According to a study by the German Chamber of Commerce
The investment opportunities within the German-Moroccan ecosystem are numerous. Known for the diversity of its cultures, Morocco is an important supplier of agricultural products for Germany. To identify demand trends in the agri-food market, a study was carried out by the German Chamber of Commerce and Industry in Morocco in cooperation with the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH. This study targets the possible forms of investment in connection with changes in production and national strategic ambitions. It links them to export opportunities based on trade indicators.
In this sense, a survey was conducted among 1,021 German consumers concerning a series of flagship products including argan oil, “Amlou” and candied lemons. The survey conducted “among consumers on the German market showed that typical Moroccan regional products are in high demand. However, they are less present in stores and therefore less accessible”, indicates the said study, explaining also that the consumers questioned are generally ready to buy Moroccan local products.
However, they are unaware of the Moroccan origin or that Morocco is the potential country of origin, notes the same source. “This result is particularly important in the case of argan oil, which is produced in Morocco only,” the study reads. The results of this survey reveal the great interest of German consumers for Moroccan regional products, which consequently reveals their export potential. It highlights the real need to highlight the marketing and promotion of these products which have a certain potential to position themselves as niche products in the field of healthy food or in global culinary specificities.
Furthermore, this study explains that Morocco should be better known as the country of origin of these products. Among the supposed countries of origin of the three products, Morocco still comes first, but only about a third of users know that these products are made in Morocco, 38% for argan oil, 28% for the paste of almond and 31% for candied lemons. Argan oil and ‘Amlou’ (called marzipan in the survey) are purchased once a month or more often by just over 10% of respondents.
As for candied lemons, they are purchased regularly by half of consumers. It turns out that 58% of argan oil is used for culinary purposes by consumers. Only 14% of them use it for body care. As for potential buyers, 67% say they would use it for culinary purposes. Potential users are more likely not to comment on the Moroccan origin of marzipan (46%) and candied lemon (40%).
