Developments Citrus market Morocco Presentation by MEYS Emerging - PowerPoint PPT Presentation

Developments Citrus market Morocco Presentation by MEYS Emerging Markets Research www.meys.eu

www.meys.eu

Profile citrus industry Morocco • 126,600 ha. of citrus production • 13,000 citrus producers • 90,000 permanent jobs • Since 2009 citrus production is over 1.6 million tons annually (exception 2012) • 70% of citrus production for local market and processing; 30% for exports • Main export markets: EU and Russia • Export revenues citrus (2018): 4.2 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% www.meys.eu • Other regions: 4%

Citrus production in the most rainfed areas of Morocco www.meys.eu

Citrus production volume increased strongly since 2009 Production citrus Morocco Green Maroc Plan (x 1000 ton) 3.000 2.500 2.000 1.500 1.000 500 Source: Ministry of Agriculture www.meys.eu www.meys.eu

Higher export volumes of citrus since 2012 Strong rise caused by large increases in exports of mandarines Export volume of citrus (1,000 tons) 750 724 691 700 645 650 608 607 594 600 584 560 550 523 507 500 453 447 450 400 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 www.meys.eu www.meys.eu Source: Office des Changes

Oranges have largest share in citrus production Small citrus fruit largest share in total cultivated area Variety Area (ha.) % Total production citrus fruits by type (%) Total small citrus fruit, of which: 64 047 50,6 Clementine 30 151 23,8 12 Nuless 8 361 6,7 Clementines (mandarines) 24 3 Nour 7 697 6,1 Maroc Late (oranges) 7 Nador cott 6 998 5,5 Navel (oranges) Other small citrus fruit 10 840 8,5 Nador cott (mandarines) 7 Nour (mandarines) Total oranges, of which: 57 734 45,6 Nuless (oranges) Navel 19 918 15,7 9 Sanguine (oranges) 22 Maroc Late 25 663 20,3 Others Sanguines 3 620 2,8 16 Other oranges 8 533 6,7 Lemon 4 819 3,8 Source: Minsitry of Agriculture Total citrus 126 600 100 Source: Maroc Citrus www.meys.eu www.meys.eu

Local citrus production 65% sold directly on the market; 5% for industrial processing; 30% for direct exports Sales channel citrus Morocco (x 1000 tons) 3.000 2.500 2.000 1.500 1.000 Local market main distribution channel 500 0 2012/2013 2013/2014 2014/2015 2015/2016 2016/2017 2017/2018 2018/2019* Local market Industry Export Note: (*) post forecasts Sources: USDA, Maroc Citrus www.meys.eu

Production orange juices behind local production capacity Price differences between industry and local market main cause Production orange juices, Morocco (tons) 250.000 200.000 150.000 100.000 50.000 - 2008/2009 2011/2012 2014/2015 2015/2016 2016/2017 2017/2018 2018/2019* Production Unused prod. capacity Note: (*) post forecasts Source: USDA www.meys.eu

Consumption fruit juices Morocco lags behind in MENA-region Market demand increases annually with 10% Annual domestic demand orange juices 50 million liter (1.5 liter per capita); local production 20 million Consumption fruit juices per capita liter 2010 (liter) Morocco 4 Tunesia 8 Algeria 10 the 28 Netherlands 36 Libya 50 Jordan 0 10 20 30 40 50 Source: FWS, Nielsen www.meys.eu www.meys.eu

Main local producers of packed fruit juices in Morocco - Total fruit juices production 200 million litres of wich 70 – 80 million litres produced by local industry - Consumption fruit juices: fresh homemade 70%, 24% supermarket, 6% illegal import - Orange juice covers 50% of total sales of fruit juices in Morocco • Coca Cola Maroc : main brand “Miami” -> company turnover (2016): 200 million dirhams • Agro Juice Processing : main brand “Valencia” -> company turnover (2017): 195 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 (2017): 347 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 (2017): 4.2 billion dirhams www.meys.eu

Thank you for your attention MEYS Emerging Markets Research E-mail: info@meys.eu Website: www.meys.eu www.meys.eu