Moroccan Chocolate Sales Surge Despite Pandemic, Nestlé Reports Growth

It is to the colleagues of l’Economiste that Imane Zaoui, Managing Director of Nestlé Maroc’s affairs, confided. According to her, Covid with its restrictive measures have impacted eating habits with an impact on trade. The months of confinement of Moroccans did not benefit the mass consumer goods. However, chocolate shops and confectioneries have escaped poor sales. According to AC, Nielsen data, the sector is showing a clear progression from 2018 to 2020, "670 million DH to over 710 million DH".

Consumption is not waning and this is benefiting national industry players in the sector such as the Compagnie Chérifienne de Chocolaterie, Pralinor, Ebbo, Bigor or Pastor. The latter have increased their production in recent years to meet demand. Moroccan chocolate consumption has likely exceeded the 1 kilogram per year recorded in 2018. The same goes for production, which should exceed the 15,000 tons achieved in 2019. These are mainly chocolate bars, blocks, slabs (filled and unfilled) and other chocolate confectionery, says L’Économiste.

In addition to local production, international brands with their products have established themselves on the Moroccan market, with their brand clearly very popular. We can mention Mars, Ferrero, Maruja, Mondelez and Nestlé. The latter, thanks to a quality-price ratio policy, stands out in this highly competitive environment. The director of Nestlé will say that some consumers are looking for high quality products.

These various players, international and local, have also changed their sales techniques in their commercial policy, getting closer to customers in the regions. This also explains the boom observed. "Investments that will allow us to connect even more closely with our consumers," she said.