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In response to the COVID-19 pandemic, better for you beverages and better for you packaged food will see opposing performances in 2020 overall. For example, BFY packaged food is expected to largely benefit from the pandemic, with most product areas seeing increased demand. In contrast, BFY beverages is expected to see declining current value sales. The main reason for this is that consumers have been more likely to prioritise food over drinks during lockdown, with food products being seen as a r...
Euromonitor International's 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 2016-2020, 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 2025 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 Prime Positioning, Health and Wellness by Type.
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
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Reduced disposable incomes and stock shortages lead to declining sales for BFY reduced sugar beverages
Stockpiling trend drives growth for BFY reduced caffeine beverages
Coco-Cola Morocco continues to lead BFY beverages in 2020
RECOVERY AND OPPORTUNITIES
BFY reduced sugar beverages recovers from as soon as 2021
BFY reduced caffeine beverages continues to perform well, however coffee landscape is unpredictable
Growing health concerns benefit BFY beverages over the forecast period
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
FF hot drinks sees impressive growth whilst FF soft drinks decline notably
Fortified/functional beverages remains a small and developing product area in 2020
FF chocolate-based flavoured powder drinks grows in demand in response to the closure of schools
RECOVERY AND OPPORTUNITIES
Despite recovering post pandemic, FF soft drinks continues to sees slowed growth
FF hot drinks benefits from its COVID-19 preventing disposition
The health and wellbeing trend continues stimulating demand for FF beverages
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 27 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 28 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 29 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 30 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
NH beverages responds well to the pandemic as consumers search for products free from chemicals
NH hot drinks sees increased demand as consumers use products to sooth symptoms of the virus
Packaging labels changed to clearly state natural disposition
RECOVERY AND OPPORTUNITIES
NH beverages declines post pandemic as normalisation trend limits demand in the home
The health and wellness trend continues to have a positive impact on NH beverages
Social media continues to play an important role in marketing
CATEGORY DATA
Table 31 Sales of NH Beverages by Category: Value 2015-2020 Table 32 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 33 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 34 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 35 Distribution of NH Beverages by Format: % Value 2015-2020 Table 36 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 37 Forecast Sales of NH Beverages by Category: % Value Growth 2020-20252020 IMPACT
KEY DATA FINDINGS
2020 IMPACT
BFY continues to perform well amidst the pandemic as consumers aim to be healthier
Fromageries Bel continues to lead in 2020
Leading brands enhance their products by focusing on ingredients
RECOVERY AND OPPORTUNITIES
Changing consumption patterns continue to benefit BFY over the forecast period
Cereals and yoghurts show impressive growth as leading brands adapt to changing consumer needs
E-commerce continues to gather pace as consumers gain trust in this channel
CATEGORY DATA
Table 38 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 39 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 40 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 41 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 42 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 43 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 44 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Free from unimpacted by stockpiling as cash-strapped consumers prioritise more essential products
Free from dairy milk sees the most dynamic growth in 2020
Little demand for free from gluten dairy despite growing awareness of gluten intolerance
RECOVERY AND OPPORTUNITIES
Improved purchasing powers and increased health awareness lead to strong growth
More companies expected to produce free from gluten as the health and wellness trend gathers pace in response to the pandemic
Producers focus on home-made free from gluten to counteract the rising trend of consumers making their own food
CATEGORY DATA
Table 45 Sales of Free From by Category: Value 2015-2020 Table 46 Sales of Free From by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of Free From: % Value 2016-2020 Table 48 LBN Brand Shares of Free From: % Value 2017-2020 Table 49 Distribution of Free From by Format: % Value 2015-2020 Table 50 Forecast Sales of Free From by Category: Value 2020-2025 Table 51 Forecast Sales of Free From by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
FF packaged food proves resilient to the COVID-19 pandemic
Players limit inflation as to continue generating sales during the pandemic
Nestle Maroc maintains it strong lead in 2020
RECOVERY AND OPPORTUNITIES
Young adults boost demand for FF snack bars
Social media remains crucial to the marketing and advertising of FF packaged food
Naturally healthy packaged and unpackaged food poses a threat
CATEGORY DATA
Table 52 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 53 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 54 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 55 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020 Table 56 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 57 Key Functional Ingredients in Fortified/Functional Sweet Biscuits: % Value 2015-2020 Table 58 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 59 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 60 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 61 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020 Table 62 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 63 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 64 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
NH packaged food benefits from its healthy disposition amidst the COVID-19 pandemic
Distribution channels continue to perform well despite the pandemic and ongoing travel bans
Local brands continue to increase value shares in 2020
RECOVERY AND OPPORTUNITIES
NH packaged food performs remarkably over the forecast period as consumers continually become more health-conscious
Competitive landscape remains open to new entrants
Home-made food poses a threat as consumers question the healthiness of NH packaged food
CATEGORY DATA
Table 65 Sales of NH Packaged Food by Category: Value 2015-2020 Table 66 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 67 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 68 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 69 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 70 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 71 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Lack of awareness continues to limit organic packaged food's growth
International brands suffer from COVID-19 restrictions whilst local brands flourish
Sopalim remains the leading player in 2020
RECOVERY AND OPPORTUNITIES
Organic packaged food set to increase in awareness and demand post pandemic
The Ministry of Agriculture, Interior and Finance prompts organic agriculture
E-commerce boosts the popularity of organic packaged products
CATEGORY DATA
Table 72 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 73 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 74 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 75 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 76 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 77 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 78 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025