Morocco

In 2022, commodity prices experienced a historic surge, largely attributed to the Russian invasion of Ukraine. The Moroccan economy faced a significant slowdown due to a combination of drought and inflation, resulting in reduced domestic demand amid…

Rice has experienced dynamic growth, driven by consumer concerns about the hygiene of unpackaged rice, leading many to opt for packaged rice. In Moroccan diets, while bread remains the primary staple, rice is increasingly becoming the second most…

Processed meat continues its downward trend in response to the prevailing health and wellness movement. Local consumers are increasingly moving away from processed meat, viewing it as less healthy due to the additives and preservatives required for…

The dynamism in frozen processed potatoes, shelf-stable tomatoes, and beans is significantly driven by consumers' increasing demand for convenience. Urbanisation, rising numbers of working women, and smaller household sizes are prompting consumers to…

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…

In 2023, the economic recession has driven a significant change in consumer habits among Moroccans. As a result, there is a noticeable increase in the consumption of unpackaged bread. Consumers are moving away from modern dishes like pasta or…