Boston, MA -- (SBWIRE) -- 07/10/2014 -- As the household penetration of freezers has increased, bulk dairy ice cream has become more popular. Also, over 2012 and 2013, Moroccan consumers were less willing to go out for ice cream so it became more commonplace for them to purchase large quantities to eat at home, mainly on hot summer days. Therefore, bulk dairy ice cream achieved the strongest current value growth within ice cream in 2013.

Competitive Landscape

Mobigen SA remained the overall leader in ice cream in 2013 with a value share of 40%. Offering a wide assortment of product types and flavour variants under its Magnum, Titan and Solero brands, among others, the company held a strong leading position in impulse ice cream, where it posted a 60% value share in 2013. Aside from its long-standing reputation for offering high-quality products at competitive prices, the company's leadership was due to its extensive distribution network and consistently strong investment in marketing support for its brands.

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Industry Prospects

Ice cream has strong growth potential in Morocco, given the relatively low consumption rate compared to other North African countries. Increasing campaigns to reduce the seasonality of ice cream consumption are expected to change consumption patterns. Artisanal ice cream outlets play a crucial role in reducing the seasonality of ice cream, as they stay open for the whole year. Leading impulse ice cream players such as Pingouin SA will also make great efforts to promote the consumption of their products throughout the year. Companies will seek to develop innovative flavours and healthier product enhancements, such as reduced fat and reduced sugar ice cream, as they seek to respond to the concerns of increasingly health-conscious consumers.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Ice Cream 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 Ice Cream industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Ice Cream 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 Ice Cream in Morocco?
- What are the major brands in Morocco?
- How are manufacturers moving consumers from seasonal to year-round consumption, especially in emerging markets?
- How is domestic freezer penetration influencing consumption in emerging markets?
- With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like ice cream?

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: Frozen Yoghurt, Impulse Ice Cream, Retail Artisanal Ice Cream, Take-Home Ice Cream.

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

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