Spreads in Morocco to 2013

Introduction

This databook provides key data and information on the spreads 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 five categories: jams & preserves, honey, chocolate spreads, nut-based spreads and savory spreads

*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 spreads market, including company overview, key facts and business description

Highlights

The market for spreads in Morocco increased at a compound annual growth rate of 3.3% between 2003 and 2008.

The Honey category led the spreads market in Argentina, accounting for a share of 76.9%.

Leading players in Moroccan spreads market include Unilever, Hero AG and Hershey Foods Corporation.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the spreads 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 spreads in Morocco increased at a compound annual growth rate of 3.3% between 2003 and 2008.

The Honey category led the spreads market in Argentina, accounting for a share of 76.9%.

Leading players in Moroccan spreads market include Unilever, Hero AG and Hershey Foods Corporation.


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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: spreads 2
Summary category level: chocolate spreads 3
Summary category level: honey 4
Summary category level: jams & preserves 5
Summary category level: nut-based spreads 6
Summary category level: savory spreads 7
Chapter 2 Introduction 8
What is this report about? 8
How to use this report 8
Market definition 9
Chapter 3 Market Overview 24
Value analysis (Moroccan Dirham), 2003?08 24
Value analysis (Moroccan Dirham), 2008?13 25
Value analysis (US dollars), 2003?08 27
Value analysis (US dollars), 2008?13 28
Volume analysis, 2003?08 30
Volume analysis, 2008?13 31
Company and brand share analysis 34
Distribution analysis 37
Expenditure and consumption per capita 39
Chapter 4 Leading Company Profiles 43
Unilever 43
Hero AG 46
Chapter 5 Category Analysis: Chocolate spreads 48
Value analysis (Moroccan Dirham), 2003?08 48
Value analysis (Moroccan Dirham), 2008?13 49
Value analysis (US dollars), 2003?08 50
Value analysis (US dollars), 2008?13 50
Volume analysis, 2003?08 51
Volume analysis, 2008?13 52
Company and brand share analysis 53
Distribution analysis 55
Expenditure and consumption per capita 57
Chapter 6 Category Analysis: Honey 60
Value analysis (Moroccan Dirham), 2003?08 60
Value analysis (Moroccan Dirham), 2008?13 61
Value analysis (US dollars), 2003?08 62
Value analysis (US dollars), 2008?13 62
Volume analysis, 2003?08 63
Volume analysis, 2008?13 64
Company and brand share analysis 65
Distribution analysis 67
Expenditure and consumption per capita 69
Chapter 7 Category Analysis: Jams & preserves 72
Value analysis (Moroccan Dirham), 2003?08 72
Value analysis (Moroccan Dirham), 2008?13 73
Value analysis (US dollars), 2003?08 74
Value analysis (US dollars), 2008?13 74
Volume analysis, 2003?08 75
Volume analysis, 2008?13 76
Company and brand share analysis 77
Distribution analysis 79
Expenditure and consumption per capita 81
Chapter 8 Category Analysis: Nut-based spreads 84
Value analysis (Moroccan Dirham), 2003?08 84
Value analysis (Moroccan Dirham), 2008?13 85
Value analysis (US dollars), 2003?08 86
Value analysis (US dollars), 2008?13 86
Volume analysis, 2003?08 87
Volume analysis, 2008?13 88
Company and brand share analysis 89
Distribution analysis 92
Expenditure and consumption per capita 94
Chapter 9 Category Analysis: Savory spreads 97
Value analysis (Moroccan Dirham), 2003?08 97
Value analysis (Moroccan Dirham), 2008?13 98
Value analysis (US dollars), 2003?08 99
Value analysis (US dollars), 2008?13 99
Volume analysis, 2003?08 100
Volume analysis, 2008?13 101
Company and brand share analysis 102
Distribution analysis 104
Expenditure and consumption per capita 106
Chapter 10 Country Comparison 109
Value 109
Volume 113
Market share 117
Chapter 11 Socioeconomic profile 118
Country overview 118
Key facts 119
Political overview 120
Economic overview 121
Chapter 12 Macroeconomic Profile 122
Macroeconomic indicators 122
Chapter 13 Research Methodology 127
Methodology overview 127
Secondary research 128
Market modeling 129
Creating an initial data model 129
Revising the initial data model 129
Creating a final estimate 130
Creating demographic value splits 130
Primary research 130
Data finalization 131
Ongoing research 131
Chapter 14 APPENDIX 132
Future readings 132
How to contact experts in your industry 132
Disclaimer 132


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LIST OF FIGURES
Figure 1: Morocco spreads value and value forecast, 2003?13 (MADm, nominal prices) 26
Figure 2: Morocco spreads category growth comparison, by value, 2003?13 29
Figure 3: Morocco spreads volume and volume forecast, 2003?13 (kg, million) 32
Figure 4: Morocco spreads category growth comparison, by volume, 2003?13 33
Figure 5: Morocco spreads company share, by value, 2007?08 (%) 35
Figure 6: Morocco spreads distribution channels, by value, 2007?08 (%) 38
Figure 7: Morocco chocolate spreads value and value forecast, 2003?13 (MADm, nominal prices) 49
Figure 8: Morocco chocolate spreads volume and volume forecast, 2003?13 (kg, million) 52
Figure 9: Morocco chocolate spreads distribution channels, by value, 2007?08 (%) 56
Figure 10: Morocco honey value and value forecast, 2003?13 (MADm, nominal prices) 61
Figure 11: Morocco honey volume and volume forecast, 2003?13 (kg, million) 64
Figure 12: Morocco honey distribution channels, by value, 2007?08 (%) 68
Figure 13: Morocco jams & preserves value and value forecast, 2003?13 (MADm, nominal prices) 73
Figure 14: Morocco jams & preserves volume and volume forecast, 2003?13 (kg, million) 76
Figure 15: Morocco jams & preserves distribution channels, by value, 2007?08 (%) 80
Figure 16: Morocco nut-based spreads value and value forecast, 2003?13 (MADm, nominal prices) 85
Figure 17: Morocco nut-based spreads volume and volume forecast, 2003?13 (kg, million) 88
Figure 18: Morocco nut-based spreads company share, by value, 2007?08 (%) 90
Figure 19: Morocco nut-based spreads distribution channels, by value, 2007?08 (%) 93
Figure 20: Morocco savory spreads value and value forecast, 2003?13 (MADm, nominal prices) 98
Figure 21: Morocco savory spreads volume and volume forecast, 2003?13 (kg, million) 101
Figure 22: Morocco savory spreads distribution channels, by value, 2007?08 (%) 105
Figure 23: Global spreads market split (value terms, 2008), top five countries 110
Figure 24: Global spreads market value, 2003–08, top five countries 112
Figure 25: Global spreads market split (volume terms, 2008), top five countries 114
Figure 26: Global spreads market volume, 2003–08, top five countries 116
Figure 27: Map of Morocco 119
Figure 28: Annual data review process 128


LIST OF TABLES
Table 1: Spreads category definitions 10
Table 2: Spreads distribution channels 11
Table 3: Morocco spreads value, 2003?08 (MADm, nominal prices) 24
Table 4: Morocco spreads value forecast, 2008?13 (MADm, nominal prices) 25
Table 5: Morocco spreads value, 2003?08 ($m, nominal prices) 27
Table 6: Morocco spreads value forecast, 2008?13 ($m, nominal prices) 28
Table 7: Morocco spreads volume, 2003?08 (kg, million) 30
Table 8: Morocco spreads volume forecast, 2008?13 (kg, million) 31
Table 9: Morocco spreads brand share, by value, 2007?08 (%) 34
Table 10: Morocco spreads value, by brand 2007?08 (MADm, nominal prices) 34
Table 11: Morocco spreads company share by value, 2007?08 (%) 36
Table 12: Morocco spreads value, by company, 2007?08 (MADm, nominal prices) 36
Table 13: Morocco spreads distribution channels, by value, 2007?08 (%) 37
Table 14: Morocco spreads value, by distribution channel, 2007?08 (MADm, nominal prices) 37
Table 15: Morocco spreads expenditure per capita, 2003?08 (MAD, nominal prices) 39
Table 16: Morocco spreads forecast expenditure per capita, 2008?13 (MAD, nominal prices) 40
Table 17: Morocco spreads expenditure per capita, 2003?08 ($, nominal prices) 40
Table 18: Morocco spreads forecast expenditure per capita, 2008?13 ($, nominal prices) 41
Table 19: Morocco spreads consumption per capita, 2003?08 (kg) 41
Table 20: Morocco spreads forecast consumption per capita, 2008?13 (kg) 42
Table 21: Unilever key facts 43
Table 22: Hero AG key facts 46
Table 23: Morocco chocolate spreads value, 2003?08 (MADm, nominal prices) 48
Table 24: Morocco chocolate spreads value forecast, 2008?13 (MADm, nominal prices) 49
Table 25: Morocco chocolate spreads value, 2003?08 ($m, nominal prices) 50
Table 26: Morocco chocolate spreads value forecast, 2008?13 ($m, nominal prices) 50
Table 27: Morocco chocolate spreads volume, 2003?08 (kg, million) 51
Table 28: Morocco chocolate spreads volume forecast, 2008?13 (kg, million) 52
Table 29: Morocco chocolate spreads brand share, by value, 2007?08 (%) 53
Table 30: Morocco chocolate spreads value, by brand 2007?08 (MADm, nominal prices) 53
Table 31: Morocco chocolate spreads company share by value, 2007?08 (%) 54
Table 32: Morocco chocolate spreads value, by company, 2007?08 (MADm, nominal prices) 54
Table 33: Morocco chocolate spreads distribution channels, by value, 2007?08 (%) 55
Table 34: Morocco chocolate spreads value, by distribution channel, 2007?08 (MADm, nominal prices) 55
Table 35: Morocco chocolate spreads expenditure per capita, 2003?08 (MAD, nominal prices) 57
Table 36: Morocco chocolate spreads forecast expenditure per capita, 2008?13 (MAD, nominal prices) 57
Table 37: Morocco chocolate spreads expenditure per capita, 2003?08 ($, nominal prices) 58
Table 38: Morocco chocolate spreads forecast expenditure per capita, 2008?13 ($, nominal prices) 58
Table 39: Morocco chocolate spreads consumption per capita, 2003?08 (kg) 59
Table 40: Morocco chocolate spreads forecast consumption per capita, 2008?13 (kg) 59
Table 41: Morocco honey value, 2003?08 (MADm, nominal prices) 60
Table 42: Morocco honey value forecast, 2008?13 (MADm, nominal prices) 61
Table 43: Morocco honey value, 2003?08 ($m, nominal prices) 62
Table 44: Morocco honey value forecast, 2008?13 ($m, nominal prices) 62
Table 45: Morocco honey volume, 2003?08 (kg, million) 63
Table 46: Morocco honey volume forecast, 2008?13 (kg, million) 64
Table 47: Morocco honey brand share, by value, 2007?08 (%) 65
Table 48: Morocco honey value, by brand 2007?08 (MADm, nominal prices) 65
Table 49: Morocco honey company share by value, 2007?08 (%) 66
Table 50: Morocco honey value, by company, 2007?08 (MADm, nominal prices) 66
Table 51: Morocco honey distribution channels, by value, 2007?08 (%) 67
Table 52: Morocco honey value, by distribution channel, 2007?08 (MADm, nominal prices) 67
Table 53: Morocco honey expenditure per capita, 2003?08 (MAD, nominal prices) 69
Table 54: Morocco honey forecast expenditure per capita, 2008?13 (MAD, nominal prices) 69
Table 55: Morocco honey expenditure per capita, 2003?08 ($, nominal prices) 70
Table 56: Morocco honey forecast expenditure per capita, 2008?13 ($, nominal prices) 70
Table 57: Morocco honey consumption per capita, 2003?08 (kg) 71
Table 58: Morocco honey forecast consumption per capita, 2008?13 (kg) 71
Table 59: Morocco jams & preserves value, 2003?08 (MADm, nominal prices) 72
Table 60: Morocco jams & preserves value forecast, 2008?13 (MADm, nominal prices) 73
Table 61: Morocco jams & preserves value, 2003?08 ($m, nominal prices) 74
Table 62: Morocco jams & preserves value forecast, 2008?13 ($m, nominal prices) 74
Table 63: Morocco jams & preserves volume, 2003?08 (kg, million) 75
Table 64: Morocco jams & preserves volume forecast, 2008?13 (kg, million) 76
Table 65: Morocco jams & preserves brand share, by value, 2007?08 (%) 77
Table 66: Morocco jams & preserves value, by brand 2007?08 (MADm, nominal prices) 77
Table 67: Morocco jams & preserves company share by value, 2007?08 (%) 78
Table 68: Morocco jams & preserves value, by company, 2007?08 (MADm, nominal prices) 78
Table 69: Morocco jams & preserves distribution channels, by value, 2007?08 (%) 79
Table 70: Morocco jams & preserves value, by distribution channel, 2007?08 (MADm, nominal prices) 79
Table 71: Morocco jams & preserves expenditure per capita, 2003?08 (MAD, nominal prices) 81
Table 72: Morocco jams & preserves forecast expenditure per capita, 2008?13 (MAD, nominal prices) 81
Table 73: Morocco jams & preserves expenditure per capita, 2003?08 ($, nominal prices) 82
Table 74: Morocco jams & preserves forecast expenditure per capita, 2008?13 ($, nominal prices) 82
Table 75: Morocco jams & preserves consumption per capita, 2003?08 (kg) 83
Table 76: Morocco jams & preserves forecast consumption per capita, 2008?13 (kg) 83
Table 77: Morocco nut-based spreads value, 2003?08 (MADm, nominal prices) 84
Table 78: Morocco nut-based spreads value forecast, 2008?13 (MADm, nominal prices) 85
Table 79: Morocco nut-based spreads value, 2003?08 ($m, nominal prices) 86
Table 80: Morocco nut-based spreads value forecast, 2008?13 ($m, nominal prices) 86
Table 81: Morocco nut-based spreads volume, 2003?08 (kg, million) 87
Table 82: Morocco nut-based spreads volume forecast, 2008?13 (kg, million) 88
Table 83: Morocco nut-based spreads brand share, by value, 2007?08 (%) 89
Table 84: Morocco nut-based spreads value, by brand 2007?08 (MADm, nominal prices) 89
Table 85: Morocco nut-based spreads company share by value, 2007?08 (%) 91
Table 86: Morocco nut-based spreads value, by company, 2007?08 (MADm, nominal prices) 91
Table 87: Morocco nut-based spreads distribution channels, by value, 2007?08 (%) 92
Table 88: Morocco nut-based spreads value, by distribution channel, 2007?08 (MADm, nominal prices) 92
Table 89: Morocco nut-based spreads expenditure per capita, 2003?08 (MAD, nominal prices) 94
Table 90: Morocco nut-based spreads forecast expenditure per capita, 2008?13 (MAD, nominal prices) 94
Table 91: Morocco nut-based spreads expenditure per capita, 2003?08 ($, nominal prices) 95
Table 92: Morocco nut-based spreads forecast expenditure per capita, 2008?13 ($, nominal prices) 95
Table 93: Morocco nut-based spreads consumption per capita, 2003?08 (kg) 96
Table 94: Morocco nut-based spreads forecast consumption per capita, 2008?13 (kg) 96
Table 95: Morocco savory spreads value, 2003?08 (MADm, nominal prices) 97
Table 96: Morocco savory spreads value forecast, 2008?13 (MADm, nominal prices) 98
Table 97: Morocco savory spreads value, 2003?08 ($m, nominal prices) 99
Table 98: Morocco savory spreads value forecast, 2008?13 ($m, nominal prices) 99
Table 99: Morocco savory spreads volume, 2003?08 (kg, million) 100
Table 100: Morocco savory spreads volume forecast, 2008?13 (kg, million) 101
Table 101: Morocco savory spreads brand share, by value, 2007?08 (%) 102
Table 102: Morocco savory spreads value, by brand 2007?08 (MADm, nominal prices) 102
Table 103: Morocco savory spreads company share by value, 2007?08 (%) 103
Table 104: Morocco savory spreads value, by company, 2007?08 (MADm, nominal prices) 103
Table 105: Morocco savory spreads distribution channels, by value, 2007?08 (%) 104
Table 106: Morocco savory spreads value, by distribution channel, 2007?08 (MADm, nominal prices) 104
Table 107: Morocco savory spreads expenditure per capita, 2003?08 (MAD, nominal prices) 106
Table 108: Morocco savory spreads forecast expenditure per capita, 2008?13 (MAD, nominal prices) 106
Table 109: Morocco savory spreads expenditure per capita, 2003?08 ($, nominal prices) 107
Table 110: Morocco savory spreads forecast expenditure per capita, 2008?13 ($, nominal prices) 107
Table 111: Morocco savory spreads consumption per capita, 2003?08 (kg) 108
Table 112: Morocco savory spreads forecast consumption per capita, 2008?13 (kg) 108
Table 113: Global spreads market value, 2008 109
Table 114: Global spreads market split (value terms ($m), 2008), top five countries 112
Table 115: Global spreads market volume, 2008 113
Table 116: Global spreads market split (volume terms, 2008), top five countries 116
Table 117: Leading players, top five countries 117
Table 118: Morocco key facts 119
Table 119: Morocco population, by age group, 2003?08 (millions) 122
Table 120: Morocco population forecast, by age group, 2008?13 (millions) 123
Table 121: Morocco population, by gender, 2003?08 (millions) 123
Table 122: Morocco population forecast, by gender, 2008?13 (millions) 124
Table 123: Morocco nominal GDP, 2003?08 (MADbn, nominal prices) 124
Table 124: Morocco nominal GDP forecast, 2008?13 (MADbn, nominal prices) 124
Table 125: Morocco real GDP, 2003?08 (MADbn, 2000 prices) 125
Table 126: Morocco real GDP forecast, 2008?13 (MADbn, 2000 prices) 125
Table 127: Morocco real GDP, 2003?08 ($bn, 2000 prices) 125
Table 128: Morocco real GDP forecast, 2008?13 ($bn, 2000 prices) 126
Table 129: Morocco consumer price index, 2003?08 (2000=100) 126
Table 130: Morocco consumer price index, 2008?13 (2000=100) 126


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