Beer continued to perform poorly in 2016, with total volume sales declining by 7%. This was partly due to the growing influence on consumer behaviour of government campaigns warning of the negative health effects of drinking alcohol. Price increases ...

Total cider/perry volume sales remained negligible in Morocco at the end of the review period. This was due to low consumer awareness and weak distribution of this product type....

Alcoholic drinks in Morocco posted declines in total volume sales throughout the review period. The pace of decline in total volume sales increased from 2013, after a significant tax hike led alcoholic drinks importers to raise their prices in order ...

The niche status and poor performance of RTDs/high-strength premixes in 2016 were partly the result of low awareness of this product type among Moroccan consumers. At the same time, the category’s development continued to be hampered by the limited ...

Political and economic stability helped to bolster on-trade spirits consumption in Morocco in 2016. These conditions made consumers more inclined to go out to on-trade establishments instead of drinking at home, while also encouraging the opening of ...

Total wine volume sales grew by 1% in 2016. While this was slightly slower than the corresponding CAGR for the entire review period, growth in inbound tourism in Morocco helped to ensure that the category continued to develop positively overall....

BFY reduced sugar soft drinks recorded 2% growth in 2016 and remained the largest category in BFY beverages in Morocco accounting for an 86% value share. With increased awareness about healthier living, more consumers are beginning to look for ...

Morocco has been posting alarming data about obesity, with 14% of Moroccan children considered obese. This rate is likely to increase over time. It also stated that obesity-related costs have reached MAD24 billion, or around 3% of GDP. In addition, ...

In 2016, fortified/functional (FF) beverages achieved current value growth of 19%. Growth was stimulated by rising health and wellness concerns amongst consumers. Sales were also boosted by the growing rate of urbanisation in the country, as the main...

Health awareness among Moroccans continued to grow; therefore, fortified/functional packaged food was highly linked to the nutritive content of products. For example, adults looked for supplements to balance their metabolism, especially women ...

Free from remained a niche in Morocco in 2016. Nonetheless, consumer awareness of food intolerance and allergies is spreading fast and interested organisations and associations are supporting consumers strongly by holding workshops and open days to ...

NH bottled water accounted for a 50% share of the category’s overall value sales in 2016. However, value sales growth dropped to 1% in 2016, down considerably on the 13% CAGR seen over the review period. NH still natural mineral water actually ...

NH packaged food in Morocco recorded a 9% increase in current value sales in 2016. This strong growth was mainly due to the rising number of new products launched in the market and higher awareness of the benefits of health and wellness consumption. ...

Organic beverages remained insignificant throughout the review period with consumers put off by their high prices. However, as these products are not well distributed in the country, they lack consumer awareness which further stilted their progress....

Organic packaged food saw a 9% rise in retail current value sales in 2016. While this strong increase was derived from a small sales base, there was growing concern about fresh food in Morocco, which boosted the demand for natural and organic ...

Moroccan consumers continued to focus on ways to achieve a healthier lifestyle in 2016. Much of this was stimulated by changing lifestyles and spending habits as well as rapid urbanisation and health and wellness concerns. Their changing focus ...

The growing purchasing power of Moroccan consumers is driving sales in baby and child-specific products. Nowadays, many parents buy such products for their babies and young children in order to make sure that they are safe and healthy. The growing ...

Bath and shower recorded current value growth of 8% in 2016, which was slower than the 9% current value growth recorded in the category during 2015. Bath and shower categories in Morocco can be divided into two distinct groups. The first group is ...

Deodorant sprays remained the most popular deodorants category in Morocco in 2016 and this is mainly because deodorant sprays are the most convenient deodorants as well as being particularly easy to use. Many brands present in the category offer very...

Depilatories in Morocco continued to record strong sales growth in 2016. Sales in the category are driven mainly by purchases among women and female consumers are the main target group for the advertising of beauty and personal care products in ...