Morocco

Across meat and seafood, there is a noticeable shift in consumer preferences. Factors such as rising prices, economic constraints, and health awareness have prompted consumers to reconsider their protein sources. In meats, red meat consumption…

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…

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…

Premium beauty and personal care saw double-digit current value growth in Morocco in 2023. Premium brands are gradually becoming more prominent, mostly in the skin care category. Consumers are increasingly looking for premium dermocosmetics products…

There are no open-loop pre-paid cards in Morocco, and the number of closed-loop pre-paid cards (and the value of transactions made using them) was in decline even before the onset of the pandemic. The increased use of debit cards was the main driver…

While overall there is expected to be volume growth for portable players in Morocco in 2024, portable media players are expected to see further volume decline. Advances in technology are rendering portable media players obsolete, notably due to…

Polishes in Morocco posted positive growth in current value terms in 2023, albeit from a lower base. Such products still have a niche status in the country and are largely considered to be expensive and unnecessary. As such, they tended to be…

Plant-based dairy products are still in their nascent stages of development within the Moroccan market. The introduction of soya-based drinks marked the initial foray into this category. Copralim and Food Group Trading led the way with Sojasun and…

In 2024, slow growth in pet products is partly attributed to the weak economy and declining disposable incomes in Morocco. In addition to this, brands and product availability remains limited. At the same time, other pet product goods are highly…

Pet care in Morocco is showcasing a modest performance in 2024, as challenging economic conditions and declining disposable incomes impact purchasing habits and pet ownership. After a strong recovery in economic activity in 2021, the performance of…