COMPETITIVE LANDSCAPE
Nestlé Maroc leads with a strong and developing portfolio and investment in distribution
Nestlé Maroc remained the leading company in breakfast cereals; however, its retail value share declined over the review period, despite a small rebound in 2025. The company’s position is underpinned by its dominance of the largest category, children’s breakfast cereals, and leadership of flakes.
Health-orientated options help the leading player to rebound in retail value share terms
Nestlé Maroc registered the largest increase in retail value share in 2025. The company owed the arrest of a downward trajectory in retail value share to the availability of its brands in different outlets at affordable prices.
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Overview:
Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Breakfast Cereals industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Breakfast Cereals in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Breakfast Cereals in Morocco?
- Which are the leading brands in Breakfast Cereals in Morocco?
- How are products distributed in Breakfast Cereals in Morocco?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Breakfast Cereals?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Morocco?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Breakfast Cereals in Morocco - Category analysis
KEY DATA FINDINGS
Breakfast cereals remains an underdeveloped category
Marketing and product development push children’s breakfast cereals
Higher nutritional value boosts the appeal of muesli and granola
Breakfast cereals to struggle to become mainstream
Players introduce healthier versions and small packs to pique consumer interest
Distribution limitations to persist
Nestlé Maroc leads with a strong and developing portfolio and investment in distribution
Health-orientated options help the leading player to rebound in retail value share terms
Small local grocers meet consumers’ needs to dominate distribution
Supermarkets move closer to consumers to gain ground
Staple Foods in Morocco - Industry Overview
Rising prices stimulate retail value sales as demand dips
KEY DATA FINDINGS
Economic pressures limit purchases of perceived non-essential staple foods
Fresh alternatives hamper the appeal of packaged options
Branded manufacturers look to price discounts to maintain affordability
Low consumer confidence to result in slight growth rates
Price-sensitivity to maintain home-baking trend
Brands to see strong competition from alternatives
Artisanal players leverage proximity and consumer trust to dominate baked goods
Local players enjoy competitive advantages
Traditional grocery retailers dominate but modern grocery formats gain traction
Discounters is emerging as a dynamic format in staple foods
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Breakfast Cereals
- Hot Cereals
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- Children's Breakfast Cereals
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- Flakes
- Muesli and Granola
- Other RTE Cereals
Breakfast Cereals
This is the aggregation of ready-to-eat (RTE) and hot cereals.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Breakfast Cereals research and analysis database.
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