The Baby Food Sector in Morocco, 2018
Summary
"The Baby Food Sector in Morocco, 2018", is an analytical report which provides extensive and highly detailed current and future market trends in the Moroccan market.
The birth rate remains significantly higher in rural areas than in urban areas. Approximately 47% of births in 2015 occurred in rural areas, although rural areas account for only 39.5% of the population. The growing middle class in Morocco is boosting demand for commercially prepared baby food, especially among families where the woman also works, while the expansion of supermarket retailing in urban areas will increase the availability of these baby foods.
What else does this report offer?
Scope
Reasons to Buy
Summary
"The Baby Food Sector in Morocco, 2018", is an analytical report which provides extensive and highly detailed current and future market trends in the Moroccan market.
The birth rate remains significantly higher in rural areas than in urban areas. Approximately 47% of births in 2015 occurred in rural areas, although rural areas account for only 39.5% of the population. The growing middle class in Morocco is boosting demand for commercially prepared baby food, especially among families where the woman also works, while the expansion of supermarket retailing in urban areas will increase the availability of these baby foods.
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
- The vast majority of the sector continues to consist of baby milks. The increase in GUM milks per capita has been faster at 51.7% between 2011 and 2017 but this is from a much lower base.
- Cereals account for 12% of value sales, although growth in this category has been slower than in milks and baby meals. All baby cereals currently on sale in Morocco are packed in boxes.
- The retail sales of meals & other baby food have risen by 68%, making it the most dynamic category in the market, over the past six years.
- The packaging of meals are in plastic cups which have gained the popularity and in both 2016 and 2018 accounted for approaching 60% of facings of sweet meals.
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.
Table of Contents
IntroductionExecutive Summary
Definitions
Background to the Market
Birth
The Consumer
Socio-Demographic Trends
Working Women
Breastfeeding Trends
Regulations
Overview
Overview
Manufacturers Shares
Category Analysis
Baby Milks
Baby Cereals & Dry Meals
Meals & Others
Production and trade
Production
Imports
Exports
Company profiles
Nestlé Maghreb SA
Danone
Agro-Food Industrie
Distribution
Baby Food Retailing
Economic Background
Key Macroeconomic Forecasts
Prospects and forecasts
Birth & Population Projections
Forecast Overview
Consumer Attitude
Appendix
Additional Data Tables
Summary Methodology
List of Tables
Table 1: Birth & Population Trends, 2007-2017
Table 2: Expected Births by Area, 2015
Table 3: Levels of Poverty by Location, 2001, 2007 & 2014
Table 4: Number of Women of Childbearing Age, by Age Group, 2004, 2014 & 2017
Table 5: Trends in Women in the Workforce, 2011-2016
Table 6: Women in Employment by Age Group, 2016
Table 7: Breastfeeding Rates & Duration, 2003/04 & 2011
Table 8: Breastfeeding Rates, 2003-2004
Table 9: Breastfeeding Prevalence & Duration by Region, 2011
Table 10: Type of Feeding by Age of Baby %, 2003-2004
Table 11: Breastfeeding Rates by Age of Baby & Socio-Economic Factors, 2006-2007
Table 12: Sector Size, 2017, & Growth Rates, 2011-2017
Table 13: Manufacturer Market Shares, Value and Volume, %, 2011-2017
Table 14: Baby Food: Manufacturer Shares by Category, %, 2017
Table 15: Baby Milks: Category Size, 2017
Table 16: Baby Milks: Category Growth, % 2011-2017
Table 17: Baby Milks: Facings by Pack Size, 2018
Table 18: Baby Milks: Facings by Pack Type, 2018
Table 19: Baby Milks: Brand Price Positioning Analysis, 2018
Table 20: Baby Milks: Manufacturer Shares, % Value & Volume, 2011-2017
Table 21: Baby Cereals: Category Size, 2017
Table 22: Baby Cereals: Category Growth, % 2011-2017
Table 23: Baby Cereals: Facings by Pack Type, 2017
Table 24: Baby Cereals & Dry Meals: Brand Price Positioning Analysis, 2018
Table 25: Baby Cereals & Dry Meals: Manufacturer Shares, 2011-2017
Table 26: Baby Cereals: Category Size, 2017
Table 27: Baby Cereals: Category Growth, % 2011-2017
Table 28: Baby Meals: Facings by Pack Type, %, 2018
Table 29: Baby Meals: Facings by Pack Size, %, 2018
Table 30: Baby Meals: Price Positioning, 2018
Table 31: Baby Meals & Other Baby Food : Manufacturer Shares, Value & Volume, %, 2011-2017
Table 32: Baby Food: Sales by Outlet Type, 2011-2017
Table 33: Baby Food: Sales by Type and Outlet Type, 2011-2017
Table 34: Key Macroeconomic Indicators, 2011-2018
Table 35: Key Macroeconomic Forecasts, 2017-2023
Table 36: Birth & Population Projections, 2011-2023
Table 37: Baby Population, Number of Babies ’000, 2007-2023
Table 38: Baby Food: Market Value, Current Prices, 2011-2017
Table 39: Baby Food: Market Value, Constant Prices, 2011-2017
Table 40: Baby Food: Market Value, US$ Million, 2011-2017
Table 41: Baby Food: Market Volume, Tons, 2011-2017
Table 42: Baby Food: Per Capita Expenditure, Current Prices, 2011-2017
Table 43: Baby Food: Per Capita Expenditure, Constant Prices, 2011-2017
Table 44: Baby Food: Per Capita Expenditure, US Dollars, 2011-2017
Table 45: Baby Food: Per Capita Consumption, Grams, 2011-2017
Table 46: Baby Milks: Category Trends, 2011-2017
Table 47: Baby Milks: Category Segmentation, Value & Volume, 2011-2017
Table 48: Baby Milks - Powder: Brand Price Analysis, 2017
Table 49: Baby Cereals & Dry Meals: Category Trends, 2011-2017
Table 50: Baby Meals & Others: Category Trends, 2011-2017
Table 51: Imports of Baby Food by Country of Origin, Volume, 2011-2016
Table 52: Imports of Baby Food by Country of Origin, Value, 2011-2016
Table 53: Imports of Baby Milks & Cereals by Country of Origin, % Volume & Value, 2014-2016
Table 54: Other Baby Food: Trends in Imports, Value & Volume %, 2011-2016
Table 55: Baby Milks & Cereals: Trends in Exports, 2011-2016
Table 56: Exports of Baby Milks & Cereals by Country of Destination, 2014-2016
Table 57: Baby Food: Market Value Forecasts, Current Prices, 2017-2023
Table 58: Baby Food: Market Value Forecasts, Constant Prices, 2017-2023
Table 59: Baby Food: Market Value Forecasts, US$ Million, 2017-2023
Table 60: Baby Food: Market Volume Forecasts, Tons, 2017-2023
Table 61: Baby Food: Per Capita Expenditure, Current Prices, 2017-2023
Table 62: Baby Food: Per Capita Expenditure, Constant Prices, 2017-2023
Table 63: Baby Food: Per Capita Expenditure, US$, 2017-2023
Table 64: Baby Food: Per Capita Consumption, Grams, 2017-2023
Table 65: Facings Allocation by Product Type
List of Figures
Figure 1: Baby Food: Sector Size, 2011-2017
Figure 2: Baby Food: Per Capita, 2011-2017
Figure 3: Baby Food: Sector Segmentation, 2017
Figure 4: Baby Food: Manufacturer Shares, Value, 2017
Figure 5: Food: Manufacturer Shares, Volume %, 2017
Figure 6: Baby Food: Manufacturer Shares by Category, % Value, 2017
Figure 7: Baby Milks: Category Trends, 2011-2017
Figure 8: Baby Milks: Per Capita Expenditure & Consumption, 2011-2017
Figure 9: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2011-2017
Figure 10: Baby Milks: Sector Segmentation, Value & Volume, 2011-2017
Figure 11: Baby Cereals & Dry Meals: Category Trends, 2011-2017
Figure 12: Baby Cereals & Dry Meals: Per Capita Expenditure & Consumption, 2011-2017
Figure 13: Baby Meals & Others: Category Trends, 2011-2017
Figure 14: Baby Meals & Others: Per Capita Expenditure & Consumption, 2011-2017
Figure 15: Baby Food: Sector Size, 2017-2023
Figure 16: Baby Food: Per Capita, 2017-2023
Figure 17: Baby Food: Sector Segmentation, 2
Samples
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Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- Nestlé Maghreb SA
- Danone
- Agro-Food Industrie
