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.
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.
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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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.
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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 definitionsThis report originates from Passport, our Fruits research and analysis database.
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