Morocco’s FMCG market closed Q4’25 on a positive trajectory, supportedby easing inflation, improved agricultural supply and stronger consumerspending. While overall growth remains moderate, the changes beneath thesurface are creating clear opportunities for brands that know where to look.
Food and Dairy continue to anchor household needs, while Beverages isgaining momentum in Q4, driven by categories like carbonated soft drinks, waterand fruit juice. Regionally, growth is strongest in the North and East, wherehouseholds are purchasing more often and in larger quantities. In semi‑ruralareas, rationalisation is more pronounced, with premium categories hit hardest.
Channel dynamics are reshaping competition. Modern trade keeps expanding– BIM and Kazyon continue recruiting and gaining value from multiple channels–while traditional trade remains essential but increasingly complemented bysmaller modern trade players. Understanding where shoppers move acrosspenetration, frequency and spend is now essential to maintaining visibility and growth.
Category performance is highly uneven. Many Food, Dairy and Home Carecategories are growing, while others – like powder milk, certain sweet spreadsand some Personal Care subcategories – are under pressure. Knowing whichcategories overindex by region, income segment or retailer will be key tocapturing incremental gains in 2026.
The real competitive advantage lies in understanding what these movesmean specifically for your brand and category – which segments matter most, howbehaviour is evolving within your buyer base, and where the next pockets ofgrowth will emerge.
To explore these opportunities in detail and to receive a full deck withadditional insights, contact our experts.
Sophie Salle
Commercial Director, North Africa and Pulse Markets
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