Morocco

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…

The heightened consumption of nuts in Morocco during 2022 and 2023 was significantly influenced by major sporting events like the World Cup, becoming popular snacks, particularly salted almonds and peanuts, consumed both at home and in various…

Overall fruit volume sales experienced a decline due to adverse weather conditions, resulting in low harvest yields and increased unit prices across various fruit categories. The increased prices prompted many Moroccans to opt for lower-priced fruits…

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…

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…

Across meat and seafood, there is a noticeable shift in consumer preferences. Factors such as rising prices, economic constraints, and health awareness have prompted consumers to reconsider their protein sources. In meats, red meat consumption…

The national economy experienced a significant slowdown in its growth throughout 2022 and 2023, largely due to a combination of drought and inflation. This economic deceleration resulted in a decrease in domestic demand, primarily influenced by the…

The dominant surge in 2023 egg sales came from free-range eggs, driven by their perceived health benefits over regular options. Moroccan consumers, seeking both affordability and health benefits, gravitated towards organic eggs, priced at a mere…

In 2023, menstrual care in Morocco continued to show double-digit retail value growth, with positive retail volume sales. Ongoing growth was driven by changes in perception and growing awareness of menstrual care, alongside the expanding coverage of…

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,…

Moroccan households continued to grapple with economic constraints in 2023, driving heightened price sensitivity and bolstering demand for discounters. With inflation reaching a decade high in the previous year, consumers increasingly sought…

Potatoes continue to hold a dominant position, accounting for almost all starchy root consumption in Morocco. Integral to Moroccan cuisine for an extensive period, potatoes feature prominently in various dishes such as Niçoise salad, tajines, and as…

Consumer appliances in Morocco has demonstrated mixed performance amidst rising inflation and supply chain disruptions in 2023. Despite a dip in demand during 2021 and early 2022, certain categories have regained their pre-pandemic sales levels.…

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

Despite signs of economic recovery, vending in Morocco continues to grapple with the lingering effects of the pandemic. As a relatively marginal channel with low retail current value sales, vending faces inherent challenges exacerbated by shifting…

The Moroccan retail landscape is gradually modernising across all channels. Traditionally dominated by conventional channels, there has been a timid entry into digital sales. However, with increasing competition and the impact of the COVID-19…

Retail volume sales have gained pace in 2023 amid rising interest in home cooking and the ongoing trend towards discounting activity and promotion. As with other consumer appliances, the adverse economic climate in 2023 and related inflation means…

The post-pandemic recovery in the sales of dishwashers continued in 2023, with volume growth gaining momentum. With the return to workplaces and busy lifestyles, people have less time for household chores such as dishwashing. Dishwashers are mostly…

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…

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…