Morocco

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…

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…

Imaging devices is expected to be the worst performing consumer electronics category in 2023. Continuing advances in smartphone cameras are leading to a decline in imaging devices, to the extent that some smartphones can meet the imaging device needs…

Hair care registered a positive performance in 2022 as consumers paid more attention to their appearance during the post-pandemic era. Both women and men are paying increasing attention to maintaining their look as socialising outside of the home…

Amid shifting consumption patterns, butter remains an enduring favourite in Morocco. Rooted in longstanding culinary customs, butter's integration with staple foods like bread, jam, and honey continues to resonate with consumers. The burgeoning…