Morocco

Tobacco in 2023 in Morocco was impacted by the country’s economic strife and drought, with local tobacco production declining deeply. The war in Ukraine continued to fuel prices rises in energy and raw materials, and Morocco saw high inflation during…

Smokeless tobacco, e-vapour products and heated tobacco saw sales rise in both volume and current value terms in Morocco in 2023. In January 2024, the government Increased the custom duty applicable to disposable vapes from 2.5% to 40%. Effects of…

Sales of cigars, cigarillos and smoking tobacco in Morocco continued rising in 2023, following 2022’s rebound prompted by the reopening of cafés and bars, and the surge in tourism. These products are mainly consumed in on-trade outlets, which account…

The post-pandemic rise in cigarette volume sales in Morocco ended in 2022, with the negative trend persisting throughout 2023 and only marginally positive growth see in 2024. The commission for the approval of the price of tobacco products in Morocco…

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

In 2023, Morocco’s economy showed a degree of resilience, with GDP growth of 2.4%, surpassing the regional average, driven by private spending, a recovery in the tourism sector and a slight increase in exports. However, slow public consumption and…

In 2024, slow growth in pet products is partly attributed to the weak economy and declining disposable incomes in Morocco. In addition to this, brands and product availability remains limited. At the same time, other pet product goods are highly…

Pet care in Morocco is showcasing a modest performance in 2024, as challenging economic conditions and declining disposable incomes impact purchasing habits and pet ownership. After a strong recovery in economic activity in 2021, the performance of…

The economic recession and declining disposable incomes in 2024 significantly impacts other pet food sales in Morocco. This led some pet owners to abandon their pets while being discouraged from investing in pets such as birds, fish and other…

In 2024, dog food in Morocco is recording positive retail value growth. However, the difficult economic situation discourages households from adopting pets, especially in urban areas. Dog ownership is mainly concentrated in rural areas where…

In 2024, cat food in Morocco is recording positive retail value sales. Despite the difficult economic conditions and reduced disposable income, cat ownership in Morocco did not decline. Unlike dogs, cats are considered more desirable pets, acceptable…

Population growth between 2021-2040 results from positive natural change as net migration remains negative. Rising living standards and healthcare improvements will increase life expectancy, while significant growth in the 65+ population will…

Toilet care in Morocco saw healthy growth in current value terms in 2023, continuing the trend of the previous year. Sales remained dominated by toilet liquids/foams, thanks to their significantly cheaper prices compared to in-cistern devices. In…

Surface care in Morocco sales achieved buoyant growth in current value terms in 2023.. However, this was partly due to an increase in unit prices, thanks to increases in energy, raw material and transport costs. The category is dominated by…

Polishes in Morocco posted positive growth in current value terms in 2023, albeit from a lower base. Such products still have a niche status in the country and are largely considered to be expensive and unnecessary. As such, they tended to be…

Laundry care in Morocco saw healthy growth in current value terms in 2023, continuing the trend of the previous year. However, this was partly due to inflationary pressures, as manufacturers, squeezed by rising energy and other input costs, opted to…

Home insecticides in Morocco continued to perform well in 2023, with healthy growth in current value terms.

Homecare in Morocco saw a positive performance in current value terms in 2023, continuing the trend of the previous year. However, this was mainly due to inflationary pressures, rather than any significant upturn in demand. With manufacturers…

Dishwashing in Morocco saw healthy growth in current value terms in 2023. This was partly due to an increase in unit prices, on the back of rising production costs. Nevertheless, these price increases were somewhat counteracted by heavy discounting…

Bleach in Morocco posted relatively modest current value growth in 2023, with sales remaining static in volume terms. This was due to its maturity, combined with a lack of product innovation. The product has an old-fashioned image in the country,…