Morocco

In 2024, sweet biscuits, snack bars and fruit snacks in Morocco is seeing development driven by out-of-home consumption trends and rising interest in healthy eating. Sweet biscuits are highly popular type in Morocco and as such the segment continues…

2024 is seeing positive retail volume sales for sugar confectionery in Morocco, though the pace has not picked up since 2023 and has slowed since 2022 is a trend set to persist throughout the forecast period. The category is sizeable and demand is…

Snacks in Morocco continues to be impacted by the war in Ukraine in 2024, suffering from rise in energy and raw materials prices at the international level. These same tensions are also being felt at the national level, with the increase in the price…

Savoury snacks in Morocco is seeing continued strong performance in retail volume terms in 2024, with nuts, seeds and trail mixes leading the way, albeit from a fairly low base. Nuts is rising faster than any other segment within the overall…

Retail volume sales of ice cream continue to expand in Morocco in 2024, rising at the same rate as was recorded in the previous year. Rising food and energy prices, due to the disruption of global supply chains, have weakened the purchasing power of…

Retail volume sales for gum in Morocco continue to rise in 2024 as players invest in healthier variants in response to consumers’ growing health concerns of consumers. Players such as Mondelez and Foods & Goods (with the latter the local distributor…

In 2024, players in chocolate confectionery in Morocco remain focused on offering smaller pack sizes for fear of losing consumers struggling financially. The lower prices of these smaller formats help to expand the consumer base as they cater to…

Wine in Morocco saw modest volume growth in 2023, with demand supported by the rise in foreign tourist arrivals. The country’s success at the 2022 FIFA World Cup in Qatar had a noticeable impact on tourism, by attracting more travellers to the…

Spirits in Morocco continued its poor performance with flat volume sales in 2023. Lower disposable incomes continued to be the main barrier to consumption, as most spirits are still expensive for the majority of Moroccans. The main consumers of…

The RTDs category in Morocco continues to achieve extremely low sales in 2023, but also saw its volume sales fall further during the year. The category struggled throughout the review period, as the number of products on offer remained limited to two…

Retail volume sales of beer in Morocco registered dynamic growth due to several factors. Declining purchasing power prompted consumers to shy away from expensive wine and spirits, with many swapping to beer as it is considered cheaper. The…

Morocco’s economy has come under pressure in recent years, with drought causing issues for agriculture and reducing local wine production significantly in 2022. The war in Ukraine continued to leave its impact with energy and raw material prices…

Tobacco in 2023 in Morocco was impacted by the country’s economic strife and drought, with local tobacco production declining deeply. The war in Ukraine continued to fuel prices rises in energy and raw materials, and Morocco saw high inflation during…

Smokeless tobacco, e-vapour products and heated tobacco saw sales rise in both volume and current value terms in Morocco in 2023. In January 2024, the government Increased the custom duty applicable to disposable vapes from 2.5% to 40%. Effects of…

Sales of cigars, cigarillos and smoking tobacco in Morocco continued rising in 2023, following 2022’s rebound prompted by the reopening of cafés and bars, and the surge in tourism. These products are mainly consumed in on-trade outlets, which account…

The post-pandemic rise in cigarette volume sales in Morocco ended in 2022, with the negative trend persisting throughout 2023 and only marginally positive growth see in 2024. The commission for the approval of the price of tobacco products in Morocco…

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…

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…