Morocco

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…

Overall, juice posted positive retail volume and value growth in 2023, with demand driven by the soaring prices of fresh fruits, mainly oranges. When oranges are abundant and their price per kg drops, Moroccan consumers often make homemade, natural…

In response to Morocco's hot climate, loose trousers, loose tops, and dresses have surged in popularity. Dresses, especially, have seen significant growth as they cater to both conservative and less conservative women. This trend aligns with a…

Over 2023, sweet spreads is set to rebound, albeit marginally, from the slight decline in retail volume sales in 2022. Stagnation is due mainly to the strong retail volume decline in honey and only moderate growth in the main category, jams and…

There was a poor olive oil harvest in Morocco, in 2022 due mainly to water shortages during winter (January-March). This resulted in reduced flowering and affected the harvest. Moreover, Morocco witnessed the blow of hot arid winds (Chergui) from the…

All wound care categories are poised to register improved results in volume and current value growth terms in 2023. The uptick in demand has been supported by the resumption of pre-pandemic routines, with Moroccans becoming more likely to suffer…

Wearable electronics are becoming increasingly popular with the category set to record a double-digit increase in volume and current value sales in 2023. Preventative health is the main driver of value sales of wearable electronics, as consumers look…

Recent years have seen Morocco’s female population become increasingly preoccupied with appearance and maintaining a feminine, attractive and well-groomed appearance is now considered essential, especially among younger consumer groups. This trend…

One of the few positive outcomes of the COVID-19 pandemic for sales of deodorants was that many local consumers are now paying more attention to their personal hygiene routines. In particular, young men are becoming much more conscious about body…

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…

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…