The frozen pizza market in Morocco experienced strong growth during the Covid-19 epidemic and the year 2022 is off to a flying start with more than 18 tonnes imported in the first quarter. The Kingdom’s main suppliers are, in order of importance, France, whose Buitoni pizzas could make a comeback in the freezer bins of Moroccan supermarkets. Spain and Germany follow. But the latter took second place from Spain in the first quarter of 2022. The details.
Will Buitoni frozen pizzas make a comeback in Morocco? The food giant Nestlé recently announced that it wanted to resume production of Buitoni pizzas at its factory in northern France next month. We remember that in March 2022, a health scandal abroad broke out following the death of two children and the poisoning of many others by the Escherichia Coli bacterium which had, in this same factory, contaminated the frozen pizzas which were produced there. If they are marketed again in Morocco, they will supply an increasingly dynamic market. This increased sharply during the Covid-19 epidemic, as shown by the figures from the Foreign Exchange Office. Imports thus fell from 42.4 tonnes in 2019 to 65.2 in 2020 before falling to 60.4 tonnes in 2021.
The year 2022 got off to a flying start with 18.2 tons imported in the first quarter. In value, Morocco imported 1.75 billion DH in 2019 and around 2.7 billion in 2020. Last year, purchases decreased somewhat, reaching 2.37 billion. In the first quarter of this year, imports amounted to nearly 38 million. If this business is progressing in volume and value, despite the sharp increase in the price of raw materials, wheat in the lead, the value per kilogram is declining. Thus, from 41.46 DH/kg in 2019, it fell to 37.56 DH/kg in the first quarter of 2022, i.e. -9.41%. The countries that supply the Kingdom are, in order of importance, France, hence the question whether or not Buitoni pizzas will return to the freezer bins of Moroccan supermarkets. Spain and Germany follow.
It should be noted that the latter replaced the Iberian country on the second step of the podium in the first quarter of 2022. The commercial offensive of Dr. Oetker pizzas would explain this breakthrough. On the price side, each country has a slightly different positioning. Germany provides us with the most expensive pizzas per kilo, with 45.33 DH in 2022. At the other end of the scale, France is at the top, with 31.82 DH/kg. The main importers of these products in the Kingdom are unsurprisingly Marjane and LabelVie. They are followed by two much smaller players: SYH Morocco, i.e. Ikea, which supplies the brand’s restaurants with pizzas made in Sweden (1.7 tonnes imported in 2021) and a company in Turkish and Moroccan capital, Anfa International Purchase Center which therefore offers Turkish pizzas on the Moroccan market.