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 affected by the rainfall deficit.
Cigarette prices have seen significant rises following the increase in the (TIC) Internal Consumption Tax on tobacco in January 2020, April 2021, January 2022 and January 2023. The increase in TIC is due to continue until 2026.
Société Marocaines des Tabacs remained the dominant player in tobacco in Morocco in 2022 since it dominates the large categories of cigarettes, and cigars and cigarillos. The company has long focused on establishing good relationships with tobacco retailers by organising a ceremony to offer rewards and gifts to children of tobacco retailers each year.
Newsagents-tobacconists/kiosks remained the dominant channel for cigarettes in 2022. However, independent small grocers increased their share since the slow economy and declining purchasing power prompted several small grocers to also include tobacco in their offer so as to increase their revenues and benefit from the 6% commission on cigarette sales.
Over the forecast period, overall tobacco in Morocco will continue to register sluggish volume growth amid the hard economic conditions and declining purchasing power. This will encourage smokers who cannot stop smoking to either reduce their daily cigarette consumption to fewer than 10 a day (average daily consumption is more than 14 cigarettes), or trade down to mid-priced products, while a high proportion will switch to illicit cigarettes retailing at almost half the price of normal cigarettes.
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Passport Tobacco covers the seven major tobacco categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.See All of Our Definitions
This report originates from Passport, our Tobacco research and analysis database.
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