Morocco

Following a robust economic rebound in 2021, Morocco's economic performance in 2022 took a downturn, registering marginal growth. This decline was largely attributed to unfavourable economic conditions, particularly impacting the agricultural sector…

2022 saw demand under some pressure due to a far more controlled attitude towards spending among the local population amidst the spectre of inflation and a significant increase in the cost of living. After a strong recovery in economic activity…

Home audio and cinema is expected to register a slight increase in volume and current value sales in 2023. With inflation creeping up, players are offering promotions in order to support volume sales. Hi-Fi systems is expected to register positive…

The dynamism in frozen processed potatoes, shelf-stable tomatoes, and beans is significantly driven by consumers' increasing demand for convenience. Urbanisation, rising numbers of working women, and smaller household sizes are prompting consumers to…

Tomato shortages in 2022 due to low local production and soaring prices of fresh tomatoes prompted many consumers to switch to packaged tomato pastes and purées towards the end of the review period. The drought and the severe cold winter weather…

Weight management and wellbeing products have continued to gain popularity in Morocco in 2023, with weight loss supplements and meal replacement – the only categories to record significant sales – both poised to post improved results in volume growth…

Rice has experienced dynamic growth, driven by consumer concerns about the hygiene of unpackaged rice, leading many to opt for packaged rice. In Moroccan diets, while bread remains the primary staple, rice is increasingly becoming the second most…

In addition to showing an improved performance in current value growth terms, NRT smoking cessation aids is poised to record a return to growth in volume sales in 2023 following a decline in 2022. Demand has been bolstered by significant increases in…

The underwhelming sales performance registered in baby and child-specific products during 2022 can be attributed largely to the contraction of the end consumer base for these products. The number of babies being born in Morocco continues to decline…

Cider/perry was not present in Morocco at the end of the review period, no is data available to suggest the category’s entry over the forecast period.

Overall demand for cough and cold remedies in Morocco has picked up in 2023, with most categories set to register improved results in volume growth terms as compared to 2022. The use of these products has been buoyed by the easing of the pandemic and…

Processed meat continues its downward trend in response to the prevailing health and wellness movement. Local consumers are increasingly moving away from processed meat, viewing it as less healthy due to the additives and preservatives required for…

In 2021, street stalls/kiosks benefited from the fact that consumers were less fearful of infection with the SARS-CoV-2 virus while eating outside - especially at street stalls and/or foodservice kiosks – than in the previous year. Households were…

The commodities country overview provides comprehensive data on production, consumption and price trends on key commodities markets. The commodities overview in Morocco covers production and consumption trends in agricultural commodities, energy…

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations, and aligning them with broader trends.

Household numbers in Morocco are expected to rise from 2022 to 2027, with couples with children remaining the most common household type. In 2022, inflation, which stood at 6.7%, affected household spending, increasing living expenses. Single person…

In 2023, Morocco’s economy showed a degree of resilience, with GDP growth of 2.4%, surpassing the regional average, driven by private spending, a recovery in the tourism sector and a slight increase in exports. However, slow public consumption and…

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

Population growth between 2021-2040 results from positive natural change as net migration remains negative. Rising living standards and healthcare improvements will increase life expectancy, while significant growth in the 65+ population will…

Casablanca and Tétouan stand out as Morocco's economic hubs, while Agadir shows most potential for economic growth from 2022 to 2027. Over medium term, Casablanca and Fez are set to record the most significant internet penetration growth. Yet, the…