Yoghurt and sour milk products in Morocco will see steady, albeit unspectacular growth in retail volume terms over the forecast period. While the market is far from saturation, consumer confidence is likely to remain low, at least in the short term, due to the lingering effects of high inflation.
In order to boost sales of drinking yoghurt, dairy companies will focus on expanding their consumer base, particularly by targeting adult consumers, as the product already has relatively high penetration among children. This strategy is evident by recent product launches like Actimel and Chergui, which feature protein-enriched drinking yoghurts designed for both children and adults.
Sales of sour milk drinks are likely to be constrained by the increasing popularity and preference for unpackaged artisanal fermented milk, or Lben. This product is widely available through dairy farmers, hawkers, and local dairy shops known as “mahlabas,” which often use unsold milk to this traditional Moroccan drink.
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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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This is the aggregation of sour milk products and yoghurt. Note: Plant-based yoghurt and sour milk products should be excluded from this category and tracked under plant-based yoghurt.
See All of Our DefinitionsThis report originates from Passport, our Yoghurt and Sour Milk Products research and analysis database.
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