BMI View: Morocco's food and drink market will suffer from the collapse of the country's agricultural
production in 2016, which will weigh on employment and household incomes, especially in rural areas. We
hold a more positive medium-term outlook as Morocco's food and drink industry is still relatively
underdeveloped and offers many opportunities for expansion.
Key Trends & Industry Developments
? The collapse in agricultural production due to the latest drought will have a negative impact on
employment and household income in rural areas. Low inflation and the uptick in remittances will not
compensate for the fall in purchasing power.
? Processed and packaged foods will continue to see rapidly increasing popularity.
? Recent tax hikes on alcohol and the removal of alcoholic drinks from Marjane supermarkets
will continue to restrict sales.
? The ongoing shift from traditional open-air food markets to an organised mass grocery retail system in
Morocco will drive strong market growth over the next five years.