Morocco

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…

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…

Across meat and seafood, there is a noticeable shift in consumer preferences. Factors such as rising prices, economic constraints, and health awareness have prompted consumers to reconsider their protein sources. In meats, red meat consumption…

In 2023, retail volume growth in refrigeration appliances gathered momentum, with sales moving well above pre-pandemic levels. Consumers are no longer able to delay replacing their old refrigeration appliances and have had to make the investment.…

In 2023, demand for retail adult incontinence continued to rise in Morocco, leading to double-digit retail value and volume growth. This strong performance was driven by rising awareness of the products, partnered with ongoing ageing in Morocco,…

Retail e-commerce in Morocco witnessed an accelerated expansion throughout the review period and in 2023, propelled by several factors contributing to its robust growth trajectory. The channel experienced a notable surge in online transactions,…

The Moroccan retail landscape is gradually modernising across all channels. Traditionally dominated by conventional channels, there has been a timid entry into digital sales. However, with increasing competition and the impact of the COVID-19…

In 2023, retail tissue categories recorded dynamic growth in Morocco, leading to double-digit retail value growth. A key driver of growth was the expanding consumer base. With per capita consumption of retail tissue in Morocco estimated at around…

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…

As witnessed within RDT tea, RTD coffee drinks is a new product area in Morocco. As such, double-digit off-trade volume growth was recorded in 2023. While this was aided by increased distribution and product awareness, much of this dynamic growth was…

The niche landscape of RTD tea posted positive off-trade volume growth in 2022, although much of this can be attributed to the fact that the category is growing from a low base. Sales have also benefited from wider penetration due to increased…

The RTDs category in Morocco continues to achieve extremely low sales in 2023, but also saw its volume sales fall further during the year. The category struggled throughout the review period, as the number of products on offer remained limited to two…

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…

Savoury snacks in Morocco is seeing continued strong performance in retail volume terms in 2024, with nuts, seeds and trail mixes leading the way, albeit from a fairly low base. Nuts is rising faster than any other segment within the overall…

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…

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…

The rising popularity of air fryers signals a growing trend towards healthier eating habits in Morocco, as these appliances allow for less oil use compared to traditional frying methods. Additionally, their lower energy consumption compared to…

In 2023, government intervention played a pivotal role in bolstering the resilience of small local grocers against mounting competition from modern retail formats. Recognising the economic importance of these traditional outlets, the government…

Smokeless tobacco, e-vapour products and heated tobacco saw sales rise in both volume and current value terms in Morocco in 2023. In January 2024, the government Increased the custom duty applicable to disposable vapes from 2.5% to 40%. Effects of…

Snacks in Morocco continues to be impacted by the war in Ukraine in 2024, suffering from rise in energy and raw materials prices at the international level. These same tensions are also being felt at the national level, with the increase in the price…