Boston, MA -- (SBWIRE) -- 07/09/2014 -- Growth for biscuits in 2013 was underpinned by population growth in Morocco, as children and teenagers are among the biggest consumers of biscuits (especially sweet biscuits). Rising disposable incomes also had a positive impact on the category's performance, as did the growing tendency of urban consumers with busy lifestyles to snack between meals and eat while on the move. At the same time, retail volume and current value sales were bolstered by new launches, marketing activities and improvements in distribution.

Competitive Landscape

Bimo (Biscuiterie Industrielle du Moghreb) led biscuits in Morocco during 2013 with a 39% value share, achieved through its major brands Golden, Tango, LU Prince, Tonic, LU and Tagger, all of which maintained strong sales performances during 2013. The company has very strong distribution, taking advantage of its long-established network that reaches kiosks and grocery retailers countrywide. Consistent price promotions proved to be a successful strategy for the company; these included price offers on packs of 20 units for its Tonic, Tagger, Golden and Okey brands.

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Industry Prospects

Biscuits will continue to perform well over the forecast period, with modest growth in retail volume and constant value terms projected for the entire category. Given that children, teenagers and young adults are the main consumers of biscuits, further population growth in Morocco will remain a key driver of demand. At the same time, rising disposable incomes will continue to make biscuits more affordable to consumers, while the trend towards busier lifestyles will strengthen their popularity as a convenient snack option for consumption between meals or on-the-go consumption. The positive development of the category will also be sustained by new product launches and packaging innovations, improvements in distribution, price promotions and other marketing activities. Although these various factors should ensure that constant value sales of biscuits are set to rise at a 5% CAGR over the forecast period, this rate will be slightly lower than the 6% CAGR of the review period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Biscuits industry in Morocco with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Biscuits industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Biscuits in Morocco market research report includes:

- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

- What is the market size of Biscuits in Morocco?
- What are the major brands in Morocco?
- How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
- What are the market opportunities for high fibre products?
- How are biscuits manufacturers balancing consumer demand for both healthy and indulgent products?

Reasons to Get 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

Product coverage: Savoury Biscuits and Crackers, Sweet Biscuits.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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