Morocco

For the second year running, baby food is expected to register a fall in current value sales and an even larger fall in volume sales. While rising inflation is leading to lower volume sales, the main factor contributing to the negative growth is a…

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 reduction of 10% on customs duties on beer and wine. Thus, customs duties for beer were…

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…

Chocolate confectionery is expected to register slightly higher current value and volume growth than in 2021. With society fully opened up after the pandemic restrictions, impulse purchases recover strongly. Also, while there have been price…

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…

Wearable electronics are becoming increasingly popular and for the second year running, are expected to register a double-digit increase in volume and current value sales. In fact, wearable electronics are expected to be the performing consumer…

Wine continued to post declines in 2021, although at a slower rate than the previous year. Since wine is mainly consumed by inbound tourists and a limited number of Moroccan consumers, volume sales were deeply impacted by the continued closure of…

Following the emergence of COVID-19 in early 2020, a lockdown was introduced in Morocco on 20 March, and borders were closed accordingly. Confinement measures and a health emergency were in place until the November when the country was ravaged by a…

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…