Morocco

Decreasing birth rates, largely influenced by post-pandemic economic repercussions, led to a weakened market for baby and toddler wear. The postponement of childbearing due to economic uncertainty, reduced marriages, and increased celibacy, driven by…

A majority of Moroccans have a longstanding breakfast tradition of consuming bread with spreads, olive oil, or cheese. Breakfast cereals remain an unpopular choice in the country due to their higher cost and less satisfying nature compared to…

Driven by population growth and continued urbanisation, the number of debit cards in Morocco continues to soar. Traditionally, local consumers show a strong preference for using debit cards thanks to the safety and reliability of paying with existing…

Morocco is a country heavily reliant on cash, with consumers historically favouring debit cards to any other types of financial cards; standard credit cards continue to suffer from a negative perception among locals for several reasons. The demand…

While Morocco saw dynamic demand for consumer lending immediately post-pandemic as retailers and foodservice outlets reopened their doors to consumers, from September 2022 the market has been impacted by soaring prices impacting purchasing power…

The number of charge cards in circulation in Morocco is rising thanks mainly to population growth, urbanisation and the rising share of the banked population. The convenience of interest-free deferred payments - the core feature of charge cards - is…

In 2023, the Moroccan landscape of parenthood is undergoing a profound transformation driven by a notable decline in birth rates. This trend began before the COVID-19 pandemic and has been accentuated by economic uncertainties stemming from the…

Growth in total dietary supplements current value sales in Morocco in 2023 is expected to surpass that recorded in 2022, as are volume growth rates for most categories. Just as with vitamins, rising health awareness is leading more people to…

Dermatologicals has performed impressively in 2023, with all categories set to record stronger volume growth rates than in 2022. Demand for some product types has picked up as the increased levels of social contact brought about by the easing of the…

Total current value sales growth for consumer health in Morocco in 2023 is expected to be up considerably on 2022. While this is partly due to inflationary pressures fuelled by the global recovery from the pandemic and the fallout of Russia’s…

Analgesics in Morocco has continued to develop positively in 2023, with total current value sales set to grow at a faster rate than in 2022 and most categories expected to post improved results in volume terms. Together with population growth and…

Following free trade agreements signed by Morocco with its economic partners such as the EU, the US and other countries, customs authorities have been applying a gradual reduction on customs duties on beer and wine. Beer customs duties were…

Surface care continues to show promising growth in Morocco with current value sales outperforming retail volume sales due to price rises. On balance, the category is growing at a slower pace compared to the increases recorded in 2022 at the height of…

Sleep aids has shown another solid performance in 2023, with volume and current value growth rates set to surpass those recorded in 2022. Demand been buoyed by the easing of the pandemic, in that Moroccans have become more likely to experience…

In a reversal of the trend witnessed over 2021-2022, all digestive remedies categories in Morocco are set to record improved performances in volume growth terms in 2023. Demand for several product types has increased as lifestyles have become busier…

Hotels in Morocco continued to bounce back in 2023, with the number of room nights edging closer to pre-pandemic levels. The sector suffered during the pandemic, due to mobility restrictions, with resulted in some hotels closing on a temporary basis.…

In spite of economic uncertainty, televisions is expected to register healthy volume growth and current value growth in 2023, as Moroccans look to upgrade their televisions. The average screen size of televisions sold is increasing as household…

Sugar confectionery is sizeable in Morocco and demand is supported largely by individually-sold sweets and lollipops, most often bought by children. In addition, volume sales are aided by local shopkeepers, who often give sweets instead of change to…

Savoury snacks saw a slightly improved performance in volume terms in 2023, with nuts, seeds and trail mixes leading the way, albeit from a fairly low base. While Moroccans are traditionally keen on nuts, they usually buy them in unpackaged,…

Recent years have seen local consumers become increasingly aware of the importance of maintaining a strict daily oral hygiene routine and this is linked to the increased importance of appearance and personal image in Moroccan society. This has led to…