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HoReCa / Foodservice Sector — Morocco A Reference Guide for Foreign Suppliers of Branded and Private-Label Products Market volume · Key players · Market opportunities · Access requirements · Importer & distributor directory
Morocco is a mid-sized, developing and notably price-sensitive market: a population of approximately 37 million and GDP in the region of USD 140 billion, giving a modest but rising GDP per capita of about USD 3,400–3,900. The foodservice market is valued at approximately USD 3.4–3.5 billion across roughly 1,400–1,500 tracked businesses and is recovering toward its pre-pandemic level of around USD 5 billion. Tourism is the engine and it is breaking records: after recovering from the pandemic, Morocco registered 17.4 million arrivals in 2024 and 19.8 million in 2025, overtaking Egypt as North Africa's leading destination, with a government target of 26 million visitors by 2030; tourism receipts reached about MAD 124 billion in 2025, roughly USD 13 billion, or some 7% of GDP. Consumer-oriented food imports run at roughly USD 2.7 billion a year, of which the European Union supplies about 53%, China 11%, the United States 6% and Switzerland 4% — a distribution that tells a European supplier its origin is already accepted here. This study includes a directory of Moroccan importers and foodservice distributors.
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