Morocco

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…

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 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…

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…

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.…

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…

Retail sales of gum saw a modest performance in volume terms in 2023, continuing the trend of the previous year. Demand was restricted by the uncertain economic climate, which forced Moroccans to people cut back on unnecessary expenses, including…

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…

Full-service restaurants remain under pressure in 2023, despite the lifting of COVID-19 restrictions. Inflation has forced operators to increase menu prices, and together with higher levels of unemployment this has hampered domestic demand. Locals…

Overall fruit volume sales experienced a decline due to adverse weather conditions, resulting in low harvest yields and increased unit prices across various fruit categories. The increased prices prompted many Moroccans to opt for lower-priced fruits…

The national economy experienced a significant slowdown in its growth throughout 2022 and 2023, largely due to a combination of drought and inflation. This economic deceleration resulted in a decrease in domestic demand, primarily influenced by the…

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…

The surge in sports participation among various age groups and genders in Morocco has notably impacted footwear sales in 2023. With an increased focus on health and wellness, evidenced by the rise in gyms, walking tracks, and outdoor fitness…

In 2023, small food preparation appliances like blenders and food processors continue to be top sellers in Morocco. The affordability and value these appliances offer makes them an attractive choice for many Moroccan households, particularly blenders…

Fish and seafood in Morocco experienced notable growth, primarily led by fish, particularly pelagic types such as sardines, mackerel, and anchovies. These varieties significantly contributed to the product area's overall sales, with pelagic fish…

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…

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…

Due to urbanisation and the rising number of consumers aged 18-24 in Morocco, sales of energy drinks recorded dynamic growth in 2023. Ongoing urbanisation stimulates sales since these products are mainly available and consumed in bigger cities.…

The dominant surge in 2023 egg sales came from free-range eggs, driven by their perceived health benefits over regular options. Moroccan consumers, seeking both affordability and health benefits, gravitated towards organic eggs, priced at a mere…