value 2016-2021
- Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
- Table 3 Sales of Health and Wellness by Category: Value 2016-2021
- Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
- Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
- Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
- Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
- Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
- Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
- Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
- Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
- Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
- Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
- Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
- Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
- Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
- Summary 1 Research Sources
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Contraction for BFY beverages as consumers avoid products with artificial ingredients
- BFY reduced caffeine beverages remains a small category due to lack of consumer interest
- Coco-Cola Morocco continues to lead BFY beverages in 2021
- BFY beverages recovers while BFY reduced sugar beverages maintains downward trend
- Ongoing contraction for BFY reduced sugar beverages due to health concerns over artificial ingredients
- BFY reduced caffeine beverages continues to perform well, however the coffee landscape is unpredictable
- Table 17 Sales of BFY Beverages by Category: Value 2016-2021
- Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
- Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
- Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
- Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
- Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
- Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- FF beverages remains a small and underdeveloped category in Morocco
- Small category characterised by two players and high prices
- FF chocolate-based flavoured powder drinks grows in demand in response to the closure of schools
- A slow return to normality benefits FF beverages though FF soft drinks sales dampened by the health trend
- Ongoing scepticism over FF beverages and preference for naturally healthy foods and beverages dampen category sales over the forecast period
- Steady performance of FF hot drinks over the forecast period
- Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
- Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
- Table 26 Key Functional Ingredients in Fortified/Functional 100% Juice: % Value 2016-2021
- Table 27 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
- Table 28 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
- Table 29 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
- Table 30 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
- Table 31 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Slowdown for naturally healthy beverages in 2021 after peak sales in the previous year
- Despite NH claims on product labels, Moroccans remain sceptical about packaged products, including NH beverages
- Ongoing growing demand for NH hot drinks as these products are reputed to soothe symptoms of colds and the COVID-19 virus
- Some slowdown for NH beverages over the forecast period though growth remains positive
- The health and wellness trend continues to have a positive impact on NH beverages, while high prices act as a drag
- Social media continues to play an important role in marketing
- Table 32 Sales of NH Beverages by Category: Value 2016-2021
- Table 33 Sales of NH Beverages by Category: % Value Growth 2016-2021
- Table 34 NBO Company Shares of NH Beverages: % Value 2017-2021
- Table 35 LBN Brand Shares of NH Beverages: % Value 2018-2021
- Table 36 Distribution of NH Beverages by Format: % Value 2016-2021
- Table 37 Forecast Sales of NH Beverages by Category: Value 2021-2026
- Table 38 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
2021 DEVELOPMENTS
BETTER FOR YOU PACKAGED FOOD IN MOROCCO
KEY DATA FINDINGS
2021 DEVELOPMENTS
- BFY reduced sugar products face competition from substitute products due to the economic constraints COVID-19 has placed on household budgets
- Industry players in butter and spreads launch reduced fat variants as consumers turn to BFY packaged foods
- Fromageries Bel continues to lead in 2021 but private label sees strong development
- Demand for better for you packaged food registers strong growth over the forecast period
- Dairy products achieve strong growth in BFY packaged food over the forecast period
- E-commerce gathers pace in line with consumer trust in this channel
- Table 39 Sales of BFY Packaged Food by Category: Value 2016-2021
- Table 40 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
- Table 41 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
- Table 42 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
- Table 43 Distribution of BFY Packaged Food by Format: % Value 2016-2021
- Table 44 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
- Table 45 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Demand for free from dairy products grows via modern grocery retailers
- Free from dairy performs registers best performance in 2021 though Cooperative Copag considers discontinuing its free from lactose milk
- Little demand for free from gluten dairy despite growing awareness of gluten intolerance
- Strong forecast period growth for the category from 2022 onwards encourages industry players to launch new products
- Free from gluten achieves strong growth over the forecast period
- High prices have the potential to dampen demand for free from gluten over the forecast period
- Table 46 Sales of Free From by Category: Value 2016-2021
- Table 47 Sales of Free From by Category: % Value Growth 2016-2021
- Table 48 NBO Company Shares of Free From: % Value 2017-2021
- Table 49 LBN Brand Shares of Free From: % Value 2018-2021
- Table 50 Distribution of Free From by Format: % Value 2016-2021
- Table 51 Forecast Sales of Free From by Category: Value 2021-2026
- Table 52 Forecast Sales of Free From by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- FF packaged food proves resilient to the COVID-19 pandemic, especially among urban dwellers
- Households are more heavily influenced by the product label and players’ efforts to maintain or reduce unit prices
- Nestlé maintains its lead but significantly reduces its investment in fortified/functional packaged food in Morocco
- Fortified/functional packaged food continues to register a good sales performance
- Demand for specific vitamins and minerals drives key players to incorporate them in their new product developments which themselves are informed by online communications
- Naturally healthy packaged and unpackaged food pose a threat over the forecast period
- Table 53 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
- Table 54 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
- Table 55 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
- Table 56 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
- Table 57 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
- Table 58 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2016-2021
- Table 59 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
- Table 60 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
- Table 61 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
- Table 62 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
- Table 63 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
- Table 64 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
- Table 65 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- The Agricultural Development Agency (ADA) implements a new concept store for the promotion of local products, perceived as naturally healthy
- Confusion between naturally healthy and organic products
- E-commerce platforms help local producers to sell their brands and record rapid growth
- NH packaged food performs remarkably over the forecast period as consumers continually become more health-conscious
- Local brands and production gather momentum boosting players such as Centrale Commerciale les Domaines
- Home-made food poses a threat to the category as some consumers question the healthfulness of NH packaged food
- Table 66 Sales of NH Packaged Food by Category: Value 2016-2021
- Table 67 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
- Table 68 NBO Company Shares of NH Packaged Food: % Value 2017-2021
- Table 69 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
- Table 70 Distribution of NH Packaged Food by Format: % Value 2016-2021
- Table 71 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
- Table 72 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- The pandemic stimulates changes in consumer behaviour, boosting demand for organic packaged food
- Rise of e-commerce following the pandemic propels the growth of organic packaged food in Morocco
- Sopalim remains the leading player in 2021
- Organic packaged food benefits from increasing awareness and demand post pandemic
- Establishment of organic associations promote organic farming in the country
- The Green Generation plan increases the retail volume sales of organic edible oils in Morocco
- Table 73 Sales of Organic Packaged Food by Category: Value 2016-2021
- Table 74 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
- Table 75 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
- Table 76 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
- Table 77 Distribution of Organic Packaged Food by Format: % Value 2016-2021
- Table 78 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
- Table 79 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
