Morocco’s Chocolate Industry Hit Hard as Holiday Sales Slump Amid Economic Crisis

This year-end, the health crisis has forced households and businesses to make budget restrictions. "This will greatly impact our business like that of perfumers and all the corporate gift sectors," reports La Vie éco, citing the words of the manager of a chocolate shop in the Mâarif district of Casablanca, very worried. Moreover, the effects are already noticeable, since "orders are not at the same level as in previous years. The companies that usually buy from us have not all come forward yet. We contacted them and sent our offers, but we are waiting..." he worries.

Normally, sales would record an increase between November and January and account for 80% of the annual turnover of chocolatiers. But up to a week before the holidays, the picture looks bad, because "the purchasing power of households has been seriously affected by this crisis insofar as several people have lost their jobs or have seen their salaries reduced... As a result, buying chocolate becomes a superfluous purchase that can be done without," added another manager of the place.

However, hope remains at Aiguebelle, which remained closed for 2 months due to the health crisis. Thus, new features have been added, "with the contribution of 6 great master chocolatiers to concoct innovative and exclusive recipes made in a traditional way... while respecting the safety measures that apply," said Mohamed Amine Berrada, Chairman and CEO of the Compagnie chérifienne de chocolaterie Aiguebelle. In addition, a "wide range of praline or ganache fillings is offered to the professional categories and to the year-end gifts for businesses and families," he added.

The objective is to develop the market estimated at around 700 kilograms of chocolate per year, with an average consumption of one kilogram per inhabitant per year. This places Morocco far behind countries like Tunisia where consumption is 3 kilos, or even some European countries where consumption is between 7 and 8 kilograms.