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.
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.
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.
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.
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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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.
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Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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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.
See all of our definitionsThis report originates from Passport, our Tobacco research and analysis database.
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