Morocco

Having surged by more than a quarter during 2020, the rate of growth in retail constant value sales (2021 prices) of depilatories slowed significantly in 2021. Unlike most product areas within beauty and personal care, depilatories were not…

Having declined sharply during 2020, retail constant value sales (2021 prices) of deodorants saw no more than a modest rebound during 2021, in spite of the easing of COVID-19 restrictions. During 2020, the fact that local consumers were spending more…

In 2021, current value sales of womenswear began to recover. As the COVID-19 vaccination programme was rolled out in Morocco, social conditions gradually returned to normal, with consumers resuming busy lifestyles and shopping habits. As consumers…

Sales of microwaves dropped sharply in retail volume terms in 2020 as many people shifted away from purchasing non-essential items. Added to this, many companies experienced logistical challenges in 2020, especially during the lockdown, with this…

Dishwashers was one of the few major appliances that was seeing strong growth prior to the outbreak of the COVID-19 pandemic. The reason for this was that more women were joining the workforce in Morocco and so had less time to do household chores by…

Home insecticides was unaffected by the pandemic and instead is dependent on the size of the insect population form year to year. In 2021 current value growth was lower than in 2020 when significant price rises led to a significant increase in value…

Having exhibited a double-digit rate of decline in 2020, vending retail current value sales continued to fall in 2021 – albeit at a much more modest rate than in the previous year. Lockdown measures undermined demand by leading to the closure of such…

Having declined significantly during 2020, retailing current value sales recovered only marginally in 2021. 2020 saw a sharp divergence in performance between grocery retailers and non-grocery specialists on the one hand and store-based retailing and…

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…

In 2021, childrenswear returned to volume and current value growth. However, this growth came at only a slow pace. Schools throughout the country reopened in 2021, thanks to which more households needed to purchase new clothes for their children.…

In 2020, surface care registered a double-digit increase in value sales, as people cleaned extensively in order to remove any trace of COVID-19. However, part of this value growth was due to price rises and volume growth was not as high. In 2021,…

At the beginning of 2021 there was a supply surplus of many varieties of nuts in Morocco which led to a drop of 10-20% in the prices of some products. Due to the COVID-19 crisis there has been a drop in consumption both internationally and…

The rise in imports of fruits by Moroccan companies has contributed to the increase in the supply of fruits in grocery retailers and in the Moroccan market in general. There were concerns that the COVID-19 pandemic would interrupt the supply of…

The adoption rate of cats is decreasing in Morocco in 2022 compared to 2020/2021. Therefore, the sales performance of cat foods is slowing down in turn.

During 2020, demand for sun care was particularly badly affected by pandemic restrictions, with retail constant value sales (2021 prices) plunging by a third. Plummeting demand for tourism (both domestic and international) also played a role in this,…

Dishwashing benefitted from the 2020 lockdowns, with healthy value and volume growth, as with people spending more time at home, they needed to wash more dishes. In 2021, with society opening up, volume growth was lower though still healthy. Hand…

Dog food continues to register moderate growth in Morocco, supported by a highly diversified range of products which suit all dog owners’ budgets. Brands from global players dominate the shelves of modern retailers and pet stores, such as Pedigree…

The rate of growth in retail constant value sales of skin care continued to slow during 2021. Since the onset of the pandemic, more time spent at home has led some consumers to abandon their daily skin care routines. However, more frequent hand…

Sanitary protection continued to show significant growth in the Moroccan market in 2021. The rise in sales was driven by changes in perception and awareness, along with the expanding geographic coverage of sanitary protection products. Moreover, the…

Footwear returned to volume and current value growth in 2021, in line with most other apparel categories. The key driver to the growth in demand was the reopening of workplaces and schools, which prompted most Moroccans to switch back from home-based…