Morocco

Yoghurt sales saw a deceleration in volume growth during the first half of 2023, primarily attributed to the challenging economic landscape and declining disposable incomes. Amid the global economic recession, consumers exhibited a trend of…

All wound care categories are poised to register improved results in volume and current value growth terms in 2023. The uptick in demand has been supported by the resumption of pre-pandemic routines, with Moroccans becoming more likely to suffer…

In response to Morocco's hot climate, loose trousers, loose tops, and dresses have surged in popularity. Dresses, especially, have seen significant growth as they cater to both conservative and less conservative women. This trend aligns with a…

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…

Still red wine is very popular amongst wine consumers and it is the most consumed amongst still grape varieties. In 2022, sales were boosted by the revival of tourist arrivals and the complete opening of bars and restaurants. After beer, still red…

Weight management and wellbeing products have continued to gain popularity in Morocco in 2023, with weight loss supplements and meal replacement – the only categories to record significant sales – both poised to post improved results in volume growth…

Wearable electronics are becoming increasingly popular with the category set to record a double-digit increase in volume and current value sales in 2023. Preventative health is the main driver of value sales of wearable electronics, as consumers look…

Demand for vitamins in Morocco has remained buoyant in 2023, with total volume sales set to increase at a faster rate than in 2022. This improvement has been supported by continued growth in the number of consumers taking these products as a…

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…

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…

Travel in Morocco continued to recover in 2023, with the volume of trips seeing significant growth over the previous year. One key factor contributing to this trend was the 2022 FIFA World Cup, which increased the visibility of the country as a…

The volume of inbound arrivals (in terms of number of trips) continued to expand in 2023, falling just short of pre-pandemic levels. One key factor contributing to this trend was the 2022 FIFA World Cup, which increased the visibility of the country…

The global urban consumer landscape is increasingly complex and difficult to navigate. Which cities should you choose for your consumer business expansion? To answer this and other questions, we are introducing the Euromonitor International Cities…

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…

After a strong recovery in economic activity during 2021 with GDP growth of more than 7%, the performance of Morocco’s economy stood at 1.3% in 2022 due to an unfavourable economic situation, especially for the agricultural sector, which was strongly…

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…

Restrictions on movement, changing consumer preferences and the heightened focus on safety triggered by the COVID-19 pandemic are anticipated to alter the future of consumer mobility, urban planning and construction. The surge in homeworking, reduced…

Green tea continued to dominate hot drinks, seeing the best performance in 2023 with double-digit retail value growth. Green tea benefits from being a very popular hot drink in Morocco, and sales rose in 2023 as price-sensitive consumers switched…

Over 2023, sweet spreads is set to rebound, albeit marginally, from the slight decline in retail volume sales in 2022. Stagnation is due mainly to the strong retail volume decline in honey and only moderate growth in the main category, jams and…

Sweet biscuits are the most popular type of snack in Morocco and as such, continued to see healthy volume growth in 2023, despite the economic downturn. This was supported by the trend towards away-from-home consumption, following the return to…

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…

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…

Sun care recorded another positive sales performance during 2022 as category continued to announce back from the seven year sales declines recorded at the peak of the COVID-19 pandemic during 2020. However, it should be noted that there is still a…

Sugar confectionery is sizeable in Morocco and demand is supported largely by individually-sold sweets and lollipops, most often bought by children. In addition, volume sales are aided by local shopkeepers, who often give sweets instead of change to…

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,…

In 2021, street stalls/kiosks benefited from the fact that consumers were less fearful of infection with the SARS-CoV-2 virus while eating outside - especially at street stalls and/or foodservice kiosks – than in the previous year. Households were…

The popularity of store cards was already in decline during the review period. Among the main reasons for this is that many local consumers struggle to see the advantages that these cards offer or, alternatively, they understand the advantages but do…

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…

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…

The national team's World Cup success significantly boosted sales of national football t-shirts among both locals and tourists, attributing to impressive growth. Meanwhile, BD Morocco's collaboration with athlete Hadi Laabi for brand promotion…

Sports nutrition is underdeveloped in Morocco, with the appeal of such products remaining relatively narrow and only two categories having visible sales. Nonetheless, it continues to expand at an impressive pace, and looks set to post improved…

Sports drinks are not significant in Morocco and are not expected to gain significant sales in the forecast period. There is little distribution presence for these products and limited consumer awareness.

Spirits continued to see a poor performance in 2022 recording flat sales during the year. Pressures on consumers’ disposable income continued to be the major barrier to greater consumption. Most spirits are still expensive for the majority of…

In 2023, the soft drinks landscape was challenged by rising inflation, drought, high levels of unemployment and lower disposable income. The price of raw materials and consumer goods increased, with energy prices soaring. As a result, consumer…

The Moroccan snacks market saw a positive performance in volume terms in 2023, continuing the trend of the previous year. Growth was boosted by a return to pre-pandemic lifestyles and the lifting of remaining travel restrictions. However, the average…

Since the introduction of its heated tobacco device Iqos in November 2021, Philip Morris has continued to invest in opening its own stores in large cities in Morocco where Iqos retails at MAD750, while HEETS heated tobacco sticks are sold in…

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 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…

Sleep aids has shown another solid performance in 2023, with volume and current value growth rates set to surpass those recorded in 2022. Demand been buoyed by the easing of the pandemic, in that Moroccans have become more likely to experience…

One of the key factors that has growth in skin care in Morocco in recent years is the widening of the consumer group for these products to include younger women who in the past might not have considered it important to begin thinking about skin care…

Savoury snacks saw a slightly improved performance in volume terms in 2023, with nuts, seeds and trail mixes leading the way, albeit from a fairly low base. While Moroccans are traditionally keen on nuts, they usually buy them in unpackaged,…

Tomato shortages in 2022 due to low local production and soaring prices of fresh tomatoes prompted many consumers to switch to packaged tomato pastes and purées towards the end of the review period. The drought and the severe cold winter weather…

The RTDs category not only continued to achieve extremely low sales in 2022, but also saw its sales fall further during the year. The category struggled throughout the review period, as the number of products on offer remained limited to two key…

The niche landscape of RTD tea posted positive off-trade volume growth in 2022, although much of this can be attributed to the fact that the category is growing from a low base. Sales have also benefited from wider penetration due to increased…

As witnessed within RDT tea, RTD coffee drinks is a new product area in Morocco. As such, double-digit off-trade volume growth was recorded in 2023. While this was aided by increased distribution and product awareness, much of this dynamic growth was…

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…

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…

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,…