Morocco

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…

Bleach in Morocco posted relatively modest current value growth in 2023, with sales remaining static in volume terms. This was due to its maturity, combined with a lack of product innovation. The product has an old-fashioned image in the country,…

Moroccan households continued to grapple with economic constraints in 2023, driving heightened price sensitivity and bolstering demand for discounters. With inflation reaching a decade high in the previous year, consumers increasingly sought…

Potatoes continue to hold a dominant position, accounting for almost all starchy root consumption in Morocco. Integral to Moroccan cuisine for an extensive period, potatoes feature prominently in various dishes such as Niçoise salad, tajines, and as…

Consumer appliances in Morocco has demonstrated mixed performance amidst rising inflation and supply chain disruptions in 2023. Despite a dip in demand during 2021 and early 2022, certain categories have regained their pre-pandemic sales levels.…