Morocco

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…

The mosquito population has increased dramatically in Morocco over the past five years. Since mosquitoes are one of the major disease-carrying insects, they have received serious attention in recent years, with emphasis on developing measures to…

Hand dishwashing remains the dominant detergent in dishwashing, posting a healthy growth rate both in volume and value terms. Hand dishwashing is extremely popular amongst low and middle-income groups, who are very price sensitive, which is why the…

Bleach remains a staple item in Moroccan households which has been used widely for many generations. Indeed, it is estimated that seven out of ten households use bleach. Globally, COVID-19 spurred a surge in sales of disinfection products and in…

Home care has been heavily influenced by higher prices in 2022, with inflation pushing up the cost of living and forcing shifts in purchasing behaviour towards more affordable products. Supply chain costs have spiralled due to the war in Ukraine with…

Toilet care is a small product area in terms of value sales, but has been facing strong growth following the COVID-19 pandemic. Consumers continue to put a strong focus on maintaining cleanliness in the home, restrooms and other areas even though the…

Polishes has returned to stable retail volume growth in 2022, with the current economic downturn having limited effect since these are products purchased for a specific need. In 2020, polishes registered a slight value and volume decline, as people…

Demand for laundry care has remained steady across the review period and continued to grow during the COVID-19 pandemic. Retail volume sales rose at solid rate in 2022 despite inflationary pressures, which has contributed to the noticeable increase…

In 2022, air care witnessed a period of steady growth with the rate of volume and current value growth rising above 2021 levels. In 2020, with consumers preoccupied with ensuring that their homes were free of COVID-19, there was a lot of frenzied…

Modernisation in Morocco has led to rising demand for more fashionable clothing. A rising number of international brands such as LC Waikiki, Kiabi and Defacto are providing gender-neutral apparel for children of all ages and are introducing global…

Modest growth was recorded in 2020-2021 due to Moroccan purchasing power declining and COVID-19 measurements banning social occasions, parties and religious ceremonies where nuts are traditionally served. With restrictions easing, total volume sales…

Consumption of fruit in Morocco increased in 2022, boosted by increasing awareness surrounding the benefits of a healthy diet. In addition, increased fruit production, especially of oranges and apples, aided sales. In addition, decreasing exports to…

Debit card remains the most widely used financial card in Morocco in 2022. 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…

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…

In 2022, the majority or Moroccans continue to eat a breakfast of spreads, olive oil and cheese, rather than packaged breakfast cereals. Overall, eating cereals for breakfast remains an unpopular choice in the country, as these products are…

Consumer lending in Morocco shows a promising increase in value terms in 2022 compared to 2021. On the other hand, lending rates have been on a downward trend since the review period. Consumer lending in Morocco remains relatively underdeveloped,…

Dietary supplements is expected to register healthy current value growth in 2022. Dietary supplements has benefitted from the COVID-19 pandemic. Whilst before, people used to take dietary supplements only during winter months, since the inception of…

Value growth of dermatologicals is expected to be higher than in 2021. Topical germicidals/antiseptics is expected to register the highest current value growth as people continue to wash hands frequently in order to curb spread of COVID-19.

Consumer health in Morocco continues to benefit from the health and wellness trend which was further bolstered by the COVID-19 pandemic. There are product areas that particularly benefit from this trend. One being vitamins. Consumers take vitamin C…