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Inflation intensifies price-sensitivity but demand for convenience bolsters volume sales
Over 2025, retail current value sales of cooking ingredients and meals in Morocco are projected to see strong and faster growth than in 2024, albeit supported by inflationary pressure on prices. In a tough economic and highly price-sensitive environment, consumers looked for ways to economise, shifting to lower-priced brands or private label, waiting for price promotions and discounts or purchasing in smaller pack sizes. The convenience factor boosted meals and soups, despite high prices, as busy consumers searched for quick and easy meal solutions. Sauces, dips and condiments also benefited from the convenience factor, as well as growing interest in Western-style food and products and a desire to replicate restaurant meals at home. As a result, sauces, dips and condiments is projected to record the highest retail value sales growth over 2025. The dominant category in retail value sales terms, edible oils, benefited as local supply and cost pressures made packaged olive oil a more economical alternative to unpackaged variants. Finally, the health and wellness trend and growing retail availability of a popular local option, amlou, pushed sales of nut and seed based spreads, despite a general downturn in sweet spreads.
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Overview:
Understand the latest market trends and future growth opportunities for the Cooking Ingredients and Meals 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 Cooking Ingredients and Meals 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 Cooking Ingredients and Meals 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 Cooking Ingredients and Meals in Morocco?
- Which are the leading brands in Cooking Ingredients and Meals in Morocco?
- How are products distributed in Cooking Ingredients and Meals 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 Cooking Ingredients and Meals?
- 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?
Cooking Ingredients and Meals in Morocco
Inflation intensifies price-sensitivity but demand for convenience bolsters volume sales
KEY DATA FINDINGS
Inflationary pressure besets cooking ingredients and meals
Consumers look for ways to economise
Soaring prices of olive oil and tomatoes lure consumers towards packaged products
Persistent economic pressure to depress consumer confidence
Price-sensitivity and quality and nutritional concerns to play roles in consumers’ purchasing decisions
Branded players could suffer as price remains the determinant factor for many consumers
Lesieur Cristal leads with a strong brand offer and investments in the business
Local players enjoy price advantages
Small local grocers dominate but supermarkets gain momentum
Significant investment sees discounters add dynamism to the distribution landscape
Table 1 Sales of Cooking Ingredients and Meals by Category: Volume 2020-2025
Table 2 Sales of Cooking Ingredients and Meals by Category: Value 2020-2025
Table 3 Sales of Cooking Ingredients and Meals by Category: % Volume Growth 2020-2025
Table 4 Sales of Cooking Ingredients and Meals by Category: % Value Growth 2020-2025
Table 5 NBO Company Shares of Cooking Ingredients and Meals: % Value 2021-2025
Table 6 LBN Brand Shares of Cooking Ingredients and Meals: % Value 2022-2025
Table 7 Penetration of Private Label by Category: % Value 2020-2025
Table 8 Distribution of Cooking Ingredients and Meals by Format: % Value 2020-2025
Table 9 Forecast Sales of Cooking Ingredients and Meals by Category: Volume 2025-2030
Table 10 Forecast Sales of Cooking Ingredients and Meals by Category: Value 2025-2030
Table 11 Forecast Sales of Cooking Ingredients and Meals by Category: % Volume Growth 2025-2030
Table 12 Forecast Sales of Cooking Ingredients and Meals by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Edible Oils in Morocco
KEY DATA FINDINGS
Olive oil benefits from more affordable options
Players look to keep prices affordable to stimulate demand
Packaged olive oil makes gains
Olive oil to continue to drive growth with an ongoing shift to bottled products
Argan oil gains popularity but challenges remain
Change in user habit to inform the performance of edible oils
Lesieur Cristal leverages a wide portfolio and international weight to lead
Low prices boost the appeal of large and small brands and private label
Small local grocers cater to local needs
Supermarkets gain ground through expansion
Table 13 Sales of Edible Oils by Category: Volume 2020-2025
Table 14 Sales of Edible Oils by Category: Value 2020-2025
Table 15 Sales of Edible Oils by Category: % Volume Growth 2020-2025
Table 16 Sales of Edible Oils by Category: % Value Growth 2020-2025
Table 17 NBO Company Shares of Edible Oils: % Value 2021-2025
Table 18 LBN Brand Shares of Edible Oils: % Value 2022-2025
Table 19 Distribution of Edible Oils by Format: % Value 2020-2025
Table 20 Forecast Sales of Edible Oils by Category: Volume 2025-2030
Table 21 Forecast Sales of Edible Oils by Category: Value 2025-2030
Table 22 Forecast Sales of Edible Oils by Category: % Volume Growth 2025-2030
Table 23 Forecast Sales of Edible Oils by Category: % Value Growth 2025-2030
Meals and Soups in Morocco
KEY DATA FINDINGS
Economic pressures encouraging some to opt for ready meals and soups rather than dining out
Mistrust over key categories limits consumer uptake
Busy consumers turn away from foodservice and towards convenience meals in retail outlets
The economic situation to engender push-pull effects
Limited demand for expensive ready meals
Soup leads but remains a small category
Somafaco leverages its dominance of soup to drive meals and soups
Relative novelty and a wide range push Fripozo towards the fore
Large modern grocery retailers cater to the main consumer base for meals and soups
Major retailers’ focus on supermarkets boosts frozen ready meals and frozen pizza
Table 24 Sales of Meals and Soups by Category: Volume 2020-2025
Table 25 Sales of Meals and Soups by Category: Value 2020-2025
Table 26 Sales of Meals and Soups by Category: % Volume Growth 2020-2025
Table 27 Sales of Meals and Soups by Category: % Value Growth 2020-2025
Table 28 Sales of Chilled Ready Meals by Ethnicity: % Value 2020-2025
Table 29 Sales of Frozen Ready Meals by Ethnicity: % Value 2020-2025
Table 30 Sales of Soup by Leading Flavours: Rankings 2020-2025
Table 31 NBO Company Shares of Meals and Soups: % Value 2021-2025
Table 32 LBN Brand Shares of Meals and Soups: % Value 2022-2025
Table 33 Distribution of Meals and Soups by Format: % Value 2020-2025
Table 34 Forecast Sales of Meals and Soups by Category: Volume 2025-2030
Table 35 Forecast Sales of Meals and Soups by Category: Value 2025-2030
Table 36 Forecast Sales of Meals and Soups by Category: % Volume Growth 2025-2030
Table 37 Forecast Sales of Meals and Soups by Category: % Value Growth 2025-2030
Sauces, Dips and Condiments in Morocco
KEY DATA FINDINGS
Urbanisation and increase in number of working women fuels demand for convenient products
Convenience bolsters demand
Growing interest in Italian food boosts dry recipe sauces and pasta sauces
Replicating the fast food experience at home to boost the demand for Western-style table sauces
Shift to branded and packaged herbs and spices
Convenience factor to continue to gain weight in consumers’ purchasing decisions
VMM Maroc’s strength lies in cooking and table sauces
Delicia brand benefits from affordability, pack size variety and wide distribution
Proximity and being in tune with local consumers’ needs favour small local grocers
Supermarkets penetrate small neighbourhoods to compete with small local grocers
Table 38 Sales of Sauces, Dips and Condiments by Category: Volume 2020-2025
Table 39 Sales of Sauces, Dips and Condiments by Category: Value 2020-2025
Table 40 Sales of Sauces, Dips and Condiments by Category: % Volume Growth 2020-2025
Table 41 Sales of Sauces, Dips and Condiments by Category: % Value Growth 2020-2025
Table 42 Sales of Liquid Recipe Sauces by Type: % Value 2020-2025
Table 43 Sales of Other Sauces and Condiments by Type: Rankings 2020-2025
Table 44 NBO Company Shares of Sauces, Dips and Condiments: % Value 2021-2025
Table 45 LBN Brand Shares of Sauces, Dips and Condiments: % Value 2022-2025
Table 46 Distribution of Sauces, Dips and Condiments by Format: % Value 2020-2025
Table 47 Forecast Sales of Sauces, Dips and Condiments by Category: Volume 2025-2030
Table 48 Forecast Sales of Sauces, Dips and Condiments by Category: Value 2025-2030
Table 49 Forecast Sales of Sauces, Dips and Condiments by Category: % Volume Growth 2025-2030
Table 50 Forecast Sales of Sauces, Dips and Condiments by Category: % Value Growth 2025-2030
Sweet Spreads in Morocco
KEY DATA FINDINGS
Maturity and health concerns impact sales
Changing consumer habits and parallel trade competition hamper the performance of sweet spreads
Amlou’s healthy image and a growing presence on retail shelves spur nut and seed based spreads
Rising health awareness to support the consumption of nut and seed based spreads and honey
Shift to economy brands and private label anticipated in a tough economic situation
Key review period trends to prove robust
Nutella sees investment to extend its lead over the field
Ferrero Morocco lowers prices to pique the interest of consumers
Small local grocers continue to meet consumer needs in their communities
Supermarkets encroach on small local grocers’ spaces
Table 51 Sales of Sweet Spreads by Category: Volume 2020-2025
Table 52 Sales of Sweet Spreads by Category: Value 2020-2025
Table 53 Sales of Sweet Spreads by Category: % Volume Growth 2020-2025
Table 54 Sales of Sweet Spreads by Category: % Value Growth 2020-2025
Table 55 Sales of Jams and Preserves by Leading Flavours: Rankings 2020-2025
Table 56 NBO Company Shares of Sweet Spreads: % Value 2021-2025
Table 57 LBN Brand Shares of Sweet Spreads: % Value 2022-2025
Table 58 Distribution of Sweet Spreads by Format: % Value 2020-2025
Table 59 Forecast Sales of Sweet Spreads by Category: Volume 2025-2030
Table 60 Forecast Sales of Sweet Spreads by Category: Value 2025-2030
Table 61 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2025-2030
Table 62 Forecast Sales of Sweet Spreads by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Cooking Ingredients and Meals
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- Olive Oil
- Corn Oil
- Palm Oil
- Rapeseed Oil
- Soy Oil
- Sunflower Oil
- Other Edible Oil
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- Dried Ready Meals
- Shelf Stable Ready Meals
- Chilled Ready Meals
- Frozen Ready Meals
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- Dry Soup
- Shelf Stable Soup
- Chilled Soup
- Frozen Soup
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- Chilled Pizza
- Frozen Pizza
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- Meal Kits
- Quick Recipe Kits
- Chilled Lunch Kits
- Prepared Salads
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- Liquid Stocks and Fonds
- Stock Cubes and Powders
- Gravy Cubes, Powders and Pots
- Monosodium Glutamate
- Herbs and Spices
- Tomato Pastes and Purées
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- Liquid Recipe Sauces (excl pasta sauces)
- Dry Recipe Sauces
- Pasta Sauces
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- Barbecue Sauces
- Fish Sauces
- Ketchup
- Mayonnaise
- Mustard
- Oyster Sauces
- Salad Dressings
- Soy Sauces
- Chili Sauces
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- Dips
- Yeast-based Spreads
- Pickled Products
- Other Sauces and Condiments
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- Honey
- Chocolate Spreads
- Jams and Preserves
- Nut and Seed Based Spreads
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This report originates from Passport, our Cooking Ingredients and Meals research and analysis database.
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