Dried Food in Morocco to 2013

Introduction

This databook provides key data and information on the dried food market in Morocco. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Contains information on four categories: dried pasta/noodle, rice, dessert mixes and dried ready meals

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2003-2008) and forecast (2009-2013) data

*Category level company and brand share as well as distribution share information for 2007 and 2008

*Review of the top two companies within the dried food market, including company overview, key facts and business description

Highlights

The market for dried food in Morocco increased at a compound annual growth rate of 3.9% between 2003 and 2008.

The dried pasta/noodles category led the dried food market in Morocco, accounting for a share of 80.2%.

Leading players in Moroccan dried food market include Nestle S.A., Ebro Puleva SA and Unilever.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the dried food market in Morocco

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements


Report Highlights
Highlights

The market for dried food in Morocco increased at a compound annual growth rate of 3.9% between 2003 and 2008.

The dried pasta/noodles category led the dried food market in Morocco, accounting for a share of 80.2%.

Leading players in Moroccan dried food market include Nestle S.A., Ebro Puleva SA and Unilever.


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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: dried food 2
Summary category level: dessert mixes 3
Summary category level: dried ready meals 4
Summary category level: dried pasta/noodles 5
Summary category level: rice 6
Chapter 2 Introduction 7
What is this report about? 7
How to use this report 7
Market definition 8
Chapter 3 Market Overview 21
Value analysis (Moroccan Dirham), 2003?08 21
Value analysis (Moroccan Dirham), 2008?13 22
Value analysis (US dollars), 2003?08 24
Value analysis (US dollars), 2008?13 25
Volume analysis, 2003?08 27
Volume analysis, 2008?13 28
Company and brand share analysis 30
Distribution analysis 34
Expenditure and consumption per capita 36
Chapter 4 Leading Company Profiles 40
Nestlé S.A. 40
Ebro Puleva S.A 43
Chapter 5 Category Analysis: Dessert Mixes 45
Value analysis (Moroccan Dirham), 2003?08 45
Value analysis (Moroccan Dirham), 2008?13 46
Value analysis (US dollars), 2003?08 47
Value analysis (US dollars), 2008?13 47
Volume analysis, 2003?08 48
Volume analysis, 2008?13 49
Company and brand share analysis 50
Distribution analysis 53
Expenditure and consumption per capita 55
Chapter 6 Category Analysis: Dried Ready Meals 58
Value analysis (Moroccan Dirham), 2003?08 58
Value analysis (Moroccan Dirham), 2008?13 59
Value analysis (US dollars), 2003?08 60
Value analysis (US dollars), 2008?13 60
Volume analysis, 2003?08 61
Volume analysis, 2008?13 62
Company and brand share analysis 63
Distribution analysis 66
Expenditure and consumption per capita 68
Chapter 7 Category Analysis: Dried Pasta/Noodles 71
Value analysis (Moroccan Dirham), 2003?08 71
Value analysis (Moroccan Dirham), 2008?13 72
Value analysis (US dollars), 2003?08 74
Value analysis (US dollars), 2008?13 74
Volume analysis, 2003?08 76
Volume analysis, 2008?13 77
Company and brand share analysis 79
Distribution analysis 82
Expenditure and consumption per capita 84
Chapter 8 Category Analysis: Rice 87
Value analysis (Moroccan Dirham), 2003?08 87
Value analysis (Moroccan Dirham), 2008?13 88
Value analysis (US dollars), 2003?08 89
Value analysis (US dollars), 2008?13 89
Volume analysis, 2003?08 90
Volume analysis, 2008?13 91
Company and brand share analysis 92
Distribution analysis 95
Expenditure and consumption per capita 97
Chapter 9 Country Comparison 100
Value 100
Volume 104
Market share 108
Chapter 10 Socioeconomic Profile 109
Country overview 109
Key facts 110
Political overview 111
Economic overview 112
Chapter 11 New Product Development 113
Product launches over time 113
Recent product launches 115
Chapter 12 Macroeconomic Profile 116
Macroeconomic indicators 116
Chapter 13 Research Methodology 121
Methodology overview 121
Secondary research 122
Market modeling 123
Creating an initial data model 123
Revising the initial data model 123
Creating a final estimate 124
Creating demographic value splits 124
Primary research 124
Data finalization 125
Ongoing research 125
Chapter 14 APPENDIX 126
Future readings 126
How to contact experts in your industry 126
Disclaimer 126


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LIST OF FIGURES
Figure 1: Morocco dried food value and value forecast, 2003?13 (MADm, nominal prices) 23
Figure 2: Morocco dried food category growth comparison, by value, 2003?13 26
Figure 3: Morocco dried food volume and volume forecast, 2003?13 (kg, million) 29
Figure 4: Morocco dried food category growth comparison, by volume, 2003?13 29
Figure 5: Morocco dried food company share, by value, 2007?08 (%) 32
Figure 6: Morocco dried food distribution channels, by value, 2007?08 (%) 35
Figure 7: Morocco dessert mixes value and value forecast, 2003?13 (MADm, nominal prices) 46
Figure 8: Morocco dessert mixes volume and volume forecast, 2003?13 (kg, million) 49
Figure 9: Morocco dessert mixes company share, by value, 2007?08 (%) 51
Figure 10: Morocco dessert mixes distribution channels, by value, 2007?08 (%) 54
Figure 11: Morocco dried ready meals value and value forecast, 2003?13 (MADm, nominal prices) 59
Figure 12: Morocco dried ready meals volume and volume forecast, 2003?13 (kg, million) 62
Figure 13: Morocco dried ready meals company share, by value, 2007?08 (%) 64
Figure 14: Morocco dried ready meals distribution channels, by value, 2007?08 (%) 67
Figure 15: Morocco dried pasta/noodles value and value forecast, 2003?13 (MADm, nominal prices) 73
Figure 16: Morocco dried pasta/noodles category growth comparison, by value, 2003?13 75
Figure 17: Morocco dried pasta/noodles volume and volume forecast, 2003?13 (kg, million) 78
Figure 18: Morocco dried pasta/noodles category growth comparison, by volume, 2003?13 78
Figure 19: Morocco dried pasta/noodles company share, by value, 2007?08 (%) 80
Figure 20: Morocco dried pasta/noodles distribution channels, by value, 2007?08 (%) 83
Figure 21: Morocco rice value and value forecast, 2003?13 (MADm, nominal prices) 88
Figure 22: Morocco rice volume and volume forecast, 2003?13 (kg, million) 91
Figure 23: Morocco rice company share, by value, 2007?08 (%) 93
Figure 24: Morocco rice distribution channels, by value, 2007?08 (%) 96
Figure 25: Global dried food market split (value terms, 2008), top five countries 101
Figure 26: Global dried food market value, 2003–08, top five countries 103
Figure 27: Global dried food market split (volume terms, 2008), top five countries 105
Figure 28: Global dried food market volume, 2003–08, top five countries 107
Figure 29: Map of Morocco 110
Figure 30: Annual data review process 122


LIST OF TABLES
Table 1: Dried food category definitions 9
Table 2: Dried food distribution channels 10
Table 3: Morocco dried food value, 2003?08 (MADm, nominal prices) 21
Table 4: Morocco dried food value forecast, 2008?13 (MADm, nominal prices) 22
Table 5: Morocco dried food value, 2003?08 ($m, nominal prices) 24
Table 6: Morocco dried food value forecast, 2008?13 ($m, nominal prices) 25
Table 7: Morocco dried food volume, 2003?08 (kg, million) 27
Table 8: Morocco dried food volume forecast, 2008?13 (kg, million) 28
Table 9: Morocco dried food brand share, by value, 2007?08 (%) 30
Table 10: Morocco dried food value, by brand 2007?08 (MADm, nominal prices) 31
Table 11: Morocco dried food company share by value, 2007?08 (%) 33
Table 12: Morocco dried food value, by company, 2007?08 (MADm, nominal prices) 33
Table 13: Morocco dried food distribution channels, by value, 2007?08 (%) 34
Table 14: Morocco dried food value, by distribution channel, 2007?08 (MADm, nominal prices) 34
Table 15: Morocco dried food expenditure per capita, 2003?08 (MAD, nominal prices) 36
Table 16: Morocco dried food forecast expenditure per capita, 2008?13 (MAD, nominal prices) 37
Table 17: Morocco dried food expenditure per capita, 2003?08 ($, nominal prices) 37
Table 18: Morocco dried food forecast expenditure per capita, 2008?13 ($, nominal prices) 38
Table 19: Morocco dried food consumption per capita, 2003?08 (kg) 38
Table 20: Morocco dried food forecast consumption per capita, 2008?13 (kg) 39
Table 21: Nestlé S A key facts 40
Table 22: Ebro Puleva S.A key facts 43
Table 23: Morocco dessert mixes value, 2003?08 (MADm, nominal prices) 45
Table 24: Morocco dessert mixes value forecast, 2008?13 (MADm, nominal prices) 46
Table 25: Morocco dessert mixes value, 2003?08 ($m, nominal prices) 47
Table 26: Morocco dessert mixes value forecast, 2008?13 ($m, nominal prices) 47
Table 27: Morocco dessert mixes volume, 2003?08 (kg, million) 48
Table 28: Morocco dessert mixes volume forecast, 2008?13 (kg, million) 49
Table 29: Morocco dessert mixes brand share, by value, 2007?08 (%) 50
Table 30: Morocco dessert mixes value, by brand 2007?08 (MADm, nominal prices) 50
Table 31: Morocco dessert mixes company share by value, 2007?08 (%) 52
Table 32: Morocco dessert mixes value, by company, 2007?08 (MADm, nominal prices) 52
Table 33: Morocco dessert mixes distribution channels, by value, 2007?08 (%) 53
Table 34: Morocco dessert mixes value, by distribution channel, 2007?08 (MADm, nominal prices) 53
Table 35: Morocco dessert mixes expenditure per capita, 2003?08 (MAD, nominal prices) 55
Table 36: Morocco dessert mixes forecast expenditure per capita, 2008?13 (MAD, nominal prices) 55
Table 37: Morocco dessert mixes expenditure per capita, 2003?08 ($, nominal prices) 56
Table 38: Morocco dessert mixes forecast expenditure per capita, 2008?13 ($, nominal prices) 56
Table 39: Morocco dessert mixes consumption per capita, 2003?08 (kg) 57
Table 40: Morocco dessert mixes forecast consumption per capita, 2008?13 (kg) 57
Table 41: Morocco dried ready meals value, 2003?08 (MADm, nominal prices) 58
Table 42: Morocco dried ready meals value forecast, 2008?13 (MADm, nominal prices) 59
Table 43: Morocco dried ready meals value, 2003?08 ($m, nominal prices) 60
Table 44: Morocco dried ready meals value forecast, 2008?13 ($m, nominal prices) 60
Table 45: Morocco dried ready meals volume, 2003?08 (kg, million) 61
Table 46: Morocco dried ready meals volume forecast, 2008?13 (kg, million) 62
Table 47: Morocco dried ready meals brand share, by value, 2007?08 (%) 63
Table 48: Morocco dried ready meals value, by brand 2007?08 (MADm, nominal prices) 63
Table 49: Morocco dried ready meals company share by value, 2007?08 (%) 65
Table 50: Morocco dried ready meals value, by company, 2007?08 (MADm, nominal prices) 65
Table 51: Morocco dried ready meals distribution channels, by value, 2007?08 (%) 66
Table 52: Morocco dried ready meals value, by distribution channel, 2007?08 (MADm, nominal prices) 66
Table 53: Morocco dried ready meals expenditure per capita, 2003?08 (MAD, nominal prices) 68
Table 54: Morocco dried ready meals forecast expenditure per capita, 2008?13 (MAD, nominal prices) 68
Table 55: Morocco dried ready meals expenditure per capita, 2003?08 ($, nominal prices) 69
Table 56: Morocco dried ready meals forecast expenditure per capita, 2008?13 ($, nominal prices) 69
Table 57: Morocco dried ready meals consumption per capita, 2003?08 (kg) 70
Table 58: Morocco dried ready meals forecast consumption per capita, 2008?13 (kg) 70
Table 59: Morocco dried pasta/noodles value, 2003?08 (MADm, nominal prices) 71
Table 60: Morocco dried pasta/noodles value forecast, 2008?13 (MADm, nominal prices) 72
Table 61: Morocco dried pasta/noodles value, 2003?08 ($m, nominal prices) 74
Table 62: Morocco dried pasta/noodles value forecast, 2008?13 ($m, nominal prices) 74
Table 63: Morocco dried pasta/noodles volume, 2003?08 (kg, million) 76
Table 64: Morocco dried pasta/noodles volume forecast, 2008?13 (kg, million) 77
Table 65: Morocco dried pasta/noodles brand share, by value, 2007?08 (%) 79
Table 66: Morocco dried pasta/noodles value, by brand 2007?08 (MADm, nominal prices) 79
Table 67: Morocco dried pasta/noodles company share by value, 2007?08 (%) 81
Table 68: Morocco dried pasta/noodles value, by company, 2007?08 (MADm, nominal prices) 81
Table 69: Morocco dried pasta/noodles distribution channels, by value, 2007?08 (%) 82
Table 70: Morocco dried pasta/noodles value, by distribution channel, 2007?08 (MADm, nominal prices) 82
Table 71: Morocco dried pasta/noodles expenditure per capita, 2003?08 (MAD, nominal prices) 84
Table 72: Morocco dried pasta/noodles forecast expenditure per capita, 2008?13 (MAD, nominal prices) 84
Table 73: Morocco dried pasta/noodles expenditure per capita, 2003?08 ($, nominal prices) 85
Table 74: Morocco dried pasta/noodles forecast expenditure per capita, 2008?13 ($, nominal prices) 85
Table 75: Morocco dried pasta/noodles consumption per capita, 2003?08 (kg) 86
Table 76: Morocco dried pasta/noodles forecast consumption per capita, 2008?13 (kg) 86
Table 77: Morocco rice value, 2003?08 (MADm, nominal prices) 87
Table 78: Morocco rice value forecast, 2008?13 (MADm, nominal prices) 88
Table 79: Morocco rice value, 2003?08 ($m, nominal prices) 89
Table 80: Morocco rice value forecast, 2008?13 ($m, nominal prices) 89
Table 81: Morocco rice volume, 2003?08 (kg, million) 90
Table 82: Morocco rice volume forecast, 2008?13 (kg, million) 91
Table 83: Morocco rice brand share, by value, 2007?08 (%) 92
Table 84: Morocco rice value, by brand 2007?08 (MADm, nominal prices) 92
Table 85: Morocco rice company share by value, 2007?08 (%) 94
Table 86: Morocco rice value, by company, 2007?08 (MADm, nominal prices) 94
Table 87: Morocco rice distribution channels, by value, 2007?08 (%) 95
Table 88: Morocco rice value, by distribution channel, 2007?08 (MADm, nominal prices) 95
Table 89: Morocco rice expenditure per capita, 2003?08 (MAD, nominal prices) 97
Table 90: Morocco rice forecast expenditure per capita, 2008?13 (MAD, nominal prices) 97
Table 91: Morocco rice expenditure per capita, 2003?08 ($, nominal prices) 98
Table 92: Morocco rice forecast expenditure per capita, 2008?13 ($, nominal prices) 98
Table 93: Morocco rice consumption per capita, 2003?08 (kg) 99
Table 94: Morocco rice forecast consumption per capita, 2008?13 (kg) 99
Table 95: Global dried food market value, 2008 100
Table 96: Global dried food market split (value terms ($m), 2008), top five countries 103
Table 97: Global dried food market volume, 2008 104
Table 98: Global dried food market split (volume terms, 2008), top five countries 107
Table 99: Leading players, top five countries 108
Table 100: Morocco key facts 110
Table 101: Morocco dried food new product launches reports, by company, 2008 113
Table 102: Morocco dried food new product launches SKUs, by company, 2008 113
Table 103: Morocco dried food new product launches (reports), by flavor and fragrances, 2008 114
Table 104: Morocco dried food new product launches (reports), by ingredients (top 10 ingredients), 2008 114
Table 105: Morocco dried food new product launches (reports), by package tags or claims 2008 115
Table 106: Morocco dried food new product launches, 2008 115
Table 107: Morocco population, by age group, 2003?08 (millions) 116
Table 108: Morocco population forecast, by age group, 2008?13 (millions) 117
Table 109: Morocco population, by gender, 2003?08 (millions) 117
Table 110: Morocco population forecast, by gender, 2008?13 (millions) 118
Table 111: Morocco nominal GDP, 2003?08 (MADbn, nominal prices) 118
Table 112: Morocco nominal GDP forecast, 2008?13 (MADbn, nominal prices) 118
Table 113: Morocco real GDP, 2003?08 (MADbn, 2000 prices) 119
Table 114: Morocco real GDP forecast, 2008?13 (MADbn, 2000 prices) 119
Table 115: Morocco real GDP, 2003?08 ($bn, 2000 prices) 119
Table 116: Morocco real GDP forecast, 2008?13 ($bn, 2000 prices) 120
Table 117: Morocco consumer price index, 2003?08 (2000=100) 120
Table 118: Morocco consumer price index, 2008?13 (2000=100) 120


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