American food products strengthen their presence in Morocco with $270 million in imports.
Growing Presence of American Food Products in Morocco
American food products aimed at Moroccan consumers are steadily gaining ground. By 2025, their import value reached $270 million, driven primarily by demand for dried fruits, nuts, beef, rice, sauces, and dairy products.
According to a report from the Foreign Agricultural Service (FAS) of the U.S. Department of Agriculture, this growth is bolstered by the trade benefits outlined in the free trade agreement between Morocco and the United States. These provisions grant tariff preferences to American products, enhancing their competitiveness in the Moroccan market.
Dried fruits and nuts are among the most prominent categories. U.S. almonds account for over 98% of the imported almond market in Morocco, while American pistachios hold about 91%, illustrating the dominant position of American suppliers in these segments.
The report also highlights increasing demand for other products, including protein concentrates, sauces, spices, pet foods, and snacks. This trend is linked to changing consumption habits among segments of the middle class and the needs of the tourism sector, which is contributing to a diversification of food demand.
Despite the rise in American imports, retail food commerce in Morocco remains largely dominated by traditional distribution channels. Small grocery stores account for approximately 68% of sales, thanks to their proximity to consumers, extensive geographic presence, and flexibility in transactions, particularly regarding payment and credit.
Large retail outlets occupy a more limited position in the market. Hypermarkets represent around 10% of sales, compared to 8% for supermarkets. These establishments primarily target middle-class consumers in urban areas.
These data underscore the importance of trade advantages and distribution networks in developing American food products in Morocco, where traditional retailers still play a central role, despite the growth of modern retail chains and evolving consumption habits.
