COUNTRY PROFILE
Discover more about the Morocco market including overviews about the retail, foodservice, and food-processing sectors. Events, resources, and more are linked throughout the profile.
2nd
second largest U.S. export market for processed foods in North Africa
$38 Million
total U.S. processed food exports to Morocco in 2024
37.3 Million
population of Morocco in 2024
Morocco’s economy accelerates, and despite challenges in 2023, Morocco’s economy demonstrated resilience, overcoming numerous challenges to accelerate its real GDP growth to 3.4%, up from 1.5% in the previous year. Over the year, the economic growth outperformed the average of 2.3% in the Middle East and Africa. GDP per capita reached US$3726.00, surpassing the regional average of US$3505.00. This economic performance was driven primarily by an increase in private spending, which rose by 1.5% year-on-year, and a 0.5% year-on-year increase in exports.
Additionally, the services industry, particularly tourism, played a significant role in this economic growth. In fact, in 2023, Morocco welcomed 14.5 million tourists, marking a substantial 34% surge from the previous year and yielding record-breaking tourism revenues, according to the Ministry of Tourism. However, the economy was somewhat hampered by sluggish public consumption and gross fixed capital formation.
Morocco is the second largest U.S. export market for processed foods in North Africa, after Egypt. U.S. exports of processed foods to Morocco declined 17% to US$25.2 million in 2023. In 2024, U.S. processed food exports have grown 51% to US$38 million.
Top U.S. processed food exports to Morocco in 2024 included:
Market Opportunities
Key Issues
$12.5 Billion
The retail packaged food market in Morocco reached US$12.5 billion in 2024
$15.9 Billion
By 2029, the retail packaged food market is anticipated to reach US$15.9 billion
$164 Million
In 2024, U.S. exports of retail-related food products to Morocco reached US$164 million
According to Euromonitor, retail sales in the packaged food market in Morocco reached US$12.5 billion in 2024. Morocco is the second largest packaged food market in the North African region, after Tunisia. By the year 2029, the retail sales in the packaged food market in Morocco is expected to reach US$15.9 billion. In 2024, U.S. exports of retail-related products to Morocco reached US$164 million.
FAS Post Rabat reports that it is estimated that 33% of Moroccans from the middle and upper classes shop at medium-sized markets and supermarkets at least once a week. In contrast, those who continued to patronize small local grocers tend to be from lower-income groups. As a result, supermarket shopping links directly to purchasing power. The trend is, however, shifting due to changing lifestyles in urban areas and improved penetration of supermarkets in rural and peripheral areas.
Morocco imports limited volumes of U.S. pre-packaged chocolates, seafood, sauces, beer, and distilled spirits, as well as processed fruit and vegetables. A surge in U.S. almond exports is leading growth in consumer-oriented trade.
FAS Post Rabat reports that products present in the market that have good sales potential include almonds, walnuts, and pistachios; and fats and oils, including soy, corn, tallow, and butter. Products not present in significant quantities but which have good sales potential include dairy products, including whey powders; rice; prunes, raisins, cranberries, and blueberries; specialty wheat products for the baking industry (ex. high or low protein); poultry products and processed eggs; pecans and hazelnuts; pulses; confectionary; and popcorn.
$14.5 Million
In 2023, Morocco welcomed 14.5 million tourists
Euromonitor reports that consumer foodservice in Morocco is attracting investment from a range of players, enticed by the rapid urbanization of the country and the strong growth of its tourism economy. As an increasingly popular tourist destination, international hotel brands are also increasing their footprint in Morocco.
6%
Morocco’s food processing sector accounts for 6% of its GDP
2,000
There are more than 2,000 registered food processing firms in Morocco
$4.9 Billion
In 2022, Morocco imported about US$4.9 billion of food processing ingredients
FAS Post Rabat reports that Morocco’s food processing sector plays an essential role in the Moroccan economy, accounting for 6% of Moroccan GDP and benefits from excellent infrastructure, world-class manufacturing facilities, and convenient access to neighboring African markets. Opportunities for U.S. food processing ingredients exist primarily in/near Casablanca, Morocco’s commercial hub center, where most importers and food processors are located.
Morocco’s food processing industry is comprised of 2,100 registered companies and employs more than 161,671 people. Sales of processed foods generated about US$16 billion in 2022 in Morocco. The U.S.-Morocco Free Trade Agreement provides tariff advantages for many U.S. food products.