Store brands in Morocco are growing mainly through hard discount: at BIM, own brands account for around 55 % of the assortment in 2026. Since 2021, Marjane, Label’Vie and BIM have committed to the Ministry of Industry to manufacture up to 80 % of their own brands locally. These targets quantify food and textiles, not personal care and beauty.
To assess what retailers still import, see our study of cosmetics imports into Morocco: 5,08 billion dirhams in 2025, including 1,07 billion in skincare creams and 587 million in shampoos.
Key takeaways
- A retailer private label (store brand) is a product sold under a brand owned by a retailer and manufactured by an industrial supplier to its specifications.
- The six major grocery retailers generated 40,9 billion dirhams in 2024, with hard discount accounting for 15,55 % (Competition Council).
- BIM had 933 stores at the end of 2025, and own brands account for around 55 % of its assortment (Le Matin, March 2026).
- Local sourcing agreements target 80 % ‘made in Morocco’ store brands at Marjane (food), Label’Vie and BIM. None sets a quantified target for personal care and beauty.
- In 2015, more than 80 % of store brands sold in Morocco were manufactured abroad: a historical benchmark, as no more recent measurement is available.
Where do store brands stand in Morocco in 2026?
In 2026, store brands in Morocco are driven primarily by hard discount, a model built on a limited assortment and own brands. According to Le Matin (March 28, 2026), BIM opened a record 144 stores in 2025, reaching 933 outlets. Its assortment includes around 1 000 products, nearly 55 % of them own brands.
The importance of this format is measured by the Competition Council (opinion A/1/25, published in 2025). At the end of 2024, six operators (Marjane Group, Label’Vie, Aswak Assalam, BIM Maroc, Africa Retail Market for the U banner, and Kazyon Maroc) generated revenue of 40,9 billion dirhams. Hard discount accounted for 15,55 % of revenue but 26,62 % of sales floor space.
The same opinion recorded nearly 789 BIM stores in 2024, compared with 571 in 2021, and nearly 150 Kazyon stores at the end of 2024, one year after its first opening. Each neighborhood store adds shelf space for low-priced products, often store brands.
One figure is missing: no recent source gives store brands’ share of Moroccan retailers’ sales; the latest measurement dates to 2015. For context within beauty, read our analysis and forecasts for Morocco’s cosmetics market.
Which retailers have own brands in Morocco?
The five major grocery chains all sell own-brand products, but only three have made quantified local sourcing commitments. This table of store brands in Morocco presents published information with source dates. The commitments were announced targets at signing; we found no public progress report confirming that they were achieved.
| Retailer | Own brand (store brand) | Local sourcing commitment | Source |
|---|---|---|---|
| Marjane Group (Marjane, Marjane Market…) | ‘Economique’ range (cited in 2015); ‘Filière Exclusive M’ for fresh food (2021) | Agreement dated April 7, 2021. Locally manufactured food store brands: 65 % in 2020, with a target of 80 % of revenue in 2024. Textiles: from 25 % to 75 % by 2024. | Ministry of Industry, 04/2021; L’Observateur, 11/2021 |
| Label’Vie (Carrefour, Carrefour Market, Supeco) | Carrefour brand (franchise); ‘Filière Qualité LabelVie’ for fresh food (2023) | Agreement dated December 27, 2021. 80 % Moroccan sourcing for store brands (textiles, food, consumer goods and plastics). Tripling ‘Made in Maroc’ exports. | Boursenews, 12/2021; Le Matin, 06/2023 |
| BIM Maroc | Own brands, around 55 % of an assortment of roughly 1 000 products (2026) | Agreement dated October 5, 2022. At that time, 51 % of store brands were ‘Made in Morocco’. Targets for 2025: 80 % in food, 90 % in textiles. | Ministry of Industry, 10/2022; Le Matin, 03/2026 |
| Aswak Assalam | Janis, launched in June 2015 with 25 products and a target of 100 by the end of 2015 | No public agreement found. At launch, 15 manufacturing suppliers, 70 % of them foreign. | La Vie éco, 06/2015 |
| Kazyon Maroc | Own-brand launch announced in November 2024 | No public agreement found. The retailer says it works with ‘local partners and suppliers’. | MarocPresse, 11/2024 |
For context on each model, see the differences between white label and retailer private label: for a store brand, the retailer owns the brand and defines the product.
What do local sourcing agreements cover?
Local sourcing agreements are signed between a retailer and the Ministry of Industry and Trade. The retailer commits to having a growing share of its store brands manufactured in Morocco. They form part of the import substitution policy launched in 2020-2021.
Published texts quantify food and textiles. Marjane’s April 2021 agreement included an initial set of 13 sourcing contracts worth 173 million dirhams (Ministry of Industry). BIM’s October 2022 agreement covers only those two industries. Only Label’Vie’s mentions ‘consumer goods’, which could include soap, shower gel or shampoo without naming them.
Personal care and beauty therefore have no quantified target in the announcements reviewed. For a local manufacturer, the category remains an opportunity to develop.
What share of store brands is imported?
The only public measurement dates to 2015: more than 80 % of store brands sold in Morocco were then manufactured abroad. The figure comes from a La Vie éco investigation (June 30, 2015). The Le360 press review identifies Spain and Turkey as the main manufacturing countries. This is a historical benchmark, not a picture of 2026.
The same investigation noted that more than 3 000 store-brand products had been launched in under ten years, accounting for 10 % of retailers’ revenue at the time. They cost 10 to 30 % less than comparable brands, and 70 % of consumers said they bought them solely to save money.
Since then, the agreements have changed the picture, at least in food. BIM reported 51 % of store brands manufactured in Morocco in 2022, and Marjane reported 65 % for its food store brands in 2020. No equivalent figure exists for personal care and beauty: the imported share of these store brands in Morocco is not currently measured.
Which personal care and beauty categories and formats suit store brands?
In personal care and beauty, store brands focus on high-turnover products: shower gel, shampoo, soap, deodorant and basic body care. As early as 2015, La Vie éco identified beauty and wellness among the highest-potential segments, alongside household cleaning. Consumers can readily compare prices.
Formats follow the family shopping basket. On shelves and retailers’ websites, entry-level shower gels are often sold in 750 ml or 1 liter bottles, as this Marjanemall product listing illustrates. These larger formats require the manufacturer to address:
- Appropriate preservation. A 1 liter bottle stays open longer than a 250 ml one: the preservative system and closure must account for this.
- Controlled viscosity. A gel that is too thin spills; one that is too thick is difficult to dispense near the end of the bottle.
- Tight raw-material costs. At low retail prices, every increment of surfactant or fragrance affects margin.
- Consistent batches. Color, scent and texture must not change from one delivery to the next.
The pharmacy channel follows a different model, detailed in our figures on Morocco’s dermocosmetics market.
What opportunities exist for local store-brand manufacturing in Morocco?
For a Moroccan manufacturer, the store-brand opportunity in Morocco rests on three levers: replacing imports, highlighting local ingredients and offering proximity. They address retailers’ stated goals without guaranteeing a listing.
- Import substitution. A local manufacturer matching an imported product’s quality helps the retailer meet its ‘made in Morocco’ commitment.
- Moroccan-origin ingredients. Argan oil, rhassoul clay, rose water and prickly pear seed oil can give a store brand an identity beyond low price, provided their origin is documented.
- Proximity. Domestic production reduces transport distances and simplifies replenishment and adjustments.
- Exports. Label’Vie set a goal of tripling exports of ‘Made in Maroc’ products. A product designed from the outset for Regulation (EC) 1223/2009 can support expansion to Europe and Africa.
The wider trend is also documented outside Morocco: we analyzed why consumers choose retailer private label cosmetics.
How does a personal care store-brand project work with a manufacturer?
A store-brand project generally follows the same sequence, from the retailer’s specifications to the first delivered batch. Details vary by retailer, but the steps are similar:
- Specifications. Reference product, format, target price and quality requirements.
- Benchmarking and samples. Formulas compared with the leading product: texture, fragrance and foam.
- Testing. Stability, packaging compatibility and microbiological controls using the final format.
- Regulatory documentation. INCI list, Arabic and French labeling and safety documentation. Also plan for cosmetic product registration with AMMPS for sales in Morocco.
- Factory audit. The retailer or an independent body checks good manufacturing practices. Understand what ISO 22716 certification requires.
- Pilot batch and production start. Approve the first batch, then check every batch before release.
The manufacturer’s perspective
We manufacture cosmetics and personal care products in Agadir through white label and contract manufacturing, following ISO 22716 and ISO 9001. Having supported over 500 brands in more than 35 countries, these are our key lessons for own-brand projects:
- Do not judge on unit price alone. Saving a few cents does not offset a batch withdrawn from shelves. Compare offers against the same specifications.
- Test the actual format. A formula validated in 250 ml may behave differently in 1 liter: test the final packaging.
- Substantiate origin claims. ‘With Moroccan argan oil’ requires raw-material traceability and an inclusion level that justifies the wording.
- Plan for exports from the outset. Designing a formula for both Morocco and the European Union helps avoid reformulation.
To explore our production capabilities, visit the page for our cosmetics and personal care manufacturing operation in Agadir.
Frequently asked questions
What is a retailer private label?
A retailer private label, or store brand, is a product sold under a brand owned by a retailer, such as its own shower gel range. The retailer sets the specifications and outsources production to a manufacturer generally unknown to consumers. It is also called an own brand or private label.
What is store brands’ share of Morocco’s mass-market retail sales?
No recent overall figure is published. In 2015, La Vie éco estimated that store brands accounted for 10 % of retailers’ revenue. The 2026 figures are retailer-specific: at BIM, around 55 % of roughly 1 000 products are own brands, according to Le Matin. No share is publicly disclosed for the other retailers.
Are local sourcing agreements mandatory?
No. They are voluntary commitments signed with the Ministry of Industry and Trade, not statutory quotas. They focus mainly on food and textiles, and no public report indicates whether the 2024 and 2025 targets were met. Retailers remain free to manufacture some own-brand products abroad.
Why does hard discount drive store-brand growth?
Hard discount relies on a limited assortment and low prices, which own brands help sustain. In Morocco, this format accounted for 15,55 % of grocery superstores’ revenue in 2024, according to the Competition Council. BIM and Kazyon both open dozens of stores each year.
Must a cosmetics store brand sold in Morocco follow specific rules?
Yes. Like any cosmetic product, a store brand sold in Morocco falls under AMMPS and must meet applicable registration, labeling and safety requirements. If the retailer also plans to sell in Europe, the product must comply with Regulation (EC) 1223/2009. Designing the formula for both frameworks from the outset helps avoid later reformulation.
Conclusion: a personal care and beauty category still to develop
Store brands in Morocco are growing with hard discount, and retailers have publicly committed to manufacturing up to 80 % of their own brands locally. Those commitments quantify food and textiles, not personal care and beauty. In 2015, most store-brand products were imported.
Developing your own shower gel, shampoo or skincare range? Book a Free consultation. We review your specifications, then outline formulation, testing and regulatory steps. You can also explore our Aït Melloul factory or contact us on WhatsApp.