In 2024, consumer foodservice in Morocco recorded growth in value terms, demonstrating notable resilience. This positive performance was driven by a combination of economic recovery, evolving consumer preferences, and the continued expansion of outlets. A key driver of growth was the ongoing rise of chained foodservice brands, which broadened their presence and captured nearly 19% of value share, an increase from previous years. These brands benefit from standardised offerings, digital ordering

In 2024, Morocco’s full-service restaurant sector continued its evolution, shaped by shifting urban lifestyles and rising consumer expectations. The segment recorded steady growth, with both chained and independent operators expanding their footprint, particularly in key urban centres such as Casablanca and Marrakech.

Street stalls/kiosks recorded a decline in foodservice value in Morocco in 2024. Nevertheless, outlet numbers continued to expand, and these formats remain an essential part of Morocco’s informal foodservice landscape. With more than 30,000 outlets nationwide, they provide affordable and accessible meals to a broad demographic, particularly in urban and peri-urban areas. Popular for snacks, juices, and quick bites, street stalls and kiosks serve the daily needs of commuters and low-income consum

In 2024, cafés/bars in Morocco recorded a slight decline in value sales, with the fall in sales driven by chained bar/pubs. Despite this, outlet numbers across the category grew, as cafés and bars remained a cornerstone of the national foodservice culture, driven by strong social dining habits and evolving urban lifestyles. With over 18,000 outlets nationwide, the category made a significant contribution to overall foodservice revenue.

Major chains of restaurants and cafés are opening and expanding across Morocco in line with the development of infrastructure, tourism and the broader urbanisation trend. Chains are taking over from smaller, independent food outlets in Morocco, especially in cafés and limited-service restaurants. Big chains are becoming more popular with locals as they expand into different locations, encroaching on the position of standalone restaurants.

In 2024, limited-service restaurants in Morocco recorded strong foodservice value growth, reflecting the country’s rising demand for convenient and affordable dining. This performance was supported by ongoing urban expansion, a predominantly young consumer base, and increasing appetite for quick-service formats. Chained limited-service brands such as Papa John’s, Al-Tazaj, and La Brioche Dorée expanded their presence, particularly in urban centres like Casablanca and Rabat. These brands benefit

Sales of home audio and cinema have seen a decline in retail volume terms in 2025 as many product categories such as traditional speakers lost out to wireless variants which are cheaper, much smaller and portable. Consumers have largely migrated towards wireless variants as these are more convenient and smaller. In addition, many consumers now stream their music so do not use the traditional hi-fi systems or audio separates, which has also led to declining sales in 2025.

The Moroccan economy has started to show signs of recovery in 2025 as inflation has continued to fall compared to the beginning of 2024 which has helped to boost purchasing power. This has helped drive growth in sales of consumer electronics. However, despite the fact that inflation is dropping, the majority of middle-income consumers are still continuing to feel the pinch and thus remain wary about spending too much, whilst lower income consumers are yet to feel any direct benefit from the impr

Sales of computers and peripherals have seen positive volume growth in 2025 albeit to the detriment of value growth as retailers have been very keen to slash prices in order to entice more sales. As a result, impressive price reductions have been seen in many appliances and electronics specialists in 2025, sometimes as much as 20% of the original price, with retailers such as IRIS Maroc offering many different types of computers at many different price points.

Sales of imaging devices have continued on a downward spiral over 2025, continuing the pattern seen over the review period. This rapid decline in sales is largely due to the increasing use of smartphones which are now being used as a substitute for imaging devices by most consumers. Smartphones today have high-quality in-built cameras that are sufficient for the photography and video needs of the average consumer. Functionality in smartphones is also increasing all the time, such as being able t

Sales of in-car entertainment have been declining in retail volume terms in 2025, with in-car speakers being the only category to register growth. Sales of other products such as in-car navigation systems have suffered from consumers switching to the use of mobile phone applications for navigating, such as Waze, as these are free to use and are generally more accurate than an in-car navigation system that is not always updated in real time. In addition, any real time updates that are available a

Portable players continues to struggle with volume sales nosediving over 2025 in all categories except for wireless speakers which has continued to see healthy growth. Many products within portable players are disappearing from the market as consumers increasingly use their smartphones or other wireless devices instead of more traditional products.

Smartphones continues to see strong growth in retail volume terms 2025 as these products continue their upward trajectory to the detriment of feature phones. Smartphones are widely used by Moroccan youths and most young people are highly connected and spend a considerable amount of time on their devices either listening to music, using communication applications such as WhatsApp, or spending time on Facebook and Instagram. As a result, the market for smartphones remains very buoyant and offers a

Home video has seen strong growth in retail volume terms in 2025 thanks in part to a recovery in the economy which has led to some people having more money to spend on televisions. In addition, there has been an uptick in the housing market in 2025 which has also helped to fuel demand as people often buy a new television or upgrade their existing televisions when moving into a new home, particularly if they are moving into a nicer apartment or house.

Volume sales of wearable electronics have continued to see double-digit growth in 2025, with the smart watch (analogue) and smart wearables categories attracting the most interest. Interest from upper-income consumers in products such as Samsung’s range of smartwatches is strong as these products are not only seen as a status symbol but they are also attracting urban consumers who want to track their exercise and who also want to stay connected to answer messages and phone calls when away from t

Wireless headphones has continued to post strong growth in 2025 in retail volume terms which is in part thanks to the increasing product variety on the market. Wireless headbands and TWS earbuds continue to dominate sales with wireless earphones disappearing from the market. TWS earbuds account for the largest share of sales with most young Moroccans wanting wireless headphones that are small and discreet and which do not affect their hairstyle and movement whilst they are out and about. However

Spirits in Morocco witnessed a slightly more upbeat performance over 2024, reflecting a mild improvement in off-trade volume sales and a more upbeat performance in the on-trade. The high price of spirits restricts consumption in Morocco, notably among middle- and lower-income consumers. Indeed, the lower disposable incomes of Moroccans is the main barrier to consumption, as most spirits are still too expensive for the majority of Moroccans.

Retail volume sales of beer in Morocco registered dynamic growth due to several factors. Amid economic pressures in Morocco, beer remained a popular go-to beverage due to its affordability compared to wine and spirits. Morocco’s thriving tourism industry has continued to boost on-trade sales in 2024, with foreign tourists returning in the aftermath of the pandemic. Domestic brands like La Speciale Flag continue to dominate as they have a favourable price advantage and enjoy widespread familiarit

Wine in Morocco has an aspirational image among locals with many perceiving it as a drink for special occasions. Retail volume sales were steady in 2024, supported by foreign tourists, although price sensitivity continued to weigh on local consumer demand. Wine is widely consumed by tourists visiting the country, although red wine is also a key favourite among Moroccans. Modest premiumisation has helped to boost margins and sustain value growth. Growth was supported by restaurants and hotels cat

Alcoholic drinks in Morocco witnessed dynamic growth in 2024. While economic conditions limited household spending on premium alcoholic drinks, strong inbound tourism continued to support on-trade demand in restaurants, hotels, and bars. Many local consumers continued to face inflationary pressures and high living costs, driving the shift away from premium wines and spirits to more affordable alcoholic beverages, including economy beers and locally produced options. The elimination of import dut

In Morocco, RTDs appeal to young urban professionals and tourists but lack deep penetration across the broader market. Consumers often view RTDs as expensive for the quantity offered, especially compared to beer. RTDs are still largely occasion-led beverages and do not form part of regular at-home consumption habits. Despite attractive packaging and flavour experimentation, consumer adoption also remains limited by economic constraints. Moreover, the category has struggled over the review period

Volume sales of sugar confectionery were impacted by economic uncertainty in Morocco, resulting in a slowdown in growth over 2025. Consumers cut down on the amount of sugar confectionery they consumed towards the end of the review period. More expensive products such as pastilles, gums, jellies and chews, which are viewed as an indulgence, were hardest hit in sugar confectionery. Current value growth also slowed down in 2025.

Chocolate confectionery in Morocco witnessed a decline in retail volume sales over 2025, largely due to the global economic downturn. Moroccans have generally reduced their spending on chocolate confectionery products and other non-essentials, as well as luxury purchases, due to cutbacks in expenditure. Price increases have been more prominent leading to slightly higher retail value growth in 2025.

Gum recorded positive volume sales growth in 2025, as increasingly hectic lifestyles led consumers to spend more time away from home. Longer school days and office hours have benefited the gum category. Many Moroccans turn to gum to freshen their breath and help keep their teeth clean when they are outside of the home. Chewing gum continued to post the strongest growth and received growing attention from manufacturers. This was in response to consumer demand for healthier alternatives to the inc