Fresh food in 2024: The big picture
In 2024, fresh food in Morocco experienced a modest increase in total volume, rising by just 1%. Morocco's GDP saw modest growth, rising to 2.
2024 key trends
The challenging economic conditions in 2024 led to shrinking budgets for many Moroccan households. This made consumers more price-sensitive, prompting many to seek ways to save on everyday shopping.
Retailing developments
In 2024, independent small grocers continued to hold the leading position in the retail distribution of fresh food. The shopping habits of Moroccan consumers are heavily influenced by convenience, with daily visits to local grocery shops being the norm.
What next for fresh food?
Consumer confidence in Morocco is expected to remain low over the forecast period, with modest GDP growth of just over 3% and inflation staying high at under 3%. This economic slowdown, combined with declining household incomes, is likely to lead to continued economising among Moroccan consumers, particularly in the early years of the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Fresh Food industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Eggs
- Fish and Seafood
- Fruits
- Meat
- Nuts
- Pulses
- Starchy Roots
- Sugar and Sweeteners
- Vegetables
If you're in the Fresh Food industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Fresh Food in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Fresh Food in Morocco?
- What is the impact of commodity price fluctuations on local production and consumption?
- What are the key campaigns or legislation driving Fresh Food sales?
- How are consumer attitudes towards fresh food evolving?
- How significant is health and wellness in shaping consumer demand?
- Where is future growth expected to be most dynamic?
Fresh Food in Morocco
Fresh food in 2024: The big picture
2024 key trends
Retailing developments
What next for fresh food?
DISCLAIMER
Eggs in Morocco
KEY DATA FINDINGS
Affordability and versatility drives total volume growth for eggs in 2024
Growing awareness of health and sustainability drives demand for organic eggs
Foodservice volume growth outperforms retail growth, with boiled eggs being a popular choice
Eggs are expected to continue benefiting from being a budget-friendly protein option
Free-range and organic eggs are set to drive up value sales across the forecast period
Strong tourism flows is expected to support the growth of eggs sales through foodservice
Fish and Seafood in Morocco
KEY DATA FINDINGS
Reduced catch volumes lead to an increase in prices for fish and seafood
Crustaceans record strong results, driven by rising sales of frozen prawns
Price rises in 2024 lead consumers to migrate to cheaper, more affordable fish
The rising health and wellness trend is expected to continue benefiting sales
Foodservice growth is expected to outpace retail growth as seafood restaurants expand
There is potential for increased consumption and local production over the forecast period
Fruits in Morocco
KEY DATA FINDINGS
Weather conditions and rising price points challenge the domestic demand for fruits
Cost-effective fruit options gain ground as higher unit prices deter consumers
Climate challenges impact domestic supply as Morrocco imports fresh fruits
Fruit consumption is predicted to see an ongoing decline as high prices and weather conditions challenge sales
Premium fruit options are set to lose ground as consumers migrate to affordable options
Demand for pineapple and kiwi is set to fall as prices remain high across the forecast period
Meat in Morocco
KEY DATA FINDINGS
Inflation drives up red meat prices, while the government implements measures to ensure a steady supply of beef
Poultry sales benefit from affordable prices compared to other meat options
Modest growth for lamb, mutton, and goat as high price points reduce sales
Growth for meat is anticipated to be modest, challenged by high price points
There will continue to be limited prospects for pork consumption in Morocco
Poultry is expected to see the strongest performance, benefiting from an ongoing migration away from red meat
Nuts in Morocco
KEY DATA FINDINGS
Sales of nuts rise as consumers reach for food that supports healthier diets
Social gatherings and festivals support the sales of nuts in Morrocco
Lower priced imports are a challenge for domestic nut producers
Ongoing growth is predicted for nuts as consumers reach for healthy snack and meal options
Ongoing growth is predicted for almonds, walnuts and peanuts, embraced as healthier impulse snacks
Nuts will be used in recipes for salads, baked goods, and traditional meals, driving sales
Pulses in Morocco
KEY DATA FINDINGS
Local producers migrate away from pulse crops to more profitable alternatives
Lentils remain affordable while being a common feature in consumers' meals
Climate change and drought impact local cultivation of pulses
Both affordability and traditional Moroccan cuisine is set to drive growth for pulses over the forecast period
Other pulses are set to continue recording strong growth
Changing lifestyles and demand for convenience may challenge sales over the forecast period
Starchy Roots in Morocco
KEY DATA FINDINGS
Positive retail volume growth driven by the rising demand and sales of potatoes
Potatoes record strong foodservice volume growth, driven by the rise of food outlets
Health attributes combine with affordability to drive sales of beetroot in 2024
Positive growth is anticipated, with retail sales driven by an uplift in home cooking
Frozen processed potatoes are expected to benefit from the rising demand for convenience
Consumers are expected to migrate from sweet potatoes to standard varieties
Sugar and Sweeteners in Morocco
KEY DATA FINDINGS
While health awareness challenges sugar sales, demand benefits from home cooking and baking
Rising demand for hot drinks boosts sales of both sugar and sweeteners in 2024
Brown sugar and organic varieties align with rising health trends
Health trends are expected to shape consumer buying habits and challenge sales of sugar
Foodservice is predicted to outperform retail sales, bolstered by ongoing tourism
A steady rise for brown and organic sugar is expected, as consumers migrate to healthier choices
Vegetables in Morocco
KEY DATA FINDINGS
Prices of vegetables surge locally, challenging total volume sales in 2024
Tomato production in Morocco declines, impacted by weather disruptions
Domestic onion consumption declines due to higher prices in 2024
Growth is expected to benefit from a rise in healthier home cooking
Vegetable prices are expected to continue rising across the forecast period
Staple and affordable vegetables that are central to Moroccan cuisine are expected to perform well
The following categories and subcategories are included:
Fresh Food
- Eggs
-
- Crustaceans
- Fish
- Molluscs and Cephalopods
-
- Apples
- Banana
- Cherries
- Cranberries/Blueberries
- Grapefruit/Pomelo
- Grapes
- Kiwi Fruit
- Lemon and Limes
- Oranges, Tangerines and Mandarins
- Peaches/Nectarines
- Pears/Quinces
- Pineapple
- Plums/Sloes
- Strawberries
- Other Fruits
-
- Beef and Veal
- Lamb, Mutton and Goat
- Pork
- Poultry
- Other Meat
-
- Almonds
- Coconuts
- Peanuts (Groundnuts)
- Pistachio
- Walnuts
- Other Nuts
-
- Beans
- Peas
- Other Pulses
-
- Cassava
- Potatoes
- Sweet Potatoes
- Other Roots
- Sugar and Sweeteners
-
- Cauliflowers and broccoli
- Maize
- Onion
- Tomatoes
- Other Vegetables
Fresh Food
Fresh Food refers only to fresh uncooked and unprocessed foods (packaged and unpackaged). Packaged sugar products and natural sweeteners (e.g. brown sugar, table sugar, molasses) are also included. For Fresh Food, we research total sales across distribution channels including retail, foodservice and institutions. For a selected 18 markets, we have a breakdown of total fresh food sales according to the following formats: • Retail • Foodservice sales • Institutional sales Retail Retail sales is defined as sales through all legal establishments primarily engaged in the sale of fresh, packaged and prepared foods for home preparation and consumption. Retail sales excludes sales to hotels, restaurants, cafés, duty free sales and institutional sales (canteens, prisons/jails, hospitals, army, etc). Our retail definition excludes the purchase of food products from foodservice outlets for consumption off-premises, eg grilled chicken/meat/fish bought from counters of cafés/bars. This falls under foodservice sales. For foodservice, we capture all sales to foodservice outlets, regardless of whether the products are eventually consumed on-premise or off-premise. We estimate sales through the following channels: Modern Grocery Retailers • Supermarkets • Hypermarkets • Discounters • Convenience stores • Forecourt retailers Traditional Grocery Retailers • Independent small grocers • Food/Drink/Tobacco Specialists • Other grocery retailers (morning/speciality/open/wet/farmers’ markets, stalls and kiosks, etc) Non-grocery retailers • Health and beauty specialist retailers • Other non-grocery retailers Non-store retailers • Homeshopping • Internet retailing • Vending • Direct selling Foodservice Foodservice sales are defined as sales TO consumer foodservice outlets that serve the general public in a non-captive environment. In other words, this means that the foodservice volumes track sales of all fresh food going into restaurant kitchens, regardless of what the restaurant actually does with that food. Foodservice outlets include cafés/bars, FSR (full-service restaurants), fast food, 100% home delivery/takeaway, self-service cafeterias and street stalls/kiosks. Sales to semi-captive foodservice outlets are also included. This describes outlets located in leisure, travel and retail environments. • Retail refers to foodservice units located in retail outlets such as department stores, shopping malls, shopping centres, super/hypermarkets etc. • Leisure refers to foodservice units located in leisure establishments such as museums, health clubs, cinemas, theatres, theme parks and sports stadiums. • Travel refers to foodservice units based in airports, rail stations, coach stations, motorway service stations offering gas facilities etc. Institutional sales Institutional sales is defined as sales to captive foodservice units that serve captive populations such as in hospitals, schools, prisons, military camps, hotels, hostels, nursing homes, homes for elderly people, religious houses, etc.
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This report originates from Passport, our Fresh Food research and analysis database.
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