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

In 2025, bottled water recorded strong off-trade volume growth, driven by hot weather, drought conditions, and concerns over tap water quality. Health-conscious trends reinforced the category’s appeal, particularly for still spring water and flavoured options, while affordability pressures led households to favour low-cost purified brands in larger packs. Premium formats, such as glass bottles, attracted urban and wealthier consumers, and tourism recovery boosted on-trade consumption in hotels a

In 2025, off-trade RTD volume sales of concentrates in Morocco experienced a decline. Households increasingly moved away from concentrates due to health concerns and increasingly chose to make homemade juices, thanks to improved availability of fruits. Liquid concentrates faced pressure from price sensitivity, while powder concentrates experienced only marginal declines due to low prices and strong retail availability, despite lingering health-related perceptions. However, structural challenges,

Retail volume sales of Asian specialty drinks grew in 2025 from a very small base, fuelled by the expansion of bubble tea cafés and strong delivery-platform integration. Bubble tea remained the key growth driver, with chains like Gong cha and Bubble King broadening menus and increasing availability across major cities through both physical stores and Glovo. Looking ahead, expansion is set to continue, supported by youth-oriented cafés, digital ecosystems, and rising experimentation.

Off-trade volume sales of juice grew in 2025, driven by consumers viewing juice as a healthier and relatively affordable alternative to fresh fruit. Juice drinks (up to 24% juice) and nectars saw strong volume growth among budget-conscious households, while middle- and high-income urban consumers continued to favour 100% juice and functional variants. There was a notable shift toward organic juices, with both domestic and multinational players introducing premium, minimally processed options to

In 2025, sports drinks remained a niche category in Morocco, with minimal shelf presence and low consumer awareness. The most notable growth came from electrolyte powders and sachets, sold through specialty retailers and online marketplaces, offering a flexible and lower-cost alternative to imported RTD bottles. Availability in physical retail remained limited and fragmented, with no single brand establishing a leading position. Distribution was primarily driven by sports specialty stores and re

In 2025, energy drinks in Morocco recorded strong double-digit off-trade growth, supported by softer inflation, and improving consumer confidence. Regular energy drinks generated most of the category’s volume, though sugar-free variants gained traction as brands expanded their Zero lines and introduced new flavours. Increased availability through multipacks, modern retail, and online platforms further supported trial and accessibility. Competition also intensified as more economy brands entered

In 2025, coffee in Morocco experienced retail value growth driven by high green coffee prices, effective promotions, and an increased reliance on value-driven channels. Fresh ground coffee pods emerged as the fastest-growing category, fuelled by the home-barista trend, greater availability of products, affordable private label options, and premium hospitality standards. In contrast, instant coffee recorded weaker volume growth. The adoption of coffee machines, a wider variety of products, the ri

In 2025, retail value sales of hot drinks in Morocco experienced only slight growth, while volume sales declined. In response to constrained spending, households increasingly shifted to more affordable breakfast options, such as plain milk, bread, and cereals. Flavoured powder drinks remained the leading category but faced challenges from tighter household budgets, growing health awareness and a limited pace of product innovation. Nestlé continued to lead with its brand Nesquik, while private la

In 2025, the hot drinks in Morocco recorded value growth, primarily driven by high global input costs, the expansion of discount and proximity retail, and a strong tourism sector that boosted both on-trade and premium take-home purchases. Tea emerged as the most dynamic category, supported by consistent household demand, wellness trends, and significant consumption by tourists. Meanwhile, coffee saw an increase in at-home café-style preparation through machines and capsules. As consumers became

In 2025, tea in Morrocco recorded growth in both retail value and volume, supported by lower Chinese green tea import costs and stable domestic inflation, which encouraged frequent small-pack purchases. Green tea was the main driver of growth, benefiting from its status as a national staple and rising wellness trends. Black tea remained niche due to higher prices and limited cultural appeal. Fruit/herbal teas also recorded grew, fuelled by functional, health-oriented offerings, though higher pri

Retail sales of sauces, dips and condiments in Morocco are on the rise, benefiting heavily from the convenience trend. This is supported by key developments in the market, such as smaller household sizes, ongoing urbanisation and the growing number of women in the workforce. Meanwhile, packaged herbs and spices are gaining traction for ease-of-use reasons. There is also greater interest in Western-style table sauces for fast food, such as mayonnaise, ketchup and mustard, and recipe sauces like p

Retail current value sales of edible oils in Morocco are growing at a faster rate in 2025, compared with 2024, with olive oil gaining impetus from a turn to cheaper, bottled products. Premium-positioned argan oil is also piquing the interest of higher-income consumers, but price remains the determinant factor for most consumers. Large and small branded players and private label retailers are winning over consumers with low prices, while supermarkets’ expansion increases the pressure on small loc

Retail sales of sweet spreads in Morocco are in decline in 2025. The demand for jams and preserves is struggling amidst maturity and changing consumer habits, while a parallel trade and seasonality hit honey. Moreover, a move away from indulgence lessens the appeal of chocolate spreads. On the other hand, a health and wellness image and the packaging and retail availability of a popular local offering push fast sales growth for nut and seed based spreads.

Over 2025, retail current value sales of cooking ingredients and meals in Morocco are projected to see strong and faster growth than in 2024, albeit supported by inflationary pressure on prices. In a tough economic and highly price-sensitive environment, consumers looked for ways to economise, shifting to lower-priced brands or private label, waiting for price promotions and discounts or purchasing in smaller pack sizes. The convenience factor boosted meals and soups, despite high prices, as bus

Retail sales of meals and soups in Morocco are growing fast, albeit from a low base, as busy consumers look for convenience options. The tough economic situation is drawing some consumers away from foodservice and towards meals and soups. However, category sales development is hindered with many consumers returning to the kitchen to cook from scratch; as a cheaper option to more expensive meals and soups.

Although economic freedom is improving, corruption remains endemic and relations with neighbouring Algeria have worsened. Economic momentum is accelerating, in part owing to considerable infrastructure spending, whilst inflation is extremely low, but unemployment remains elevated. The country is relatively youthful and poverty has been markedly reduced, but a gender gap persists. High internet use should benefit e-commerce and 5G is making progress, but innovation trails some regional peers.

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.