Morocco

In 2023, the wipes landscape saw increased penetration in Moroccan, leading to double-digit retail value growth, with consumers appreciating the convenience and hygiene offered by these products. While some wipes categories, such as general-purpose…

Moroccan consumers exhibit a pronounced sensitivity to prices and often rely on traditional supply methods, prioritising trust and availability when selecting vendors. A positive store image is thus crucial in their purchasing decisions. While rural…

Direct selling in Morocco experiences a resurgence as society resumes normal activities, albeit amidst economic challenges posed by the rising cost of living. Despite initial setbacks during the pandemic, cosmetics and skin care show signs of…

Consumer foodservice in Morocco witnessed steady growth in 2023, despite the pressing issue of high inflation. In the face of rising prices, locals have changed how they eat, with simpler meals and eating out less frequently becoming more…

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.…