Dairy products and alternatives in 2025: The big picture
Retail sales of dairy products and alternatives in Morocco are expected to rise in current value terms in 2025, despite a series of ongoing challenges. One of the most pressing issues is the decline in national milk production, with a noticeable downward trends since 2020. Unfavourable climatic conditions, particularly drought, coupled with sharp increases in the cost of raw materials used in animal feed, have forced many breeders to cull their dairy herds in order to cover their losses, which in turn has led to a significant drop in local milk output.
Key trends in 2025
The parallel market of artisanal dairy products continues to gain ground in Morocco as increasingly price-sensitive consumers are drawn to cheaper alternatives. Sour milk drinks such as lben,a fermented milk product with deep cultural roots and traditionally consumed with Friday couscous, are sold in large quantities at mahlabas and by street vendors which hampers the growth of packaged variants. Similarly, butter and milk are heavily distributed through informal channels. Yoghurt sales are also suffering, challenged by traditional raib - a creamy, lightly fermented kefir-like product often flavoured with pomegranate or mint syrup and sold through artisanal outlets.
Competitive landscape
Centrale Danone SA remains the leading player in Morocco’s dairy products and alternatives market. However, its retail value share has eroded over the review period amid intensifying competition from local and regional companies. Notable challengers include SILDA with its Rafii brand in southern Morocco, Sakia Al Hamra and Colaimo in the east, Colainord, Ajabane Chefchaouen and Khairat Chamal in the north, Fromagerie Atlas and La Ferme de Bouskoura in the west, and Best Milk’s Albane in the centre. These operators mainly compete in milk, cheese, and yoghurt, and are gradually reshaping the competitive landscape.
Channel developments
Small local grocers continue to dominate the retail landscape in Morocco, not only because of their proximity to consumers’ homes but also because they provide services that modern channels cannot match - most notably credit facilities and the ability to purchase in very small quantities. In a challenging economic climate, many cash-strapped households rely on these outlets to access informal credit arrangements.
What next for dairy products and alternatives?
Retail sales of dairy products and alternatives are projected to rise in constant value terms (at 2025 prices) over the forecast period. This will be supported by recovery in agriculture after recent droughts, resilient domestic demand, and expansion in tourism, industry, and infrastructure. However, inflation is projected to remain moderate, at just under 3%, placing downward pressure on household incomes. As such, many consumers are expected to limit spending on higher-priced, indulgent offerings such as premium cheese, chilled dairy desserts, and even yoghurts, which are viewed as non-essential. Instead, households are likely to switch to artisanal dairy products - including milk, sour milk, butter, and white cheese - which are widely perceived as both higher in quality and more affordable. This shift will continue to constrain growth in branded packaged products. In response, major dairy players are expected to prioritise maintaining competitive prices and promotions over heavy investment in added-value innovation. Demographic trends will also weigh on demand, with a projected decline in the birth rate set to limit growth in baby food over the forecast period.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Dairy Products and Alternatives 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 Dairy Products and Alternatives 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 Dairy Products and Alternatives 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 Dairy Products and Alternatives in Morocco?
- Which are the leading brands in Dairy Products and Alternatives in Morocco?
- How are products distributed in Dairy Products and Alternatives 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 Dairy Products and Alternatives?
- 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?
Dairy Products and Alternatives in Morocco
Dairy products and alternatives in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
Baby Food in Morocco
KEY DATA FINDINGS
Marginal growth amid demographic challenges
Nestlé leads while Cooperative COPAG makes strides
Health and beauty specialists remains key distribution channel as supermarkets gain ground
Continued decline in birth rate will impact baby food sales
Marketing strategies will shift amid regulatory landscape
Middle-income households will lead trend towards premium options
Butter and Spreads in Morocco
KEY DATA FINDINGS
Butter drives growth as players diversify their offerings
Danone continues to lead sales
Modern channels gain ground
Positive outlook for butter and spreads
Margarine will continue to suffer from negative image
Broad availability of artisanal butter varieties will hinder sales
Cheese in Morocco
KEY DATA FINDINGS
Adoption of Western eating habits drives cheese sales
Fromageries Bel SA continues to lead sales
Small local grocers continue to meet the needs of cash-strapped consumers
Cheese sales set to grow amid rise of urban cooking trends
Soft cheese will be key growth driver
Spreadable cheese will continue to dominate sales
Drinking Milk Products in Morocco
KEY DATA FINDINGS
Modest growth for drinking milk products
Cooperative COPAG continues to lead sales, while Albane benefits from French image
Small local grocers lead but modern retail formats gain ground
Parallel market will continue to hinder sales
Shift on focus towards shelf stable milk
Market will become increasingly fragmented
Yoghurt and Sour Milk Products in Morocco
KEY DATA FINDINGS
Manufacturers invest in various strategies in order to sustain demand
Danone continues to lead sales amid mounting competition
Local grocers lead as discounters gain momentum
Market is poised for growth, despite economic constraints
Packaged variants of sour milk drinks offer considerable potential
Yoghurt sales will be boosted by innovation and accessible packaging
Other Dairy in Morocco
KEY DATA FINDINGS
Fromage frais and quark leads growth
Established players dominate amid emerging premium segment
Small local grocers lead distribution as modern retail formats gain traction
Demand will remain hindered by squeezed household budgets
Convenience trend will drive growth in fromage frais
Condensed/evaporated milk will remain a niche option
Plant-Based Dairy in Morocco
KEY DATA FINDINGS
Dynamic growth in 2025, albeit from a low base
Danone leads plant-based dairy
Hypermarket channel dominates distribution
Niche market offers promising growth prospects
Health and wellness trend will fuel future expansion
Growing opportunities for local players
The following categories and subcategories are included:
Dairy Products and Alternatives
-
- Dried Baby Food
- Prepared Baby Food
- Other Baby Food
-
-
- Liquid Standard Milk Formula
- Powder Standard Milk Formula
-
- Liquid Follow-on Milk Formula
- Powder Follow-on Milk Formula
-
- Liquid Growing-Up Milk Formula
- Powder Growing-Up Milk Formula
-
- Liquid Special Baby Milk Formula
- Powder Special Baby Milk Formula
-
-
-
- Butter
- Cooking Fats
- Margarine and Spreads
-
- Spreadable Cheese
- Processed Cheese excl Spreadable
-
- Packaged Hard Cheese
- Unpackaged Hard Cheese
- Soft Cheese
-
-
- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
-
-
-
- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
-
- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
-
- Goat Milk
-
- Powder Milk
-
-
- Sour Milk Products
-
- Drinking Yoghurt
- Flavoured Yoghurt
- Plain Yoghurt
-
-
- Chilled Dairy Desserts
- Shelf Stable Dairy Desserts
- Chilled Snacks
- Coffee Whiteners
-
-
- Flavoured Condensed Milk
- Plain Condensed Milk
- Evaporated Milk
-
- Cream
-
- Flavoured Fromage Frais and Quark
- Plain Fromage Frais and Quark
- Savoury Fromage Frais and Quark
-
-
-
-
- Soy Drinks
- Other Plant-based Milk
- Plant-based Yoghurt
- Plant-based Cheese
-
Why 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 Dairy Products and Alternatives research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!