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.
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.
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.
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.
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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