Morocco

Morocco is a country heavily reliant on cash, with consumers historically favouring debit cards to any other types of financial cards; standard credit cards continue to suffer from a negative perception among locals for several reasons. The demand…

While Morocco saw dynamic demand for consumer lending immediately post-pandemic as retailers and foodservice outlets reopened their doors to consumers, from September 2022 the market has been impacted by soaring prices impacting purchasing power…

Morocco’s latest unemployment data exhibits a rise to almost 13% in the first three months of 2023, from just over 12% over the same period last year, as the farming sector shrunk due to the worst drought in decades, directly affecting the sector’s…

The number of charge cards in circulation in Morocco is rising thanks mainly to population growth, urbanisation and the rising share of the banked population. The convenience of interest-free deferred payments - the core feature of charge cards - is…

Moroccan consumer incomes are expected to rise from 2022 to 2027 due to emergence of better job opportunities and increased remittances. However, the growth is set to be slower than regional average, partly due to climate change affecting…

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…

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…

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…

Although state finances are set to improve through higher taxation, economic freedom is challenging and corruption persists. Owing to lower agricultural output, the economy has slowed down markedly, but inflation is under control and fertiliser…

Yoghurt sales saw a deceleration in volume growth during the first half of 2023, primarily attributed to the challenging economic landscape and declining disposable incomes. Amid the global economic recession, consumers exhibited a trend of…

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…

The demand for other dairy products experienced a decline in the first half of 2023 due to reduced consumer budgets and a decrease in demand for indulgence products. The category's relatively small size, limited potential for innovation in some…

Due to the impact of adverse climatic conditions and the escalating cost of raw materials used in animal feed on the Moroccan dairy sector, struggling breeders were forced to cull dairy cows to offset losses and ensure survival. This led to a…

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…

Two distinct trends emerged within the spreadable cheese segment in the first half of 2023. Firstly, the growing popularity of single unit sales, constituting three-quarters of total cheese sales in portions. Economic constraints prompted…

Amid shifting consumption patterns, butter remains an enduring favourite in Morocco. Rooted in longstanding culinary customs, butter's integration with staple foods like bread, jam, and honey continues to resonate with consumers. The burgeoning…

In 2023, the Moroccan landscape of parenthood is undergoing a profound transformation driven by a notable decline in birth rates. This trend began before the COVID-19 pandemic and has been accentuated by economic uncertainties stemming from the…

All wound care categories are poised to register improved results in volume and current value growth terms in 2023. The uptick in demand has been supported by the resumption of pre-pandemic routines, with Moroccans becoming more likely to suffer…

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…

Demand for vitamins in Morocco has remained buoyant in 2023, with total volume sales set to increase at a faster rate than in 2022. This improvement has been supported by continued growth in the number of consumers taking these products as a…