Market research on consumer products, commercial industries, demo...
Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Morocco. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.
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…
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…
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…
Many Moroccans perceive ready meals to be less healthy and not as tasty than freshly cooked food, while they also see them as more expensive options. With consumers more appreciative of taste, sensitive to price and, to a lesser extent, health and…
There was a poor olive oil harvest in Morocco, in 2022 due mainly to water shortages during winter (January-March). This resulted in reduced flowering and affected the harvest. Moreover, Morocco witnessed the blow of hot arid winds (Chergui) from the…
Commodity prices recorded a rise in 2022, compared to the previous year, aggravated by war in Ukraine. However, the second half of the year saw a downward correction in prices, explained by the weakness of global demand. The national economy has…
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…
There are no open-loop pre-paid cards in Morocco, and the number of closed-loop pre-paid cards (and the value of transactions made using them) was in decline even before the onset of the pandemic. The increased use of debit cards was the main driver…
Morocco’s commitment and investments in financial inclusion are paying off, with the nation having recorded double-digit growth in account ownership since 2017; this makes Morocco one of only four countries worldwide to achieve this. According to the…
Driven by population growth and continued urbanisation, the number of debit cards in Morocco continues to soar. Traditionally, local consumers show a strong preference for using debit cards thanks to the safety and reliability of paying with existing…
Morocco is a country heavily reliant on cash, with consumers historically favouring debit cards to any other types of financial cards; standard credit cards continue to suffer from a negative perception among locals for several reasons. The demand…
While Morocco saw dynamic demand for consumer lending immediately post-pandemic as retailers and foodservice outlets reopened their doors to consumers, from September 2022 the market has been impacted by soaring prices impacting purchasing power…
Morocco’s latest unemployment data exhibits a rise to almost 13% in the first three months of 2023, from just over 12% over the same period last year, as the farming sector shrunk due to the worst drought in decades, directly affecting the sector’s…
The number of charge cards in circulation in Morocco is rising thanks mainly to population growth, urbanisation and the rising share of the banked population. The convenience of interest-free deferred payments - the core feature of charge cards - is…
Although state finances are set to improve through higher taxation, economic freedom is challenging and corruption persists. Owing to lower agricultural output, the economy has slowed down markedly, but inflation is under control and fertiliser…
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…