Morocco Fruits And Vegetables Market Analysis - Size and Forecast 2024-2028

Morocco Fruits And Vegetables Market Size and Trends

The Morocco fruits and vegetables market size is forecast to increase by USD 100.1 million at a CAGR of 2.2% between 2023 and 2028. In the market, physical stores continue to dominate sales, catering to a diverse consumer base. Older adults and individuals with mobility issues prefer shopping at these stores due to their convenience. However, crowded shopping environments can pose challenges, leading to the growing popularity of alternative shopping methods on e-commerce sites. Farmers, growers, wholesalers, and retailers are responding to these trends by enhancing their offerings. Smart agricultural practices are gaining significance to ensure a steady supply of fresh produce. Government initiatives in the agri-food sector are further boosting the market's growth. Despite these advancements, addressing the needs of older adults and those with mobility issues remains crucial to ensure inclusive access to fresh fruits and vegetables.

Market Analysis

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The fresh produce sector continues to hold a prominent position in the overall food market. This market caters to a diverse consumer base, including millennials, working professionals, and older adults, all of whom prioritize health and wellness in their daily lives. Fresh fruits and vegetables have gained increasing popularity due to their numerous health benefits. These foods are rich sources of essential vitamins, minerals, phytochemicals, fiber, and micronutrients. Folic acid, magnesium, zinc, and phosphorus are some of the essential nutrients found in fruits and vegetables that contribute significantly to maintaining a balanced diet and overall health. In today's fast-paced world, consumers seek convenience in their shopping experiences. Online grocery shopping and doorstep delivery have become increasingly popular options, especially for time-strapped individuals. The comfort of receiving fresh produce at home eliminates the need for time-consuming trips to physical stores.

However, not all consumers have the same level of mobility or access to foreign fruits and vegetables. Older adults and individuals with mobility issues may find it challenging to visit grocery stores regularly. Online shopping and doorstep delivery offer a solution to this problem, ensuring that these consumers have access to a diverse range of fresh produce. The horticulture industry plays a crucial role in sourcing and exporting fresh fruits and vegetables to meet the nutritional needs of the population. Climatic conditions in different regions of the country enable the production of various fruits and vegetables throughout the year. For instance, California is known for its production of grapes, citrus fruits, and avocados, while Florida is famous for its oranges and tomatoes. However, despite the numerous health benefits of fresh fruits and vegetables, processed foods continue to pose a challenge to the market. 

Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD million" for 2024-2028, as well as historical data from 2018 - 2022 for the following segments.

• Product
  • Non-organic
  • Organic
• Distribution Channel
  • Offline
  • Online

By Product Insights

The non-organic segment is estimated to witness significant growth during the forecast period. The market is dominated by physical stores due to the affordability and accessibility of non-organic produce. Older adults and individuals with mobility issues often prefer shopping at these establishments as crowded shopping environments can be challenging.

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The non-organic segment accounted for USD 683.30 million in 2018.  Farmers, growers, wholesalers, and retailers are the key players in this sector. Non-organic fruits and vegetables are commonly grown using conventional farming methods, which involve the application of chemical fertilizers and pesticides. Major crops in Morocco include oranges, sugarcane, tomatoes, potatoes, olives, citrus fruits, and grapes used for winemaking. Given the country's large population in the lower-middle income range, the demand for non-organic produce remains high due to its lower cost compared to organic alternatives. Morocco's agricultural industry is significant, contributing to the country's economy. The government's fewer regulations and lower production costs make it an attractive destination for farmers and growers. This market segment continues to gain popularity as consumers seek fresh, locally grown produce.

Market Dynamics

Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.

Market Driver

Government Initiatives in agri-food sector is notably driving the market growth. The Moroccan government is dedicated to enhancing the agri-food sector, with a focus on the fruits and vegetables market. The Green Morocco Plan is a significant initiative, designed to modernize agriculture through sustainable practices, productivity enhancement, and export promotion. This strategy includes upgrading irrigation systems, implementing advanced farming techniques, and offering assistance to smallholder farmers via training and resources.

Furthermore, the government provides subsidies for key crops, such as tomatoes, potatoes, and onions, ensuring price stability and a steady supply. Investment in agricultural infrastructure, including roads and storage facilities, is also crucial for streamlining the supply chain from farms to markets. These efforts aim to meet the nutritional needs of the population while diversifying the daily diet with both domestic and foreign fruits and vegetables. By prioritizing horticulture and addressing climatic conditions, Morocco's fruits and vegetables market is poised for growth in the export sector. Thus, such factors are driving the growth of the market during the forecast period.

Market Trends

Rising demand for smart agricultural practices is the key trend in the market. In today's fast-paced world, consumers, particularly millennials and working professionals, are increasingly relying on online grocery shopping for the convenience of doorstep delivery of fresh produce. This trend is driven by the comfort of shopping from home and saving time-consuming trips to the grocery store. According to market research, the online grocery market in the US is projected to grow significantly in the coming years. Modern technologies such as precision agriculture are revolutionizing the way fresh fruits and vegetables are grown and delivered.

Furthermore, these techniques optimize the use of resources like water, fertilizers, and pesticides, reducing waste and promoting sustainable agriculture. The integration of advanced technologies like mapping software, variable rate technology, yield mapping software, Global Positioning System, and data management software in agricultural practices enhances land fertility, boosts profitability, and ensures maximum productivity. By automating business processes and reducing agricultural costs, smart agricultural tools are becoming essential for improving efficiency and competitiveness in the industry. Thus, such trends will shape the growth of the market during the forecast period.

Market Challenge

Significant water stress is the major challenge that affects the growth of the market. The fruits and vegetables market in Morocco encounters a significant challenge due to water scarcity, which significantly impacts agricultural production. With over 85% of the country's water resources being utilized in agriculture, Morocco's agricultural sector, employing approximately 40% of the workforce, is highly susceptible to water supply disruptions. Climate change, population growth, and inefficient water management practices contribute to the increasing water stress.

Furthermore, the consequences of water stress on the fruits and vegetables market are far-reaching. Decreased water availability directly impacts crop yields, resulting in lower production levels of essential fruits and vegetables, such as Mangoes, Strawberries, Avocados, and Dragon fruit. This reduction in supply can lead to price fluctuations and potential shortages in the market. Additionally, water stress may compel farmers to switch to less water-intensive crops, altering the market dynamics for ready-to-eat food products. Hence, the above factors will impede the growth of the market during the forecast period

Exclusive Customer Landscape

The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.

 Customer Landscape

Key Companies & Market Insights

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

Agrupa Marca - The company offers fruits and vegetables that provide bobby beans, flat beans, pepper, spanish padron pepper, cucumber, watermelon, corn, and melon.

The market research and growth report also includes detailed analyses of the competitive landscape of the market and information about key companies, including:

• Agritechnology Morocco
• Cartier Saada
• Elite Harvest Maroc
• Fruits Congel du Nord
• GoftyDary
• MORGHATI EXPORT
• Mr. Farmer
• Protomato SARL.
• Ryad Fresh
• SanLucar Fruit S.L.U.

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Market Analyst Overview

Fruits and vegetables have gained immense popularity among consumers worldwide due to their numerous health benefits. Millennials and working professionals, in particular, are increasingly opting for online grocery shopping for the convenience of doorstep delivery. Older adults and individuals with mobility issues also prefer this option, as it eliminates the need for time-consuming trips to physical stores. The growing popularity of online grocery shopping has led to an increase in demand for fresh produce. Farmers, growers, wholesalers, and retailers are responding to this trend by focusing on supplying a diverse range of fruits and vegetables to meet the nutritional needs of consumers. These include vitamins, minerals, phytochemicals, fiber, and micronutrients that are essential for a balanced diet. Fresh fruits such as mangoes, strawberries, avocados, and exotic options like dragon fruit are in high demand.

Furthermore, vegetables like spinach, broccoli, and carrots are also popular choices. The export of foreign fruits and vegetables has also increased due to the changing palates of consumers and the availability of climate-controlled storage and transportation facilities. Processed foods, on the other hand, have seen a decline in demand as consumers are becoming more health-conscious. Horticulture industries are focusing on providing ready-to-eat food options to cater to the busy lifestyles of consumers. The health benefits of fruits and vegetables are numerous, from preventing ailments like blood pressure, heart disease, stroke, and various cancers to promoting digestive health and providing essential nutrients like folic acid, magnesium, zinc, phosphorous, and beta-carotene.

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What are the Key Data Covered in this Market Report?

• CAGR of the market during the forecast period
• Detailed information on factors that will drive the market growth and forecasting between 2024 and 2028
• Precise estimation of the size of the market  and its contribution of the market in focus to the parent market
• Accurate predictions about upcoming market growth and trends and changes in consumer behaviour
• Growth of the market across Morocco
• Thorough analysis of the market's competitive landscape and detailed information about companies
• Comprehensive analysis of factors that will challenge the growth of market companies

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