Morocco

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.…

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…

Major chains of restaurants and cafés are opening and expanding across Morocco in line with development of infrastructure, tourism and the broader urbanisation trend. Chains are taking over from smaller, independent food outlets in Morocco,…

In 2023, the soft drinks landscape was challenged by rising inflation, drought, high levels of unemployment and lower disposable income. The price of raw materials and consumer goods increased, with energy prices soaring. As a result, consumer…

The national team's World Cup success significantly boosted sales of national football t-shirts among both locals and tourists, attributing to impressive growth. Meanwhile, BD Morocco's collaboration with athlete Hadi Laabi for brand promotion…

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…

Tough economic conditions have led consumers to favour more affordable yet quality jeans, resulting in increased demand for economy and standard jeans. Standard jeans are preferred for their affordability, while economy jeans, especially favoured by…

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…

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…

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…