COMPETITIVE LANDSCAPE
Pasta player Dari Couspate consolidates overall leadership through competitive pricing and a strong distribution reach
Dari Couspate topped rice, pasta and noodles in retail value share terms in 2025, due to its leadership of dried pasta. As the majority of consumers saw little difference between brands in terms of offer and image, pricing was often the most important factor.
Copralim leverages a wide and developing offer to gain retail value share
Copralim recorded the highest retail value share growth in rice, pasta and noodles in Morocco in 2025. The company presented brands in rice, pasta and noodles.
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Overview:
Understand the latest market trends and future growth opportunities for the Rice, Pasta and Noodles 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 Rice, Pasta and Noodles 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 Rice, Pasta and Noodles 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 Rice, Pasta and Noodles in Morocco?
- Which are the leading brands in Rice, Pasta and Noodles in Morocco?
- How are products distributed in Rice, Pasta and Noodles 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 Rice, Pasta and Noodles?
- 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?
Rice, Pasta and Noodles in Morocco - Category analysis
KEY DATA FINDINGS
Lower-income consumers limit purchases in tough economic conditions
Consumers favour unpackaged/loose over packaged rice and pasta
Dried pasta enjoys a competitive edge through convenience
Anticipated shift from unpackaged to packaged rice and pasta
Interest in foreign cuisines to lead to experimentation with pasta dishes
Pasta and rice to expand with the development of both economy and premium products
Pasta player Dari Couspate consolidates overall leadership through competitive pricing and a strong distribution reach
Copralim leverages a wide and developing offer to gain retail value share
Amenable small local grocers dominate rice and pasta distribution
Rapid store network expansion sees discounters gain momentum
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:
Rice, Pasta and Noodles
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- Chilled Noodles
- Frozen Noodles
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- Instant Noodle Cups
- Instant Noodle Pouches
- Plain Noodles
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- Chilled Pasta
- Dried Pasta
- Rice
Rice, Pasta and Noodles
This is the aggregation of rice, noodles and pasta. Includes: Pre-packaged noodles. Excludes: Any noodles, pasta or rice bought loose, bulk and/or unpackaged. Excludes: Any noodle-based ready meals, which would be tracked under ready meals.
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 Rice, Pasta and Noodles research and analysis database.
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