CONSUMER CONFIDENCE

Most Moroccans expect a brighter year ahead after a tough 2024

By our African Marketing Confederation News Team | 2025

Country’s consumers express a high level of optimism as 2025 gets underway, with almost 70% being ‘very optimistic’.

Moroccans experienced a tough 2024 marked by high inflation and the impact of drought. So, how do they feel about the country’s prospects in 2025?

According to a joint study by The Economist and research company Sunergia, citizens of the North African country are approaching 2025 with optimism.

In all, 78% of people surveyed said they were ‘optimistic’, including 69% who categorised their outlook as ‘very optimistic’. Pessimism remains low, at only 5%.

Young people aged 18-24 are more optimistic about the year ahead (83% of respondents), while seniors aged 65 and over are less optimistic (65% of respondents).

When it comes to outlook by gender, women are more optimistic (83% of respondents) than men (72%).

Photo: Ryutaro Tsukata from Pexels

While most people expect improvements in tourism (77%), technology (74%), and industry (69%), other sectors such as health, education and employment are viewed as a concern.

More than a third of those surveyed (36%) expected healthcare to deteriorate, while 33% predicted a decline in education, especially the quality of teaching. Jobs was another concern, with 29% expecting fewer opportunities.

When asked which sectors they believe will most impact Morocco’s development in 2025, respondents said tourism would be the main driver (22%), followed by agriculture at 20%.

National economic growth

Meanwhile, an economic report released this week by the country’s High Commission for Planning also predicts a better year than 2024.

“National economic growth is expected to strengthen in 2025 after an expected deceleration in 2024,” the report states.

“It should benefit from the moderate recovery of the agricultural sector, the continued dynamism of the secondary sector and the continued good performance of tertiary activities.”

The commission says domestic demand should continue to support economic activity within the country, benefiting from the improvement in incomes and investment.

“The strength of travel receipts, combined with the good performance of transfers from Moroccans living abroad, should help to contain the current account deficit at a moderate level. The budget deficit is expected to widen slightly in 2025 after a reduction that began in 2021,” the commission adds.

You can read the High Commission for Planning’s full report (in French or Arabic) here.

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