Fruits and Vegetables Industry in Morocco: Analysis of Production, Consumption, and Trade Trends of Fruits and Vegetables (2020 - 2025)

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Market Overview

Agriculture sector employs more than 40% of the Moroccan population and contributes to around 16% of the national GDP. The agriculture sector is expected to recover sharply in 2017, owing to the favorable weather conditions. Agriculture in Morocco produces more than 13 million metric ton of fruits and vegetables per year. A rich know-how, along with temperate climate, long growing season, and proper allocation of water resources, allows Morocco to produce a wide variety of fruits and vegetables, with tomatoes and citrus fruits dominating the sector. The production of citrus fruits is expected to reach around 2.3 million metric ton while, for tomatoes, the estimated figure is 1.25 million metric ton, between 2017 and 2018.

Morocco is one of the leading producers of strawberries, with a production level of around 52,000 metric ton as of 2014-15, of which, around 76% were frozen and 24% were fresh ones. Morocco produced about 268,000 metric ton of berries in 2015-2016, which includes strawberry, raspberry, and blueberry.

By 2012, the country targets to reach an annual production of 360,000 metric ton, with 80,000 metric ton earmarked for exports.

Citrus production is estimated to register a CAGR of 12% (during 2013-2018) and reach a value of 2.9 million metric ton by 2018. Among citrus fruits, orange is the dominant one, followed by tangerines/mandarins and lemons. Orange production is estimated to be around 962,000 metric ton during 2016-2017, an increase of nearly 4% from 2015-16. Orange is also the most consumed citrus in Morocco, with an annual consumption of around 780,000 metric ton. Conclusively, the production of fruits and vegetables by far meets all the domestic consumption needs in the kingdom of Morocco.                                            

Market Dynamics                                                

Drivers for Fruits and Vegetables Industry:

  1. Control over production: Good know-how, quality management system, vertical integration between large greenhouses and exporters
  2. Favorable geographic location, providing a better export platform to the European Union, Russia, Africa, and the US eastern coast.
  3. Long grow season, particularly, toward the southern part of the country
  4. Soil and climate conditions are quite favorable, enhancing the productivity of crops
  5. Sufficient conditioning, storage, and export infrastructure.

 Restraints for Fruits & Vegetables Industry:

  1. Entry quotas and prices being imposed to enter the European Union, the main export market
  2. Unfavorable situation, regarding economy, in exports as compared to Spanish and Turkish rivals - logistics add up to 30% of the average cost price
  3. Aging orchards, along with weak supervision of small and medium producers
  4. Increasing costs associated with production factors like fertilizers, energy, and crop protection products.
  5. Lack of diversification in export markets.

Market Segmentation

The Moroccan fruits and vegetables market is segmented, by the product type, into fresh fruits and vegetables. These segments are further sub-segmented into tomato, potato, onion, cucumber, green beans, citrus fruits, almond, olive, raspberry, grapes, dates, pumpkin, strawberry, and avocado.

Trade Analysis

The ideal geographic location of Morocco is a substantial export platform to the European Union, the US east coast, Russia, and Africa. Fresh fruits and vegetables belong to the top five export categories, which represent around 25% of the total Moroccan exports.

Morocco exports around 50 types of fruits and vegetables. Citrus fruits are the principal exported fruits (83% share) while tomatoes are the principal exported vegetables (65% share), the European Union and Russia being the major export markets. About 560,000 metric ton of citrus fruits and 450,000 metric ton of tomatoes are expected to be exported during 2017-18.

Regarding tomato, due to restrictions on exports to the EU markets, such as,  entry quotas, prices and prohibitive tariff protection, increased orientation towards the Russian market, has been observed. Nearly 90% of the Moroccan tomato was exported to EU, mainly France (68%); however, about 8% of the shipments were designated to Russia in 2015-16. In 2016, the export of tomato was worth USD 509.2 million and is estimated to register a CAGR of 11.7%, reaching a value of USD 792 million in 2020. Also, in 2016, the estimated average export price of Moroccan tomato was about USD 1.05 per kg.

Among citrus fruits, around 34% of the total production is exported and the rest 66% is consumed at the domestic level, especially in the form of juice. Citrus varieties that are grown in the region include oranges, clementine, mandarin, lemons, and grapefruits. Morocco was benefitted from the decline in Spanish orange quality, in 2016-17, as export rate increased by 29% over a year and reach a value of 120,000 metric ton.

Although many European countries produce berries, the production volume is limited to summer months. Morocco is seeking to significantly increase the berry exports to the European Union. Compared to other two chief exporters of berries to the EU, Chile, and Mexico, Morocco enjoys a favorable geographical location, which is a considerable comparative advantage in terms of shipping costs.  Raspberry export volumes, to the European Union, registered a CAGR of 27% while for blueberry, it was nearly 74%, between 2008 and 2014.

Recent Industry Insights

  • Moroccan fruits and vegetable exports, to the European Union, rose by nearly 17% over the first quarter of 2017, which accounted for almost USD 665 million, an increase from the estimated value of USD 567 million as of 2016.
  • Moroccan fruits and vegetables imports, to West Africa, has been increasing rapidly (with USD 559 million in 2015). Morocco is ranked fourth amongst suppliers to West Africa, with an export worth USD 22 million. Also, the country is looking forward for a significant increase in exports to this region.

Key Deliverables in the Study

  • The study covers the fruits and vegetables industry of Morocco, and gives an overview on the current market dynamics.
  • Report highlights the production rate, consumption rate, and trade volume of the major fruits and vegetables grown in Morocco, along with recent market trends, government regulations, growth forecast, major regions of export and import, etc.
  • Report offers Porter’s five forces model, supply chain analysis, and network and retail sector analysis for the fruits & vegetables industry in Morocco. Also, PESTLE analysis of the country has also been included in the report.

The Report Holds Importance for the Following Stakeholders

  • Growers and packers
  • Commodity Traders and food processors
  • Retailers
  • Researchers
  • Investors

Customization Options

  • Trade analysis of additional crops
  • Regulatory framework
  • Value chain analysis


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