This is a comprehensive market research report published by JETRO in July 2025, analyzing consumer trends in Morocco, an important consumer market in North Africa with a population of approximately 38 million. The survey examines comprehensive changes in lifestyle and consumption patterns, conducted among 2,000 urban residents in major cities including Casablanca, Rabat, Marrakech, and Fez.
The macroeconomic environment shows Morocco's GDP per capita at approximately ,200 (2024), with the middle-class population estimated at about 8 million (approximately 21% of total population). The unemployment rate is relatively high at about 12%, particularly severe among youth (15-24 years) at about 28%. The bilingual environment of French and Arabic, with significant French company presence, influences consumption culture.
Consumer expenditure structure shows food expenses accounting for about 40% of household spending, followed by housing at about 25%, clothing at about 10%, and transportation at about 8%. In food culture, traditional Moroccan cuisine (tagine, couscous, etc.) remains strong, while urban youth show growing interest in international cuisine. Religious constraints (halal food) require consideration, with pork and alcohol consumption extremely limited.
Retail and distribution channels show traditional markets (souks) still playing important roles, accounting for about 45% of total retail sales. Modern retail chains (Carrefour, Marjane, etc.) hold about 30% market share, particularly penetrating urban middle and high-income segments. Convenience store formats are still in development stages, with individual stores maintaining about 25% market share.