Morocco

In 2023, Morocco’s economy showed a degree of resilience, with GDP growth of 2.4%, surpassing the regional average, driven by private spending, a recovery in the tourism sector and a slight increase in exports. However, slow public consumption and…

In 2024, slow growth in pet products is partly attributed to the weak economy and declining disposable incomes in Morocco. In addition to this, brands and product availability remains limited. At the same time, other pet product goods are highly…

Pet care in Morocco is showcasing a modest performance in 2024, as challenging economic conditions and declining disposable incomes impact purchasing habits and pet ownership. After a strong recovery in economic activity in 2021, the performance of…

The economic recession and declining disposable incomes in 2024 significantly impacts other pet food sales in Morocco. This led some pet owners to abandon their pets while being discouraged from investing in pets such as birds, fish and other…

In 2024, dog food in Morocco is recording positive retail value growth. However, the difficult economic situation discourages households from adopting pets, especially in urban areas. Dog ownership is mainly concentrated in rural areas where…

In 2024, cat food in Morocco is recording positive retail value sales. Despite the difficult economic conditions and reduced disposable income, cat ownership in Morocco did not decline. Unlike dogs, cats are considered more desirable pets, acceptable…

Population growth between 2021-2040 results from positive natural change as net migration remains negative. Rising living standards and healthcare improvements will increase life expectancy, while significant growth in the 65+ population will…

Toilet care in Morocco saw healthy growth in current value terms in 2023, continuing the trend of the previous year. Sales remained dominated by toilet liquids/foams, thanks to their significantly cheaper prices compared to in-cistern devices. In…

Surface care in Morocco sales achieved buoyant growth in current value terms in 2023.. However, this was partly due to an increase in unit prices, thanks to increases in energy, raw material and transport costs. The category is dominated by…

Polishes in Morocco posted positive growth in current value terms in 2023, albeit from a lower base. Such products still have a niche status in the country and are largely considered to be expensive and unnecessary. As such, they tended to be…

Laundry care in Morocco saw healthy growth in current value terms in 2023, continuing the trend of the previous year. However, this was partly due to inflationary pressures, as manufacturers, squeezed by rising energy and other input costs, opted to…

Home insecticides in Morocco continued to perform well in 2023, with healthy growth in current value terms.

Homecare in Morocco saw a positive performance in current value terms in 2023, continuing the trend of the previous year. However, this was mainly due to inflationary pressures, rather than any significant upturn in demand. With manufacturers…

Dishwashing in Morocco saw healthy growth in current value terms in 2023. This was partly due to an increase in unit prices, on the back of rising production costs. Nevertheless, these price increases were somewhat counteracted by heavy discounting…

Bleach in Morocco posted relatively modest current value growth in 2023, with sales remaining static in volume terms. This was due to its maturity, combined with a lack of product innovation. The product has an old-fashioned image in the country,…

.Air care in Morocco witnessed a positive growth in current value terms in 2023, continuing the trend of the previous year. Spray/aerosol air fresheners continued to be the most widely used product type, as well as posting the strongest overall…

In 2023, the wipes landscape saw increased penetration in Moroccan, leading to double-digit retail value growth, with consumers appreciating the convenience and hygiene offered by these products. While some wipes categories, such as general-purpose…

In 2023, tissue and hygiene in Morocco recorded double-digit retail value growth, driven by rising prices. The price of raw materials and consumer goods, in particular energy products, reached historic highs in 2022 and 2023. As a result of high…

In 2023, retail tissue categories recorded dynamic growth in Morocco, leading to double-digit retail value growth. A key driver of growth was the expanding consumer base. With per capita consumption of retail tissue in Morocco estimated at around…

In 2023, demand for retail adult incontinence continued to rise in Morocco, leading to double-digit retail value and volume growth. This strong performance was driven by rising awareness of the products, partnered with ongoing ageing in Morocco,…

In 2023, nappies/diapers/pants in Morocco recorded positive retail value growth, driven by price rises as retail volume growth remained low level, under 1%. During the review period, births in Morocco continued to fall, with the birth rate dropping…

In 2023, menstrual care in Morocco continued to show double-digit retail value growth, with positive retail volume sales. Ongoing growth was driven by changes in perception and growing awareness of menstrual care, alongside the expanding coverage of…

In 2023, Morocco's away-from-home tissue and hygiene landscape saw positive results. The propensity to dine out, coupled with a boom in the tourist industry, positively impacted sales and growth. As life returned to normal following the outbreak of…

Despite signs of economic recovery, vending in Morocco continues to grapple with the lingering effects of the pandemic. As a relatively marginal channel with low retail current value sales, vending faces inherent challenges exacerbated by shifting…

Moroccan consumers exhibit a pronounced sensitivity to prices and often rely on traditional supply methods, prioritising trust and availability when selecting vendors. A positive store image is thus crucial in their purchasing decisions. While rural…

In 2023, government intervention played a pivotal role in bolstering the resilience of small local grocers against mounting competition from modern retail formats. Recognising the economic importance of these traditional outlets, the government…

The Moroccan retail landscape is gradually modernising across all channels. Traditionally dominated by conventional channels, there has been a timid entry into digital sales. However, with increasing competition and the impact of the COVID-19…

Retail e-commerce in Morocco witnessed an accelerated expansion throughout the review period and in 2023, propelled by several factors contributing to its robust growth trajectory. The channel experienced a notable surge in online transactions,…

Hypermarkets in Morocco have continued their evolution into comprehensive one-stop shopping destinations, building on the momentum from the previous year's developments and leveraging innovative strategies to cater to evolving consumer needs.

Modernisation and accessibility define the evolving landscape of Morocco's home products specialists channel. Sketch Furniture exemplifies this trend, blending Moroccan elegance with Western style to offer accessible luxury in modern design.…

Moroccan consumers continue to demonstrate traditional purchasing habits in the health and beauty specialists channel, with wholesalers playing a crucial role in supplying perfumeries. This distribution model offers cost-effective options for…

Morocco is embarking on a new trade strategy focused on bolstering local production and fostering job creation, signalling a transformative shift in the market. Collaborative efforts between the government and the Ministry of Industry and Commerce…

Moroccan households continued to grapple with economic constraints in 2023, driving heightened price sensitivity and bolstering demand for discounters. With inflation reaching a decade high in the previous year, consumers increasingly sought…

Direct selling in Morocco experiences a resurgence as society resumes normal activities, albeit amidst economic challenges posed by the rising cost of living. Despite initial setbacks during the pandemic, cosmetics and skin care show signs of…

In 2023, Moroccan retailers faced heightened competition, compelling them to diversify their strategies to maintain market relevance and sustain growth. Convenience stores, in particular, encountered stiff competition not only from traditional…

Demand for household appliances has been under pressure, reflecting high inflation and shifting consumer priorities. However, despite this overall decline, demand for small household appliances continued to grow steadily since 2020. This trend…

Decathlon, a key player in the mass distribution of sports and leisure apparel and footwear, continued to demonstrate its winning model in 2023. With a discreet yet impactful approach, Decathlon has successfully democratised access to sports and…

In limited-service restaurants, there is a growing focus on technology as players seek to provide a faster service. McDonald’s (First Restaurant International) has fared much better than its rivals in 2023. This is largely due to its flexible…

Full-service restaurants remain under pressure in 2023, despite the lifting of COVID-19 restrictions. Inflation has forced operators to increase menu prices, and together with higher levels of unemployment this has hampered domestic demand. Locals…

Consumer foodservice in Morocco witnessed steady growth in 2023, despite the pressing issue of high inflation. In the face of rising prices, locals have changed how they eat, with simpler meals and eating out less frequently becoming more…

Major chains of restaurants and cafés are opening and expanding across Morocco in line with development of infrastructure, tourism and the broader urbanisation trend. Chains are taking over from smaller, independent food outlets in Morocco,…

Morocco has become an attraction hub for global coffee chains and brands, thanks to its stability in the region and the fact that users of consumer foodservice in Morocco are not as price-sensitive as seen in other territories. Indeed, an increasing…

Unfavourable climatic conditions significantly affected tomato, onion, and maize production in 2023, leading to decreased yields and a subsequent drop in supply. This scarcity propelled prices upwards, prompting the government to enforce restrictions…

In 2023, retail volume sales of vacuum cleaners gained momentum, although totals still remain below 2019 levels. Sales of vacuum cleaners are mostly driven by replacements when a product breaks down. The tough economic conditions mean people are…

Sugar and sweeteners in Morocco showed a modest growth rate in total volume sales in 2023, reflecting its proximity to maturity. This slow growth trajectory can be attributed to the increasing health consciousness prevailing among Moroccan consumers,…

Potatoes continue to hold a dominant position, accounting for almost all starchy root consumption in Morocco. Integral to Moroccan cuisine for an extensive period, potatoes feature prominently in various dishes such as Niçoise salad, tajines, and as…

The rising popularity of air fryers signals a growing trend towards healthier eating habits in Morocco, as these appliances allow for less oil use compared to traditional frying methods. Additionally, their lower energy consumption compared to…

In 2023, retail volume growth in refrigeration appliances gathered momentum, with sales moving well above pre-pandemic levels. Consumers are no longer able to delay replacing their old refrigeration appliances and have had to make the investment.…

Across meat and seafood, there is a noticeable shift in consumer preferences. Factors such as rising prices, economic constraints, and health awareness have prompted consumers to reconsider their protein sources. In meats, red meat consumption…

Personal care appliances enjoyed a fuller recovery in sales in retail volume terms in 2023 after recording a significant decline in 2020. Personal care products are largely sold by female sales staff in Moroccan retailers, which reflects the…