Fresh food sales rise in 2025 despite economic headwinds
2025 was a tough year for Morocco’s fresh food market with supply chain issues and elevated inflation putting pressure on food prices. With locals consumers finding their household budget squeezed there was a move towards more affordable ingredients, while luxury and imported items suffered a drop in sales in many cases. Despite this, an uptick in inbound tourism boosted foodservice sales, while the growing focus on healthy living boosted sales of categories such as fresh vegetables, nuts and poultry.
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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 sales rise in 2025 despite economic headwinds
KEY DATA FINDINGS
Food prices rise as Morocco sees a drop in the local production of fresh foods
Affordability has a big impact on the fresh food market
Sales of nuts and pulses report robust growth
Sales of fresh food set to rise over the forecast period despite economic challenges
Focus on healthy eating should benefit some fresh food categories
Morocco’s organic fresh food market positioned for expansion
Small local grocers remain key to sales of fresh food in Morocco
Supermarkets and discounters investing in expansion plans
COUNTRY REPORTS DISCLAIMER
Eggs in Morocco
KEY DATA FINDINGS
Eggs sales rise as consumers look for more affordable sources of protein
Eggs benefit from being seen as an affordable and versatile ingredient
Organic free-range eggs benefit from a healthier image
Eggs position as an affordable staple should support continued growth
Farmers set to turn to free-range and organic production to sustain profits
Fish and Seafood in Morocco
KEY DATA FINDINGS
Fish and seafood sees strong growth despite supply pressures
Demand for fish remains high but fewer fish are being caught
Fish farms seen as key to the market’s future development
Slower growth predicted as fishing hauls decline and prices rise
Foodservice sales set for stronger growth as tourist numbers rise
Fruits in Morocco
KEY DATA FINDINGS
Despite high demand sales continue to decline due to economic pressures
Price rises remain an obstacle to growth in 2025 but signs of improvement are seen
Focus on healthy eating should bring some stability to the market
Climate change seen as the key threat to growth
Meat in Morocco
KEY DATA FINDINGS
Price rises curb growth in meat sales
Supply shortages and price rises put pressure on the growth of red meat
Poultry seen as a healthier and more affordable option
Limited local supply and rising prices set to remain a barrier to growth
Poultry set to be the big winner from the red meat shortage
Nuts in Morocco
KEY DATA FINDINGS
Sales of nuts continue to enjoy strong growth in 2025
Nuts in high demand as a healthy and affordable snack
Peanuts remain the primary choice of nuts
Nuts set to benefit from their healthy profile
Price likely to remain a key determining factor in the choice of nuts
Pulses in Morocco
KEY DATA FINDINGS
2025 is a good year for pulses
Sales of pulses benefit from affordability and improving supply chains
Pulses benefit from an image makeover
Affordability will remain key to the success of pulses
Competition from processed pulses likely to grow
Starchy Roots in Morocco
KEY DATA FINDINGS
Potatoes remain a staple of the Moroccan diet
All eyes on potatoes after a strong harvest year
Beetroot trending as a healthy and affordable ingredient
Potatoes set to remain a key component of the local diet
Climate change the main threat to the future of starchy roots
Sugar and Sweeteners in Morocco
KEY DATA FINDINGS
Foodservice sales the growth engine for sugar and sweeteners in 2025
Retail sales in decline as consumers look to make healthier choices
Interest in organic sugar on the rise
Contrasting fortunes predicted for the retail and foodservice channels
Health conscious consumers could switch from white to brown sugar
Vegetables in Morocco
KEY DATA FINDINGS
Sales of fresh vegetables benefit from a good harvest year in 2025
Fresh vegetables remain a key part of the local diet
Fresh maize sales decline while organic produce attracts more affluent consumers
Vegetables set for growth thanks to focus on healthy eating and record tourism
Challenges and opportunities ahead for the cultivation of fresh vegetables
COUNTRY REPORTS DISCLAIMER
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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