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…

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…

Personal care appliances enjoyed a fuller recovery in sales in retail volume terms in 2023 after recording a significant decline in 2020. Personal care products are largely sold by female sales staff in Moroccan retailers, which reflects the…

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,…

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…

Other hot drinks continued to be the smallest area of the hot drinks landscape, being mainly comprised of flavoured powder drinks. The landscape struggles to establish itself in Morocco, as hot chocolate-based drinks are considered a luxury and…

The demand for other dairy products experienced a decline in the first half of 2023 due to reduced consumer budgets and a decrease in demand for indulgence products. The category's relatively small size, limited potential for innovation in some…

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 heightened consumption of nuts in Morocco during 2022 and 2023 was significantly influenced by major sporting events like the World Cup, becoming popular snacks, particularly salted almonds and peanuts, consumed both at home and in various…

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…

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…

Population growth between 2021-2040 results from positive natural change as net migration remains negative. Rising living standards and healthcare improvements will increase life expectancy, while significant growth in the 65+ population will…

Casablanca and Tétouan stand out as Morocco's economic hubs, while Agadir shows most potential for economic growth from 2022 to 2027. Over medium term, Casablanca and Fez are set to record the most significant internet penetration growth. Yet, the…

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…

Retail volume sales have gained pace in 2023 amid rising interest in home cooking and the ongoing trend towards discounting activity and promotion. As with other consumer appliances, the adverse economic climate in 2023 and related inflation means…

Increasing price-sensitivity among male consumers led to a notable shift in preferences towards more affordable clothing options, particularly in economy clothing. This trend was further accentuated by the rise in customs duties on imported textile…

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…

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…

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in…