Casablanca – Moroccan and regional brands continue to occupy a dominant position in Morocco’s fast-moving consumer goods market, accounting for around 80% of the 250 brands most frequently chosen by households, according to the 2026 Brand Footprint study by Worldpanel by Numerator. 

The results point to a market where domestic brands have maintained a strong connection with consumers despite competition from international companies. The figures also show that the market remains competitive, with changes in household penetration and purchasing frequency continuing to affect the positions of individual brands. 

The Brand Footprint ranking is based on Consumer Reach Points, or CRP, an indicator that measures how often consumers choose a brand. It combines the number of households purchasing a brand, population reach and purchase frequency. CRP therefore provides an indication of consumer reach rather than directly measuring sales or market share. 

Jaouda retained a substantial lead among Moroccan brands, recording 767 million CRP. Salim ranked second with 250 million, although its number of consumer choices declined compared with the previous year. The gap between the two brands remains significant, with Jaouda’s score more than three times higher than Salim’s. 

Colaimo was one of the main gainers among the leading domestic brands. It moved into third place with 150.1 million CRP, overtaking Albane, which fell to fourth with 148.3 million. The difference between the two was only 1.8 million CRP, making the third position particularly close. Jibal completed the local top five with 138.5 million CRP. 

The composition of the local ranking is also notable because all five leading brands operate in the dairy segment. Their position reflects the importance of dairy products in everyday household consumption, where regular purchases can translate into a high purchasing frequency. 

Dairy products accounted for 5.5% of household food expenditure in 2022, according to Morocco’s latest national household living standards survey, down from 6.6% in 2014. Despite the decline in their share of food spending, dairy products remain widely consumed and distributed throughout the country. 

International brands maintain a significant presence, although their leading positions are considerably lower than those of the strongest Moroccan names. Danone ranked first among international brands with 322.1 million CRP, followed by Coca-Cola with 113.3 million and Indomie with 75.6 million. 

Danette moved up to fourth place with 48.7 million CRP, while Knorr ranked fifth with 48.2 million. The difference between the two was only 500,000 CRP, illustrating how relatively small changes in purchasing frequency or household penetration can alter the ranking. 

The broader results suggest that the strength of leading brands is not simply a result of retaining existing consumers. More than half of the brands monitored are expanding their reach. Some 56% of the 250 leading brands increased their Consumer Reach Points over the past year. 

Two factors were particularly important. Among the brands recording the strongest growth, 83% expanded their household penetration, while 87% increased purchasing frequency. This means that successful brands are generally combining efforts to attract new households with measures that encourage existing customers to purchase more often. 

The trend comes as spending on fast-moving consumer goods has accelerated. Household expenditure in this category increased by 5.3% in 2025, compared with 2.4% in 2024. The increase occurred even as overall household consumption growth slowed, with final consumption expenditure rising by 1.2% in volume in 2025, against 2.9% in 2024. 

The increase in consumer goods expenditure does not appear to be explained solely by inflation. Food and non-alcoholic beverage prices rose by an average of 0.9% in 2025, although individual categories recorded substantially different price movements. Changes in the volume of products purchased and in the composition of household shopping baskets may therefore have contributed to the higher spending recorded in the consumer goods market. 

Household purchasing behavior during the first quarter of 2026 provides further evidence of greater selectivity. Moroccan households bought 5% fewer packs of fast-moving consumer goods than a year earlier, while average spending per buyer increased by only 0.2%. 

The combination of fewer packs and almost unchanged spending suggests that households are adjusting the composition of their purchases rather than simply reducing their budgets. This makes price, product size, quality and perceived value increasingly relevant to purchasing decisions. 

Food remains particularly important in this context. It represented 38.2% of household expenditure in 2022, compared with 37% in 2014. The share was considerably higher among rural households, at 48.6%, and reached 50% among the lowest-income 10% of the population. 

These spending patterns help explain why brands operating in essential categories continue to compete strongly on accessibility and price. They also provide context for the strong position of local brands, which have established distribution networks and product ranges adapted to everyday consumption. 

The dairy category provides an example of how consumer preferences can shift even within a strong product segment. During the first quarter of 2026, fresh cheese purchases increased by 20% in volume per consumer, while cream recorded a 6% increase in volume per buyer and gained 13 percentage points in household penetration. 

Other dairy products experienced weaker demand. Purchases of processed cheese fell by 9%, while fermented milk purchases declined by 21%. Butter and milk also recorded lower demand. The figures indicate that the continued importance of dairy products does not translate into uniform demand across all categories. 

The timing of purchases has also changed. During Ramadan 2026, households increasingly shifted purchases into the month itself instead of building stocks beforehand. The change was visible in categories including powdered milk, fresh cheese and hard cheese, which have traditionally benefited from purchases made before Ramadan. 

For Moroccan brands, the latest Brand Footprint results show that strong household familiarity remains an important advantage. Their presence among the most frequently chosen brands suggests that domestic companies have succeeded in maintaining consumer reach across everyday categories. 

International brands, meanwhile, continue to hold strong positions in several segments and remain capable of expanding their reach through product development, distribution and marketing. The relatively close scores between some brands also show that the hierarchy can change when purchasing frequency or household penetration moves even modestly. 

The market therefore combines strong domestic brand loyalty with continuing competition. The fact that the 50 leading brands account for only slightly more than half of total fast-moving consumer goods spending also leaves room for smaller and emerging brands to attract consumers. 

For companies seeking growth in Morocco, expanding household penetration is one route, while increasing the frequency of purchases among existing customers is another. With consumers becoming more selective and household budgets remaining sensitive to food costs, maintaining a competitive price-value balance is likely to remain important. 

The 2026 findings consequently place Moroccan brands in a strong position, while also showing that consumer preferences remain fluid. Changes in household budgets, product choices, purchasing frequency and shopping patterns will continue to influence the competition between local, regional and international brands in Morocco.