This Exporter Guide Report provides an update of all sections, including the political and economic situation, agricultural trade data and local business and government contacts.
THIS REPORT CONTAINS ASSESSMENTS OF COMMODITY AND TRADE ISSUES MADE BY
USDA STAFF AND NOT NECESSARILY STATEMENTS OF OFFICIAL U.S. GOVERNMENT
Required Report - public distribution
GAIN Report Number: MO 1115
Hassan F. Ahmed, U.S. Embassy, Rabat
Idriss El Honsali, U.S. Embassy, Rabat
This Exporter Guide Report provides an update of all sections, including the political and economic
situation, agricultural trade data and local business and government contacts.
SECTION I: MARKET OVERVIEW
Current Political and Economic Situation
Morocco continues to engage in a process of democratization and political reform that started with the
change of its constitution in July 2011. In November 25, the country had the first parliamentary
elections that will give an elected government some of the authorities that were previously reserved for
the ruling monarch King Mohamed VI. As a result of the elections, the moderate Islamist party Justice
and Development Party (PJD) won 107 of 395 parliament seats and has been given a mandate from the
king to form the new government. The PJD ran its campaign on a social platform aimed at achieving
better governance, social justice, and fighting corruption, while improving the country’s economic
performance. Although the new government has not been formed, yet there are positive signals that it
will continue Morocco’s path towards economic reform and adhering to its international commitments
and trade agreements.
The Morocco-US FTA was implemented in January 1, 2006. The agreement allowed the United States
to recapture a significant market share in many traditionally traded commodities and to export, for the
first time, many other commodities which were limited by high import duties. According to Moroccan
import data, U.S. exports to Morocco soared to $906 million in 2007 sustained by a weak dollar and
adequate supply from the United States. According to U.S. trade data, agricultural and food exports
from the U.S. to Morocco in 2010 were estimated at $766 million, while Morocco official data put
imports for that year at $847 million.
Table 1: United States Exports to Morocco (value $1000)
P Jan - Oct Jan - Oct P/P % roduct 2008 2009 2010
2010 2011 Change
Intermediate Total 239,401 259,946 426,164 354,127 561,807 59
Bulk Total 198,722 213,348 261,674 215,279 206,403 -4
T 86,037 31,490 76,644 60,622 56,483 -7 otal
Forest Products 940 958 1,106 948 1,958 107
Agricultural Products 524,159 504,783 764,482 630,028 824,693 31
Ag, Fish & Forest
P 525,263 505,814 765,628 630,983 826,789 31 rods
During the period January-October 2011, U.S. exports soared to $827 million, an increase of 31 percent
compared to exports during the same period of 2010.
Although import duties imposed by Morocco are generally high, as the FTA agreement entered its sixth
year of implementation on January 1, 2011, the cuts in duties for U.S. origin products will be more
significant and should provide U.S. exporters with greater opportunities to export their products to this
Morocco’s economic growth fluctuates heavily with agricultural output, which is largely determined by
rainfall. About 90 percent of Moroccan agriculture depends more or less on rainfall. In the past,
growth has varied from 11 percent to minus 1 percent largely because of the lack of rainfall. According
to the Ministry of Agriculture, the Moroccan grain harvest for 2010/2011 reached 8.36 MMT, up 12
percent compared to the 2009/2010 harvest of 7.46 MMT, but up 25 percent compared to the last 5 year
average of 6.7 MMT.
Morocco’s soft wheat production is estimated at 4.17 million tons, up 28.4 percent from the previous
year, while durum wheat production is estimated at 1.85 million tons, 12.8 percent higher than the
previous crop. To protect local producers from foreign competition, the Government of Morocco set a
135 percent import duty on common wheat that was later suspended, effective November 15 until
December 31, 2011. Similarly, an 80 percent import duty on durum wheat was also suspended,
effective October 1 until the end of December 2011. The suspension of import duties is intended to
offset the increase in wheat prices in the international market.
In April 2008, the Ministry of Agriculture announced its new strategy for agricultural development in
Morocco. Now in its fourth year of implementation, the strategy has been successful in increasing the
overall agriculture production level by 38 percent. The “Green Morocco Plan” strategy calls for reform
of water policy, food standards, marketing, etc., and has two main components:
Attract investments by making about 50,000 hectares of land available to investors each year in
order to overcome the land tenure catch-22 situation. The example of the state farms recently
leased to the private sector that successfully attracted considerable investments, created jobs,
and introduced new farming techniques to Morocco’s rural area has probably been taken as a
Encourage aggregation of small farmers into integrated, viable entities.
Morocco has been liberalizing its economy and trade. Prices of virtually all consumer-oriented
products are market determined. There is little government involvement in imports and processing of
food products, especially consumer-oriented products. The sugar processing industry is where the
GOM is involved the most, although all sugar beet and cane mills are scheduled to be privatized. The
GOM completely phased out the subsidy for vegetable oil but it is still heavily subsidizing sugar and
some wheat flour at the retail level to make them accessible to the low-income population.
The banking system is well developed and most banks are private and have correspondent banks in
Europe and in the United States. Foreign currencies are readily available to importers upon
presentation of appropriate import documents. Although the use of Letters of Credit is common, many
importers prefer to shift to use of payments against documents after the first few operations. The
current regulation authorizes up to 40 percent of the FOB value as advance payments for import
operations but most regular importers don’t want to take this risk.
Morocco’s foreign exchange reserve has been rapidly depleted this year, due to huge import bills and
reduced revenue sources. In October 2011, the Morocco’s foreign reserve had sufficient funds to cover
only 5 months of the country’s imports, compared to the normal level of covering seven months of
Key Demographic Development:
Morocco’s population is estimated at about 34 million, of which about half live in the rural areas. The
population grows at about 1.5 percent and an estimated 55 percent of the population is less than 25
years old. The middle class is steadily increasing and the family size is becoming smaller (average of
3-4 children). The illiteracy rate is about 40% and is much higher in the rural areas. Islam is the
prevailing religion (over 97%). Arabic is the prevailing language and while Moroccans understand
classical Arabic, they use mostly the local dialect that classical Arabic speakers may find hard to
understand. French is the most widely used business language.
For the most part, Moroccan home cooking remains traditional, but change is coming, especially in
large cities where there is a tendency for young families to adopt a western lifestyle. The number of
women working outside the home is steadily increasing, which results in higher income for the family
but also forces its members, when they can afford it, to turn to ready-for-use or semi-processed
products instead of traditional, time-consuming, homemade products. This is particularly true in large
cities such as Casablanca, Rabat, Marrakech, Fes, Agadir, and Tangier where distribution channels have
significantly developed in recent years. Today, local producers and importers of consumer-oriented
food products are able to deliver many new quality products to consumers in modern supermarkets.
The bulk of the demand for consumer-oriented food products comes from large cities where the
population with higher income and more modern lifestyle lives. It has been estimated that about 10
percent of the population (3 million) can afford to buy imported products and spend nearly 11 times
more than the 10 percent of the population with the lowest income.
Eating habits for working Moroccans have changed since the establishment of a labor law in 2005 to
change working hours (no mid-day break) for public and private sector institutions. Many of the
working Moroccans who are not able return home for the mid-day meals now take their lunch at
restaurants and fast food places. This has led to a significant increase in the number of restaurants and
fast food outlets in Morocco in the past few years.
Table 2: Advantages and Challenges
Morocco has a FTA with US. Some products have Morocco has free trade agreement with an increasing
immediate preferential access. On the long term, number of countries including EU, Dubai, Turkey, and
duties for most products will be phased out. Arab countries.
Local production fluctuates widely with the weather, Geographical disadvantage (Europe is a few miles
which makes Morocco dependent on imports. from Morocco) resulting in high U.S. shipping cost.
Many high value food products are not known to the French continues to be the predominant business
Moroccan consumer, which means there is room for language. Moroccan importers traditionally do
many new products. business through European brokers and traders.
The local food industry is upgrading and becoming Many products that are common in the United States
more demanding on quality and regularity of supply. are not known in Morocco.
Increasing middle class. Increasing number of Limited purchasing power of the Moroccan population.
women working outside the home. Modernizing An estimated 10 % of the population (3 million) is able
lifestyle. to buy imported products regularly.
Fast developing modern distribution channels Traditional distribution networks are still predominant
offering room to develop new branded products. for many food products, especially in rural areas.
Western culture attracts youth. Because of the relatively high customs duties for many
FAS/USDA offers free trade servicing to exporters products, some of the benefit of the FTA will be
visiting Morocco. tangible only in the medium and long terms.
American products are synonymous with quality in Lack of knowledge about U.S. supplies, industry,
many cases. standards, and grades.
SECTION II: EXPORTER BUSINESS TIPS
Most importers are located in Casablanca and imports by container are mostly done through the
port of Casablanca.
For food standards and regulations, including food labeling see the Attaché report: Food and
Agricultural Imports Regulation and Standards Report (FAIRS) MO1111 at
For export certificates required by Morocco please refer to MO1112 at
In all major ports and airports, the Ministry of Agriculture has one-stop shops for importers to
clear all kinds of imported agricultural products. The entity in charge is the DCQ (Direction du
Contrôle de la Qualité) which is a regional representative of the National Office for Food Safety
(ONSSA). To clear Customs, importers are required to present a sanitary certificate for all
animal food and fresh fruit and vegetable products they import. A local laboratory analysis
done by official laboratories may also be required to clear customs, especially for new and
unfamiliar imported products.
Often Moroccan importers are not familiar with products that are common in the United States.
Also, many importers are not used to U.S. grades, standards, and U.S. appellations. Exporters
are advised to provide pictures, brochures, or even samples to Moroccan importers. Many local
importers require samples before making purchase commitments.
Moroccans use only the metric system for measurement.
Although an increasing number of Moroccan importers can communicate in English, French is
still the predominant business language. Exporters with French capabilities or French written
promotional materials will definitely have an advantage in communicating with importers.
Imports and distribution of food and beverage products in Morocco are handled both by regular
importers as well as importers who operate on an opportunity basis. Regular importers market
their products through their own sales force (typically to hotels, supermarkets, wholesalers) and
through independent well-established wholesalers (in case of small shops, restaurants). U.S.
exporters interested in selling consumer-ready food or beverage products should find a local
importer to access the retail market. Importers normally have in-depth knowledge of specific
Telecommunications are generally adequate. Internet and email are available in most hotels and
"Cyber Café" shops throughout Morocco. Phone calls from hotels can be excessively expensive
but cell phone and reusable phone cards can be purchased locally at a very reasonable price.
The holy month of Ramadan is not a holiday but business slows down significantly because
Muslims fast during the day. Most restaurants close during this month, alcohol is not served
and people are not allowed to smoke during the day. Exporters should avoid visits during
Ramadan but if travel during this period is unavoidable exporters should concentrate their
meetings in the morning. Surprisingly, consumption of some products (such as honey, sugar,
butter, vegetable oil, dairy products, etc.) increases during Ramadan. In 2010, Ramadan started
SECTION III: MARKET SECTOR STRUCTURE AND TRENDS
The limiting factor to the increase in demand for consumer-oriented products is the low income. U.S.
exports of consumer products to Morocco registered a significant increase, reaching $76.6 million in
2010. This was mostly due to lowering the import duties for some of these products under the U.S.-
Although the retail food outlets in Morocco continue to be dominated by a large number of small
grocery stores (an estimated over 90 percent of stores are less than 225 square feet large), the number of
supermarkets has been increasing considerably in recent years and more are under construction,
especially in large cities. Today, in addition to the estimated 200 small self-service shops (2 registers,
1000 2 ft - 3500 2 ft ) there are about 50 large supermarkets, of which 26 are large and comparable to large
supermarkets in the United States. All supermarkets are privately owned and some have been opened
by multinational chains or as a joint venture with Moroccan investors. Also, over the last few years a
number of modern self-service retail outlets, including convenience stores, opened in major cities and
this trend is likely to continue in the future.
Importers still play a major role in the introduction, marketing, and distribution of imported foods
throughout the country. Except for the two largest supermarket chains that, in addition to buying from
importers, have also been importing directly through their buying platforms in Europe, all supermarkets
get their products either directly from importers or from wholesalers. It is not uncommon that
importers are also wholesalers. Many importers prefer direct contact with suppliers as they feel that
middlemen complicate transactions, lower profits, and could work with competitors. Most Moroccan
importers like to buy on samples. Internet sales are virtually non-existent for food products.
Moroccans are regularly exposed to Western culture in their daily life, especially through television (an
estimated 1 million TV satellite dishes). Thus, the steady Western influence on Moroccan lifestyles is
expected to result in even higher demand for consumer-oriented products in the future.
U.S. exports of consumer-oriented products will continue to be dampened by the high freight costs and
length of shipping time. The small size of the Moroccan market can be partly serviced through
consolidated shipments from the United States, but it will continue to favor small shipments from
neighboring countries (Europe). However, this situation may improve in the coming years with the
opening in 2009 of a direct shipping line between the Moroccan port of Tanger-Med and the port of
Norfolk, VA in the U.S. East Coast.
The Moroccan food industry is dominated by a large number of small family enterprises that average
less than 50 employees. The government still owns some food processing units such as sugar
processing mills, and alcoholic beverage manufacturers. Moroccan processed food exports are mostly
processed and canned fruits and vegetables, and processed fish, including canned fish.
High Value Products for Food Processing Sector:
The United States has a greater potential to export semi-finished products and products for industrial
uses such as milk powder, cheese, processed nuts, and other ingredients. The FTA offers great
opportunities to sell U.S. ingredients in Morocco. Although local processors have improved and
diversified significantly their production over the past few years, the range of products they are putting
on the market is still very small and is unlikely to fulfill all the demand. The local producers are
becoming more quality-conscious; U.S. suppliers can play a major role in fulfilling the demand for
regular quality products. Most food processors purchase their ingredients from well-established
importers or from local agents of multinationals. Very few large processors purchase their ingredients
directly from exporters abroad. Thus, U.S. exporters are advised to go through local suppliers of
ingredients to be able to use their distribution network. The local industry is committed to develop
further in the future to withstand stiffer competition. Many local producers (biscuit plants,
confectioneries, canneries, etc.) have started offering a new range of products to maintain their market
share and compete with imported products.
High Value Products for Hotels, Restaurants, and Institutional (HRI):
In 2010, Morocco received about 9.3 million visitors, mostly tourists from Europe but also from the
United States, and about 4.4 millions Moroccans leaving oversea. The GOM’s ambitious plan to reach
10 million tourists by 2010 was achieved by more than 90 percent though the current global economic
slowdown. Recently, the GOM launched a revision of this plan aiming to reach 20 million tourists by
2020. However, large modern hotels are still popping up throughout the country, which is expected to
boost the demand for food packaged for services. In addition, the annual (July-August) visit of about 4
million expatriate based in Europe boosts consumption significantly, especially in the tourism sector.
Although there are over 718 graded hotels in Morocco, the potential market for U.S. consumer-oriented
products consists essentially of some 60 upscale hotels (5 stars) concentrated mostly in Agadir,
Marrakech, Casablanca, Rabat, and Fes, about 38 tourist villages and clubs, and over 149 hotels graded
as 4 stars. Other hotels target lower income customers and don’t offer regularly imported food and
beverages to their clients. Most hotels purchase their food products from local distributors that are also
in some cases importers. U.S. suppliers should try to work with these distributors to enter this market,
as hotels and hotel chains managements are rarely willing to get involved in import operations because
of the small volume involved.
Categorized Moroccan, Asian, Western-style and other specialty restaurants, in Morocco are estimated
to about 409 units. Restaurants categorization is mandatory as stipulated by the law 61-00 that regulates
touristic establishment status. These restaurants do or may potentially use imported products on a
regular basis. Most of these restaurants buy directly from local distributors/importers because of the
low volume involved. U.S. exporters are strongly encouraged to go through the established importers
that have their own sales forces.
Export of Seafood Products to Morocco:
Although Morocco is a net exporter of fish products over $600 million, there is a window for some U.S.
seafood products especially since under FTA most fish products will be exonerated from customs
duties. The demand should come mostly from the upper class hotels and restaurants located in major
cities. The per capita consumption of fish is low in Morocco and consists mostly of fresh low-priced
pelagic species such as sardines. Inadequate distribution channels have been a major limiting factor to
increased fish consumption. Thus, few importers have appropriate facilities and refrigerated trucks to
supply frozen food to supermarkets. Also, few supermarkets have equipment to handle and exhibit
frozen or refrigerated fish. It is estimated that less than 40 percent of Moroccan families have
refrigerators at home.
New exporters are advised to work closely with already established frozen food importers that are also
distributors in order to use their distribution network and experience. The volume of seafood used by
hotels and restaurants remains relatively small and thus it is still more beneficial for them to purchase
from local distributors. U.S. suppliers can work closely with the local distributor to carry on
promotional activities in selected hotels, restaurants, and supermarkets.
Fast Food - Franchising:
American fast food outlets have been some of the most successful businesses in Morocco in recent
years. For example, McDonald’s, Pizza Hut, Domino’s Pizza, Kentucky Fried Chicken, TGI Friday’s
have all opened during the past 10 years. More outlets are scheduled to open in the near future in
response to the higher demand for quality, "Western type" food. The rapid growth in the sector stems
from major economic changes in Morocco, including economic growth, higher disposable income, and
the increased number of women working outside homes. The development of U.S. fast food outlets in
Morocco has resulted in an increase of imports of food ingredients, including from the United States,
which the local industry is unable to provide on a regular basis. The US-FTA will increase this
opportunity since many food ingredients (cheese, chicken nuggets,) have significant preferential access
to the Moroccan market.
SECTION IV: BEST HIGH VALUE PRODUCT PROSPECTS
The Morocco-US FTA has provisions by which duties levied against U.S. agricultural products will
eventually be phased out for most agricultural products. For many products, the preferential access
will be significant enough to warrant increased trade in the medium term.
Dairy Products: skimmed milk, butter, cheese, and whey including for food processors and HRI.
Butter currently exempted from import duty from all origins.
Milk Powder 60%, Whey 17.5%, and Cheese 75%. Significant tariff cuts for U.S. cheese. Whey from
U.S. is duty free. Exports from the U.S. soared in 2010 to over $60 million.
Fresh Apples and Pears: Provision for 2,433 MT duty free quotas under U.S. Morocco FTA. Quota
opens Feb.1-May 31. First Come – First Serve
Dry Fruits and Nuts: Between 2009 and 2010 import of: dried raisins ranged from 10,900 MT to
2,870 MT, Prunes stable at 500 MT; Almonds from 816 MT to 669 MT. Prune import depends on local
crop. Imports duties are 50 to 53.5%. Under the FTA U.S. has duty free access for pistachios/ pecan
seed. For other nuts duties go down in 8 to 10 years. 60.8 tons plus duty free almonds quota.
Beef: Morocco’s imports in 2010 are estimated at 1,612 MT mostly hamburger patties. No beef cuts
have been imported (prohibitive tariffs). About 4,000 MT, of beef carcasses for military mostly from
Argentina. (Duty free from all origins). The U.S. beef quota under the FTA has not been yet utilized
due to the lack of an approved import health certificate that is currently undergoing negotiation between
USDA/APHIS and the Moroccan Vet Services.
Poultry: Morocco’s imports in 2010 are estimated at 2,600 MT of de-boned, frozen, turkey meat from
Europe (Belgium). Tariff rate of imports is 124 % ad valorem. U.S. has a quota of 5,000 MT of chicken
leg quarters and wings at preferential rate. The U.S. poultry meat quota under the FTA has not been yet
utilized due the lack of an approved import health certificate that is currently undergoing negotiation
between USDA/APHIS and the Moroccan Vet Services.
Preserved Fruits and Vegetables: Morocco’s imports in 2010 soared to 43,000 MT from 28,600 MT
in the previous year. Average imports tariff rate is estimated at 50%.
Pulses Eston type lentils, white kidney beans, broad beans, peas demand increase during the
month of Ramadan and the winter time. The market size is estimated at 80,000MT. In 2010,
Morocco imports decreased 46 percent to 21,917 MT compared to the previous year. Import duties are
Honey Peak demand during Ramadan. The market size is about 5,666 MT of which 4,000 MT
produced locally and 1,666 MT imported in 2010. Average import tariff rate is about 50%.
Sauces and Condiments including for HRI. The market size is about 5,000 MT. Morocco’s imports
are estimated at 2,302 MT in 2010. Average import tariff rate is 50%.
SECTION V: KEY CONTACTS AND FURTHER INFORMATION
The Foreign Agriculture Service Website (FAS/USDA): www.fas.usda.gov
The Office of Agricultural Affairs at the American Embassy in Rabat provides trade servicing and
information about the Moroccan market. The free service provided by this office includes providing
market briefings, market tours, lists of importers, setting up agendas and meetings, hotel reservations,
and in some cases providing translations and transportation.
U.S. Embassy / USDA - Foreign Agricultural Service Contacts:
Hassan F. Ahmed, Agricultural Attaché
Idriss EL Honsali, Agricultural Specialist
Phone: (212-537) 66-8024 Fax: (212-53) 776-5493
US Address: American Embassy, Rabat - PSC 74, Box 002, DPO AE 09718
Local Address: 2, Avenue Ahmed El Fassi, Rabat, Morocco
For Additional information of the US-Morocco FTA please visit:
Dr. Hamid BENAZZOU, Directeur de l’ONSSA
Ministère de l’Agriculture et de la Pêche Maritime
Direction General de l’Office National la Sécurité Sanitaire des Produits Alimentaires.
Avenue Haj Ahmed Cherkaoui- Agdal-Rabat- Morocco
Phone: (212-53) 768-1351/ (212-67) 539-9451
Fax : (212-53) 768-20 49
Direction du Contrôle de la Qualité (DCQ) - Port Casablanca
Port de Commerce de Casablanca, Morocco
Phone: (212-52) 231-7047 Fax: (212-52) 231-8648
Port Food and Agricultural Products Inspection, Ministry of Agriculture.
M. Ahmed BEN TOUHAMI, Directeur DDFP
Ministère de l’Agriculture et de la Pêche Maritime
Direction de Développement des Filières de Production
Station Dbagh, Av. Hassan II, BP.595; Rabat, Morocco
Phone: (212-53) 769-4200/ (212-53) 769-9945 Fax : (212-53) 769-0015
Ministère de l'Economie et des Finances - Direction des Douanes
Hay Ryad, Rabat, Morocco
Phone: (212-53) 771-7800/771-7801 Fax :( 212-53) 771-7814/771-7515
CUSTOMS OFFICE, TAX, CUSTOMS DUTIES
Office des Foires et des Expositions de Casablanca (OFEC)
Rue Tiznit, In front of Hassan II Mosque, Casablanca, Morocco
Phone: (212-52) 220 1157 - Fax:(212-52) 226-4949
FAIR, SHOWS, FOOD SHOWS
Phone: (212-52) 231-7878/243-9494
Avenue des F.A.R., Casablanca, Morocco
Avenue Hassan II, Casablanca, Morocco
Hotel Royal El Mansour
Avenue des F.A.R., Casablanca, Morocco
Holiday Inn Crown Plaza
Avenue Hassan II, Casablanca, Morocco
Workdays / Hours:
Working days in Morocco are Monday through Friday.
Morocco is on Greenwich Mean Time.
Typically, working hours are 8:30 am -16 pm.
On Fridays (the prayer day), administration and some private companies’ working hours are: 8:30-
11:30 and 3:00 pm - 6:30 pm.
Visits during August should be avoided because many businesses close for vacation.
Religious holidays follow the lunar calendar and thus move back 11 days every calendar year.
Below are Moroccan holidays for the coming year:
Table 3: 2012 Holidays Schedules
2-Jan New Year, 2012
11-Jan PRESENTATION OF MOROCCAN INDEPENDENCE PROCLAMATION
16-Jan MARTIN LUTHER KING’S BIRTHDAY
February 5/6 EID MAWLID AN NABBAOUI-Birthday of prophet Mohammed
20-Feb PRESIDENT'S DAY
May 1** MOROCCAN LABOR DAY
28-May MEMORIAL DAY
4-Jul AMERICAN INDEPENDENCE DAY
July 30** FEAST OF THE THRONE
King’s Mohammed VI ascension to the throne
August 20** REVOLUTION OF THE KING AND THE PEOPLE
August 21** YOUTH DAY-King’s Mohammed VI birthday
Aug 20 & 21 EID AL FITR-Celebration of end of Ramadan
3-Sep AMERICAN LABOR DAY
8-October COLUMBUS DAY
October 26 & 27 EID AL ADHA- Muslims’ feast of sacrifice
12-Nov VETERAN’S DAY
15-Nov FIRST MOHARRAM-Muslims’ New Year
18-Nov FEAST OF INDEPENDENCE-Morocco’s independence-1956
22-Nov THANKSGIVING DAY
25-Dec CHRISTMAS DAY
Table A: Key Trade & Demographic Information
Agricultural Imports From All Countries ($Mil.) / U.S. Market Share (%) 4168 20
Consumer Food Imports From All Countries ($Mil.)/US Market Share(%) 525 13.5
Edible Fishery Imports From All Countries ($Mil.)/US Market Share (%) 107 <1
Total Population (Millions) / Annual Growth Rate (%) 34 1.06
Urban Population (Millions) / Annual Growth Rate (%) 19 2.1
Number of Major Metropolitan Areas (a) 11
Size of the Middle Class (b) (Millions) / Growth Rate (%) (b) 10 2.0
Per Capita Gross Domestic Products ($U.S.) $2,835
Unemployment Rate (%) 9.1
Per Capita Food Expenditures ($U.S.) (C) $1,355
Percent of Female Population Employed 24.2
Indicative Exchange Rate (US $1 is :) 8.45 dirham’s
(a) Population in Excess of 500,000 / (b) Estimated Population than can regularly purchase imported food products.
(c) Estimates based on average population food share of 0.478; this ratio is different for the moderate poor (0.578) and the extreme poor( 0.645)
There is a large variation in revenue especially between urban and rural areas and a large part of the economy unaccounted for.
Table B: Consumer Food & Edible Fishery Products Imports-2009-2010 in $ million
Total Morocco Imports Imports from USA
Calendar Year 2009 2010 2009 2010
Total High Value Products 508 525 46 78
Milk Powder 75 80 13 32
Butter 67 90 15 17
Baby Formula 32 33 0 0
Frozen Beef 33 24 0 0
Other Dairy (Mixes) 29 30 5 9
Biscuits 21 22 0 0
Whisky/Vodka 24 26 0 0
Chocolate Bars 14 13 0 0
Wine 13 14 0 0
Cheeses 22 30 6 9
Chocolate, Confectionary 11 11 0 0
Cereal Derivatives 7 7 0 0
Spices Flavoring 6 6 0 0
Banana 11 12 0 0
Pasta 8 8 0 0
Canned Vegetables 5 6 0 0
Fresh Onion and Similar 5 6 0 0
Soft Drinks, Carbon. 6 7 0 0
Whey 8 8 2 2
Fresh Apples 9 12 1 2
Dried Raisins 7 3 0 0
Ice Cream 4 1 0 0
Ground Beef 2 2 0 0
Corn Based Cereals 3 3
A lmonds 6 7 4 7
Sauces Seasonings 3 4 0 0
Pet Food 2 3 0 0
Orange Juice Frozen 3 3 0 0
Total Seafood 69.36 107.8 0 0
Crustaceans 34.7 69.1 0 0
Fish, Cured, Smoked 4.9 12.2 0 0
Fish Fillets, Meat 2.4 8.3 0 0
Mollusks 5.9 7.5 0 0
Fish, Frozen, Whole 17.1 5.3 0 0
Fish, Whole Fr/Ch 4.0 4.8 0 0
Live Fish 0.3 0.5 0 0
Agricultural Products Total 4,035 4,169 681 845
Agr., Fish, Forestry Total 4,393 4,609 683 847
Note: Indicative Exchange Rate ($/dh) 2009:8.1/2010:8.45
Source: Moroccan Customs Data (Office des Changes)
Table C: Top 15 Suppliers of Consumer Food & Edible Fishery Products
Morocco Imports (Millions of Dollars)
Consumer Oriented Products Import by Seafood Imports by
Country of Origin Country of Origin
COUNTRY 2008 2009 2010 COUNTRY 2008 2009 2010
Total Imports 533 508 525 Total Imports 44.2 69.4 107.8
France 146.6 89.4 141.1 Netherlands 9.6 18.0 46.1
United States 57.3 46 78 Argentina 4.7 4.6 11.0
Brazil 27.9 33.5 46.1 China 2.7 3.3 9.2
Argentina 71.1 25.9 42.0 Denmark 1.7 4.9 6.4
Canada 39.5 61.9 32.5 Spain 7.3 11.6 5.7
China 17.4 29.4 29.0 Belgium 3.3 5.0 5.7
Netherlands 14.3 18.8 21.4 Norway 2.8 3.9 5.0
Germany 22.1 13.4 19.1 Ecuador 0.0 0.2 2.5
Spain 14.6 16.3 15.4 Vietnam 0.6 0.9 2.4
Tunisia 8.2 10.5 12.1 Sweden 0.8 1.3 1.9
New Zealand 6.4 7.8 10.8 Thailand 0.1 0.9 1.9
Egypt 3.2 11.6 7.7 United Arab Emirates 0.3 1.0 1.5
United Kingdom 6.9 6.4 6.9 Canada 0.9 1.6 1.0
Australia 2.4 8.1 6.7 Croatia 0.0 0.5 1.0
Paraguay 4.5 9.3 5.8 Others Suppliers 9.4 11.7 6.4
Belgium 4.0 6.3 4.9
Ukraine 3.1 16.9 4.0
Italy 2.8 3.6 3.9
Vietnam 3.1 5.2 3.6
Indonesia 2.7 4.2 3.5
Sweden 9.2 1.0 3.0
Denmark 4.1 2.7 2.8
Poland 1.5 2.0 2.7
Others Suppliers 59.8 77.8 37.6
Source: Moroccan Customs Data (Office des Changes)