As tough economic conditions are likely to persist in the short term, with consumer purchasing power under strong pressure, fresh food is expected to be a potential threat to the development and growth of meal and soups in the forecast period. Besides being perceived as more affordable and widely available, fresh food and fresh food products are also considered healthier compared to meal solutions.
Pizza foodservice outlets are expected to pose the main competition to frozen pizza, as they are widespread and offer food at affordable prices. Consequently, frozen pizza players are expected to focus on price promotions and they may even reduce prices to drive retail volume sales during the forecast period.
Other than focusing on Mediterranean and Middle Eastern dishes, several players are likely to seek to differentiate frozen ready meals from the ranges on offer in consumer foodservice. They may also try to introduce new recipes to attract consumers, following the successful launches of Old El Paso fajitas kits, which benefit from the consumer need for convenience and affordable prices compared to foodservice outlets.
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Understand the latest market trends and future growth opportunities for the Meals and Soups industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
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Meals and Soups
This is the aggregation of ready meals, pizza, food kits, prepared salads, and soup. Includes: These are products that have had recipe 'skills' added to them by the manufacturer, resulting in a high degree of readiness, completion and convenience. Food kits is an exception where typically the extent of preparation is much shorter than other meal products; includes meal kits where consumers are to put together pre-portioned ingredients and cook with the guidance of recipe cards. Ready meals are generally accepted to be complete meals that require few or no extra ingredients. However, in the case of shelf stable ready meals, the term also encompasses meal 'centres’; for food kits, they do require a degree of cooking and preparation. As such, some meals may require cooking (ready-to-cook); others may simply need reheating, prior to serving (ready-to-eat). Excludes: Any products sold unpackaged and/or by weight, including food sold from a retail deli counter.
See All of Our DefinitionsThis report originates from Passport, our Meals and Soups research and analysis database.
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