Fresh Vegetables - Morocco

Morocco

Highlights

Revenue in the Fresh Vegetables market amounts to US$3.38bn in 2024. The market is expected to grow annually by 5.57% (CAGR 2024-2029).
In global comparison, most revenue is generated China (US$101bn in 2024).
In relation to total population figures, per person revenues of US$88.43 are generated in 2024.
In the Fresh Vegetables market, volume is expected to amount to 4.79bn kg by 2029. The Fresh Vegetables market is expected to show a volume growth of 3.6% in 2025.0.
The average volume per person in the Fresh Vegetables market is expected to amount to 107.7kg in 2024.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureMethodology

The Fresh Vegetables Market in Morocco is witnessing minimal growth, influenced by factors such as shifting consumer preferences, competition from imported produce, and challenges in supply chain logistics that affect availability and pricing.

Customer preferences: Consumers in Morocco's Fresh Vegetables Market are increasingly prioritizing organic and locally sourced produce, reflecting a growing awareness of health and sustainability. This shift is driven by younger demographics seeking fresher, chemical-free options that align with their lifestyle choices. Additionally, urbanization and busy schedules are prompting a rise in convenience-oriented shopping, with consumers gravitating towards pre-packaged and ready-to-cook vegetable solutions. This evolving preference underscores a broader cultural trend toward healthier eating habits and environmental consciousness.

Trends in the market: In Morocco, the Fresh Vegetables Market is experiencing a notable shift towards organic and locally sourced products, driven by an increasing consumer demand for health and sustainability. This trend is particularly pronounced among younger generations, who are prioritizing fresh, chemical-free options aligned with their lifestyle choices. Additionally, urbanization is influencing shopping habits, leading to a rise in convenience-focused offerings such as pre-packaged and ready-to-cook vegetables. These developments signify a cultural transition toward healthier eating and environmental awareness, presenting both opportunities and challenges for industry stakeholders looking to adapt and innovate in this evolving landscape.

Local special circumstances: In Morocco, the Fresh Vegetables Market is shaped by a rich agricultural heritage and diverse climate, fostering a wide variety of produce. Local farmers prioritize traditional cultivation methods, which appeal to health-conscious consumers seeking organic options. Cultural practices, such as communal meals and emphasis on fresh ingredients, further drive demand. Government initiatives supporting sustainable agriculture also enhance market growth. These unique factors create a vibrant ecosystem that encourages innovation while promoting local produce, setting Morocco apart from other markets.

Underlying macroeconomic factors: The Fresh Vegetables Market in Morocco is significantly influenced by overarching macroeconomic factors, including national economic health, global trade trends, and fiscal policies. The country's strong agricultural sector, bolstered by government incentives for sustainable practices, enhances productivity and ensures a steady supply of fresh produce. Additionally, fluctuations in global commodity prices and demand for organic products impact local farmers' profitability and market dynamics. The Moroccan government’s commitment to food security and rural development fosters investment in agricultural infrastructure, which further strengthens market resilience. Consequently, these factors collectively drive innovation and consumer interest in fresh vegetables, positioning Morocco as a notable player in the global food market.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on food, which comprises all private household spending on food that is meant for at-home consumption (out-of-home consumption is not accounted for).

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending, and consumer price index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Food market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.