The market for baby food in Morocco has been boosted by a relatively stable and growing economy, although a large proportion of the population continues to live on low incomes and is unable to afford commercial baby food. Sales therefore occur principally in the large cities. Since 2009, the market has expanded by 39.4% in volume terms, boosted by demand from Morocco's growing middle class who have the disposable income to buy baby food and have more opportunities to buy it as the supermarket sector and the economy in general have expanded. Stronger growth has been prevented by a gradual decline in the number of live births. The market is forecast to grow by a further 24.3% over the next six years.
Since 2009, the baby food market in volume terms has expanded by 39%, with value sales rising by 49% in nominal growth terms, but by 39% in real terms.
The vast majority of the market continues to consist of baby milks, which accounted for 80% of value sales in 2015. Cereals account for 14% while small meals and others sector claims only 6%.
Two multinationals dominate the market, with a combined 83% of volume and 82% of value in 2015. Danone leads in terms of value, although Nestle is in first place in terms of volume.
Most baby food is distributed via pharmacies, which accounted for 54% of volume sales in 2015. Sales made through supermarket and hypermarket outlets accounted for 41% of volumes by 2015 .
"Baby Food in Morocco" is an analytical report by Canadean which provides extensive and highly detailed current and future market trends in the Morocco market.
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.
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.
Background to the Market
Birth and population trends
Key features and developments
Market value and volume
Baby cereals & dry meals
Baby meals & others
Production and trade
Nestle Maghreb SA
Baby Food Retailing
Key macro-economic forecasts
Prospects and forecasts
Birth and population projections
Additional data tables
Figure 1: Baby Food: Market Size, 2009-2015
Figure 2: Baby Food: Market Segmentation, 2015
Figure 3: Baby Food: Per Capita, 2009-2015
Figure 4: Baby Food: Manufacturer Shares, Value %, 2015
Figure 5: Baby Food: Manufacturer Shares by Sector, % Value, 2015
Figure 6: Baby Milks: Sector Trends, 2009-2015
Figure 7: Baby Milks: Per Capita Expenditure & Consumption, 2009-2015
Figure 8: Baby Milks: Sector Segmentation, Value & Volume, 2010-2015
Figure 9: Baby Cereals & Dry Meals: Sector Trends, 2009-2015
Figure 10: Baby Cereals & Dry Meals: Per Capita Expenditure & Consumption, 2009-2015
Figure 11: Baby Meals & Others: Sector Trends, 2009-2015
Figure 12: Baby Meals & Others: Per Capita Expenditure & Consumption, 2009-2015
Figure 13: Milks & Cereals : Country of Origin, % Volume, Top Four, 2015
Figure 14: Milk & Cereals: Country of Destination, Top Two, % Volume, 2014
Figure 15: Baby Food: Manufacturer Shares, Value %, 2015
Figure 16: Baby Food: Manufacturer Shares, Volume %, 2015
Figure 17: Baby Food: Market Size, 2015-2021
Figure 18: Baby Food: Market Segmentation, 2021
Figure 19: Baby Food: Per Capita Consumption, 2015-2021
Table 1: Birth & Population Trends, 2005-2015
Table 2: Expected Births by Area, 2015
Table 3: Trends in Age at First Marriage, 1994-2014
Table 4: Number of Women of Childbearing Age, by Age Group, 2004 & 2014
Table 5: Trends in Working Women, 2009-2015
Table 6: Working Women by Selected Industry Sector & Location, 2012
Table 7: Female Employment Levels by Age & Location, 2012 & 2015
Table 8: Breastfeeding Rates & Duration, 2003/04 & 2011
Table 9: Breastfeeding Rates, 2003-2004
Table 10: Breastfeeding Prevalence & Duration by Region, 2011
Table 11: Type of Feeding by Age of Baby %, 2003-2004
Table 12: Breastfeeding Rates by Age of Baby & Socio-Economic Factors, 2006-2007
Table 13: Market Size, 2015, & Growth Rates, 2009-2015
Table 14: Manufacturer Market Shares, Value and Volume, %, 2009-2015
Table 15: Baby Food: Manufacturer Shares by Sector, %, 2015
Table 16: Projected Market Size, 2021, & Growth Rates, 2015-2021
Table 17: Baby Milks: Facings by Pack Type, 2016
Table 18: Baby Milks: Facings by Pack Size, 2016
Table 19: Baby Milks: Brand Price Positioning Analysis, 2016
Table 20: Baby Milks: Manufacturer Shares, Value & Volume, %, 2009-2015
Table 21: Baby Cereals: Facings by Pack Size, 2016
Table 22: Baby Cereals & Dry Meals: Brand Price Positioning Analysis, 2016
Table 23: Baby Cereals : Manufacturer Shares, Value & Volume, %, 2009-2015
Table 24: Baby Meals: Facings by Pack Type, 2016
Table 25: Baby Meals: Facings by Pack Size, 2016
Table 26: Baby Meals & Other Baby Food : Manufacturer Shares, Value & Volume, %, 2009-2015
Table 27: Baby Food: Sales by Outlet Type, 2009-2015
Table 28: Key Macro-Economic Indicators, 2009-2016
Table 29: Key Macro-Economic Forecasts 2015-2021
Table 30: Birth & Population Projections, 2009-2021
Table 31: Baby Population, Number of Babies ('000), 2005-2021
Table 32: Baby Food: Market Value, Current Prices, 2009-2015
Table 33: Baby Food: Market Value, Constant Prices, 2009-2015
Table 34: Baby Food: Market Value, US$ Million, 2009-2015
Table 35: Baby Food: Market Volume, Tons, 2009-2015
Table 36: Baby Food: Per Capita Expenditure, Current Prices, 2009-2015
Table 37: Baby Food: Per Capita Expenditure, Constant Prices, 2009-2015
Table 38: Baby Food: Per Capita Expenditure, US Dollars, 2009-2015
Table 39: Baby Food: Per Capita Consumption, Grams, 2009-2015
Table 40: Baby Milks: Sector Trends, 2009-2015
Table 41: Baby Milks: Market Segmentation, Value & Volume, 2009-2015
Table 42: Baby Milks: Brand Price Analysis, 2016
Table 43: Baby Cereals & Dry Meals: Sector Trends, 2009-2015
Table 44: Baby Meals & Others: Sector Trends, 2009-2015
Table 45: Imports of Baby Food by Sector, Volume, Tons, 2009-2014
Table 46: Imports of Baby Food by Sector, Value, US$ '000, 2009-2014
Table 47: Imports of Baby Food by Sector & Country of Origin, % Value, 2011-2014
Table 48: Exports of Milks & Cereals, Volume, Tons, 2009-2014
Table 49: Exports of Milks & Cereals, Value, US$ '000, 2009-2014
Table 50: Exports of Milks & Cereals by Country of Destination, % Value, 2011-2014
Table 51: Baby Food: Market Value Forecasts, Current Prices, 2015-2021
Table 52: Baby Food: Market Value Forecasts, Constant Prices, 2015-2021
Table 53: Baby Food: Market Value Forecasts, US Dollar Million, 2015-2021
Table 54: Baby Food: Market Volume Forecasts, Tons, 2015-2021
Table 55: Baby Food: Per Capita Expenditure, Current Prices, 2015-2021
Table 56: Baby Food: Per Capita Expenditure, Constant Prices, 2015-2021
Table 57: Baby Food: Per Capita Expenditure, US Dollars, 2015-2021
Table 58: Baby Food: Per Capita Consumption, Grams, 2015-2021
Table 59: Facings Allocation by Product Type
Single User License:
Corporate User License:
Danone, Nestle Maghreb SA, Agro-Food Industrie
Demand, driver, Baby Food, Baby Milk, Baby Cereals & Snacks, Wet Baby Meals, Baby Drinks, birth, mother, breastfeeding, infant, food retail, Morocco.
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