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Developments Citrus market Morocco
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Developments Citrus market Morocco Presentation by MEYS Emerging - - PowerPoint PPT Presentation
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
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Profile citrus industry Morocco
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- 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%
- Other regions: 4%
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Citrus production in the most rainfed areas of Morocco
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500 1.000 1.500 2.000 2.500 3.000
Production citrus Morocco (x 1000 ton)
Source: Ministry of Agriculture
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Citrus production volume increased strongly since 2009
Green Maroc Plan
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Higher export volumes of citrus since 2012
Strong rise caused by large increases in exports of mandarines
594 608 453 560 645 447 523 507 584 607 691 724
400 450 500 550 600 650 700 750 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Export volume of citrus (1,000 tons)
Source: Office des Changes
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Oranges have largest share in citrus production
Small citrus fruit largest share in total cultivated area
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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: Minsitry of Agriculture
Variety Area (ha.) % Total small citrus fruit, of which: 64 047 50,6 Clementine 30 151 23,8 Nuless 8 361 6,7 Nour 7 697 6,1 Nador cott 6 998 5,5 Other small citrus fruit 10 840 8,5 Total oranges, of which: 57 734 45,6 Navel 19 918 15,7 Maroc Late 25 663 20,3 Sanguines 3 620 2,8 Other oranges 8 533 6,7 Lemon 4 819 3,8 Total citrus 126 600 100
Source: Maroc Citrus
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500 1.000 1.500 2.000 2.500 3.000 2012/2013 2013/2014 2014/2015 2015/2016 2016/2017 2017/2018 2018/2019*
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 Note: (*) post forecasts Sources: USDA, Maroc Citrus
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Production orange juices behind local production capacity
Price 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 2016/2017 2017/2018 2018/2019*
Production orange juices, Morocco (tons)
Production Unused prod. capacity Note: (*) post forecasts Source: USDA
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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 demand
- range juices 50 million
liter (1.5 liter per capita); local production 20 million liter
Consumption fruit juices Morocco lags behind in MENA-region
Market demand increases annually with 10%
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- 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
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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
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