PROSPECTS AND OPPORTUNITIES
Fruit consumption is predicted to see an ongoing decline as high prices and weather conditions challenge sales
Over the forecast period, fruit consumption in Morocco is expected to slow down, with total volume sales set to fall at a CAGR of 2%. This ongoing fall in volume sales will be primarily due to ongoing economic challenges and declining disposable incomes.
Premium fruit options are set to lose ground as consumers migrate to affordable options
The consumption of expensive fresh fruits like cherries, figs, plums, nectarines, and peaches is expected to decline as price points for these will remain unaffordable for the average Moroccan consumer. For instance, cherries reached a record price of MAD40 per kg in 2024, while figs were retailing at MAD20 per kg.
Demand for pineapple and kiwi is set to fall as prices remain high across the forecast period
Morocco, which has long been a big producer of key fruits such as pears, plums, bananas, and dates, has turned to importing most of these fruits to cover rising domestic demand amid poor local production. The country also imports pineapple and kiwi, and prices for these goods are expected to exceed the average Moroccan's budget.
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Overview:
Understand the latest market trends and future growth opportunities for the Fruits 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.
If you're in the Fruits 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 Fruits 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 Fruits in Morocco?
- What is the impact of commodity price fluctuations on local production and consumption?
- What are the key campaigns or legislation driving Fruits 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?
Fruits in Morocco - Category analysis
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
Fresh Food in Morocco - Industry Overview
Fresh food in 2024: The big picture
2024 key trends
Retailing developments
What next for fresh food?
DISCLAIMER
The following categories and subcategories are included:
Fruits
- 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
Fruits
This is the aggregation of fresh apples, bananas, cherries, cranberries & blueberries, grapefruit & pomelo, grapes, kiwi fruit, lemons & limes, oranges, tangerines & mandarins, peaches & nectarines, pears &quinces, plums & sloes, pineapples, strawberries and other fruits, whether sold packaged or unpackaged. Large fruit, such as watermelons and melons, cut and packed by retailers at their premises are also included. All other packaged, processed fruit products such as fresh cut fruits marketed as fresh fruit snacks and salads, cut frozen fruits and berries, jams & preserves, canned/preserved fruits, dried fruits and fruit snacks and fruit juices and juice drinks are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Fruits research and analysis database.
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