Tobacco in 2024: The big picture
In 2024, Morocco’s tobacco landscape was shaped by the rapid rise of alternative nicotine products, evolving regulations, and growing consumer price sensitivity. Heated tobacco and e-vapour products gained notable traction, particularly among younger demographics who viewed these options as less harmful and more socially acceptable than traditional cigarettes. In response, the Moroccan government proposed new fiscal measures, including a steep increase in import duties on disposable vapes from 2.5% to 40% and the introduction of a MAD50 excise tax per unit, due to be implemented in 2025. At the same time, economic conditions continued to influence consumption patterns. Ongoing price hikes, driven by annual tax increases, pushed many smokers to seek more affordable options, including locally produced brands or even illicit tobacco products.
2024 key trends
The tobacco market in Morocco registered a decline in volume sales in 2024, underpinned by tough economic conditions and a sharp drop in local tobacco production. Rising inflation squeezed household budgets, reducing spending across both food and non-food categories. Although tourism had a significant economic impact, with the country welcoming a record number of international visitors during the year, heightened price sensitivity led many smokers to cut back on consumption or switch to more affordable brands.
Competitive landscape
Société Marocaines des Tabacs (SMT) remained the leading player in Morocco’s tobacco market in 2024, with a strong presence in cigarettes through brands like Marquise, Gauloises, Casa Sport, Fortuna, and Davidoff. SMT also distributes key cigar brands such as Cohiba, Montecristo, and Romeo y Julieta, as well as premium offerings Roberto and Corona. In a market constrained by advertising bans, SMT has traditionally maintained brand loyalty through retailer-focused initiatives, including annual awards for tobacconists' children, and competitive pricing, allowing retailers to achieve favourable profit margins. However, the company saw a decline in volume share in 2024, as consumers traded down to more affordable alternatives. The rapid growth of e-vapour and heated tobacco products, especially among younger consumers, also diverted demand away from traditional tobacco categories where SMT is dominant, further pressuring its share.
Retail developments
Food/drink/ tobacco specialists remained the leading distribution channel for tobacco in Morocco in 2024, holding top positions across all major categories: cigarettes, cigars and cigarillos, smoking tobacco, and e-vapour products. These outlets leveraged their established relationships with tobacco distributors, broad product availability, and category expertise.
What next for tobacco?
Morocco’s tobacco market is expected to see minimal volume growth over the forecast period, constrained by persistent economic challenges and weakening consumer purchasing power. Many smokers, unwilling or unable to quit, are likely to reduce daily consumption or switch to mid-priced brands. A growing number are also expected to turn to illicit cigarettes, which sell for nearly half the price of legal options.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Cigarettes
- Cigars, Cigarillos and Smoking Tobacco
- Smokeless Tobacco, E-Vapour Products and Heated Tobacco
If you're in the Tobacco industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Tobacco in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Tobacco in Morocco?
- Which are the leading brands in Tobacco in Morocco?
- How are products distributed in Tobacco in Morocco?
- Which category is the most heavily taxed in Morocco?
- How is the operating environment for Tobacco changing?
- What are the current legislative restrictions applicable to the sale of Tobacco products in Morocco?
- How has COVID-19 impacted demand?
- How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
- Where is future growth expected to be most dynamic?
Tobacco in Morocco
Tobacco in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tobacco?
Legislation
Legislative overview
Minimum legal smoking age
Smoking prevalence
Tar levels
Health warnings
Plain packaging
Advertising and sponsorship
Point-of-sale display bans
Smoking in public places
Low ignition propensity (LIP) cigarette regulation
Flavoured tobacco product ban
Reduced harm
Vapour products
PRODUCTION/IMPORTS/EXPORTS
DISCLAIMER
Cigarettes in Morocco
KEY DATA FINDINGS
Continued decline amid competition from e-vapour products
Société Marocaines des Tabacs maintains its lead
Food/drink/tobacco specialists lead distribution
Low growth propects for cigarettes amid rising prices
Rising taxation will exert futher pressure
Consumer shift towards e-vapour products and illicit cigarettes
Taxation rates
Average cigarette pack price breakdown
Cigars, Cigarillos and Smoking Tobacco in Morocco
KEY DATA FINDINGS
Cigars, cigarillos, and smoking tobacco sustain moderate growth amid tourism revival
Société Marocaines des Tabacs and North Africa Tobacco maintain their leading positions
Tobacco specialists continue to dominate distribution
Positive outlook for cigars, cigarillos and smoking tobacco
Société Marocaines des Tabacs and North Africa Tobacco will retain their leads cigars and cigarillos and pipe tobacco, respectively
Travel and tourism boom set to boost on-trade tobacco sales
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Morocco
KEY DATA FINDINGS
E-vapour products and heated tobacco achieve robust growth
Market for e-vapour products remains fragmented while HEETS dominates heated tobacco
Tobacco specialists control distribtuon of e-vapour products and heated tobacco
Historical growth slows as novelty value fades
Growing demand for e-vapour products could drive consolidation
Philip Morris’ Iqos set to drive innovation in heated tobacco
The following categories and subcategories are included:
Tobacco
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- Fine Cut Cigarettes
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- Cigarettes (Illicit+Legal)
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- Cigars
- Cigarillos
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- Pipe Tobacco
- Fine Cut Tobacco
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- Chewing Tobacco
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- Loose US-Style Moist Snuff
- Portion US-Style Moist Snuff
- Swedish-Style Snus
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- Closed System Single Use
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- Closed System Rechargeable (including starter kits)
- Closed System Cartridges
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- Open Vaping Systems Charging and Vapourising Devices
- E-liquids
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- Tobacco Heating Devices
- Heated Tobacco
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- Nicotine Pouches
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- Closed System Single Use (Illicit+Legal)
- Closed System Cartridges (Illicit+Legal)
- E-Liquids (Illicit+Legal)
Tobacco
Passport Tobacco covers the seven major tobacco categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.
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This report originates from Passport, our Tobacco research and analysis database.
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