Morocco

Most of the home video category dropped into negative growth territory in 2020 due to the effects of the COVID-19 pandemic. However, TVs are considered essential in Moroccan households, and consumers are always looking for new technologies and ...

Although the category returned to positive if modest growth in 2021 as travel restrictions began to ease, the in-car entertainment category continued to be affected by the economic impact of COVID-19 on consumer spending power, and growing ...

Pricing and discounts remain one of the main strategies companies in this category are using to compete in Morocco in 2021, seeking to stimulate volume sales amid declining consumer purchasing power. Hewlett-Packard SARL, with its HP brand, is set to...

Unlike more mature markets, the Moroccan market is not particularly sensitive to home audio and cinema products. This is principally because they are perceived as a luxury and are therefore not prioritised by the average household. The high prices of...

The mobile phones category in Morocco is expected to register a small increase in retail volume sales in 2021. Some product shortages stimulated by various COVID-19 lockdowns and government measures to restrict the spread of the virus in laptops and ...

COVID-19 resulted in the still very immature wearable electronics category in Morocco dropping from a positive performance in 2019 into negative growth for all categories in 2020. Fashionable products were becoming mainstream in wearable electronics ...

Thanks to a total shutdown in the country due to lockdown restrictions in 2020, COVID-19 slowed sales of consumer electronics across the market during the year. Only a limited number of product categories maintained a positive performance, with ...

In contrast to wireless speakers, portable media players and multimedia players are expected to see significant negative growth continue in 2021. In contrast to wireless speakers, consumers’ increased use of smartphones is underpinning this negative ...

Imaging devices were already in negative growth territory in 2019 with the COVID-19 pandemic only serving to steepen the category’s decline in 2020 and 2021. Travel restrictions due to the pandemic further reduced demand for these products. However, ...

Gum has been hit hard by the COVID-19 crisis. The category is heavily reliant on impulse sales and on-the-go consumption, and, therefore, suffered considerably as a result of lockdown measures such as school closures, remote working and restrictions ...

Savoury snacks saw growth slow significantly in 2020 as the long periods consumers spent confined to their homes undermined impulse purchases and on-the-go consumption. The easing of COVID-19 related restrictions has helped to boost sales in 2021, ...

Having seen opportunities for impulse purchases decline dramatically as a result of school closures and the lack of away-from-home activity during the COVID-19 crisis, sugar confectionery witnessed a marked deceleration in current value growth in ...

Measures introduced to limit the spread of COVID-19 have resulted in economic uncertainty, job losses and pay cuts. This has led to a significant increase in budget-consciousness, with consumers focusing reduced spending power on household ...

Snack bars is expected to see dynamic growth in 2021. Before the COVID-19 crisis, the health and wellness trend and consumers’ busy lifestyles were driving growth in the category, with such products being consumed both by busy urban dwellers looking ...

Ice cream and frozen desserts is expected to see growth accelerate in 2021, though it is not set to register the dynamism witnessed immediately prior to the COVID-19 crisis. During the pandemic, most key players did not engage in the kind of beach ...

The pandemic played a positive in the development of the category in 2020, leading to impressive double-digit current value growth, despite the economic turbulence. In fact, the category growth can be partly attributed to the economic issues in the ...

After an increase in the Internal Consumption Tax on tobacco in January there was a further rise in prices in 2020, building on the increase from 2019. This had a particularly pronounced effect on volume sales of cigarettes, causing the sales to ...

Tobacco in Morocco posted a contradictory performance in 2020 with an increase in retail current value sales despite a considerable decline in volume. This indicates that the price hikes companies applied to cope with the January tax increases vastly...

Cigars, cigarillos and smoking tobacco posted a severely negative performance in Morocco in 2020. This decline was largely driven by the critical decline in cigars, which, in Morocco, is still perceived as a luxury product. Thus, consumers do not ...

Total volume and value growth percentages in 2020 were negative and significantly lower than growth rates recorded in 2019 as a result of the sudden pandemic-related loss of tourism, the momentum of which had been strongly boosting sales and sales ...