Market research on consumer products, commercial industries, demo...
Market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Morocco. Includes comprehensive data and analysis, tables and charts, with five-year forecasts.
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…
Volume growth remains stable in 2023 across large cooking appliances overall. With hybrid working arrangements remaining in place and consumers cooking and eating more meals at home, there has been increased levels of wear and tear, thus increasing…
Laundry care in Morocco saw healthy growth in current value terms in 2023, continuing the trend of the previous year. However, this was partly due to inflationary pressures, as manufacturers, squeezed by rising energy and other input costs, opted to…
In limited-service restaurants, there is a growing focus on technology as players seek to provide a faster service. McDonald’s (First Restaurant International) has fared much better than its rivals in 2023. This is largely due to its flexible…
Hotels in Morocco continued to bounce back in 2023, with the number of room nights edging closer to pre-pandemic levels. The sector suffered during the pandemic, due to mobility restrictions, with resulted in some hotels closing on a temporary basis.…
Mass fragrances registered a particularly strong performance as sales rebounded robustly over the course of 2022. The main driver of growth in the category is that many consumers are reverting to their pre-pandemic lifestyle habits and this has meant…
Many Moroccans perceive ready meals to be less healthy and not as tasty than freshly cooked food, while they also see them as more expensive options. With consumers more appreciative of taste, sensitive to price and, to a lesser extent, health and…
The year 2023 witnessed a significant surge in red meat prices in Morocco, attributed to various factors. Commencing in 2019, Moroccan consumers boycotted several dairy products, leading numerous breeders to sell their cows to slaughterhouses. The…
This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in…
Moroccan men are increasingly feeling the pressure to maintain strict personal hygiene and personal grooming routines as changes in society have placed far more emphasis on male beauty while encouraging men to pay attention to their appearance. This…
In 2023, menstrual care in Morocco continued to show double-digit retail value growth, with positive retail volume sales. Ongoing growth was driven by changes in perception and growing awareness of menstrual care, alongside the expanding coverage of…
Increasing price-sensitivity among male consumers led to a notable shift in preferences towards more affordable clothing options, particularly in economy clothing. This trend was further accentuated by the rise in customs duties on imported textile…
Retail volume sales have gained pace in 2023 amid rising interest in home cooking and the ongoing trend towards discounting activity and promotion. As with other consumer appliances, the adverse economic climate in 2023 and related inflation means…
The 2022 finance law in Morocco introduced an internal consumption tax on smartphones and new “green” taxes, which is expected to raise the cost of electronic devices and household appliances. Analysts predict that the ongoing war in Ukraine and chip…
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…
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…
In 2023, nappies/diapers/pants in Morocco recorded positive retail value growth, driven by price rises as retail volume growth remained low level, under 1%. During the review period, births in Morocco continued to fall, with the birth rate dropping…
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 heightened consumption of nuts in Morocco during 2022 and 2023 was significantly influenced by major sporting events like the World Cup, becoming popular snacks, particularly salted almonds and peanuts, consumed both at home and in various…
Recent years have seen local consumers become increasingly aware of the importance of maintaining a strict daily oral hygiene routine and this is linked to the increased importance of appearance and personal image in Moroccan society. This has led to…