Snacks in 2025: The big picture
Snacks in Morocco faced relatively steady volume and value growth in 2025, despite low levels of consumer confidence and a growing focus on health and wellness. Some consumers cut back on buying indulgent snacks, such as cookies and chocolate coated biscuits, which are more expensive. In addition, health-conscious consumers reduced their consumption of less healthy chips and biscuits.
Key trends in 2025
Lower disposable income has led to weaker demand for indulgence snack products as the mass consumer base in Morocco struggles with higher costs of living and prioritises everyday staples. Consumers have cut down on the amount of chocolate confectionery they consume, as most view chocolate confectionery as an indulgence rather than a necessity. Consumers have also been forced to focus their spending on economy products and basic snacks whilst cutting their expenditure on less essential snacks like snack bars, ice cream, and desserts. Amid the fierce competition between economy and private label, manufacturers and retailers countered these challenges by applying massive in-store promotions, such as price discounts on biscuit multipacks, and developed smaller-sized packs in biscuits and chips to sustain volume sales.
Competitive Landscape
Mondelez Maroc was the leading company within snacks overall in 2025. The company produces the Milka, Oreo, Tagger, Tonik, Tango, Trident and Clorets brands, present in the biscuits gum and chocolate confectionery categories. Mondelez Maroc maintained its strong foothold in snacks due to its heavy marketing budgets, with a key focus on product innovation and heavy promotions. In light of the decline in disposable income, consumers traded down to cheaper brands and were attracted by the growing presence of affordable local brands. Mondelez Maroc followed suit by offering more affordable products in 2025, such as smaller-sized packing in order to make their brands more affordable, such as mini Merendina (19g), and Tonik and Tagger biscuits (24g). Mondelez Maroc was also very active in terms of promotions in 2025. Heavily promotions were visible on their multipacks of biscuits including Tonik and Taggers 24g wafers, and packs of Ahoy Milka 22g chocolate tablets. Other than promotions, Mondelez Maroc was a pioneer in innovation and became increasingly aggressive in launching new products with advanced technology.
Channel developments
Small local grocers was the leading distribution channel within snacks overall in 2025, due to their proximity, consumer access to credit, and the ability to buy smaller quantities. The high cost of living has prompted many consumers to switch back to local grocery stores who offer credit facilities to cash strapped customers. Supermarkets cannot offer this finance solution unless the consumer has a credit card.
What next for snacks?
Consumer confidence is expected to remain low at the start of the forecast period, with modest economic growth anticipated, while inflation will remain above average. The high cost of living will continue to weigh on household disposable income, which could lead consumers to further economise over the early part of the forecast period. In this climate, Moroccans will continue to be driven by price sensitivity over the early part of the forecast period, and this will limit purchases of more expensive snacks, such as take-home ice cream, cereal bars, chocolate with toys, boxed assortments, cookies and chocolate coated biscuits etc. These are largely considered less essential to consumers and are viewed as indulgent products. Value growth will slow as consumers prioritise price offers and discounts when buying snacks. Multi-packs that offer better value will be an attractive proposition to consumers, as will economy brands. Players will need to maintain competitive prices and offers, rather than investing in adding value to their products.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 a comprehensive range of core packaged food categories.
If you're in the Snacks 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 Snacks in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- 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 Snacks in Morocco?
- Which are the leading brands in Snacks in Morocco?
- How are products distributed in Snacks in Morocco?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Morocco?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Morocco
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Morocco
KEY DATA FINDINGS
Consumers reduce consumption amid price rises
Aiguebelle SA is the leading player in chocolate confectionery
Small local grocers remains the leading distribution channel
Sluggish performance due to economic climate and health consciousness
Rising competitive threat from chocolate biscuits
Health-conscious consumers will switch to healthier snacks
Gum in Morocco
KEY DATA FINDINGS
Rising consumption of gum amid hectic consumer lifestyles
Mondelez Maroc dominates the gum category
Small local grocers lead in distribution terms
Gum is set to enjoy dynamic growth
Flavour innovation to support bubble gum
Product development to focus on healthier and functional gum
Sugar Confectionery in Morocco
KEY DATA FINDINGS
Weak economic climate curbs demand for sugar confectionery
Pastor SA dominates with extensive distribution network
Small local grocers dominate due to proximity
Sugar confectionery to enjoy steady growth
Innovative flavours to be rolled out
Health-consciousness will shape purchasing decisions
Ice Cream in Morocco
KEY DATA FINDINGS
Tourism supports stronger sales of ice cream
Unilever Maghreb SA leads the category
Small local grocers is leading distribution channel
Bright outlook for ice cream
Low competition from other snack categories
Ice cream consumption set to rise
Savoury Snacks in Morocco
KEY DATA FINDINGS
Strong appetite for savoury snacks
Leader Foods Maroc SA enjoys a strong position
Small local grocers have a strong position
Savoury snacks enjoys slow but steady growth
Low exposure of tortilla chips, pretzels and popcorn
Healthy snacking trend set to gain momentum
Sweet Biscuits, Snack Bars and Fruit Snacks in Morocco
KEY DATA FINDINGS
Snacking and away-from-home consumption drives growth
Best Biscuits Maroc SA secures its leading position
Small local grocers was leading distribution channel
Sweet biscuits set to enjoy further growth
Local players to intensify competition in fragmented landscape
Health trend to spur biscuit innovations
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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