The number of financial cards in circulation in Morocco continued to expand in 2025, supported by strong macroeconomic conditions, financial inclusion initiatives, and regulatory reforms. Infrastructure upgrades, liberalisation of electronic payment terminals, and fintech innovations are expanding digital access, while partnerships between banks and global networks have strengthened security and convenience. Emerging players like Chari are driving adoption among small businesses and underserved

The number of credit cards in circulation in Morocco continued to rise in 2025, supported by declining borrowing costs, financial inclusion initiatives, and the growth of e-commerce and cross-border transactions. However, a strong cultural aversion to debt, fraud concerns, and strict eligibility criteria limit adoption, with debit cards remaining the preferred choice. Banks are promoting credit cards through targeted campaigns, multi-currency solutions, and partnerships with global networks. Fin

The number of debit cards in Morocco continued to grow in 2025, driven by government inclusion programmes, regulatory reforms, and improvements in infrastructure. Contactless adoption, e-commerce, and mobile wallet integration are boosting transactions, while fintech partnerships with Visa, Mastercard, and local banks have accelerated innovation. Banque Centrale Populaire remains the leading issuer, though smaller players like CIH Bank are gaining traction with value-added services and mobile in

The number of pre-paid cards in circulation in Morocco declined in 2025, as consumers increasingly opted for more convenient and integrated payment methods like debit cards and mobile wallets. Open loop cards lost ground, while closed-loop cards - including gift cards, corporate incentive cards, and transport cards - maintained relevance for specific usage occasions. Pre-paid cards, however, remain vital for social programmes like RAMED and CNSS, corporate payrolls, and remittance transfers, off

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 po

Sales of fish and seafood saw strong growth in volume terms in 2025 with pelagic fish such as sardines and mackerel remaining highly popular. Increasing awareness of the health benefits of regularly consuming fish, especially oily fish, also continued to fuel demand. However, with a further decline in the amount of fish being caught, prices continued to rise, which placed limits on growth. Moving forward, the focus is on developing local aquaculture and expanding the local fishing fleet.

Although there is a growing awareness of the health benefits of incorporating a selection of fruits and vegetables into your diet, the market continued to be limited by price rises and a deflated economy. With many households seeing their disposable income squeezed they were forced to prioritise their spending, which had a negative impact on sales of fruits. Most consumers looked for the cheapest options, such as imports of cheap mango from Senegal.

Local supply shortages and elevated inflation put pressure on volume sales of red meat in 2025. Despite government efforts to bridge the gap and ensure stable supplies prices remained too high for many households. The key beneficiary of this was poultry with sales seeing strong growth as consumers looked for more affordable sources of protein.

While some fresh food products struggled during 2025 due to the impact of inflation and price rises, this situation offered some benefit to pulses which offer an affordable source of protein. With meat and fish prices soaring, some consumers switched to pulses such as lentils and broad beans which are not only much cheaper but are also packed with healthy nutrients. There has also been an increase in the availability of locally produced and imported lentils which has helped to keep prices stable

Potatoes remain a central ingredient to the local diet, with their versatility meaning they appear in a wide range of traditional and modern dishes. Potatoes are also widely used in the foodservice channel, especially fast food restaurants. Other types of starchy roots have limited demand, which is linked to a lack of distribution and awareness for these products. Thanks to a strong harvest year the price of potatoes declined slightly in 2025 which helped to boost demand.

Sugar and sweeteners saw polarised performances in the retail and foodservice channels in 2025. Retail demand was negatively impacted by rising health concerns, with consumers increasingly looking for ways to tackle serious health issues such as obesity and type 2 diabetes. In contrast, foodservice sales rose, with locals having a long tradition of consuming their mint tea and coffee with sugar. Moving forward players could focus on offering healthier options such as organic and natural sugar an

2025 was a good year for the production of vegetables in Morocco after a few years in which harvests were hit by drought. This resulted in an over supply of some produce which helped to keep prices low, thereby supporting volume growth. Fresh vegetables remain a key component of the local diet with there being little interest or demand for processed vegetables. Health awareness campaigns have also helped to encourage locals to incorporate more vegetables into their diet, including as healthy sna

Nuts, especially peanuts (groundnuts) and almonds, remain popular snacks and ingredients in Morocco. Alongside their traditional place as snacks both at home and in foodservice outlets, sales of nuts have also benefited from a growing awareness of the positive role nuts play in a healthy and nutritionally balanced diet. While traditional favourites such as peanuts, almonds and walnuts remain in high demand, more exotic options such as coconuts are struggling to win share due to high prices.

Sales of eggs continued to see strong growth in total volume terms in 2025. The rising cost of meat and fish has helped promote eggs as a more affordable source of protein, with sales also benefiting from an increased focus on home cooking and baking. Foodservice sales also saw robust growth with eggs being a popular breakfast dish, as well as benefiting from strong growth in inbound tourism. The future remains bright with consumers increasingly looking to shift to free-range and organic eggs.

Retail current value sales of baked goods in Morocco continued to rise moderately in 2025, supported by price rises, as there was a slight decrease in retail volume sales. Baked goods remained the key category, as bread is main type of staple food in Morocco. However, consumers adopted cost-saving measures, such as baking at home. This trend hindered the growth performance of both packaged and artisanal or unpackaged baked goods, as consumers shifted their consumption habits towards home-made al

Retail current value sales of breakfast cereals in Morocco increased strongly in 2025, albeit at a slower rate than in 2024. Most Moroccan consumers remained accustomed to a breakfast consisting of bread with spreads, olive oil or cheese. Eating cereal for breakfast remains an unpopular choice in the country, as these products are relatively expensive and considered less filling than bread, for example. Thus, retail volume sales rose moderately, albeit slower than in 2024, and from a low base. I

Processed fruit and vegetables in Morocco registered strong growth in retail volume sales and especially retail current value sales in 2025. While categories like shelf stable vegetables and frozen processed potatoes are popular, the offer and consumption of some other types remain underdeveloped, thereby providing room for further growth across processed fruit and vegetables. Increasingly hectic lifestyles and high prices of fresh vegetables continued to push convenience and affordability aspec

In 2025, rice, pasta and noodles in Morocco registered faster retail volume and current value sales growth, compared with 2024, albeit slower than in previous years of the review period. Retail volume sales recorded modest growth in 2025, supporting, along with price rises, a strong retail current value sales increase. Nonetheless, the economic downturn forced low- and middle-income consumers to limit purchases of non-essential, more expensive noodles. Meanwhile, some consumers see pasta as a lu

Retail current value sales of staple foods in Morocco continued to rise in 2025, despite a marginal drop in retail volume sales. Morocco’s rate of inflation rose in early 2025 as food and energy costs increased. This increased the pressure on household budgets, particularly due to food prices, while prices of non-food items also rose. Much of the rise stemmed from the steady increase in the cost of basic food staples. Meat prices have been inching upward for over a year, informing a rise in the

Retail current value sales of processed meat, seafood and alternatives to meat in Morocco increased strongly in 2025, largely in line with the 2024 performance. Processed seafood performed well, but processed meat continued its downward trend amid a growing health and wellness trend. Many local consumers are moving away from processed meat, as they perceive it as unhealthy due to the additives and preservatives needed to maintain extended shelf life. Most local consumers prefer to buy fresh chic

In 2025, off-trade volume of carbonates in Morocco remained flat, supported by economic recovery, stable inflation, and hot weather, which boosted urban demand and affordability. Rising health consciousness drove strong growth in low-sugar and sugar-free carbonates, while regular carbonates faced challenges due to shifting consumer preferences. Coca-Cola Morocco retained its leadership, while local player Sodalmu SA achieved the fastest volume growth by leveraging affordability and culturally re

In 2025, soft drinks in Morocco experienced volume growth due to several factors, including easing inflation, improved macroeconomic conditions, and spikes in on-trade consumption driven by events. Households showed a preference for smaller pack sizes and affordable options, while health-conscious trends boosted the demand for low and zero-sugar beverages, functional drinks, and bottled water. The on-trade benefited from the growth in tourism and major events, which encouraged premium products a

In 2025, RTD coffee in Morocco gained popularity as a convenient, on-the-go refreshment. Off-trade volume growth was supported by its availability in modern trade, as well as the introduction of premium imported Starbucks products. High temperatures also contributed to the demand for chilled alternatives to traditional hot coffee. Growth centred around leading brands like Starbucks, which maintained consumer interest through new flavours, limited editions, and small-format products. Despite pric

In 2025, RTD tea recorded strong volume growth in Morocco, driven by increased accessibility in modern retail, hypermarkets, and digital platforms, alongside hotter summer temperatures that encouraged consumers to choose cooler beverages. Still RTD tea, particularly iced variants from established brands like Lipton and Rauch, led sales, while zero-sugar options and competitively priced private label options broadened consumer choice. The category remained largely focused on traditional flavours