Morocco

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…

Cider/perry was not present in Morocco at the end of the review period, no is data available to suggest the category’s entry over the forecast period.

The underwhelming sales performance registered in baby and child-specific products during 2022 can be attributed largely to the contraction of the end consumer base for these products. The number of babies being born in Morocco continues to decline…

2022 saw bath and shower benefit from improvements that have been seen in the personal hygiene habits of large numbers of Moroccans since the early days of the COVID-19 pandemic. Growing frequency of usage as consumers have sought to maintain…

2022 saw demand under some pressure due to a far more controlled attitude towards spending among the local population amidst the spectre of inflation and a significant increase in the cost of living. After a strong recovery in economic activity…

Towards the end of the review period, spending on colour cosmetics continued to increase gradually among Moroccan consumers despite the tough economic situation and the pressure that this has put on household incomes. Various categories of colour…

One of the few positive outcomes of the COVID-19 pandemic for sales of deodorants was that many local consumers are now paying more attention to their personal hygiene routines. In particular, young men are becoming much more conscious about body…

Recent years have seen Morocco’s female population become increasingly preoccupied with appearance and maintaining a feminine, attractive and well-groomed appearance is now considered essential, especially among younger consumer groups. This trend…

The economic crisis that Morocco continues to face had a significant negative impact on demand for fragrances over the course of 2022 as consumers curbed all non-essential spending amidst high inflation and a significant increase in the cost of…

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…

Mass fragrances registered a particularly strong performance as sales rebounded robustly over the course of 2022. The main driver of growth in the category is that many consumers are reverting to their pre-pandemic lifestyle habits and this has meant…

Moroccan men are increasingly feeling the pressure to maintain strict personal hygiene and personal grooming routines as changes in society have placed far more emphasis on male beauty while encouraging men to pay attention to their appearance. This…

Recent years have seen local consumers become increasingly aware of the importance of maintaining a strict daily oral hygiene routine and this is linked to the increased importance of appearance and personal image in Moroccan society. This has led to…

The tough economic conditions that prevailed in Morocco during 2022 prompted many consumers to become much more cautious with regards to their discretionary spending and this put huge pressure on demand for premium beauty and personal care. While…

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…

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…

The computers and peripherals, laptops and tablets categories in Morocco experienced an increase in demand during the pandemic, leading to a shortage of products as manufacturers were unable to fulfil orders. Importers and distributers placed larger…

Multiple factors have been putting downward pressure on consumer electronics sales in Morocco, of which high taxes and consumer price sensitivity are just a few. Moreover, recent crises related to the pandemic and the war in Ukraine have exacerbated…

Headphones is expected to register slight volume growth, largely driven by healthy volume growth in TWS earbuds, which is by far the best seller in headphones. Wireless headbands and wireless earphones are both expected to register volume declines.…

Home audio and cinema is expected to register a slight increase in volume and current value sales in 2023. With inflation creeping up, players are offering promotions in order to support volume sales. Hi-Fi systems is expected to register positive…

In spite of economic uncertainty, televisions is expected to register healthy volume growth and current value growth in 2023, as Moroccans look to upgrade their televisions. The average screen size of televisions sold is increasing as household…

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…

In-car entertainment is expected to register further volume sales declines in 2023 caused by a combination of factors. New cars often have in-built technology. In addition, prices are on the rise due to general inflation, particularly stemming from…

The 2022 finance law in Morocco introduced an internal consumption tax on smartphones and new “green” taxes, which is expected to raise the cost of electronic devices and household appliances. Analysts predict that the ongoing war in Ukraine and chip…

Overall, portable players is expected to register a decline in volume sales. Technology advances are leading to the obsoletion of portable players. In particular, smartphones and tablets are replacing the need for portable media players. This is also…

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…

The number of people travelling by air continued to grow in 2023, with volumes exceeding pre-pandemic levels. Local airlines responded to the increase in demand by reopening routes that had been closed during the pandemic, as well as adding new…

Retail sales of bookings continued to grow strongly in constant value terms in 2023. This rebound was driven largely by leisure travel, with a notable rebound in international arrivals from France, Spain and the UK. Here, the country benefits from…

Hotels in Morocco continued to bounce back in 2023, with the number of room nights edging closer to pre-pandemic levels. The sector suffered during the pandemic, due to mobility restrictions, with resulted in some hotels closing on a temporary basis.…

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…

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…

Analgesics in Morocco has continued to develop positively in 2023, with total current value sales set to grow at a faster rate than in 2022 and most categories expected to post improved results in volume terms. Together with population growth and…

Total current value sales growth for consumer health in Morocco in 2023 is expected to be up considerably on 2022. While this is partly due to inflationary pressures fuelled by the global recovery from the pandemic and the fallout of Russia’s…

Overall demand for cough and cold remedies in Morocco has picked up in 2023, with most categories set to register improved results in volume growth terms as compared to 2022. The use of these products has been buoyed by the easing of the pandemic and…

Dermatologicals has performed impressively in 2023, with all categories set to record stronger volume growth rates than in 2022. Demand for some product types has picked up as the increased levels of social contact brought about by the easing of the…

Growth in total dietary supplements current value sales in Morocco in 2023 is expected to surpass that recorded in 2022, as are volume growth rates for most categories. Just as with vitamins, rising health awareness is leading more people to…

In a reversal of the trend witnessed over 2021-2022, all digestive remedies categories in Morocco are set to record improved performances in volume growth terms in 2023. Demand for several product types has increased as lifestyles have become busier…

Eye care has continued to expand at a healthy pace in 2023, with volume and current value growth rates expected to be well up on 2022. This is primarily due to buoyant demand in standard eye care, which is by far the largest of the two main…

In line with rising health-consciousness, many consumers in Morocco are becoming more concerned about the side effects, contraindications and potential hazards of active pharmaceutical ingredients widely used in OTC and Rx medications. This has…

In addition to showing an improved performance in current value growth terms, NRT smoking cessation aids is poised to record a return to growth in volume sales in 2023 following a decline in 2022. Demand has been bolstered by significant increases in…

Growth in paediatric consumer health current value sales in 2023 is expected to surpass that recorded in 2022, as are volume growth rates for all product categories. This improvement is partly attributable to relatively high birth rates in Morocco,…

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…

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…

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…

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…

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 2023, the Moroccan landscape of parenthood is undergoing a profound transformation driven by a notable decline in birth rates. This trend began before the COVID-19 pandemic and has been accentuated by economic uncertainties stemming from the…

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…

Two distinct trends emerged within the spreadable cheese segment in the first half of 2023. Firstly, the growing popularity of single unit sales, constituting three-quarters of total cheese sales in portions. Economic constraints prompted…

Following a robust economic rebound in 2021, Morocco's economic performance in 2022 took a downturn, registering marginal growth. This decline was largely attributed to unfavourable economic conditions, particularly impacting the agricultural sector…