Drinking milk products in Morocco is expected to experience a flat performance in retail volume terms over the forecast period, due to a combination of declining local consumption and the rise of the parallel market. Dairy farmers increasingly prefer to sell their fresh milk directly to consumers or through hawkers at prices higher than those offered by dairy companies, which is expected to hamper sales of packaged fresh milk, moving forward.
In recent years demand for shelf-stable milk in Morocco has registered an upswing, driven by decreasing local production of fresh milk, due to persistent drought conditions. At the same time, subsidies on imported milk offered by the government have incentivised dairy players to pivot towards producing UHT milk, which offers higher profit margins compared to fresh milk.
Unit prices for milk products are expected to rise over the forecast period, driven by escalating raw milk prices and increasing production costs. However, in light of the challenging economic conditions and tightening consumer budgets, along with competition from the parallel market, leading dairy players are likely to implement minimal price increases.
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Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.
See All of Our DefinitionsThis report originates from Passport, our Drinking Milk Products research and analysis database.
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