7405 Etude Aout2012

MoroccanFisheryProductsExportsontheWorldMarket
2012
MoroccanFisheryProductsExports
OntheWorldMarket
Tableofcontent
ListofacronymsinFrenchandEnglish___________________________________________________________________________________ 4
Introduction ________________________________________________________________________________________________________ 5
1.Overviewoftrendsininternationalfisheryproductstrade ________________________________________________________________ 6
1.1.Mainproducingcountries_______________________________________________________________________________________ 6
1.2.Mainexportingcountries _______________________________________________________________________________________ 7
1.3.Mainimportingcountries_______________________________________________________________________________________ 8
1.4.Tradeflow ___________________________________________________________________________________________________ 8
2.TrendsandmapofMoroccanfisheryproductsexports __________________________________________________________________ 10
2.1.Trendsinfisheryproductsexports_______________________________________________________________________________ 10
2.2.Analysisofthebreakdownofexports ____________________________________________________________________________ 10
2.3.Mapofexportsbymainmarketandproduct(20082011) ___________________________________________________________ 12
2.4.Explanatoryfactorsfortrendsinfisheryproductsexports:breakdownintoperformanceeffectandstructuraleffect ___________ 13
3.TrendsinMoroccanfisheryproductsexportsontheinternationalmarket ___________________________________________________ 16
3.1.TheEuropeanUnionmarket ___________________________________________________________________________________
3.1.1.TrendsinMoroccanfisheryproductsexportsontheEUmarket___________________________________________________
3.1.2.MainEUcountriesimportingMoroccanfisheryproducts:Spainastopclient ________________________________________
3.1.3.Thefrozencephalopodsmarket ____________________________________________________________________________
3.1.4.Thefishcanningmarket ___________________________________________________________________________________
3.1.5.Thefrozencrustaceansmarket _____________________________________________________________________________
3.1.6.Thefreshfishmarket _____________________________________________________________________________________
16
16
17
17
19
20
21
3.2.TheAfricanmarket ___________________________________________________________________________________________ 22
3.2.1.TrendsinMoroccanfisheryproductsexportstoAfrica __________________________________________________________ 22
3.2.2.Thecannedfishmarket ___________________________________________________________________________________ 23
3.3.TheAsianmarket ____________________________________________________________________________________________ 25
3.3.1.TrendsinMoroccanfisheryproductsexportstotheAsianmarket_________________________________________________ 25
3.3.2.TheJapanesemarketforfrozencephalopods _________________________________________________________________ 26
4.Dynamicsofworlddemandforfisheryproductsbycountryandbyfishspecies:casestudiesofmainspeciesexportedbyMorocco_____ 26
4.1.Pelagics ____________________________________________________________________________________________________ 27
4.3.Prawns _____________________________________________________________________________________________________ 31
4.4.Freshfish ___________________________________________________________________________________________________ 31
5.AssessmentofexportdestinationsfavoredbyMoroccanfisheryproducts,basedonworldmarkettrends _________________________ 33
6.StrengthsandWeaknessesofthesectorofMoroccanfisheryproductsexports:SWOTanalysis__________________________________ 34
6.1.WeaknessesandthreatsregardingtheimprovementincompetitivenessofMoroccanfisheryproductsexports________________ 34
6.2.StrengthsandopportunitiesforimprovementincompetitivenessofMoroccanfisheryproductsexports _____________________ 36
Conclusionandrecommendations _____________________________________________________________________________________ 43
Rfrencesbibliographiques__________________________________________________________________________________________ 46
Annexes __________________________________________________________________________________________________________ 47
2012
Listoftables
TABLE1:GENERALOVERVIEWOFWORLDFISHERYMARKETINTHELAST3YEARS ................................................................................... 6
TABLE2:BREAKDOWNOFMOROCCANFISHERYPRODUCTSEXPORTSACCORDINGTOPROCESSINGANDTOSPECIESINMADMILLION
(20082011AVERAGES) ...................................................................................................................................................... 11
TABLE3:TRENDSINMOROCCANFISHERYPRODUCTSEXPORTSBYDESTINATIONBETWEEN2000AND2011 ........................................ 11
TABLE4:MATRIXANDBREAKDOWNOFFISHERYPRODUCTSEXPORTSBYMAINMARKETSANDPRODUCTSINMADMILLION(20082011
AVERAGES) ........................................................................................................................................................................... 12
TABLE5:MAPANDBREAKDOWNOFMOROCCANFISHERYPRODUCTSEXPORTSBYPRODUCTANDDESTINATIONBETWEEN2008AND
2011(INMARKETVALUE) ..................................................................................................................................................... 13
TABLE6:TRENDSINANNUALGROWTHGAPSINFISHERYPRODUCTSEXPORTS ...................................................................................... 15
TABLE7:IMPACTOFPERFORMANCEEFFECTINACCOUNTINGFORANNUALGROWTHGAPSINFISHERYPRODUCTSEXPORTS ................... 15
TABLE8:IMPACTOFSTRUCTURALEFFECTINACCOUNTINGFORANNUALGROWTHGAPSINFISHERYPRODUCTSEXPORTS ...................... 15
TABLE9:RANKINGOFMAINEUCOUNTRIESIMPORTINGMOROCCANFISHERYPRODUCTS(2011) ....................................................... 17
TABLE10:SPANISHIMPORTSOFFROZENCRUSTACEANSBYMAINCOUNTRIESOFORIGIN(TONS) .......................................................... 21
TABLE11:MOROCCOSMAINCUSTOMERMARKETSINAFRICAANDTHEMIDDLEEAST ........................................................................ 23
TABLE12:NIGERIANIMPORTSOFCANNEDFISH(TONS)....................................................................................................................... 24
TABLE13:ORIGINOFNIGERIANIMPORTSOFCANNEDSARDINESBETWEEN2006AND2010(TONS) ................................................... 24
TABLE14:SYRIANIMPORTSOFCANNEDFISH(KG) .............................................................................................................................. 25
TABLE15:CURRENTSITUATIONOFMAINEXPORTDESTINATIONSFORMOROCCANFISHERYPRODUCTS,ANDMARKETSWITHTHEHIGHEST
DEMANDAROUNDTHEWORLD(2010) ................................................................................................................................. 33
TABLE16:SWOTANALYSISOFMOROCCANFISHERYPRODUCTSEXPORTS ........................................................................................... 37
2012
Listofgraphs
GRAPH1:MAINCOUNTRIESPRODUCINGFISHERYPRODUCTSIN2009(CAPTUREFISHERIES) ........................................................ 7
GRAPH2:MAINCOUNTRIESEXPORTINGFISHERYPRODUCTSIN2009 ..................................................................................... 7
GRAPH3:MAINCOUNTRIESIMPORTINGFISHERYPRODUCTSIN2009..................................................................................... 8
GRAPH4:TRENDSINMOROCCANFISHERYPRODUCTSEXPORTS ........................................................................................... 10
GRAPH5:BREAKDOWNOFTRENDSINGROWTHGAPINFISHERYPRODUCTSEXPORTSINTOPERFORMANCEEFFECTVALUEAND
STRUCTURALEFFECTVALUE ........................................................................................................................... 14
GRAPH6:TRENDSINFISHERYPRODUCTSEXPORTSONTHEEUMARKET(VOLUMEANDMARKETVALUE) ....................................... 16
GRAPH7:TRENDSINSPANISHIMPORTSOFFROZENOCTOPUSBYMAINCOUNTRIESOFORIGIN(TONS) ......................................... 18
GRAPH8:TRENDSINTHEPRODUCTIONOFCEPHALOPODSINMOROCCO(TONS) ..................................................................... 18
GRAPH9:TRENDSINSPANISHIMPORTSOFFROZENSQUIDANDCUTTLEFISHBYMAINCOUNTRIESOFORIGIN(1000TONS)............... 19
GRAPH10:FRENCHIMPORTSOFCANNEDSARDINESBYMAINCOUNTRIESOFORIGIN(1000TONS) ............................................. 19
GRAPH11:GERMANIMPORTSOFCANNEDSARDINESBYMAINCOUNTRIESOFORIGIN(1000TONS)............................................ 20
GRAPH12:SPANISHIMPORTSOFCANNEDSARDINESBYMAINCOUNTRIESOFORIGIN(1000TONS) ............................................ 20
GRAPH13:TRENDSINLANDINGSOFPRAWNSINMOROCCO(TONS)..................................................................................... 21
GRAPH14:TRENDSINSPANISHIMPORTSOFFRESHDEMERSALFISHBYCOUNTRYOFORIGIN(1000TONS) ................................... 22
GRAPH15:TRENDSINEXPORTSOFCANNEDANDSEMICUREDPELAGICSTOTHEAFRICANMARKET(VOLUMEANDMARKETVALUE).... 22
GRAPH16:TRENDSINMOROCCANEXPORTSOFMAINFISHERYPRODUCTSTOTHEASIANMARKET(VOLUMEANDMARKETVALUE) .... 25
GRAPH17:TRENDSINJAPANESEIMPORTSOFFROZENOCTOPUSBYMAINCOUNTRYOFORIGIN(1000TONS)................................ 26
GRAPH18:DYNAMICSOFWORLDDEMANDFORCANNEDPELAGICS ...................................................................................... 28
GRAPH19:DYNAMICSOFDEMANDFORFROZENCEPHALOPODSONTHEWORLDMARKET.......................................................... 30
GRAPH20:TRENDSINDEMANDFORPRAWNSONTHEWORLDMARKET ................................................................................ 32
GRAPH21:TRENDSINDEMANDFORFRESHFISHONTHEWORLDMARKET.............................................................................. 32
Listofacronyms
inFrenchandEnglish
CAPI
: IndustrialFishApprovalUnit
DPM
: DepartmentofMaritimeFishing
FAO
: FoodandAgricultureOrganization
SWOT
: Strengths,Weaknesses,Opportunities,andThreats
OFIMER : NationalInterprofessionalOfficeofFisheryandAquacultureProducts
OC
: ForeignExchangeOffice
2012
2012
Introduction
Thefisherysectorplaysamajorsocioeconomicroleandisoneofthepillarsofthenationaleconomy.The
foreign currency inflow and the wealth it generates means it is a strategic sector, not only in sustaining
macroeconomicstability,butalsoinmakingadynamiccontributiontothecountrysdevelopmentinterms
ofemployment(withmorethan660,000jobsthatprovidealivingforsome3millionpeople),foodsecurity
andincome,aswellasincreatingmomentumforothersectorsofthenationaleconomy.
Thankstoitsabundantfisheryresourcesanditsprivilegedgeographicalposition,Moroccoisoneofthetop
African countries in the production and export offishery products. In 2011, Moroccan exports offishery
products amounted to MAD 11.7 billion, comprising 58% of food products exports and 6.8% of overall
exports.
Whilesignificant,theseachievementsdonotyetreflectthepotentialofasectorthatoffersconsiderable
opportunities to boost export competitiveness. Indeed, given the considerable fishery resources of our
coastline, the closeness to potential markets, notably in Europe, the free trade agreements signed with
foreign partners, and the large experience gained by Moroccan operators in processing and packaging
fisheryproducts,Moroccohasasolidcompetitiveadvantageontheinternationalfisheryproductsmarket.
Moreover,theimplementationofmajorsectorbaseddevelopment plans, such asthe HalieutisPlan, the
GreenMoroccoPlan,theEmergencePlan,theRawajPlanandtheLogisticsPlan,aswellasthestructuring
measuresundertaken,shouldcontribute,directlyandindirectly,toimprovedcompetitivenessinthesector
offisheryproductsexports.
Nevertheless, the sectors improved competitiveness can only be achieved by better understanding the
sectors potential, capitalizing on the sectors strengths, addressing its weaknesses and constraints to its
development,andfinallyputtinginplacespecificandadequatepublicsupportmechanisms.
To this end, this document aims to assess the performance of Moroccan fishery products exports, and
identifyopportunitiesforfurtherdevelopment.Firstandforemost,thisdocumentwilldrawupamapof
the fishery products export sector by analyzing the breakdown of exports in terms of products and
markets, and trends in the sector. Then, the focus will be on the assessment of the performance of
Moroccan fishery products exports on the international market, and on breaking down trends into
structure and performance effects, with a special interest in the main products exported and the main
targetmarkets.
Thestudyofmarketswithademandforfisheryproductsaroundtheworldwillalsobeincluded,toassess
theexportdestinationsMoroccohaschosenandidentifydestinationswithstronggrowthpotential.
ThefinalpartofthisdocumentconsistsofaSWOTanalysisofthefisheriesexportsector,andwillhighlight
thesectorsconstraints,weaknesses,opportunitiesandthreats.
2012
1.Overviewoftrendsininternationalfisheryproductstrade
The study of recent production trends in the fishery and aquaculture sector around the world, has
confirmed the ongoing growth in overall production worldwide (fish, crustaceans and molluscs), which
reached 145 million tons in 2009. However, in the last ten years, production in capture fisheries has
levelledoff,withanannualaverageof90milliontons,whileproductioninaquaculturehasgrownfrom38
milliontonsin2000to55.1milliontonsin2009.
World fishery production is increasingly processed through international marketing channels (38.5% in
2009against25%in1976).AccordingtotheFAO,exportsoffishandotherfisheryproductsreached$95.4
billionin2009,4%morethanin2007andnearlydouble1998exports($51.5billion).Suchatrendisthe
resultofanincreaseininternationaldemand,especiallyinrichcountriesthatcurrentlyreceivearound80%
ofexports.
Table1:Generaloverviewofworldfisherymarketinthelast3years
2007
2008
2009
20101estim.
milliontons
Production
139.8
142.3
145.1
147.7
CaptureFisheries
89.9
89.7
90
89.8
Aquaculture
49.9
52.5
55.1
57.2
Marketvalueand
52.9
52.2
54.9
55.3
Volume(in$million)
92.8
102
95.4
101.9
Source:FAO
Tradeinfisheryproductsincludesalargerangeofproducts.Intermsofvalue,prawnsremaintheproduct
most in demand, with 15% of all fishery products traded worldwide in 2009. The other top species
exportedcomprisesalmonandtroutwith14%ofoveralltrade,groundfish(hake,cod,...)with9.4%,and
tuna with 8.3%. Moreover, in 2009 fishmeal and fish oil accounted for 3.8% and 1.1% of exports
respectively.
1.1.Mainproducingcountries
World fishery production largely depends on a number of major producing countries, such as China and
Peruwhichhavetoppedthelistsince1999,withrespectivesharesof16.6%and7.7%in2009.Indonesia
comesthirdafterovertakingtheU.S.Ain2007.Foritspart,Moroccocurrentlyproducesaround1million
tons,whichamountsto1%ofworldproduction.
Official FAO statistics do not go beyond 2009, given that as of 2010 the FAO faced more difficulties in
gathering national statistics on fisheries. Some data gathering programs on national fisheries have probably
been discontinued or reduced, like other publicly funded schemes, as a result of the 2009 world recession.
2012
Graph1:Maincountriesproducingfisheryproductsin2009(capturefisheries)
Source:FAO
1.2.Mainexportingcountries
Chinaisbyfarthelargestexporteroffisheryproductswith10.6%ofoverallfisheryproductsexportsthat
amountedto$96billionin2009.Norway,Thailand,andVietnamfollowbehindwith7.4%,6.5%,and4.5%,
respectively. Furthermore, the contribution to world fishery products exports of developing countries is
considerable,withnearlyhalfoftheoverallvolumeexported.Nevertheless,thesecountriesremainheavily
dependent on markets in the developed world that offer the main export opportunities for fishery
products.
Graph2:Maincountriesexportingfisheryproductsin2009
En milliards de $
Chine
Norvge
Thailande
Vietnam
USA
Danemark
Chili
Canada
Espagne
Netherl
Maroc
10
12
10,2
7,1
6,2
4,3
4,1
4
3,6
3,4
3,1
3,1
1,5
Source:FAO
2012
1.3.Mainimportingcountries
Thelargestpartofworldexportsoffisheryproductsisheadedfordevelopingcountries,withnearly80%of
overall fishery imports in 2009. The U.S.A tops the ranking of importing countries with 13.8% of overall
worldimports,apositionJapanheldfor30years.In2009,Japancamesecondwith13.2%,followedbyEU
countries led by Spain and France with 5.9% and 5.6%. In this regard, the U.S market should offer
opportunitiesforMoroccanexportersunderthefreetradeagreementsignedbyMoroccoandtheU.S.A.
Graph3:Maincountriesimportingfisheryproductsin2009
0
USA
Japon
Espagne
France
Italie
Chine
Allemagne
Royaume
Netherl
Danemark
En milliards de $
6
8
10
12
14
16
13,8
13,2
5,9
5,6
5
4,9
4,6
3,6
2,7
2,7
Source:FAO
1.4.Tradeflow
With regard to fishery trade between geographical regions, most of the trade takes place between
developed countries, despite the fact that an increasing share of fishery products traded is supplied by
developingcountries.Thelargestshareoffisheryproductsexportedbydevelopedcountries,expressedin
market value (80% in 2009), is destined for other developed countries. Likewise, nearly half of fishery
productsimportsbydevelopedcountriescomefromotherdevelopedcountries.Specialmentionismade
of the significant trade level between European countries, as 84% of exports by the European Union in
2009weredestinedforothercountrieswithintheUnion.
Trade between developing countries accounts for a mere 25% of the value of fishery exports in these
countries.Thistradelevelremainslow,giventheadvantagesderivedfromregionalagreementssignedin
differentregionsaroundtheworld(Africa,LatinAmerica,andAsia).
Inthisregard,itappearsthatobstaclestothegrowthinfisheryproductsexportsfromdevelopingcountries
havemoretodowiththecapacitytoabidebyimportrequirementsregardingqualityandfoodsafety,than
with customs duties. Furthermore, measures on sustainable development adopted by some major
importingcountriestopromotethehealthofanimalstocks,environmentalnorms,andsociallyfairtrade,
havesomewhatheldbacksuchgrowth.Finally,thelack,ortheweaknessof,appropriateinfrastructureand
logisticsinproducingcountriesisanotherobstacletothepromotionoffisheryproductsexports(seeBox1:
Caseofthesardinemarket).
2012
Box1:TrendsontheinternationalsardinemarketandperformanceofMoroccan
exports
According to FAO statistics, the international sardine market has seen significant changes in the last
two decades. In 1988, three countries dominated the sardine market: Peru, Japan, and Chile. After
1988, landings of pilchard, the better quality of sardine, dropped rapidly (1.5 million tons in 1997),
whilepilchardcatchesinMoroccoremainedatthesamelevel.
Furthermore,thefishingofsardinella,thelesserqualityofsardine,developedattheendofthe1990s
alongtheWestAfricancoastline,particularlyintheterritorialwatersofSenegalandMauritania,with
the arrival of European freezer trawlers. Frozen sardinella is a cheap source of proteins for African
countriesaswellasagoodrawproductforthecanningindustry,replacingpilchard.
Moroccoiscurrentlythefirstproducerofsardines(Sardinapilchardus)withnearlyhalfofallsardines
landedintheworld,followedbySpain.However,aroundthreequartersofMoroccosproductiongoto
byproducts,whichdoesnotyieldthebestreturn.Astoprocessingdestinedforhumanconsumption,
itisessentiallycenteredoncannedsardines,eventhoughtheconsumptionoffreshsardinesisonthe
increase,especiallyinMorocco.
On the world market, sardine is marketed in two main ways, canned sardines and fresh or frozen
sardines. Morocco is by far the worlds top exporter of canned sardines, but its production volume
fluctuatessignificantlyasaresultofirregularsupplytoprocessingunits.InEurope,themainproducers
areSpainandPortugalwith25,000tonseach,followedbyFrancewith10,000tons,eventhoughthe
productioninEuropeanUnioncountriesisinsteadydecline.ButSpainandFrancearetheconsumer
marketsforcannedsardines.
Forfreshorfrozensardines,mostofthetradetakesplacewithintheEuropeancommunity,Portugal,
Spain and Italy being the main exporting countries. Moroccos supply to the international market
remainslimited,duetothefollowingfactors:
- significantneedsofthecanningindustryinthecountry;
- reducedlandingsfollowingtheimpositionofbiologicalrestperiods;
- mediocre product quality due to the shift to remote fishing areas in the south and to the
inadequate upgrading of fishing fleets, which means that fish catch is not processed and
preservedingoodconditions.
Recent efforts made in different regions of the world to modernize and upgrade equipment and
production should improve product quality and competitiveness, and help develop new products to
meetchangingdemand(e.g.:filletedsardines).Inthisregard,othermoremarketableopportunitiesfor
sardine are emerging, besides canning, especially in the growing market of readytoeat fishery
products,suchasterrines,pts,marinades,andothernewproducts.
2012
10
2.TrendsandmapofMoroccanfisheryproductsexports
The exclusive Moroccan economic zone is endowed with large and varied fishery resources, comprising
around500speciesdistributedalongthecountryscoastline,withsmallpelagicspeciesaccountingforthe
largestpartofproduction(over80%ofallcatches).
In terms of trade in fishery products, Morocco is one of the most dynamic exporting countries. Canned
sardineisitsshowcaseproduct,grantingMoroccoitspositionasaworldleaderonthismarketaswellasa
significantshareoffisheryproductsexportsaroundtheworld.
2.1.Trendsinfisheryproductsexports
Moroccanfisheryproductsexportsenjoyedanupwardtrendbetween2004and2010,bothinvolumeand
market value, with a peak of MAD 13.2 billion in 2008. The decline in market value seen in 2009 (7%),
despite the steady increase in the volume of exports (+10%), is mainly due to the drop in prices on the
internationalmarket.Moreover,asizabledropinthevolumeofexportsoccurredin2011(40%involume
and9%inmarketvalue),reflectingafallinfisheryproduction,especiallyinpelagicfishproduction.
Graph4:TrendsinMoroccanfisheryproductsexports
Source:DepartmentofMaritimeFishing
2.2.Analysisofthebreakdownofexports
Themarketvalueofexportsisessentiallyderivedfromthreemainproducttypes:frozenproducts(41%),
cannedandsemicuredproducts(38%),andfreshproducts(13%).
As seen in the table below, the introduction of a variable in the analysis of this breakdown leads to the
conclusionthatfourproductsmakeup77%ofallexports.Theseproductsarefrozencephalopods(27%),
cannedpelagicscomprisingmainlysardines(37%),freshfish,whitefishandotherfishtypes(8%),frozen
crustaceans,mainlypeeledprawns(6%).
2012
Table2:BreakdownofMoroccanfisheryproductsexportsaccordingtoprocessingandtospeciesin
MADmillion(20082011averages)
11
Pelagics
Whitefish
Cephalopods
Crustaceans
Other
Total
Fresh
Frozen
cannedandsemi
cured
fishoiland
fishmeal
115
(1%)***
371
(3%)***
74
(1%)***
601*
(5%)***
149
(1%)***
3436
(27%)***
4634**
(37%)***
1006
(7%)***
532
(4%)***
498
(4%)***
725
(6%)***
174
(1%)***
1590
(13%)***
5085
(41%)***
4707
(38%)***
1007
(8%)***
Source:OC
*Despitemakingupasmallpartoftheoverallvalueoffisheryproductsexports,thevalueofexportsoffrozenpelagics,whichincludemainly
frozensardines,hasincreasedinthelasttenyears.
**Thisprocessingtypemostlycomprisescannedsardinesand,toalesserextent,semicuredanchovies.***Averagepercentageofoverall
valueoffisheryproductsexports(20082011).
Moroccanfisheryproductsaresoldinmanycountriesaroundtheworld,andhavemadeinroadsintoAfrica
in recent years. But the European market remains the main outlet for nearly 70% of Moroccan fishery
productsexports.
As to exports to Africa, they nearly tripled between 20002011, from MAD 570 million to MAD 1,530
million,peakingatMAD1,900millionin2009.TheAfricanmarketstilloffersenormousopportunitiesfor
Moroccanexports.
ItshouldalsobenotedthatfisheryproductsexportstoAsia,notablytoJapan,havedroppedoverthelast
tenyears,tostandatMAD727millionin2011,againstMAD2,700millionin2000(73%).
Table3:TrendsinMoroccanfisheryproductsexportsbydestinationbetween2000and2011
year
2000
Destination
UE
RestofEurope
Asia
MiddleEast
America
Africa
Oceania
TOTAL
InMADmillion
6376
71
2001
2002
2003
2004
6088
168
6015
109
6237
226
5107
90
2005
Average
2000
2005
6991
299
4971
111
Average
2006
2011
2006
2007
2008
2009
2010
2011
7938
329
7967
346
9017
477
8334
491
8630
557
8242
517
8268
446
2700
1966
2659
1450
417
952
1532
831
1069
1117
973
961
727
946
174
297
256
326
264
214
220
369
324
333
449
403
230
351
430
363
549
587
723
437
512
1559
346
332
310
358
323
341
278
571
771
805
908
914
1096
662
1354
1361
1656
1561
1902
1535
15
18
21
24
25
39
17
36
28
32
24
44
60
9640
10174
9528
11287
11458
13183
12422
13221
11747
10254
7139
9932
7789
37
12135
Source:DPM
2012
12
2.3.Mapofexportsbymainmarketandproduct(20082011)
The largest part of Moroccan fishery products is exported to the European Union (77% of the overall
marketvalueoffisheryproductsbetween2008and2011).Asshowninthetablebelow,exportsheaded
forEuropecomprisefrozenproducts(notablycephalopodsandcrustaceans)with45%,cannedandsemi
curedpelagicswith30%,andfreshfishwith17%.Geographicalproximityisoneofthemainfactorsforthe
predominanceoftheEuropeanmarket.
Africaisthesecondlargestmarketwith11%ofoverallexports,overtakingAsiawhoseimportsofMoroccan
fisheryproductsbegantodropin2003.
However, exports to the African market mostly comprise canned pelagics which make up 86% of all
exports,duenotablytogeographicaldistanceandlackofadequatetransportlogistics.
AsimilarconcentrationisnoticeablewiththeJapanesemarketwherefrozenproductsmakeup76%ofall
fisheryproductsexportstoAsia.
Table4:MatrixandbreakdownoffisheryproductsexportsbymainmarketsandproductsinMAD
million(20082011averages)
Pelagics
Whitefish
Cephalopods
Crustaceans
Other
Total
E.U(MAD8,560)
Canned Fishmeal
Fresh Frozen
and
and
semicured fishoil
43
157
24871
523
Africa(MAD1,654)
Canned Fishmeal
Fresh Frozen
and
and
semicured fishoil
128
1425
35
Fresh
Asia(MAD900)
Canned Fishmeal
Frozen
and
and
semicured fishoil
52
15
340
131
40
74
27993
5525
532
7254
473
54
1462
2
3877
2559
526
193
1426
35
102
687
1ThisfigureessentiallycomprisescannedsardinesexportednotablytoFranceandGermany,withsomeexportsheadingfortheItalianand
Spanishmarketsinrecentyears,aswellassemicuredanchoviesdestinedforItaly,Spain,andFrance.
2In2011,theNetherlandshaveovertakenSpainasthefirstmarketforthisproduct.
3and4ThemainbulkoftheseexportsareheadedforSpain.
5ThismarketisdominatedbyJapan.
This analysis shows that the breakdown of Moroccan fishery products exports by product and market
producestherankingbelow:
2012
Table5:MapandbreakdownofMoroccanfisheryproductsexportsbyproductanddestination
between2008and2011(inmarketvalue)
13
Frozencephalopods
Cannedpelagics
Freshfish
UE
Africa
20%*
*
8% %
5%*
22%*
Asia
11%*
Frozencrustaceans
6%*
*Averagepercentageforeachproductoneachspecificmarket,intheoverallmarketvalueofMoroccanfisheryproductsexports.
2.4.Explanatoryfactorsfortrendsinfisheryproductsexports:breakdowninto
performanceeffectandstructuraleffect
Tounderstandtheperformancesandcounterperformancesoffisheryproductsexportsoverthelastten
years,exporttrendsarebrokendownintotwoeffects:structuraleffectandperformanceeffect(cf.Annex1).
Thestructuraleffectisobtainedbydisregardingtheimpactofdifferencesinperformancefromoneperiod
to the next, and takinginto account differences in the breakdown by product only. The structural effect
obtainedismademanifestwhenthegrowthrateofacountrysexportsincreasesordrops,duetogreater
exposuretoatypeofproductwithagrowingorshrinkingmarket.
The performance effect is obtained by disregarding structural divergences, taking into account rises and
falls in performance only. The effect measures the increase or decrease in exports, other things being
equal,thatisanunchangedbreakdownbyproduct.
Thus,thebreakdownoftrendsinfisheryproductsexportsbetween2002and2011yieldstheconclusion
that growth trends are primarily the result of a strong performance effect. The structural effect only
explainsthegrowthgaptoalesserextent.Forinstance,forapositivegrowthgapof56.3pointsin2005,
comparedto2004,thestructuraleffectonlyaccountsfor0.1point,whiletheperformanceeffectaccounts
for56.2points.
2012
14
Graph5:Breakdownoftrendsingrowthgapinfisheryproductsexportsintoperformanceeffectvalue
andstructuraleffectvalue
Structure
performanceeffect
structuraleffect
growthgap
2002
5,2%
6,3%
11,5%
2003
11,3%
0,5%
11,9%
2004
23,1%
4,4%
18,7%
2005
56,2%
0,1%
56,3%
2006
12,8%
2,0%
10,8%
2007
19,2%
0,2%
19,0%
2008
13,2%
0,2%
13,4%
2009
24,2%
1,4%
22,8%
2010
12,6%
2,0%
14,6%
2011
16,1%
0,1%
16,2%
Structuraleffectandperformanceeffectbyproduct
Thefindingsofthebreakdownofgrowthgapsinfisheryproductsintostructuralandperformanceeffects
fromoneyeartothenextpresentedinthetablesbelowshowthat:
thestructuraleffectbyfisheryproducttypeexportedbetween2000and2011
Showsarelativelystabletrend,whichindicatesthatthebreakdownoffisheryproductsremained
stableorunchanged.
Given its low impact, the positive structural effect has not helped close the negative growth gap
seenoverseveralperiods.
The positive performance effect achieved in 2005 compared to 2004, and in 2010 compared to
2009, is theresult ofthepositive contributionoffrozen products,whilegrowthachievedin2008
comparedto2007isattributedtoimprovedperformance,firstincannedproducts,andsecondin
frozenproducts.
2012
15
Table6:Trendsinannualgrowthgapsinfisheryproductsexports
Growthgaps
20022001 20032002 20042003 20052004 20062005 20072006 20082007 20092008 20102009 20112010
Cannedproducts
1,2%
0,8%
3,6%
6,2%
0,3%
8,2%
7,0%
Semicuredproducts
0,1%
0,8%
1,5%
1,0%
0,2%
1,1%
Fishmealandfishoil
7,7%
5,4%
3,0%
3,8%
0,6%
2,3%
Frozenproducts
24,2%
21,0%
7,4%
38,2%
8,4%
Freshorlivefish
3,8%
2,2%
3,3%
6,3%
1,7%
3,6%
1,5%
9,3%
1,2%
0,2%
0,7%
0,0%
3,5%
1,3%
1,3%
6,5%
5,5%
5,9%
21,1%
12,5%
1,5%
0,8%
4,0%
1,8%
0,9%
0,5%
Other
0,1%
0,0%
0,0%
0,8%
0,2%
1,1%
0,2%
1,2%
0,9%
0,5%
Total
11,5%
11,9%
18,7%
56,3%
10,8%
19,0%
13,4%
22,8%
14,6%
16,2%
Table7:Impactofperformanceeffectinaccountingforannualgrowthgapsinfisheryproducts
exports
Performanceeffect
20022001
20032002 20042003 20052004 20062005 20072006 20082007 20092008 20102009
20112010
Cannedproducts
2,0%
0,6%
3,9%
5,7%
1,0%
8,2%
7,1%
3,6%
1,3%
9,2%
Semicuredproducts
0,2%
0,8%
1,6%
1,0%
0,0%
1,1%
1,2%
0,2%
0,8%
0,0%
Fishmealandfishoil
12,2%
5,9%
3,5%
3,9%
1,4%
2,4%
3,6%
2,3%
0,6%
6,5%
Frozenproducts
23,5%
20,8%
10,9%
38,8%
10,7%
5,7%
5,4%
21,0%
11,6%
1,4%
Freshorlivefish
4,0%
2,2%
3,2%
6,2%
1,5%
0,7%
3,9%
1,4%
0,9%
0,5%
0,1%
0,0%
0,0%
0,7%
0,1%
1,1%
0,3%
1,2%
1,0%
0,5%
5,2%
11,3%
23,1%
56,2%
12,8%
19,2%
13,2%
24,2%
12,6%
16,1%
Other
Total
Table8:Impactofstructuraleffectinaccountingforannualgrowthgapsinfisheryproductsexports
Structuraleffect
20042003 20052004 20062005 20072006 20082007 20092008 20102009 20112010
20022001
20032002
Cannedproducts
0,8%
0,1%
0,3%
0,6%
0,6%
0,0%
0,1%
0,1%
0,2%
0,03%
Semicuredproducts
0,1%
0,0%
0,1%
0,1%
0,1%
0,0%
0,0%
0,0%
0,1%
0,01%
Fishmealandfishoil
4,6%
0,5%
0,5%
0,2%
0,7%
0,1%
0,2%
1,0%
0,7%
0,00%
Frozenproducts
0,7%
0,2%
3,6%
0,6%
2,3%
0,2%
0,5%
0,0%
0,9%
0,01%
Freshorlivefish
0,2%
0,0%
0,1%
0,1%
0,2%
0,1%
0,0%
0,4%
0,0%
0,02%
Other
0,0%
0,0%
0,0%
0,1%
0,1%
0,0%
0,1%
0,0%
0,0%
0,02%
Total
6,3%
0,5%
4,4%
0,1%
2,0%
0,2%
0,2%
1,4%
2,0%
0,07%
Thus,itappearsthatthemakeupofMoroccanfisheryproductsexportshasnothelpedovercomeeffects
linked to counterperformance on the international market. Indeed, even if the structural effect remains
positive,itistooslighttocountertheperformanceeffect.
2012
16
3.TrendsinMoroccanfisheryproductsexportsontheinternationalmarket
3.1.TheEuropeanUnionmarket
3.1.1.TrendsinMoroccanfisheryproductsexportsontheEUmarket
Trends in Moroccan exports of frozen cephalopods to the EU market between 2000 and 2011 show a
considerableincreaseinmarketvaluebetween2004and2008,leapingfromMAD330milliontoMAD760
millionoverthisperiod,thankstotheincreaseinvolumeexported,notablytoSpain.Thedropinmarket
valueseenin2009and2010isduetothefallinthepriceofoctopus.Inthisregard,itshouldbenotedthat
MoroccanexportsoffrozencephalopodstoSpaininmarketvalue,compriseoctopus(75%)andsquidand
cuttlefish(25%).Moreover,despitethe14%dropinexportvolumeseenin2011,comparedto2010,the
marketvalueoftheseexportsincreased(+16%).
Likewise,exportsofcannedandsemicuredpelagicsrosesteadilybetween2000and2010,followingthe
increase in tonnage exported to the EU, combined with the rise in prices seen since 2005. The drop
registeredin2011isduetoafallintonnageexported.
As tofrozen crustaceans, thegrowing market valueofexports since2004 is essentially attributed to the

risingpricesoffrozenprawnsontheinternationalmarket,concurrentwithagrowingdemandforsucha
product.
Exportsoffreshfishhavedevelopedsteadilybetween2000and2009,bothintermsofvolumeandmarket
value, and registered an increase in market value of 55% in 2010 and 16% in 2011, following the rise in
pricesontheinternationalmarket.
Graph6:TrendsinfisheryproductsexportsontheEUmarket(volumeandmarketvalue)
ValueinMADmillion
4000
3000
Volumeintons
80000
Cons et semicons de plagique

Poisson frais
Cphalopodes congels
Crustacs congels
60000
2000
40000
1000
20000
Cons et semicons de plagique

Poisson frais
Cphalopodes congels
Crustacs congels
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
2012
3.1.2.MainEUcountriesimportingMoroccanfisheryproducts:Spainastop
client
17
TheEuropeanmarketisstillthemainmarketforMoroccanfisheryproductsexports,withSpainatthetop
with46%ofallexportsheadedfortheEU,followedbyItalywithnearly16%.
Intermsofspecificproducts,SpainisMoroccosfirstclientforfrozencephalopodsandcrustaceans,witha
71% share. In 2011, the Netherlands overtook Spain to become the top client for fresh fish with a 44%
share. For canned and semicured fish, four important markets stand out: Spain, Italy, France, and
Germany.
Table9:RankingofmainEUcountriesimportingMoroccanfisheryproducts(2011)
ShareinvalueofexportsheadedfortheEU
Shareinoverallexports
Spain
46%
Italy
Netherlands
France
Germany
16%
12%
8%
6%
Shareinexportsof
Shareinexportsof
Shareinexportsof
frozenproducts
freshproducts
cannedproducts
Spain
71% Netherlands 44% Italy
29%
Italy
Netherlands
Portugal
14%
5%
3%
Spain
Portugal
BLEU
41%
6%
6%
Spain
France
Germany
18%
17%
15%
Shareinexportsof
semicuredproducts
Italy
29%
Spain
France
28%
28%
3.1.3.Thefrozencephalopodsmarket
WhileJapanremainsthetopimporterofcephalopodsintheworld,SpainandItalyareclaimingincreasingly
largersharesofthemarket.OverallSpanishimportsoffrozencephalopodscomingfromdifferentregions
oftheworldessentiallycomprisesquidandcuttlefish(88%)andoctopus(12%).
FrozenoctopusmainlycomesfromWestAfrica,withMoroccotoppingthelistofexportingcountrieswith
an average market share of nearly 55% in the last decade, followed by Mauritania. However, despite
growingdemandforfrozenoctopusfromSpainoverthesameperiod,Moroccosmarketsharesuffereda
sizeable drop between 2001 and 2004, to stand at 42% in 2004 compared to 62% in 2001, following a
reduction in the countrys production of octopus (see Figure 8). Subsequently, Moroccos market share
pickedupsomewhatandreached47%in2010.
2012
18
Graph7:TrendsinSpanishimportsoffrozenoctopusbymaincountriesoforigin(tons)
50
Ma roc
45
Ma urita nie
Chine
Portuga l
Tota l
40
35
30
62%
25
55%
20 61%
49%
47%
50%
50%
54%
46%
47%
42%
15
10
5
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Source:Comtrade
ItshouldalsobenotedthatfishinglevelsinMorocco,oneofthemainproducersofoctopusintheworld,
havereachedtheirlimits.Suchadevelopmentwilllimitsupplytofreezingplants,resultinginanincreasein
pricesinviewoftheevergrowingdemandforoctopus.
Graph8:TrendsintheproductionofcephalopodsinMorocco(tons)
New trade regulations on the fishing of undersized octopus will also have an impact on production and
exports,helpingreplenishfishstocks.However,theseregulationswillinitiallycutthelevelofsupply.
Withregardtosquidandcuttlefish,theFalklandIslandswereSpainstopsupplierofsquidandcuttlefishup
until2008(30%ofimports).Indiatookoverthistoppositionin2009and2010,witha26%marketshare.
Consideredoneofthemainsuppliersoftheseproducts,Morocconeverthelesssufferedasignificantdrop
inmarketshareoverthelasttenyears,slidingfrom20%in2000to10%in2010.
2012
19
Graph9:TrendsinSpanishimportsoffrozensquidandcuttlefishbymaincountriesoforigin(1000tons)
180
Autres
Prou
Mauritanie
Chine
Inde
Maroc
Falkland
160
140
120
100
80
60
40
20
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Source:Comtrade
3.1.4.Thefishcanningmarket
InMorocco,fishcanningismainlycenteredonsardines(91%),mackerel(7%),andtuna(2%).Intermsof
destination,Europereceivesnearly44%ofMoroccoscannedfishexports,followedbyAfricawith39%,the
MiddleEastwith12%,andfinallytheAmericancontinentwith5%.
ImportsofMoroccancannedsardineshaveasignificantplaceonEUmarkets,especiallyinFrance,Spain,
andGermany.In2010,outof33,000tonsofcannedsardinesimportedbythese3countries,23,000tons
camefromMorocco(70%).ThesemarketsareimportantoutletsforMoroccancannedsardines,absorbing
nearly20%oftheoverallvolumeofexportsofthisproduct.Moroccoenjoysadominantpositiononthese
markets,eventhoughitsdevelopmentisdependentondemandineachofthesecountries.
Thus,theFrenchmarketmainlyreceivesimportsfromMorocco(a67%marketshare)andfromPortugal
(20%).SpainandItalyssharesonthismarketarelimited,andhaveevendroppedoverthelasttenyears,
eventhoughFrenchimportsofcannedsardineshavesteadilyincreasedoverthesameperiod.In2010,out
ofatotalof16,700tonsofcannedsardinesimportedbyFrance,11,300tonscamefromMorocco,while
Portugalsuppliedmostoftheremainingvolume.
Graph10:Frenchimportsofcannedsardinesbymaincountriesoforigin(1000tons)
25
Maroc
Portugal
Espagne
Italie
Total
20
15
74%
10
59%
65%
76%
77%
70%
71%
67%
70%
66%
50%
5
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Source:Comtrade
2012
20
WithregardtoGermany,Moroccoremainsitsmainsupplierofcannedsardines,withanaverageshareof
64%ofGermanimports,eventhoughMoroccossharehassteadilydecreasedsince2006(89%ofoverall
Germanimports).
Graph11:Germanimportsofcannedsardinesbymaincountriesoforigin(1000tons)
16
Maroc
Portugal
Italie
Total
14
89%
12
89%
10
84%
86%
89%
92%
85%
79%
82%
73%
64%
6
4
2
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Source:Comtrade
AstoSpain,Moroccoremainsitsmainsupplierofcannedsardines,withashareofnearly95%ofSpanish
imports.However,Moroccossharedroppedslightlyin2007and2008,standingat77%inthelatteryear,
compared to 97% in 2006. This drop was offset by the increase in Moroccos share on the Portuguese
market.Since2009,MoroccosshareontheSpanishmarkethasrecoveredandreachednearly90%in2009
and2010.
Graph12:Spanishimportsofcannedsardinesbymaincountriesoforigin(1000tons)
9000
Maroc
8000
Portugal
Italie
Total
89%
7000
90%
6000
5000
4000
97%
97%
94%
98%
98%
97%
89%
95%
77%
3000
2000
1000
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Source:Comtrade
3.1.5.Thefrozencrustaceansmarket
Spanish imports of frozen crustaceans come from different countries, headed by Argentina (15%), the
UnitedKingdom(10%),andChina(9.6%).Spanishimportshaveincreasedsteadilyoverthelasttenyears,in
responsetogrowingdemand.However,despitethisgrowthindemand,Moroccosshareon theSpanish
marketdroppedfrom7%in2000to4%in2008,andwaslosttoothercompetitorsonthemarket,suchas
Argentina,Belgium,andChina.
2012
21
Table10:Spanishimportsoffrozencrustaceansbymaincountriesoforigin(tons)
Countrieswithin
U27
Unitedkingdom
France
Portugal
Belgium
Countriesoutside
U27
Argentina
China
Morocco
Mozambique
Tunisia
Totalimports
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Marketshare
(20002010)
TCA
M
16290
5743
3963
2468
17380
3766
4154
2366
20866
3350
3945
3589
21750
4743
4227
2960
20956
4286
2551
2909
18746
4980
3031
3575
17470
4182
3159
4818
18678
7284
4255
3622
15451
5301
4806
4814
15159
3950
4183
3921
14736
4455
4859
4175
10%
3%
2%
2%
1%
3%
2%
5%
33441 29987 20745

5399 24698 34052 28552
36251
2909
1305
2927 26759 29214 28269 27311
25841
9313
9299
6575
7337
6764
7681
7353
6469
4175
3850
3714
4584
4633
5652
4016
3415
2575
2000
2185
2078
2278
1628
1139
1187
159093 177911 176776 190555 216313 218035 204312 193669
42709
22745
5405
4147
2327
202397
15%
10%
4%
2%
1%
100%
9%
2%
7%
2%
6%
3%
18732 37337
17862 14856
10771
9660
5152
4627
4276
2599
143708 162059
Source:Comtrade
This drop in Moroccos market share is attributed to the fall in the countrys production of prawns that
makeupthebulkofMoroccanexportsoffrozencrustaceanstoSpain.Indeed,followingthereductionof
fishstocksandtheintroductionoffishingquotas,landingsofprawnshavebeencutbyhalfinrecentyears,
falling from 8,606 tons in 2000 to 4,200 in 2008. Although its production of prawns picked up in 2009,
Moroccohasnotbeenabletoregainitsmarketshare,achievinglessthan3%in2009and2.5%in2010.
Graph13:TrendsinlandingsofprawnsinMorocco(tons)
10000
8000
Courbe de
tendance
6000
4000
2000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
3.1.6.Thefreshfishmarket
Morocco is, alongside France, Italy, the United Kingdom, Namibia, Greece and Denmark, one of Spains
mainsuppliersoffreshfish.UnlikeDenmark,whichexportsmainlysalmonandtunatoSpain,Moroccos
exportsoffreshfishtoSpaincomprisemainlydemersalfish.Moroccosmaincompetitorsonthismarket
segmentareFrance,Italy,Namibia,andtheUnitedKingdom.
TrendsinmarketsharesofSpainsmainsuppliersofdemersalfishshowMoroccosimprovedperformance
up to 2005, with a market share of 15% in the same year, compared to 8% in 2000. Since then, the
countrysmarketsharehasdeclinedsteadily,tostandat8%in2010.WhileItalyhasalsosufferedasimilar
2012
22
decline, dropping from 18% in 2006 to 14% in 2010, Frances market share has picked up significantly,
climbingfrom14%in2006to21%in2010.
Graph14:TrendsinSpanishimportsoffreshdemersalfishbycountryoforigin(1000tons)
180
Autres
Grce
Royaume-uni
Maroc
Italie
France
160
140
120
100
80
60
40
20
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Source:Comtrade
3.2.TheAfricanmarket
3.2.1.TrendsinMoroccanfisheryproductsexportstoAfrica
ExportsofcannedandsemicuredpelagicstoAfricahaveincreasedbetween2000and2011,despitethe
dropsinvolumeexportedin2007,2009,and2011.However,pricesofexportcannedandsemicuredfish
haveincreasedslightlysince2005.
Graph15:TrendsinexportsofcannedandsemicuredpelagicstotheAfricanmarket(volumeandmarket
value)
ValueinMAD
2000
Volumeintons
80000
Cons et semi-cons de plagique
1500
60000
1000
40000
500
20000
Cons et semi-cons de plagique
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
2012
Averagepriceofexportcannedandsemicured
pelagicsinMAD1000/tons
23
23,3
19,0
19,3
19,7
19,7
19,5
20,1
24,9
24,9
24,6
27,2
21,2
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
OntheAfricanandMiddleEasternmarkets,Moroccanexportscompriseonlycannedsardinesandareonly
headedforNigeria,Angola,andSyria,withmarketsharesfluctuatingfromyeartoyear.
Table11:MoroccosmaincustomermarketsinAfricaandtheMiddleEast
Parts dans les exportations totales de conserves de sardines
Syria
Nigeria
Angola
Guinea
2006
2007
2008
2009
2010
6%
1%
4%
0,50%
3%
5%
3%
1%
5%
6%
7%
1%
8%
5%
1%
3%
6%
8%
5%
1%
Source:Comtrade
Sharesinoverallexportsofcannedsardines
3.2.2.Thecannedfishmarket
IntermsofoutletsforMoroccancannedfishontheAfricanmarket,Nigeriastandsout.Nigeriaisoneof
themostpopulatedcountriesinAfrica,wherefishistheprimaryfoodsourceforanimalproteins.Nigerians
consume2.1milliontonsoffish,butonlyproduce30%ofit.
NigeriaisthelargestimporteroffishinAfricaandoneofthelargestimportmarketsforsmallpelagicsin
theworld,withvolumesimportedinthehundredofthousandtonsayear.Nigeriaalsoimportsfrozenfish,
suchasmackerel,sardinella,hake,herring,mullet,caughtontheWestAfricancoast(Senegal,Mauritania),
and in the North Sea. Nigerias main suppliers include Spain, the Netherlands, Russia, Denmark, Ireland,
andNorway.
MoroccanfishexportstoNigeriabasicallycomprisecannedsardines,amarketshareof15%to40%.Thisis
mainlyduetodeficientlogisticsandpooreffortstopromoteMoroccanproductsonthismarket.
2012
24
Table12:Nigerianimportsofcannedfish(tons)
2000
2001
2002
2003*
2006
2007
2008
2009
2010
Overallimportsofcannedfish
804
748
3.651
4.011
4.750
5.676
9.573
23.455
Overallimportsofcanned
sardines
126
429
110
233
1.502
1.961
2.794
1.974
5.525
Importsofcannedsardines
fromMorocco
129
459
188
822
Inthelastyears,theoriginofNigeriasimportsofcannedsardineshaschangedfromoneyeartothenext.
From2006onwards,Nigeriahassignificantlyincreaseditsimportsofthisproduct,with1,502tonsin2006,
compared to 233 tons in 2003, and Morocco has become one of its main suppliers. Nevertheless,
Moroccos market share remains relatively modest and volatile; fluctuating from 30% in 2006 to 10% in
2007,thenbackto30%in2008.In2009and2010,Moroccodidnotfeatureamongthemainsuppliersof
theNigerianmarketandfellbehindothercountriessuchasSouthAfrica,Singapore,andAustralia.Inthis
regard,MoroccanexportersshouldfocusonNigeria,acountrythatoffersgreatpotentialforgrowth,and
shouldprovidestableandsustainableexports.
Table13:OriginofNigerianimportsofcannedsardinesbetween2006and2010(tons)
2006
2007
2008
2009
2010
Morocco
Spain
China
Thailand
SouthAfrica
India
Total
459
288
353
126
97
95
1.502
Bangladesh
China
Morocco
Belgium
Total
909
Morocco
Bangladesh
421
188 ArabEmirates
China
151
Brazil
1.961 Total
822 Bangladesh
632
China
India
553
Australia
207
Ireland
84
2.794
Total
2472
Bangladesh
China
1509
SouthAfrica
510
Singapore
351
Australia
308
France
114
Brazil
105
1.974 Total
5.525
Source:Comtrade
675
362
222
333
149
BesidesAfrica,MiddleEastisabigmarketforMoroccanexportsofcannedsardines(seeBox2)
2012
25
Box2:ThecannedsardinemarketintheMiddleEast
IntheMiddleEast,Moroccoscannedsardineexportsareexclusivelyheadedforonecountryintheregion,
Syria.MoroccoenjoysadominantpositionontheSyrianmarket,andbasicallymeetsallthedemandfor
canned sardines. Over the last decade, Moroccos share of the Syrian market for canned sardines was
nearly95%.
Table14:Syrianimportsofcannedfish(kg)
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Overallimportsofcannedfish
6.202 12.115 12.799 13.50 11.696 17.028 16.424 13.628 22.288 17.548
Overallimportsofcannedsardines
6.990 7.729 9.473 5.026 9.122 8.426 7.566 10.567 8.011
ImportsfromMorocco(100%sardines)
3.510 6.990 7.723 9.173 5.026 8.765 7.647 7.167 10.303 7.567
Source:Comtrade
3.3.TheAsianmarket
3.3.1.TrendsinMoroccanfisheryproductsexportstotheAsianmarket
Dominated by Japan, the Asian market was since the 1990s the main importer of Moroccan frozen
cephalopods.However,since2002thevolumeofMoroccanexportshasdroppedsignificantly,followinga
sharpfallinexportstoJapan.Thisisduetoadrasticreductionincatchesofoctopuscausedbylongperiods
of overfishing. Consequently, if this trend continues, the drop in exports of cephalopods to the Asian
market means that exports ofMoroccan octopus risk being outpacedby exports from more competitive
producers,suchasMauritania.
Graph16:TrendsinMoroccanexportsofmainfisheryproductstotheAsianmarket(volumeandmarket
value)
MarketvalueinMADVolumeintons
3000
2500
Cphalopodes congels
100000
Cphalopodes congels
80000
2000
1500
60000
1000
40000
500
20000
0
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
2012
26
3.3.2.TheJapanesemarketforfrozencephalopods
On the international market, Japan remains the main importer of cephalopods, despite the strong
fluctuations seen from year to year and clear downward trends resulting from the economic recession
grippingthecountry.
Thus,Japanimportsonaverage60,000tonsofcephalopods,mainlyfromMoroccoandMauritania,outof
the average 300,000 tons produced annually around the world over the last ten years. In market value,
MoroccanexportsoffrozencephalopodstoJapancompriseessentiallyoctopus(90%).
Furthermore,aspresentedinthegraphbelow,trendsinJapaneseimportsofoctopusbymaincountryof
originhighlightthedeclineofthemarketshareofMorocco,hithertorankedasthetopsupplier.Moroccos
market share dropped from 68% in 2001 to 14% in 2010, including a drastic low in 2004 with a market
share of 10% of all octopus imports. Mauritania and China, Moroccos two main competitors on the
market, have capitalized on such a setback, significantly increasing their respective market shares from
18%and3%in2000to35%and24%in2011.
Graph17:TrendsinJapaneseimportsoffrozenoctopusbymaincountryoforigin(1000tons)
140
Ma roc
Chine
Tota l des importa tions
120
Ma urita nie
Vietna m
100
80
62%
68%
60
58%
40
38%
20
10%
10%
18%
22%
24%
24%
24%
14%
0
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
Source:Comtrade
ThedeclineinMoroccanexportsofoctopustotheJapanesemarketresultsfromafallindemandcaused
by the economic recession, as well as from a drop in octopus production in Morocco due to the ever
increasingpressureonfishstocks.Indeed,landingsofcephalopodsinMorocco,comprisingmainlyoctopus,
shrankfrom108,000tonsin2001toaminimumvolumeof30,000tonsin2004.Furthermore,despitethe
increase in production seen in recent years, with 89,000 tons in 2009 and 54,548 in 2010, Moroccos
marketsharehascontinuedtodeclineasaresultoffallingdemandontheJapanesemarket.
4.Dynamicsofworlddemandforfisheryproductsbycountryandbyfishspecies:case
studiesofmainspeciesexportedbyMorocco
The performance of Moroccan fishery products exports is dependent on external factors linked to the
dynamicsoftheinternationalmarket (supply,demand, trade), amongotherfactors.Thissectionaimsto
analyzetrendsininternationaldemandforfisheryproductsbycountryoverthelastdecade,basedoncase
27
2012
studiesofthemainproductsexportedbyMorocco.Thiswillhelpidentifyandrankthemainimporters,as
wellasthemainpromisingmarkets,toboostMoroccanexportsoffisheryproducts.
4.1.Pelagics
Forpelagics,thestudywillbelimitedtocannedsardinesandsemicuredmackerelwhichmakeupthebulk
ofMoroccanexports.
ThedynamicsofworlddemandshowthattheRussianRepublichasbeenthelargestimporterofcanned
sardinesintheworld(70,000tonsin2001),followedbytheUnitedStates,Colombia,andUkraine.Since
2001,Russianimportshavedecreasedto leveloffaround30,000tons between2006and2009.In2010,
Russianimportspickedupagainandrosebynearly18%.
South African imports of canned sardines have steadily and significantly increased since 2006, reaching
37,000tonsin2010.In2009,SouthAfricawasthelargestimporterofcannedsardinesintheworld,whileit
iscurrentlythesecondlargestimporterbehindRussia.
WorldimportsofsemicuredmackerelaredominatedbySriLanka,with16,700tonsin2010,followedby
theUnitedStates.Recenttrendsindemandforsuchaproductaroundtheworldhighlighttheemergence
of new markets, notably France and Nigeria, with imports that have been multiplied by 10 over the last
decade, to reach 5,000 tons in 2010. Elsewhere, the demand for canned mackerel remains strong and
relativelystableinJapan,Jamaica,andinEurope,especiallyinItaly,theUnitedKingdom,andSpain.
2012
MoroccanFisheryProductsExports ontheWorldMarket
28
Graph18:Dynamicsofworlddemandforcannedpelagics
Ranking of the ten largest importers in 2010
Trends in demand within importing countries
Growing Markets
En 1000 T
Canned sardines
South Africa is, since 2008,

one of the first markets for
canned sardines with a
constantly increasing demand.
En 1000 T
En Tonnes
semi-cured mackerel
25000
20000
Sri lanka
Italie
Jamaica
ghana
USA
Nigeria
Royaume Uni
France
Japon
Singapoure
15000
10000
5000
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Sri Lanka and the United States

are among the largest
importers, with a more or less
stable dynamic. France and
Nigeria, whose demand
increased 10 fold over the last
decade, are two markets
offering growth opportunities
for semi-cured mackerel.
29
2012
4.2.Frozencephalopods
Octopus
With more than 116,000 tons in 2000, Japan was the largest importer of frozen octopus in the world.
However,itssharewascutbynearlytwothirds,tostandat45,000tonsin2010.Conversely,SouthKoreas
importsmorethandoubledoverthesameperiodandreached65,000tonsin2010,makingitthelargest
importerintheworld.
European countries are also among the largest importers of frozen octopus, with Italy still in the lead,
followedbySpain.Recenttrendsindemandinthesetwocountriesshowasteadyincrease,withrespective
growthratesof36%and25%between2000and2010.
Squid
Chinaisalargeimporteroffrozensquidontheworldmarket,withimportsof370,000tonsin2008.In
2009,itsdemanddippedasaresultoftheworldeconomicrecessionwhichaffectedhouseholdspending.
In2010,Chineseimportsstoodatnearly251,000tons.
Insecondplace,SpainandItalyremainthetopEuropeanimportersoffrozensquid,withrespective
volumesof167,000and106,000tonsin2010,anincreaseof33%and11%comparedto2009.
2012
Graph19:Dynamicsofdemandforfrozencephalopodsontheworldmarket
30
Rankingoftoptenimportersin2010
Trendsindemandinmainimportingcountries
En 1000 T
10
30
40
50
60
70
Avirtualstabilityofimportsonthe
globalmarketduetoasupply
problemfollowingontheOctopus
overfishingindifferentregionsof
theworld.
En 1000 T
65
Rep. of Korea
Italy
Japan
Spain
Portugal
USA
Thailand
Greece
China
France
Octopus
20
48
45
36
16
12
8
7
3
3

En 1000 T
Squid
China
Spain
Italy
USA
Thailand
Japan
Rep. of Korea
Philippines
Greece
Portugal
50
100
150
200
250
Chinaisthelargestsquidmarket,
witha32%declinein2009dueto
theglobaleconomiccrisis.Itis
followedbySpainandItaly.
KoreaandThailandaremarkets
withgreatermomentuminrecent
years.
300
251
167
106
60
51
40
32
18
17
16
GrowingMarkets
31
2012
4.3.Prawns
Overthe lasttenyears, economicgrowthintheUnitedStates hasboostedtheconsumption of,and the

demandforprawnsinthecountry.Indeed,importsofprawnsrosefrom380,000tonsin2000to530,000
tonsin2010,makingtheUnitedStatesthetopimporterofprawnsintheworldoverthelastdecade.The
UnitedStateshaveoutpacedJapanwhichhasseenitsimportsdropsteadilyfrom390,000tonsin2000to
263,000tonsin2010.
With regard to the eight other main importers of prawns around the world, demand has essentially
stabilizedoverthelasttenyears,exceptinSpainwhereimportshaverisenbynearly25%overthesame
period.
4.4.Freshfish
For more than ten years, Malaysia and Spain were the largest importers of fresh fish in the world, with
imports in the region of 130,000 tons. However, in recent years their imports have declined steadily.
Conversely,demandinThailandhasgrownsince2003,leapingfrom6,000tonsto124,000tonsin2010,
makingThailandoneofthethreelargestimportersoffreshfishsince2008.
OtherEuropeancountriesalsocontinuetofeatureamongthemainimportersoffreshfish,withItalyinthe
lead,followedbyFranceandPortugal.Despiteitsmodestimports,Irelandhasseenitsdemandforfresh
fishrisesignificantly,from1,500tonsin2008to39,000tonsin2010.
2012
Graph20:Trendsindemandforprawnsontheworldmarket
Rankingof10mainimportersin2010
Trendsindemandforproductinmainimportingcountries
32
0
USA
Japan
Spain
France
China
Italy
Rep. of Korea
Canada
Denmark
Russian Federation
100
200
300
400
500
600
600
USA
China
Canada
France
500
530
263
400
202
Japon
Italie
Russie
Rep core
Danemark
Espagne
TheUnitedStatesand
Japanarethetwomain
importersofprawnsinthe
world,whileSpainisa
buoyantmarket.
300
132
115
92
Marketswithhighestdemand
200
100
92
74
65
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
62
Graph21:Trendsindemandforfreshfishontheworldmarket
Rankingof10mainimportersin2010
Freshfish
En 1000 T 0
Malaysia
Spain
Thailand
Italy
France
USA
Portugal
Ireland
United Kingdom
Singapore
20
40
60
80
100
120
140
Trendsindemandforproductinmainimportingcountries
160
250
138
125
124
200
En
1000 T
Thailand
Italie
Portugal
Singapour
Malysie
France
Irland
Espagne
usa
Royaume uni
ThailandandIrelandare
newpromisingmarketsfor
freshfish,althoughinthe
caseofIrelandthevolume
importedislesssignificant.
150
80
57
51
42
39
32
100
50
0
29
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Marketswithhighestdemand
33
2012
5.AssessmentofexportdestinationsfavoredbyMoroccanfisheryproducts,basedon
worldmarkettrends
According to the analysis presented in the table below, Moroccan fishery products exports are mainly
headedfortheEUmarketaswellasafewAsianandAfricancountries.Marketswithahighdemandfor
theseproducts,suchastheUnitedStatesandotherAsianandAfricancountries,areunderexploited.
Table15:CurrentsituationofmainexportdestinationsforMoroccanfisheryproducts,andmarkets
withthehighestdemandaroundtheworld(2010)
Mainproductsexportedby
MainexportdestinationsforMoroccan Marketswithhighest
Morocco
products
demand
Cannedsardines
Africa:NigeriaGuineaGhana
1. RussianFederation
2.
SouthAfrica
EU:FranceSpainGermany
3. UnitedStates
Syria
Semicuredmackerel
EU:Italy
1. SriLanka
Spain
2. UnitedStates
3. Japan
4. Italy
Frozenoctopus
EU:Spain
1. Rep.ofKorea
Italy
2. Italy
Japan
3. Japan
4. Spain
Frozensquid
EU:Spain
1. China
Italy
2. Spain
3. Italy
Japan
4. Thailand
Frozencrustaceans
EU:Spain
1. UnitedStates
Netherlands
2. Japan
3. Rep.ofKorea
4. China
Freshdemersalfish
Spain
1. Malaysia
Japan
2. Thailand
3. Spain
4. Italy
Moroccocommandsaleadingpositionincannedsardinesontheworldmarket,andthebulkofitsexports
are destined for a few European countries and a few African countries (Nigeria, Guinea, and Ghana).
However, trends in world demand show that South Africa was the largest importer of canned sardines
around the world in 2010, while the Russian Federation and the United States have, for more than ten
years, featured among the largest importers. Morocco exports modest volumes of canned sardines to
these markets with high demand, and there are, therefore, great opportunities to be seized on these
growingmarkets.
34
2012
Similarly, Moroccan exports of semicured mackerel are headed for countries with low demand, such as
ItalyandSpain,andnotforcountrieswithhighdemand,suchasSriLanka,theUnitedStates,Japan,and
Italy.
ThisanalysisalsoshowsthatforMoroccanfisheryproducts,Asiaisaregionwithhighgrowthpotential.For
instance, the Republic of Korea and China are among the largest importers of octopus and squid, but
MoroccanexportsoftheseproductstoAsiaarefocusedonJapan.Withregardtofreshfish,Malaysiaand
Thailandfeatureamongthelargestimporterswithhighgrowthpotentialmarkets.
Thus,toenableMoroccanproductstoreachSouthEastAsianmarketsintheverynearfuture,measures
mustbetakentoboostMoroccanexportstotheregion,notablyregardingtheeasingofproceduresand
therevisionoftariffsagreements.
TheUnitedStatesmarketalsooffersgreatopportunitiesforthewholerangeoffisheryproductsexported
by Morocco. Addressing logistical issues such as transport can boost trade with a country ranked as the
largestimporteroffisheryproducts.
6.StrengthsandWeaknessesofthesectorofMoroccanfisheryproductsexports:SWOT
analysis
The sector of fishery products exports enjoys assets and opportunities, and has a large potential for
development.Nevertheless,themarketingoffisheryresourcesstillneedstobeoptimizedalongtheentire
valuechain.
6.1.Weaknessesandthreatsregardingtheimprovementincompetitivenessof
Moroccanfisheryproductsexports
The breakdown of exports by product underscores the predominance of a limited number of species
(octopus, squid, cuttlefish, prawns, sardines, and anchovies) and product ranges (canned and frozen).
Moroccan exports remain centered on two traditional markets, Spain and Japan. Together these two
countriesaccountfor83%ofthemarketvalueofMoroccanexportsand68%oftheirvolume.Suchadual
rigidityintermsofproductsandmarketsisthemainweaknessofthesectorsexports.
WhiletheliberalizationofworldtradehasbroughtdowncustomsbarrierstograntaccesstotheEuropean
market,othertypesofbarriershavegraduallybeenintroducedandarehavingasignificantimpact.These
include the strict regulations on quality and traceability which Moroccan fishery products exports are
subjectto,especiallyexportsheadedfortheEuropeanmarket.
Besides traditional challenges, such as heavy geographical concentration, limited number of partners,
limited product ranges, the competitiveness of exporters is also undermined by weak export logistical
chains.Highlogisticalcostscanhamperanypolicytopromoteexports.
35
2012
Forinstance,MoroccanfisheryproductsexportstoAfricaarelimitedtocannedpelagics,whichmakeup
90%ofthemarketvalueofexportstoAfrica.Suchaconcentrationintermsofproductrangeismainlydue
togeographicaldistanceandthelackofdirecttransportlinks.Likewise,Moroccospoorshowingonlarge
markets with high demand, such as the United States and the Russian Federation, results in many ways
fromsuchlogisticalconstraints.Inthisregard,thecreationofadirectmaritimelinkwiththesecountries
shouldhelpreachintendedexportdestinations.
The issue of logistics is even an obstacle to the improved competitiveness of exports destined for
neighboring countries. Indeed, the high costs of crossing the Gibraltar Straits undermine the
competitivenessofexports,whencomparedtothelowercostsincurredbyMoroccoscompetitors.
These logistical difficulties also affect product delivery timeframes. Recent developments in the
competitive environment have exposed the shortcomings of a strategy based primarily on production
costs.Whatisimportantisnotonlytokeepproductioncostslow,butalsotobemoreresponsiveandto
managethetimelineformarketingproductseffectively.
Box3:Newlogisticsstrategy
Logistics is a crucial facet of the countrys economic competitiveness, given the significant costs it
generates,whichcanundermineproductcompetitiveness.
Publicauthoritiesarefullyawareofthesestakes,andthelogisticssectorinMoroccohasrecentlyadopted
a new national strategy, to support sector based plans already implemented such as Green Morocco,
Emergence, Halieutis, Rawaj, and the energy strategy, which are all parts of a transversal and
integratedapproachtothecompetitivenessofthecountryseconomicfabric.Thenationalstrategyforthe
developmentoflogisticalcompetitivenessisthesubjectofthe20102015programcontract,andaimsto
cut logistical costs by 20 to 15% of GDP, a ratio similar to that of emerging countries such as Brazil and
Mexico.
Thenewlogisticsstrategy,designedtobettermanageandoptimizetheflowofgoodsforimportaswellas
forexport,restsonthedevelopmentofbasicinfrastructurelaunchedinthelasttenyears,aspartofthe
major projects policy. The TangerMed and Nador West Med port complexes, those of Safi and Dakhla
currentlyunderstudy,thedevelopmentofrailroadsconnectingtheseports,thedevelopmentofairportsin
theCasablancahubandintheregions,theextensionofthehighwaynetworkwhichwillconnectallcities
withmorethan400,000inhabitantsandconsistof1,800km,areallthemorevisiblecomponentsofthis
policyanditscoherence.
The new strategy also entails the liberalization and the revision of the institutional framework of the
transportsector,especiallyforthetransportofgoods,whichwaslargelyopenedtocompetitionin2007,
with the implementation of several reforms pertaining to ports, maritime transport, and road and rail
transport.
36
2012
6.2.StrengthsandopportunitiesforimprovementincompetitivenessofMoroccan
fisheryproductsexports
InMorocco,opportunitiestodevelopfisheryproductsexportsareconsiderable,especiallyinthecurrent
climate amid a remarkable growth in demand for fishery products worldwide, and the stagnation of
catches around the world (aquaculture excluded). Indeed, despite a decline in resources worldwide, the
consumptionoffisheryproductsaroundtheworldisincreasingsteadily.
The proximity of markets with high demand, particularly the EU market, the largest importer of fish
worldwideandMoroccoslargestclient,isamajoradvantageintermsofthesignificantsavingsmadeon
transportcosts.Besides,Europeanconsumersdemandforparticularfisheryproducttypesthatarelabour
intensive, such as readymade meals, gives Morocco another notable advantage because it can rely on
labouratcompetitivecosts.
Furthermore,theglobalizationoftradeaswellasthefreetradeagreementssignedbyMorocco,offernew
marketprospectsforMoroccanproducts.Customsagreementsgranttheseproductsprivilegedaccesstoa
marketofonebillionconsumers,and57%ofworldimports(seeBox4).
Box4:Moroccosfreetradeagreementsforexports
EU
tradeagreementforagriculturalandfisheryproducts
Entryintoforcein2000
Agreementscope:creationofafreetradezonein2012
Market:500millionconsumers
40%ofworldimports
.
USA
Freetradeagreement
15%ofworldimports
Turkey
Freetradeagreement
lessthan1%ofworldimports
Jordan,Egypt,andTunisia
Freetradeagreement
lessthan1%ofworldimports
2012
37
TheMoroccanexportsectorcouldclearlybenefitfurtherfromsuchopennesstotrade.Indeed,despitethe
highqualityoffishspeciesexported,Moroccanproductsarenotconveyedtotheexportmarketinoptimal
conditions,eventhoughqualitynormsarebecomingincreasinglystringent.Combinedwiththewealthin
fishresourcesalongtheMoroccancoast,theopennesstointernationalmarketsgivesMoroccoaclear
competitiveedge,ifinternationalmarketrequirementsonthesustainabilityofsupply,andthequalityand
traceabilityofproductsarefulfilled.
Table16:SWOTanalysisofMoroccanfisheryproductsexports
Strengths
- extensivefisheryproductioncapability
- underexploitedpelagicsstockinthesouthAtlantic
region(ZoneC)
- goodproductimageoftheMoroccansardine
(Pilchardus),recognizedforitsexceptionalquality
worldwide
- leadingpositiononthesardinemarket
- Proximitytomarketswithhighdemand.
Opportunities
Weaknesses
Irregularsupplytoprocessingunits
poorrationalmanagementoffishresources
highconcentrationontheforeignmarket
limitedproductrange
limitedinnovationandresearchanddevelopment
lackofaggressiveandconcertednationalstrategy
topromotetheexportsofMoroccanproducts
- DeficientlogisticstosupplyAfricancountriesand
othercountrieswithhighdemand.
Threats
- freetradeagreements
- emergenceofnewcompetitors
- strongincreaseinworlddemand
- morestringentrequirementsforproductquality
- Depletionofstocks.
- emergenceofnewimportingmarkets(Africa,
MiddleEast,UnitesStates)
- politicalwilltodevelopexports
- ImplementationoftheHalieutisstrategy.
Furthermore,givenitssignificantsocioeconomicstakes,thesectorofcoastalandtraditionalfishingisan
essentialcomponentoftheMCA2Morocco.AnamountofnearlyMAD1,367millionhasbeenearmarked
toupgradethesectorinallitscomponents,fromfishingtomarketing.
A new integrated development strategy for the fishery sector in Morocco, called the Halieutis Plan, has
been launched. The strategy is articulated around three major areas: the sustainable exploitation of
resources and the promotion of responsible fishing, the development of efficient fishing to optimize
product quality, and the improvement of competitiveness to conquer new market shares. In terms of
strategicandstructuringmeasures,theHalieutisPlanentailstheimplementationofmanagementplansfor
fishery(octopus,prawns,andpelagics),thedevelopmentofaquaculturewhichcantakesomepressureoff
fishstocks,andthecreationofpolesofcompetitiveness.
Millenium Challenge Account.
38
2012
Diagram1:Halieutisstrategyforthedevelopmentandcompetitivenessofthefisherysector
Sustainability
Performance
Competitiveness
sustainableexploitationof
wellequippedandwellorganized wellmarketedandcompetitive
productsonthemostpromising
resourcesforfuturegenerations sectortooptimizequality,from
markets
thelandingoffishtothe
consumersplate
promoteanddisseminate
developinfrastructureand
facilitatetheindustrysaccessto
scientificknowledge
equipmentforfishlanding
primaryresources
managefishingonaquotabasis grantspecificportareastofishing guidetheindustrytowardsthe
andmanagethemefficiently
mostprofitablemarkets
upgradeandmodernizefishing enhancetheattractivenessoffish setup3polesofcompetitiveness
techniques
marketsandindustrialfish
forfisheryproductsinthe
approvalunits(CAPI)
countrysnorth,centre,andsouth
Makingaquacultureakeydriver Structuringandboosting
ofgrowth
wholesaleandretailmarkets
Clarifyandextendlegalprovisions
Ensureeffectivecontrolandtraceabilityalongtheentirevaluechain
Enhanceskillsandattractivenessofjobsinthesector
Organizetherepresentativityofallprofessionalgroupsinthesector
BesidestheobjectiveofachievingMAD21billioninGDP,theHalieutisstrategyaimstomultiplyturnoverin
exportsoffisheryproductsby2.6,toreachMAD3.1billionby2020.Thestrategyisalsoexpectedtoboost
Moroccosmarketsharearoundtheworld,from3.3%in2007to5.4%by2020.
SignificantprogressintheimplementationoftheHalieutisPlan
Aftertwoyearsofimplementation,thenewstrategyforthefisherysectorhasmadesignificantprogress
withthelaunchofseveralprojects,some14projectsaccordingtothesupervisingministry.
Instancesofgoodprogressmadeincludethemanagementoffishresources,followingtheimplementation
of management plans for small pelagics, prawns, hake and seaweed, over 2010. Since June of the same
year,theDepartmenthasbannedtheuseofdriftnetstoprotectmarinebiodiversityandvulnerablespecies
thatmaybecaughtaccidentally.Tothisend,controlmeasureshavebeenreinforced.
Other measures taken comprise the creation of the agency for the promotion of aquaculture, the
designationofaglobaloperator,withtheNationalFisheryOfficeactinginthiscapacitysinceJune 2010,
theupdateoflegalprovisions,andthelaunchofpolesofcompetitiveness,oneinAgadirandtheotherin
Tangier.
Intermsofinitialresultsofthenewstrategyonlandbasedfishprocessing,thecanningindustryincreased
its supply by 72% over the first eleven months of 2010, while its turnover for exports reached MAD 4.5
39
2012
billion. However, the freezing industry dropped by 16%, causing a fall in fish oil and fishmeal that it
previouslysuppliedinabundance.Thesearethemostnotableissuestobeaddressed.
Similarly,thefishprocessingindustrysufferedasharpdropinvolumesprocessedin2011(45%)inallits
branches, except in freezing. Such a drop was notably due to a decrease in landings of pelagics, which
affectedsupplytocanningunits(59%).
Diagram2:InitialresultsoftheHalieutisstrategyforlandbasedfishprocessing
Source:DepartmentofMaritimeFishingNationalFisheryOffice
Buildingfurtherconsensusamongthesectorsoperatorsandprofessionalgroups
Thefisherysectorismadeupofdifferentoperatorsandprofessionalgroupswithintereststhatareattimes
divergent.Itis,therefore,essentialtostartbybuildingconsensusamongthedifferentoperators,togain
theirsupportforthedifferentreformsinitiatedtodevelopthesector.
In this regard, after two years of implementation of the Halieutis Plan designed to address a number of
issues and failures in the sector, operators and professional groups have expressed some reservations,
whichmustbetakenintoaccount,buthavenotfundamentallychallengedthePlan.
Withregardtothemanagementofresources,operatorshavehighlightedthelackofaneffectiveresources
management policy, a lack that can lead to an uneven exploitation of stocks and limit the efficiency of
measuresimplementedaspartofthenewstrategyupuntilnow.
Operators have also pointed out that human resources, fundamental to the development of the sector,
havenotbeensufficientlytakenintoconsiderationintheHalieutisPlan,andthatinternalcommunication
has been lacking. Indeed, operators consider that the new strategy has not fully addressed a number of
issues such as training, providing support to fishermen during periods of suspension of fishing activities,
minimumincome,aswellassocialprovisionstomakethesectormoreattractive.
40
2012
Similarly, according to the sectors operators, the Halieutis Plan has not dealt with the issue of the
geographicaldistributionoffishingasitshouldhave,giventhatfishingisfartoointensiveinthenorthand
underdevelopedinthesouthofthecountry.
Lackoforganizationindistributionnetworksaswellaslogisticalconstraintshavealsobeenunderlinedas
obstaclestotheimprovementofthesectorscompetitiveness,whichshouldbeliftediftheobjectivesof
theHalieutisPlanaretobeachieved.
Inanefforttobringtogetheralltheoperatorsofthesectorandtobuildfurtherconsensusaroundthenew
strategy, a special fair named Halieutis was created under the high patronage of His Majesty King
MohamedVI,andheldinAgadirfromJanuary26thto29th2011.Thesuccessofthisgreateventbodeswell
fortheadoptionandtheimplementationoftheHalieutisPlaninthefuture.
Aquaculture:providingleveragetodiversifyMoroccanexports
IntheHalieutisPlan,thefourthprojecttoensuresustainabilityaimstodevelopaquaculturesignificantly
andmakeitadrivingeconomicsegmentforgrowth.InMorocco,aquaculturehashighpotentialandwill
aimtoachieveaturnoverofmorethanMAD2billionby2020.
Aquacultureiscurrentlyunderdeveloped,withsometenunitsproducingbetween1,000and1,500tonsa
year(lessthan0.1%ofallfisheryproduction),dividedintofish(88%)andshellfish(12%).Thesegmenthas
tocontendwithawholerangeofissues,suchasthescarcityandprohibitivepricesofusableareas,thelack
oflegalprovisions,anditsheavydependenceontheinternationalmarket.Suchadependenceresultsfrom
supportpoliciesadoptedbysomecountries,andthecustomsbarriersputupbyimportingcountries,which
significantly undermine fair competition. Besides these constraints, aquaculture is known as a capital
intensiveventurethatrequiressignificantinvestmentandworkingcapital.
Nevertheless,aquaculturecancapitalizeonthesameopportunitiesasseafishing,especiallywithregardto
the proximity of importing markets, new prospects offered by economic openness, as well as to the
increaseindemandforfisheryproducts,domesticallyandinternationally.
Inadditiontothesegeneralopportunities,Moroccoisendowedwithconsiderablepotentialwhenitcomes
tositessuitableforaquaculture(lagunas,bays,highseaoroffshore,coastallowlandareas).Manypotential
sitesarestillunderexploited,especiallyalongtheMediterraneancoast.
Besidesnaturalassets,aquacultureinMoroccocancountonlargenumbersofworkerswithfishingskills.
Forinstance,inareaswherefishingistoointensive,fishermencouldberedeployedtodevelopaquaculture
intheseareas.
41
2012
According to international benchmarks3, and based on the experience of countries well advanced in
aquaculture, the development of aquaculture in Morocco can only be achieved through the
implementation of coherent strategies with specific objectives, sufficient financial means, and an
appropriatelegalandregulatoryframework.
Thestudyofinternationalbenchmarksshowsthatcountrieswithstrongperformancesinaquaculturehave
implementedcoherentstrategieswithspecificobjectives,andprovidedthesectorwitheffectivemeansas
wellasthenecessarylegalandregulatoryframework.Themainlessonstobedrawnfromtheanalysisof
experiencesworldwidecanbesummarizedasfollows:
1. Coherentpoliciesforthesectorsdevelopment
In most of the cases studied, national governments, in consultation with fishing industry professionals,
have adopted coherent policies for the development of aquaculture. These policies often set production
targetfiguresoverthemediumorlongterm,andproposeactionplanswiththemeanstoimplementthem
andachieveobjectivesset.
2. Legalprovisionsspecifictoaquaculture
Countries that have significantly developed aquaculture, such as Spain and Chile, have legal provisions
specifictothesector.Theseprovisionsensurethecoherenceofthedifferentfacetsofaquaculturepolicy
(resources, markets, structure, research, training, employment, social relations ...), as well as the
coordinationbetweenthesectorsdifferentactorsandgreaterinvolvementinresearch.
3. Integrationofaquaculturetorelatedsectorssuchasseafishing
Severalcountriesseeintegrationasaprocesscontributingtothedevelopmentofaquaculture.Itisthecase
withEUcountriesthatencouragetheredeploymentofseafishingworkersinaquacultureinareasaffected
bysignificantdropsincatches.
4. Financialassistancetobusinesses
Mostcountriesprovidedirectfinancialassistancetodevelopbusinesses,inviewofexpandingproduction
capacityand/orenhancingthecompetitivenessofexistingproductionunits.Spainalsoprovidesassistance
onriskmanagementtoaquaculturebusinesses.Thus,producersofseabream,seabass,turbot,mussels,
and trout in seawater, have access to fish harvest insurance schemes covering different risks (marine
predators, diseases, variations in temperature,bad weather conditions, accidents, changes in salinity, oil
slicks, chemical and biological pollution). These schemes are provided by the Spanish insurance group,
Agroseguro,whichreceivessubsidiesfromtheSpanishgovernmentandautonomouscommunities.
5. Supportingscientificresearchandtechnologytransfers
All the countries studied allocate important resources to research and development. They allhave some
typeofnationalinstituteforresearchanddevelopment inaquaculture. Mostofthemallocateresources
3
Comparison between neighboring Mediterranean countries (France, Spain, Egypt), Asia (Vietnam), and
South America (Chile), presented in a study published by the Department of Studies and Financial Forecasts
in 2008 on the analysis of the sector of sea fishing and aquaculture in the new context.
42
2012
fortechnologytransfers,giventhatitisessentialtotheinnovationprocessthatleadstotheadaptationand
useofnewtechnologyandotherresearchanddevelopmentfindings.
6. Bettersanitarycontroltoensurequalityofaquacultureproducts
The health and safety of aquaculture products is one of the major and primary concerns of government
interventioninthedifferentcountriesstudied.Mostofthesecountrieshavesetupnationalprogramsfor
the health of aquatic animals, to support an integrated approach to such an important aspect of
aquaculture,providenecessarysanitaryservicestotheindustry,aswellastakecontrolmeasuresandput
inplacequickresponsemeasuresincaseofanyepidemicemergency.
Inmostofthesecountries,normsandstandardsarebeingreinforced,whichisanaddedsellingpointfor
the exports of the countries in question, but a supplementary hurdle for fish products imports to these
countries.
7. Sustainabledevelopmentforthesector
Allthecountriesstudiedsupportthesustainabledevelopmentofthesector.However,thetypeofsupport
provided varies from one country to another and involves a series of advantages and socioeconomic
benefits. These benefits include, amongst other things, the fact that aquaculture is a reliable source of
food, that it creates jobs and wealth, that it attracts foreign currency, that it contributes significantly to
regionaldevelopment,andthatitcontributestotheuseoflandandcoastalareas.
43
2012
Conclusionandrecommendations
The analysis of the recent performance of Moroccan fishery products exports shows that they fare
differently,dependingonspeciesandmarkets.
The breakdown of Moroccan fishery products exports basically shows the preeminence of four main
products that account for 80% of all the sectors exports, and that include frozen cephalopods (27%),
canned pelagics comprising mainly sardines (37%), fresh white fish (8%), and frozen crustaceans, mainly
peeled prawns (6%). These exports are generally headed for EU countries and some African and Asian
countries,withmarketsharesthatdifferaccordingtothemarketandtheproducttype.
IntheEuropeanUnion,whichreceivesnearly70%ofMoroccanfisheryproductsexports,Spainremainsthe
mostimportantoutletwith46%oftheoverallvalueofthesectorsexports.ExportstotheEUcomprisethe
fourmainproductsexported,withfrozen cephalopodsandcannedpelagicsenjoying anupwardtrendin
recentyears.
In terms of positioning on the EU market, Morocco is the leading exporter of canned sardines, and is
considered as one of the main suppliers of frozen octopus to Spain. For fresh fish, and despite a strong
potential for production, Morocco does not fare so well on the EU market, with a mere 14% in market
share. Nevertheless, in view of the drop in the market shares of its main competitors, especially with
Frances declining resources, good opportunities to conquer new market shares are emerging. It is
important to note that tariff conditions Moroccan products are subjected to on most EU markets have
improved,followingtheMoroccoEUassociationagreementwhichcameintoforcein2000,andthe2012
MoroccoEU trade agreement. These agreements notably pertain to the exemption from customs duties
forfarmingandfisheryproducts,whichwillgiveMoroccanproductsprivilegedaccesstoabuoyantmarket,
providedthatqualitynormsandstandardsaremet.
AsiaisahighpotentialmarketforMoroccanproducts,butfisheryproductsexportsarelimitedtofrozen
octopus and mainly headed for Japan, which receives 5% of all Moroccan fishery products exports and
remains a major importer of crustaceans, molluscs, and shellfish. Moreover, Moroccos position on the
octopusmarketmaybeunderminedbyitsmaincompetitors,ChinaandMauritania,whichhaveincreased
their market shares since 2004. The Asian market could serve as a hub to reexport products to other
countriesintheregion,suchasThailand,Malaysia,andSouthKorea,thelargestimporterofoctopussince
2010. In order to better market Moroccan products across SouthEast Asia, measures regarding the
simplificationofprocedures,therevisionoftariffsagreements,andtheupgradingofcanningunits,must
betaken.
As for Africa, Moroccan fishery products do not fare too well with less than 11% of the overall value of
fisheryproductsexports,despitethecontinentsstrongdemandfortheseproducts.Potentialforgrowthis
high, especially for canned and semicured products. Moreover, if logistical obstacles, notably regarding
transport,aretosomeextentovercome,tradewiththeAfricanmarketcanpickupandreachthelevelof
tradewiththeEU.
44
2012
Outsidethesetraditionalmarkets,Russiastillremainsthelargestimporterofsardines,theMoroccancore
product.Moroccoisthelargestsardineproducerintheworld,butithasnotmadeanyimpactonamarket
with imports worth $ 40.5 million in 2010 and mainly coming from Ukraine (50%). Ironically, Moroccan
exportsdoreachsmallmarketsintheEastEuropeanregion,suchasHungary,acountrywhoseimportsof
sardinesdonotexceed$4million.However,Moroccanexportsofcannedmackereltotheregionarenon
existent. More recently, South African imports of canned sardines have soared, and South Africa was
rankedlargestimporterin2009andsecondlargestimporterin2010.
Today,theUnitedStatesisthelargestimporteroffishandfisheryproducts.TheAmericanmarketshould
offeropportunitiestoMoroccanexporters,giventheadvantagesandpossibilitiesentailedinthefreetrade
agreementbetweenMoroccoandtheUS.Thepromotionofexportstosuchalargeandbuoyantmarket
will no doubt require efficient cost control and good management of transport times, which obviously
dependonthedevelopmentofspecificlogisticalservicesforfisheryproductsexports.
Generally, Morocco should adopt international benchmarks regarding strategies pursued by our main
competitors, and draw inspiration from the experiences of other countries to come up with measures,
especiallyintermsoforganizationandtrade,toboostthesectorsexports.
Onthebasisoftheanalysisproposedinthisstudy,andwiththeaimofachievingabetterpositioning
for Moroccan fishery products on the international market, several avenues can be explored to make
progress:
1. Technologicalinnovation
Withregardtoproductinnovation,products adaptedtothe requirementsofclientsand tothedifferent
uses of products must be developed. To this end, the following pathways to development could be
explored:
- optimizethemarketingofpelagics,andusethevaststocksavailabletoincreasethepart
whichisprocessedintohighaddedvalueproducts;
- furtherprocessingoffrozenproducts,currentlysoldafterbasicprocessing;
- boostinghighqualityfreshfishexports,inhighdemandontheinternationalmarket,by
increasing the production of high quality fish and widening the range of species
produced;
- developing innovative products, especially readymade dishes and marinades, to
respondtonewconsumptiontrends,targetnewmarkets,andcreatemoreaddedvalue;
- complyingwith clients sanitary and quality norms, and developingMoroccan labels to
improvemarketability.
2. Prospectingnewmarkets
Giventhe costsandlogisticsofprospectingnewmarkets,notablyforsmallandmediumsizebusinesses,
businessesinsearchofnewmarketscanbegivensupportthroughtheeffectiveuseofsupportmeasures
forming part of the strategy for export (information, export fairs, marketing and communication
campaigns,creationofaplatformforexports...).
45
2012
3. Organizingexportactivities
BoostingMoroccanexportsrequiresaplatformforfisheryproductsexportssetuptofacilitateMoroccan
businesses access to growing export markets. The platform can essentially pool Moroccan fishery
production,identifydemandonexportmarkets,establishcontactswithimporters,investors,government
servicesandforeignbusinesses,aswellasimprovethevisibilityofMoroccanbusinessesabroad.
4. Developinglogistics
Toenhancethecompetitivenessofnationalfisheryproducts,notablyontheAfrican,MiddleEastern,and
US markets,itisimperativetooptimizeaccesscostsandimprove connectivity betweenour country and
these destinations. The implementation of the national logistics strategy must be speeded up, and the
improvement in infrastructure and outreach, especially toward the African market, must be further
consolidated.Effectively,thisstrategyaimstosetup3agroprocessingandmarketingplatforms,inAgadir
(55haby2015),Laayoune(5haby2015),andDakhla(15haby2015).
Thestrategywillsignificantlyboostfisheryproductsexportsbycuttinglogisticalcosts,thankstooptimized,
secure,andstandardizedmanagementoftheflowofgoods.
Withregardtomaritimetransport(95%offoreigntrade),Moroccomustmodernizeandupgradeitsfleet
toenhanceitscompetitivenessinthefield,andreduceitsdependenceonthefluctuationsincargocosts
worldwide.Itshouldalsoimproverepairandmaintenanceservices,inkeepingwithinternationalnorms.
Furthermore,Moroccoshould,inconcertwithitsAfricanpartners,bothbilaterallyandmultilaterally,aim
to upgrade different modes of transport available. In this regard, constraints relating to cumbersome
regulations and administrative procedures generate additional transport costs in Africa, and must,
therefore,belifted.
5. Developingaquaculturetosustainfisheryproduction
The development of aquaculture can help sustain fishery production and relievepressure on fish stocks.
Thefollowingmeasurescouldbetaken:
- designingacoherentandconsensualpolicyforthesector,withsetobjectivesandthespecific
meanstoimplementit;
- designing an adequate legal and regulatory framework which reflects the constraints and the
potentialofthesector;
- developingacomprehensivesystem(norms,control,institutions...)toguaranteethesafetyand
healthofaquacultureproducts;
- Designingacommunicationstrategytopromotetheimageofthesectoranditsproductsinthe
eyesofconsumers,andforpublicopinionatlarge.
- Taking action inspired by, and in keeping with, the more general approach to sustainable
development.
2012
Referencesbibliography
46
Agritrade.Novembre2009.Pche:accsaumarch:aspectstarifairesetnontarifaires.
Actesdusymposiuminternational,Dakar(Sngal).2428juin2002.Unquartdesicledegestion
despcheriesdecphalopodesenAfriquedelOuest:Enseignements&propositions.
Commission Europenne, Direction Gnrales des Affaires Maritimes et de la Pche. 2009.
Analyse de lapprovisionnement et de la commercialisation des produits de la pche et de
laquaculturedanslUnionEuropenne.
FAO.2010.Situationmondialedespchesetdelaquaculture.
FAO.2009.AnnuaireStatistiquedespchesetdelaquaculture.
FAO.2009.Regardsurlapcheetlaquaculture:casduNigria.
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2012
47
Annexes
Appendix 1: The methodology for decomposing in terms of structure and performance
To identify the origin of the growth gap of fisheries total exports from one period to another, these
differences are decomposed into the structure and the performance of the product. To do this, we proceeded
first to the decomposition of these exports into the main exported products namely:
Canned Sardine,
Semi cured mackerel,
Frozen,
Meal and fish oil,
Fresh or live,
Others.
We define the year-on-year growth rate of exports of fisheries in value between the timing t and t-1, Xt,
as follows:
Xt = t 1, j xt , j , where t 1, j is the weight of product j in overall exports at the timing t-1 and xt , j the growth
j
rate of exports of product j between the timing t and t-1 (yoy in value).
We then try to identify where does the difference in growth of total exports from one period to another
originate in the following way:
Xt - Xt-1 =
t 1, j t , j
t 2 , j t 1, j
This variance can be written as:
X t X t 1
Total variance
( xt 1, j + xt , j )
2
( t 1, j t 2, j )
Sectoral structure effect
( t 1, j + t 2, j )
2
( xt , j xt 1, j )
Sectoral performance effect
This decomposition designates two terms: The product structure effect and the performance effect.

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MoroccanFisheryProductsExportsontheWorldMarket

20032002 20042003 20052004 20062005 20072006 20082007 20092008 20102009

20042003 20052004 20062005 20072006 20082007 20092008 20102009 20112010

As tofrozen crustaceans, thegrowing market valueofexports since2004 is essentially attributed to the

Cons et semicons de plagique

Cons et semicons de plagique

33441 29987 20745

Cons et semi-cons de plagique

Cons et semi-cons de plagique

Parts dans les exportations totales de conserves de sardines

Ranking of the ten largest importers in 2010

Trends in demand within importing countries

South Africa is, since 2008,

Sri Lanka and the United States

Overthe lasttenyears, economicgrowthintheUnitedStates hasboostedtheconsumption of,and the

Millenium Challenge Account.

This variance can be written as:

Sectoral structure effect

Sectoral performance effect

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