This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

Retail volume sales of cigarettes declined further in Morocco in 2024, driven by continued price hikes and a shift among consumers toward e-vapour products. The year began with another government-approved price increase, accompanied by new regulations limiting tar, nicotine, and carbon monoxide content to safeguard public health. Amid these price hikes, many consumers shifted from premium brands like Marlboro, Dunhill, and Davidoff to standard brands like Camel, Gauloises, and L&M. Others shifte

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

The market for cigars, cigarillos, and smoking tobacco in Morocco posted positive volume growth in 2024, although at a noticeably slower pace than in the previous year, which had benefited from a sharper rebound following the pandemic-related downturn. Cigars and cigarillos embarked on a growth revival in 2022, supported by improving social activity and a surge in inbound tourism. These products are largely consumed in on-trade venues such as upscale hotels, lounges, and cafés, making tourism a

The market for smokeless tobacco, e-vapour products, and heated tobacco experienced robust double-digit volume growth in 2024. This surge was driven by a growing consumer acceptance of these alternatives as less harmful than traditional cigarettes. The lower nicotine content in many e-vapour and heated tobacco products sparked increased interest, encouraging smokers to explore these options.

Cat food is maintaining healthy sales in Morocco in 2025, in both value and volume terms. Cats are the preferred pets in Morocco, with dogs less popular due to cultural reasons. On the other hand, cats are widely accepted and popular as household pets, often seen as low-maintenance and well-suited to urban living. This acceptance is rooted in the country's cultural traditions, where cats are generally viewed favourably and are considered clean and easy to care for. Moreover, pet cats are particu

Sales of other pet food remain relatively flat in Morocco in 2025, with value managing to achieve a positive growth figure while volume remains in a slump. Other pets are not as popular in the country, with cats being the preferred pets and dogs being kept mainly as working animals. Sales of other pet food are also impacted by the fact that many owners feed their other pets unpackaged food, such as worms or bread for fish and birds, or table scraps for small mammals. Meanwhile, the most popular

Pet food is maintaining positive sales in Morocco in 2025, with value and volume growth both up slightly compared to the previous year. That said, price-sensitivity is a major factor among consumers in the country, due to difficult economic conditions. This means many pet owners are opting for cheaper alternatives in pet food, including downtrading to more affordable options. Some are even turning to homemade food to ensure their pets are well-fed without the added expense. This shift in consume

Pet products is seeing a slight uptick in value sales in 2025, which is expected to continue over the forecast period. Cat litter is the best performing category, due to cats being the most popular pets in Morocco, with a rising number of urban consumers keeping cats in their homes. As such, cat litter is an essential product in this context.

Dog food is seeing positive sales in 2025, in both value and volume terms, with rates of growth slightly higher compared to the previous year. However, dog food sales in Morocco remain tempered by low consumer spending power, as pet owners are generally not inclined to overspend on their dogs. Dogs are not so popular as pets in Morocco, for cultural and religious reasons. Moroccans often see dogs as wild animals rather than family pets, which reflects a broader cultural perspective shaped by Isl

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

The population of Morocco is predicted to increase by 10.7%, due to changes in net migration and natural change, standing at a total of 42.2 million citizens by 2040. Demographic changes, economic conditions and social trends are all contributing to negative net migration. The birth rate in Morocco is anticipated to fall between 2024 and 2040. Middle Youth (aged 30-44) will represent the largest portion of the population by 2040.

Direct selling in Morocco remains heavily skewed toward health and beauty products, in large part due to the channel’s predominantly female salesforce and the continued popularity of wellness and personal care items. In 2024, the growth of digital platforms and social media significantly enhanced the reach and effectiveness of direct selling. Sellers increasingly rely on platforms like Instagram, WhatsApp and Facebook to showcase products, interact with potential customers and build long-term re

Discounters continued to outperform other modern grocery formats in Morocco during 2024, driven by aggressive network expansion and an increasingly price-sensitive consumer base. The rise of discounters has been particularly noticeable in large urban centres such as Casablanca, Rabat and Tangier, where consumers are increasingly drawn to no-frills shopping experiences that combine affordability with efficiency. The appeal lies in a curated assortment of competitively priced private label product

Appliances and electronics specialist retailers in Morocco experienced steady growth in 2024, supported by continued economic stability, rising urbanisation and expanding retail footprints. Demand was bolstered by increasing access to affordable imported goods from countries such as China and Turkey, as well as strong interest in connected devices among middle- and high-income households. As internet penetration improves, digitally connected lifestyles are becoming more widespread, particularly

Retail in Morocco benefited from relatively stable socio-economic conditions in 2024, supported by steady GDP growth and government reforms. The new Investment Charter continued to attract foreign direct investment (FDI), bolstering industrial production and infrastructure development. Population growth further drove demand for essential goods, particularly groceries. At the same time, moderating inflation eased pressure on household budgets, contributing to increased spending on discretionary i

In 2024, vending in Morocco experienced a modest increase in current value sales, supported by macroeconomic stability and ongoing investments in urban infrastructure. A key driver of this growth was the construction of modern office complexes in second-tier cities beyond the traditional urban axis of Casablanca, Rabat and Tangier. These business environments often include vending services as part of employee amenities. Additionally, changing lifestyles, particularly among young professionals, c

Morocco’s apparel and footwear sector witnessed intensifying competition in 2024, as shifting consumer preferences and macroeconomic pressures reshaped the retail environment. While physical stores continue to attract shoppers through visual merchandising and tactile experiences, rising production costs and customs duties have pushed retail prices upwards. This has led to a growing number of consumers – especially younger and budget-conscious shoppers – turning to second-hand markets such as “Jo

In 2024, Morocco’s hypermarkets benefited from improving economic conditions and evolving consumer behaviour. As inflationary pressures began to ease, households gradually regained spending confidence, prompting retailers to invest further in hypermarket formats. The result was a modest increase in store openings and broader market penetration. Notably, LabelVie invested MAD160 million in a new 4,885 square metre Carrefour hypermarket in Beni Mellal, illustrating renewed appetite for large-forma

In 2024, supermarkets in Morocco operated in a more challenging competitive environment, primarily due to the aggressive expansion of discounters such as Kazyon and the growing focus on convenience retail formats. These developments are prompting major players to reassess their strategies as urban shoppers increasingly prioritise value and proximity. For example, Marjane Group continued to channel investments into its Marjane City convenience concept, reflecting a broader shift towards smaller,

The expansion of convenience retailers in Morocco continued in 2024, supported by increasing urbanisation and evolving consumer routines. With more consumers living in densely populated areas and leading faster-paced lives, demand for proximity retail formats offering swift and practical shopping experiences has risen. In response, several retailers have opened new stores strategically located near residential areas, offering quick access to daily necessities. At the same time, appetite for larg

Despite the rapid expansion of modern retail formats, small local grocers remain deeply rooted in Morocco’s retail ecosystem. Their widespread presence across urban and rural areas ensures continued accessibility, especially in neighbourhoods where modern grocery retail remains underpenetrated. Small grocers continue to thrive by leveraging long-standing personal relationships with local communities, often providing services that modern outlets do not – such as credit purchases and the repackagi

In 2024, beauty specialist retailers in Morocco continued to expand their footprint, driven by improving economic conditions and shifting consumer preferences. Demand for natural and organic beauty products has risen significantly, with many shoppers seeking formulations that include indigenous ingredients such as argan oil. Younger consumers, in particular, are increasingly turning to online platforms for their beauty purchases, prompting specialist retailers to enhance their omnichannel strate

In 2024, home products specialists in Morocco benefited from increased government and private investment in construction and renovation projects. These efforts were largely shaped by key national events and recovery initiatives, including the reconstruction programme for regions impacted by the Al Haouz earthquake and preparations for the 2025 Africa Cup of Nations and the 2030 FIFA World Cup. Despite the DIY concept still being relatively unfamiliar to most Moroccan households, chained home imp