Morocco

Since the onset of the pandemic, there has been a bifurcation in the performance of soft drinks. On the one hand, COVID-19 has served to boost demand for bottled water, with bulk bottled water particularly popular. On the other, it has served to…

RTD tea has been widely available in Morocco for less than a decade, and off-trade volume sales remain limited. Having exhibited double-digit annual growth during the review period prior to the onset of the pandemic, off-trade volume sales of RTD tea…

Off-trade volume sales of juice continued to decline during 2021. Indeed, they fell at a slightly faster rate than in the previous year. Moreover, 2021 was the eighth successive year of declining off-trade volume sales of juice. Sales of juice in…

Demand for energy drinks remains very limited in Morocco, with the on-trade accounting for the bulk of total volume sales. During 2020, on-trade demand for energy drinks declined due to the closure on on-trade venues for an extended period during the…

Off-trade volume sale of concentrates declined for the second successive year during 2021. Demand for concentrates is relatively limited in Morocco, but off-volume sales had exhibited marginal growth during the review period prior to the pandemic, as…

Off-trade volume sales of carbonates continued to decline in 2021, with increased local consumer interest in health and wellness the main driver of this. Moroccans are paying increased attention to their sugar intake, with the pandemic playing a role…

Having surged by more than a fifth during 2020, off-trade volume sales of bottled water evinced a marginal decline during 2021. However, bulk off-trade volume sales of water continued to grow at a double-digit rate during the year.

The Casablanca in Morocco report provides comprehensive city level information benchmarked against other cities in the country and region. The report includes historic data and forecasts on city population, consumer expenditure, digital penetration,…

The COVID-19 pandemic hit Morocco at a time when the popularity of store cards was already in decline. Among the main reasons for this is that many local consumers struggle to see the advantages that these cards offer or, alternatively, they…

There are no open-loop pre-paid cards in Morocco, and the number of closed-loop pre-paid cards (and the value of transactions made using them) was in decline even before the onset of the pandemic. The increased use of debit cards was the main driver…

Largely due to disruption arising from the pandemic, particularly the economic shock that it engendered, the rate of growth in the number of financial cards in circulation slowed significantly during 2020, and it recovered only partially in 2021. The…

During the early stages of the pandemic in 2020, the government warned Moroccans of the health risks associated with handling notes and coins. Paying in cash was discouraged due to the risk of contagion. While cash has long been the leading form of…

Although credit cards offer such benefits as deferred payments, most Moroccans do not feel comfortable using them. This is largely due to their relatively high interest rates, which make them fearful of falling into debt. The fees charged by credit…

Charge cards are still used in Morocco, mainly by people who are interested in performing cross-border online transactions, such as booking flights and hotel rooms in other countries. For most local consumers, the main benefits of charge cards are…

The rate of growth in retail current value sales of sweet spreads was not significantly affected by the pandemic. The unit prices of sweet spreads is moderate to low, so they are affordable to most local consumers. Moroccans are big consumers of…

Packaged soup is still in the development stage in Morocco and is set to record only moderate current retail value and volume growth from a low base in 2020. Shelf stable soup and dehydrated soup remained the only types of soup with a visible…

Growth in retail current value sales of sauces, dressings and condiments remained strong during 2021. Even foodservice volume sales continued to increase during both 2020 and 2021 in spite of COVID-19 restrictions, as home delivery grew popularity.…

The rate of growth in retail current value sales of ready meals slowed slighted but remained moderate during 2021. Due in large part to the economic shock of the pandemic, which made many local consumers more price conscious, the unit price of ready…

Both retail volume and current value sales of edible oils continued to expand at a moderate pace during 2021. There was a degree of stockpiling during the second quarter of 2020 due to COVID-19, but this was balanced by a decline in demand later in…

The rate of growth in retail current value sales of cooking ingredients and meals have not been significantly affected by the pandemic. Edible oils, which account for the bulk of retail value sales in cooking ingredients and meals, are a kitchen…