Summary of Morocco FMCG Report for Full Year 2023
The Worldpanel division of Kantar presents a detailed analysis of the Moroccan Fast Moving Consumer Goods (FMCG) market, focusing on trends in spending, purchases, and consumption patterns across various categories.
Key Findings:
Market Dynamics Overview
- Positive Change: The market experienced a positive shift in the short term, with notable changes observed in spending patterns and pack frequency.
- Market Size: Worldpanel tracks all shopper purchases and trends across all channels, providing insights into who buys what, where, when, how often, and at what price points across over 90 countries globally.
FMCG Sector Performance
- Sector-Specific Analysis: The report highlights trends in specific sectors including Food, Beverages, Dairy, Personal Care, and Home Care, showcasing the evolution of purchase behavior over time.
- Volume and Growth: It identifies which sectors are experiencing growth, stability, or decline based on volume evolution.
Growth Opportunities
- Personal Care: Despite challenges across most categories, there are opportunities for growth specifically within Personal Care products, such as toilet soap, shampoo, toothpaste, and feminine care items.
- Beverages: CSDs (Carbonated Soft Drinks) and fruit juices continue to perform well, with increasing frequency of purchases, a growing number of brands entering the market, and controlled pricing strategies.
Market Channels
- Trade Dynamics: The market includes diverse trade channels like supermarkets, groceries, souks, pharmacies, cleaning shops, and online platforms. The report analyzes the impact of these channels on market dynamics.
- Channel Performance: It notes that while traditional trade channels maintain their presence, discounters like BIM have gained traction in terms of customer reach point.
Strategic Insights
- Brand Loyalty and Switching Behavior: The report delves into switching behaviors among buyers, highlighting the importance of brand loyalty and the role of discounters in influencing purchasing decisions.
- Market Share Changes: It observes significant gains by discounters like BIM, noting changes in the source of packs gained or lost across different trade channels.
Conclusion:
The report provides a comprehensive view of the Moroccan FMCG market's performance over the full year 2023, emphasizing the dynamic shifts in consumer behavior, sector-specific trends, and strategic insights into market dynamics. It underscores the importance of understanding consumer preferences and channel impacts for businesses aiming to navigate and succeed in the evolving market landscape.
Sophie SalleSophie.salle@kantar.com商业总监摩洛哥
世界数据部门 | Kantar
我们是谁？
在摩洛哥,每年增加80,000次访问
世界数据面板，Kantar消费者研究。我们追踪所有购物者购买以及消费者产品趋势的跨渠道数据，以激发品牌增长。
他们是谁，他们买什么，在哪里，何时，多久一次，什么品牌，什么价格。
短期内的积极变化
同行业中也有类似的重组：奶制品、个人和家庭护理。
买家人均消费演变 – 累积月平均（MAT）
确实，对于大多数类别来说，增长仍然艰难。
2023年第四季度与2022年第四季度相比，各类别销量占比演变 – 38个类别
类别占比24%体积演变增长50%下降的
(绿色 >3% / 红色 <-3%)
然而，在个人护理领域仍有可能实现增长。
体积演变（千克或升或单位）MAT Q4’23 vs MAT Q4’22 – 个人护理
+13%在肥皂上vol
+23%在肥皂上vol
+34%在肥皂上vol
+5%在牙膏上vol
+13%在牙膏上vol
+5%关于洗发水vol
+16%在Femcarevol
CSD和果汁饮料在饮料市场上依然占据领先地位，随着更多人购买，它们已经吸引了所有人的注意。
CSD（含汽饮料）和果汁：通过购买频率的持续增加、众多品牌的招募以及价格的控制，成功类别
BIM在争夺流量方面取得胜利，但5Dhs商店对消费者来说不如以前有吸引力。折扣店可以作为一种限制购物的手段，但并非系统性地。
大量包装产品来自其他行业+对BIM更高的忠诚度
一种分布广泛的内耗
