COMPETITIVE LANDSCAPE
Nutella sees investment to extend its lead over the field
Ferrero Morocco is projected to see a further increase in retail value share over 2025 to consolidate its leadership of sweet spreads. In a fragmented competitive landscape, the player’s leading position is due to its retail value share dominance of chocolate spreads through its star Nutella brand.
Ferrero Morocco lowers prices to pique the interest of consumers
Ferrero Morocco is projected to be the fastest-growing player in retail value share terms over 2025. The company continues to leverage a quality image for its Nutella chocolate spreads, supported by investment in new product development and strong distribution.
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Overview:
Understand the latest market trends and future growth opportunities for the Sweet Spreads 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 Sweet Spreads 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 Sweet Spreads 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 Sweet Spreads in Morocco?
- Which are the leading brands in Sweet Spreads in Morocco?
- How are products distributed in Sweet Spreads 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 Sweet Spreads?
- 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?
Sweet Spreads in Morocco - Category analysis
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
Cooking Ingredients and Meals in Morocco - Industry Overview
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
COUNTRY REPORTS DISCLAIMER
Sweet Spreads
Excludes: Any products sold unpackaged or in bulk; margarine, butter substitutes, vegetable-oil based, yeast-based, and meat/seafood-based spreads.
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 Sweet Spreads research and analysis database.
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