EU's Role in Morocco's Fresh Fruit Imports

Morocco has established itself as a significant import market for fresh apples and pears, particularly from the European Union (EU). According to a recent report by the USDA/FAS, between 2021 and 2025, Morocco imported apples worth approximately $6.1 million (about €5.5 million) annually. The import value for pears was notably higher, averaging around $27.6 million (approximately €24.7 million) each year. However, the report does not specify the quantities sourced from individual EU member states. In addition to the EU, Argentina and Chile are also recognized as key suppliers for pear imports.

The Expanding Market for Dates and Raisins

When it comes to dates, Morocco's import figures are significantly larger, averaging about $232 million (around €207.5 million) annually during the same period. Major suppliers of dates include the United Arab Emirates and Tunisia. Furthermore, Morocco imports raisins at an average annual value of $23.9 million (approximately €21.4 million), with India, Turkey, and Uzbekistan serving as important sources.

Despite the increasing volume of imports, the majority of food purchases in Morocco continue to occur in small local shops. According to Euromonitor data cited in the report, these establishments accounted for nearly 68% of the food market share in 2025. Many consumers prefer to shop for small quantities on a daily basis, favoring familiar stores within their neighborhoods. In contrast, large consumer markets held about 10% of the market share, while supermarkets captured around 8%. These larger retail formats primarily target the urban middle class. Chains such as Marjane, Label’Vie, and BIM are expanding their presence in medium-sized cities and southern provinces, increasingly focusing on smaller shops situated in residential areas.

As reported by fruchthandel.de.

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