PROSPECTS AND OPPORTUNITIES
Static performance for drinking milk products
Drinking milk products in Morocco is expected to experience a flat performance in retail volume terms over the forecast period, due to a combination of declining local consumption and the rise of the parallel market. Dairy farmers increasingly prefer to sell their fresh milk directly to consumers or through hawkers at prices higher than those offered by dairy companies, which is expected to hamper sales of packaged fresh milk, moving forward.
Shift in focus towards shelf-stable milk
In recent years demand for shelf-stable milk in Morocco has registered an upswing, driven by decreasing local production of fresh milk, due to persistent drought conditions. At the same time, subsidies on imported milk offered by the government have incentivised dairy players to pivot towards producing UHT milk, which offers higher profit margins compared to fresh milk.
Minimal price increases expected, despite rising prices, as players try to retain customer loyalty
Unit prices for milk products are expected to rise over the forecast period, driven by escalating raw milk prices and increasing production costs. However, in light of the challenging economic conditions and tightening consumer budgets, along with competition from the parallel market, leading dairy players are likely to implement minimal price increases.
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Overview:
Understand the latest market trends and future growth opportunities for the Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products 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 Drinking Milk Products in Morocco?
- Which are the leading brands in Drinking Milk Products in Morocco?
- How are products distributed in Drinking Milk Products 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 Drinking Milk Products?
- 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?
Drinking Milk Products in Morocco - Category analysis
KEY DATA FINDINGS
Market for drinking milk products faces continuing challenges
Shelf-stable milk benefits from entry of new players
Leader Danone encounters increased competition from local player Centrale Commerciale Les Domaines
Static performance for drinking milk products
Shift in focus towards shelf-stable milk
Minimal price increases expected, despite rising prices, as players try to retain customer loyalty
Dairy Products and Alternatives in Morocco - Industry Overview
Dairy products and alternatives in 2024: The big picture
Key trends in 2024
Competitive landscape
Channel developments
What next for dairy products and alternatives?
DISCLAIMER
The following categories and subcategories are included:
Drinking Milk Products
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- Dairy Only Flavoured Milk Drinks
- Flavoured Milk Drinks with Fruit Juice
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- Fat-free Fresh Milk
- Semi Skimmed Fresh Milk
- Full Fat Fresh Milk
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- Fat-free Shelf Stable Milk
- Semi Skimmed Shelf Stable Milk
- Full Fat Shelf Stable Milk
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- Goat Milk
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- Powder Milk
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- Soy Drinks
- Other Milk Alternatives
Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
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 Drinking Milk Products research and analysis database.
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