Moroccan consumers continue to demonstrate a strong preference for local brands, according to the latest Brand Footprint 2026 report from Worldpanel by Numerator, which reveals that local and regional brands account for 80% of the country's Top 250 FMCG brands by Consumer Reach Points (CRPs).
The annual study, which ranks the world's most chosen fast-moving consumer goods (FMCG) brands based on Consumer Reach Points – a metric that combines household penetration, population and purchase frequency – also found that FMCG spending in Morocco increased by 5.3% in 2025, more than doubling the growth recorded the previous year (+2.4%).
Among local brands, Jaouda retained its leadership position as Morocco's most chosen FMCG brand, followed by Salim, Colaimo, Albane, and Jibal. Among global brands, Danone ranked first, ahead of Coca-Cola, Indomie, Danette, and Knorr.
Beyond the rankings, the report highlights a resilient FMCG market, with 56% of Morocco's Top 250 brands increasing their Consumer Reach Points over the past year. The findings also show that successful brands continue to grow by expanding their shopper base while encouraging consumers to purchase more frequently. Among the fastest-growing brands, 83% achieved growth through increased household penetration, while 87% also strengthened purchase frequency, reinforcing that sustainable growth depends on combining both levers.
"Morocco offers a compelling example of how FMCG growth is evolving across North Africa. Consumers are rewarding brands that remain consistently relevant, whether they are well-established local names or global leaders with strong category propositions. In a market where local brands account for the majority of consumer choices, the brands that succeed are those capable of combining trust, availability and continuous innovation to remain part of shoppers' daily routines”, says Sophie Salle, Commercial Director North Africa and Pulse Panels in Africa & Middle East at Worldpanel by Numerator.
The report also found that the average Top 50 FMCG brand reaches 4.78 million Moroccan households, achieving an average household penetration of 76.7%. Despite their extensive reach, the Top 50 brands accounted for just over half of total FMCG spending, highlighting continued opportunities for emerging brands to grow by attracting new shoppers.
If you would like to discover the full ranking as well as which brands are leading the category rankings, reach out to our local experts.
Sophie Salle
Commercial Director North Africa and Pulse Panels
Worldpanel by Numerator
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