developments citrus market morocco -...
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DevelopmentsCitrus market Morocco
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Presentation byMEYS Emerging Markets Research
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Profile citrus industry Morocco
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• 125,000 ha. of citrus production
• 13,000 citrus producers
• 90,000 permanent jobs
• Since 2009 citrus production is over 1.6 million tonsannually (exception 2012)
• 70% of citrus production for local market andprocessing; 30% for exports
• Main export markets: EU and Russia
• Export revenues citrus (2015): 3.4 billion dirhams
• Moroccan export of citrus is 4% of global citrus exports
• Citrus production by region:• Souss-Massa: 32%• Gharb: 20%• Oriental: 16%• Tadla: 13%• Haouz: 14%• Loukkos: 1%• Other regions: 4%
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Citrus production in the mostrainfed areas of Morocco
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500
1.000
1.500
2.000
2.500
3.000
3.500
Production citrus Morocco
(x 1000 ton)
Note: (*) estimate (**) target Ministry of AgricultureSource: Ministry of Agriculture
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Citrus production increased strongly since 2009Goal of Ministry of Agriculture is 2.9 million tons in season 2018/2019
Green Maroc Plan
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Exports of citrus annually on average between450,000 – 600,000 tonsObjective Government is 1.3 million tons by end of 2018 (Plan ‘Green Maroc’)
593
608
453
560
593
442
471
585
461
567
657
400
450
500
550
600
650
700
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Exports of citrus (1,000 tons)
Source: Ministry of Agriculture
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Oranges have largest share in citrus production
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24
22
16
9
7
7
3
12
Total production citrus fruits by type (%)
Clementines (mandarines)
Maroc Late (oranges)
Navel (oranges)
Nador cott (mandarines)
Nour (mandarines)
Nuless (oranges)
Sanguine (oranges)
Others
Source: Fellah trade
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0
500
1.000
1.500
2.000
2.500
2012/2013 2013/2014 2014/2015 2015/2016 2016/2017
Sales channel citrus Morocco
(x 1000 tons)
Local market Industry Export
Local citrus production 65% sold directly on the market; 5% for industrial processing; 30% for direct exports
Local market main distribution channel
Source: Maroc Citrus
Production orange juices behind local production capacityPrice differences between industry and local market main cause
-
50.000
100.000
150.000
200.000
250.000
2008/2009 2011/2012 2014/2015 2015/2016 2018/2019*
Production orange juices, Morocco
(tons)
Production Unused prod. capacity
Note: (*) preferred production by Moroccan government and business association ASPAMSource: USDA
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0 10 20 30 40 50
Jordan
Libya
the
Netherlands
Algeria
Tunesia
Morocco
50
36
28
10
8
4
Consumption fruit juices per capita
2010 (liter)
Source: FWS, Nielsen
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Annual domestic demandorange juices 50 millionliter (1.5 liter per capita); local production 20 millionliter
Consumption fruit juices Morocco lags behind inMENA-regionMarket demand increases annually with 10%
• Coca Cola Maroc: main brand “Miami” -> company turnover (2016): 200 million dirhams
• Agro Juice Processing: main brand “Valencia” -> company turnover (2016): 188 million dirhams
• Moroccan Food Processing: main brand “Al Boustane” and “Forty” -> company turnover (2010): 180 million dirhams
• Citruma: company turnover (2014): 102 million dirhams
• Mutandis: annual turnover brand “Marrakech” 43 million dirhams (2017) -> 80% market share fruit juices in Morocco
• Varun Beverages Morocco (distributor Pepsi Cola): main brand “Tropicana” -> company turnover (2016): 308 million dirhams
• Juice & Nectar Partner (part of Groupe Holmarcom): company turnover (2013): 30 million dirhams
• Copag (Moroccan cooperative): main brands “Nectary” and “Mon Jus” -> company turnover (2016): 3.9 billion dirhams
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Main local producers of packed fruit juices- Total fruit juices production 200 million litres of wich 70 – 80 million litres industry
produced (2015)- Consumption fruit juices: fresh homemade 70%, 24% supermarket, 6% illegal import
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Thank you for your attention
MEYS Emerging Markets Research
E-mail: [email protected]: www.meys.eu