Unlocking the Potential of Innovative Camel Dairy Products in Morocco: Consumption, Perception and Preferences Regarding Conventional Dairy Products and Camel Milk

Demand for camel milk products is growing in Morocco and worldwide, creating opportunities to strengthen the livelihoods of populations living in arid regions through the development of camel-based dairy value chains. In addition to their economic potential, such value chains may contribute to sustainability by supporting food systems adapted to arid environments, promoting the use of locally resilient livestock species, and enhancing the socio-economic viability of vulnerable rural communities. This exploratory qualitative study investigates urban consumer behavior related to dairy consumption with a specific focus on the potential integration of camel milk products into local dietary habits. To capture nuanced consumer perspectives, gender-segregated focus-group discussions were conducted in three Moroccan cities using a semi-structured questionnaire on dairy consumption habits. Key factors examined included milk types, product preferences, purchasing locations, consumption frequency and willingness to include camel products in the household diet. The results indicate that camel milk is rarely consumed outside areas where camels are raised. Nevertheless, participants expressed interest in several camel milk-based products, particularly fermented milk and spreadable cheeses. This interest was primarily driven by perceptions of camel milk as a healthy product and by its association with traditional food practices. These findings suggest that expanding camel milk consumption in urban markets could support more sustainable and territorially rooted dairy systems by linking consumer demand with production models suited to dryland conditions. This study indicates promising market opportunities for the development of camel milk products in urban areas, particularly if challenges related to pricing strategies, distribution network, and region-specific supply chains are strategically managed.