Ramadan Boosts Casablanca Bakery Sales, Modern Treats Rival Traditional Fare

"Currently, we are recording a clear increase (30 to 40%) compared to the same period last year, but always down compared to 2019," said Said Moueden, Manager in a large pastry shop in Casablanca that employs 70 people, to the MAP.

According to Said Moueden, customers stock up particularly in the early afternoon and lean more towards bread (whole wheat bread, baguette), pastries and savory products for diversified budgets. This structure manager stressed that the situation is different from last year when the entire sector suffered from the lack of customers due to the lockdown imposed by the health authorities.

"While it is true that for the Moroccan woman, Ramadan is the opportune occasion to showcase her culinary know-how by preserving traditional dishes, she is forced to turn to bakeries to buy viennoiserie, Mhencha or other whole wheat bread, because she no longer has the time to prepare everything at home, as was the case in the past," explains Saida. This civil servant from the Californie district is loyal to her baker to pick up her viennoiserie, Briouates and other mini-pizzas every day at 3 p.m.

Wanting a diversified taste, this forty-year-old points out that bakeries offer both traditional and modern cakes and other delicacies. She also notes that these places are the solution for those who lack time. Demand is also strong for chebakia, viennoiserie, all kinds of bread and Briouates, says a forty-year-old who lives far from his family.

For his part, the president of the National Federation of Bakeries and Pastries of Morocco (FNBP) and vice-president of the bio-professional cereal network, Lhoucine Azaz, confides that as Iftar approaches, customers come to stock up on the necessary food to fill their tables. For him, this resurgence of activity is due to the forced reorganization by the restrictive measures related to the fight against the pandemic.

The rationalization of expenses is a bet to be won due to the constraints experienced by the sector related to the increase in costs, the stoppage of work imposed by the preventive measures and the drop in demand from cafe, restaurant and catering owners who are the main customers.