Morocco

In 2023, retail volume sales of vacuum cleaners gained momentum, although totals still remain below 2019 levels. Sales of vacuum cleaners are mostly driven by replacements when a product breaks down. The tough economic conditions mean people are…

Travel in Morocco continued to recover in 2023, with the volume of trips seeing significant growth over the previous year. One key factor contributing to this trend was the 2022 FIFA World Cup, which increased the visibility of the country as a…

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…

Toilet care in Morocco saw healthy growth in current value terms in 2023, continuing the trend of the previous year. Sales remained dominated by toilet liquids/foams, thanks to their significantly cheaper prices compared to in-cistern devices. In…

Tobacco in 2023 in Morocco was impacted by the country’s economic strife and drought, with local tobacco production declining deeply. The war in Ukraine continued to fuel prices rises in energy and raw materials, and Morocco saw high inflation during…

In 2023, tissue and hygiene in Morocco recorded double-digit retail value growth, driven by rising prices. The price of raw materials and consumer goods, in particular energy products, reached historic highs in 2022 and 2023. As a result of high…

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…

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…

In 2024, sweet biscuits, snack bars and fruit snacks in Morocco is seeing development driven by out-of-home consumption trends and rising interest in healthy eating. Sweet biscuits are highly popular type in Morocco and as such the segment continues…

Surface care in Morocco sales achieved buoyant growth in current value terms in 2023.. However, this was partly due to an increase in unit prices, thanks to increases in energy, raw material and transport costs. The category is dominated by…