Morocco

Green tea continued to dominate hot drinks, seeing the best performance in 2023 with double-digit retail value growth. Green tea benefits from being a very popular hot drink in Morocco, and sales rose in 2023 as price-sensitive consumers switched…

Sports drinks are not significant in Morocco and are not expected to gain significant sales in the forecast period. There is little distribution presence for these products and limited consumer awareness.

In 2023, the Moroccan economy was negatively impacted by rising inflation, high unemployment levels and lower disposable incomes, leading to a slowdown in retail volume sales. The prices of raw materials and consumer goods, particularly energy,…

The hot summer of 2022 and 2023 extended over six months in Morocco, from March to September. This prompted local consumers to avoid hot drinks such as coffee, migrating to soft drink options. This worked towards the category recording modest volume…

The popularity of store cards was already in decline during the review period. Among the main reasons for this is that many local consumers struggle to see the advantages that these cards offer or, alternatively, they understand the advantages but do…

Demand for vitamins in Morocco has remained buoyant in 2023, with total volume sales set to increase at a faster rate than in 2022. This improvement has been supported by continued growth in the number of consumers taking these products as a…

Imaging devices is expected to be the worst performing consumer electronics category in 2023. Continuing advances in smartphone cameras are leading to a decline in imaging devices, to the extent that some smartphones can meet the imaging device needs…

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…

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…

The volume of inbound arrivals (in terms of number of trips) continued to expand in 2023, falling just short of pre-pandemic levels. One key factor contributing to this trend was the 2022 FIFA World Cup, which increased the visibility of the country…

Retail sales of bookings continued to grow strongly in constant value terms in 2023. This rebound was driven largely by leisure travel, with a notable rebound in international arrivals from France, Spain and the UK. Here, the country benefits from…

The number of people travelling by air continued to grow in 2023, with volumes exceeding pre-pandemic levels. Local airlines responded to the increase in demand by reopening routes that had been closed during the pandemic, as well as adding new…

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…