Competitive Landscape
North Africa Tobacco Co Gains Ground as Société Marocaines Des Tabacs Faces Reseller Competition
Cigarettes remains highly concentrated, with Société Marocaines des Tabacs holding a significant lead in 2025 at 62% share by retail volume, followed by North Africa Tobacco Co at 23%, and Emirati-Moroccan co for industry and distribution EMID at 11%. Over the period from 2020 to 2025, the industry has seen a moderate decline in concentration as Société Marocaines des Tabacs’ share decreased from 64% in 2020 to 62% in 2025, while North Africa Tobacco Co expanded from 19% to 23%.
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Overview:
Understand the latest market trends and future growth opportunities for the Cigarettes industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Cigarettes industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Cigarettes in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Cigarettes in Morocco?
- Which are the leading brands in Cigarettes in Morocco?
- How are products distributed in Cigarettes in Morocco?
- Which category is the most heavily taxed in Morocco?
- How is the operating environment for Cigarettes changing?
- What are the current legislative restrictions applicable to the sale of Cigarettes products in Morocco?
- How has COVID-19 impacted demand?
- How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
- Where is future growth expected to be most dynamic?
Cigarettes in Morocco - Category analysis
Key Data Insights
Cigarettes Summary
Winston Red Attracts Price-Conscious Smokers as Premium Sales Falter
Reduced Smoking Frequency and Downtrading Reshape Consumption Habits
Economic and Regulatory Pressures Influence Cigarette Consumption Patterns
Illicit and Heated Tobacco Options Anticipated to Redirect Smokers From Retail Sales
Tax Hikes and Shrinking Budgets Epected to Accelerate Migration to Illicit Products
North Africa Tobacco Co Gains Ground as Société Marocaines Des Tabacs Faces Reseller Competition
Tobacconists Maintain Dominance as Small Local Grocers Expand Cigarette Sales
E-Commerce Struggles as Proximity and Credit Drive Offline Loyalty
Taxation Rates
Average Cigarette Pack Price Breakdown
Strategic Portfolio Realignment and Channel Flexibility Drive Modern Market Innovation
Commercial Restructuring and Micro-Purchasing Formats Emerge as Key Examples of Recent Innovation
Shifting Brand Shares and Alternative Nicotine Threats Redefine the Business Impact of Product Developments
Nicotine in Morocco - Industry Overview
2025 Developments
Key Data Insights
Tax Hikes and Falling Income Prompt Smokers to Cut Daily Usage
Cigarette Volumes Shrink as Younger Adults of Legal Smoking Age Shift to Shisha and Vapour Devices
Regulatory Changes Drive Shifts in Nicotine Consumption Patterns
Smokers Anticipated to Switch to Cheaper and Illicit Options as Price Hikes Persist
Heated Tobacco and E-Vapour Products Set to Outpace Traditional Formats as Consumers Seek Novelty
Société Marocaines Des Tabacs Secures Loyalty with Retailer Incentives
Small Local Grocers Gain Share by Adapting to Consumer Needs
Glovo Drives E-Commerce Expansion by Offering Home Delivery and Price Promotions
Manufacturers Shift Investment From Legacy Formats to High-Capacity Devices
Experiential Innovation Premiumises On-Trade Tobacco
Manufacturers Undergo Portfolio Rationalisation Amidst the Rise of Alternative Nicotine Delivery
Legislation
Legislative Overview
Minimum Legal Smoking Age
Smoking Prevalence
Tar Levels
Health Warnings
Plain Packaging
Advertising and Sponsorship
Point-Of-Sale Display Bans
Smoking in Public Places
Low Ignition Propensity (Lip) Cigarette Regulation
Flavoured Tobacco Product Ban
Reduced Harm
Vapour Products
Production/Imports/Exports
Country Reports Disclaimer
The following categories and subcategories are included:
Cigarettes
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- Fine Cut Cigarettes
Cigarettes
RETAIL SALES OF DUTY PAID CIGARETTES The definition of cigarettes for the purposes of this study is duty-paid, machine manufactured white-stick products. This does not exclude brands of cigarettes that do not use white paper but it is designed to exclude the volume of non-machine manufactured products such as bidis/beedis (India) and papirosy (Russia), and other smoking products made with tobacco but that either do not resemble cigarettes as recognised in the US or Europe, or those that are not machine manufactured. The exclusion of these products is intended to give a more accurate picture of the "true" market for cigarettes and cigars which has been distorted in official statistics and published reports because of the inclusion of hybrid products. NB Please note that due to its central importance and integration into the industry mainstream, Indonesia’s market data does include hand-rolled kreteks DUTY-FREE sales are excluded from retail sales, as are herbal cigarettes. ILLICIT TRADE CIGARETTES Not included in retail sales, but split out separately in volume terms only. Defined as non-duty paid cigarettes (includes smuggled & counterfeit/fake products combined). Legitimate cross-border sales are considered duty-paid. Sales arising from a foreign national purchasing cheaper cigarettes in bulk in a neighbouring country for personal use and exported back are attributed to the country where the purchase is made (e.g. bulk cigarette sales by British nationals in France are attributed to France).
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Cigarettes research and analysis database.
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