Morocco’s economy expanded by 3.8% in real terms in 2024, and growth is set to accelerate to 4.0% in 2025, driven by improved agricultural output, steady non-agricultural growth, and major events like the 2025 Africa Cup of Nations, which will boost tourism and investment. Inflation eased sharply to 1.0%, allowing the central bank to cut rates to 2.5%. Exports rose by 8.1%, led by transport equipment, while fiscal reforms strengthened revenues and paved the way for gradual deficit reduction.

Morocco's operational and regulatory environment declined over 2019-2024, with high tax burdens and government control over the financial sector deterring investment and business growth. In addition, the country's labour market faced challenges, including a decline in employment rates and high youth unemployment, despite improvements in labour freedom regulations. Furthermore, Morocco's trade freedom ranking worsened, and its digital readiness remained low, hindering economic and social impact.

Retail sales of other dairy products in Morocco are expected to continue expanding in current value terms in 2025. However, the perception that the category offers limited growth potential has led many dairy players concentrate their marketing efforts on other areas, such as cheese, yoghurt, and - to a lesser extent - drinking milk.

Retail sales of drinking milk products in Morocco are expected to post relatively modest growth in current value terms in 2025, compared to the wider dairy products and alternatives market. Unfavourable climatic conditions, particularly prolonged drought, combined with sharp increases in the cost of raw materials for animal feed, have forced many breeders to cull their dairy herds. This has led to a significant decline in local milk production.

Cheese sales in Morocco are expected to continue growing in current value terms in 2025, driven in part by the increasing influence of Western eating habits. Media exposure - including advertisements from fast-food chains like Pizza Hut and McDonald’s, as well as Western cooking programmes - has boosted consumer familiarity. However, cheese consumption remains less prevalent among lower-income groups due to the relatively high price of many offerings.

The market for yoghurt and sour milk products in Morocco is anticipated to experience modest growth in current value terms in 2025, despite ongoing economic challenges and declining disposable incomes. Volume sales of yoghurt are expected to see a slight upturn, following the flat performance of the previous two years. To sustain demand, manufacturers have employed various strategies, including intensive price promotions. For example, bulk multipacks, such as Chergui’s 16-unit packs, offer consu

Retail sales of baby food in Morocco are expected to see only marginal growth in current value terms in 2025, largely due to unfavourable demographic trends. Low birth rates, influenced by delayed marriage and increased use of contraceptives, have reduced the number of infants, limiting overall market expansion. Additionally, growing awareness of breastfeeding as the preferred form of infant nutrition has further restrained demand.

The market for butter and spreads in Morocco is expected to continue to expand in current value terms in 2025. Butter, which accounts for the bulk of sales, remains a beloved staple in Moroccan cuisine, deeply ingrained in the country's culinary traditions. Its use alongside staple foods like bread, jam, and honey continues to resonate with consumers, while the growing popularity of Western foods such as sandwiches, cakes, and cookies has further cemented its relevance.

Retail sales of dairy products and alternatives in Morocco are expected to rise in current value terms in 2025, despite a series of ongoing challenges. One of the most pressing issues is the decline in national milk production, with a noticeable downward trends since 2020. Unfavourable climatic conditions, particularly drought, coupled with sharp increases in the cost of raw materials used in animal feed, have forced many breeders to cull their dairy herds in order to cover their losses, which i

Plant based dairy in Morocco is set to see dynamic growth in current value terms in 2025, albeit from a low base. The category remains relatively undeveloped in the country, with offerings mainly limited to soy drinks and other plant-based milks. Soy-based drinks were the first to enter the Moroccan market, introduced by trailblazers such as Copralim with Sojasun and Food Group Trading with Bjorg soy drinks. However, these products have faced challenges in reaching a broad consumer base, due to

Retail value sales of airlines rose in 2025, supported by strong demand across both domestic and international routes. Growth was driven by the Moroccan government’s ongoing efforts to enhance air connectivity and capacity as part of its broader tourism strategy. These initiatives are designed not only to attract more international visitors but also to stimulate domestic travel and ensure the country is well-prepared for major upcoming events such as the Africa Cup of Nations in 2025/2026 and th

Lodging in Morocco continued to expand in 2025, although the pace of growth moderated compared to the post-pandemic highs. As global inflationary pressures eased and travel flows normalised, operators faced a more competitive environment and responded with strategies aimed at boosting occupancy. Price-based promotions became more common, reflecting efforts to attract travellers who were increasingly budget-conscious. Many consumers shifted towards short-term rentals, which not only provided cost

In 2025, Morocco’s travel industry continued to expand, although the pace of growth was more moderate than the sharp surge experienced in the immediate post-pandemic years. The country strengthened its position as a leading tourism destination in Africa, attracting a mix of domestic, diaspora, and international visitors under the framework of the 2023–2026 tourism roadmap. The industry performed well across all areas – inbound arrivals, domestic tourism, and outbound departures – reflecting coor

Retail value sales of booking rose in 2025, supported by the strong momentum of online channels. The year was marked by a pronounced shift towards digital booking, reflecting broader global trends in consumer behaviour and the ongoing transformation of Morocco’s travel industry. Online platforms gained further ground as travellers sought convenience, competitive pricing, and wider choice. The availability of mobile apps, integrated payment solutions, and real-time comparisons made online channel

Inbound tourism continued to grow in 2025, although the pace of expansion normalised compared to the extraordinary post-pandemic rebound of previous years. Morocco consolidated its position as one of Africa’s leading tourism destinations, supported by the 2023–2026 tourism roadmap and the combined efforts of the Ministry of Tourism, the National Tourist Office (ONMT), and a wide network of public and private partners. Strategic partnerships with airlines, tour operators, and hotels – alongside f

In 2024, couples with children dominated Moroccan households, reflecting traditional family values, but with a trend towards smaller family units. Over 2024-2029, the number of households is forecast to grow by 8.4%, with single person households expanding the fastest. Urbanisation is predicted to intensify, reaching 72.8% by 2029, driven by economic opportunities and a narrowing income gap between urban and rural areas.

In 2024, Morocco's average gross income ranked 12th in the Middle East and Africa, with a 2.7% real increase in per capita disposable income, driven by rising labour productivity and government support. Over 2024-2029, per capita disposable income is forecast to grow by 14.6%, outpacing regional averages, thanks to fiscal reforms and investments in digital skills. However, income inequality and the gender employment gap remain significant, with the wealthiest 10% holding 30.2% of total disposabl

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.