Moroccans Split on Imported Meat: Trust, Taste, and Market Influence
Moroccans are hesitant about imported red meat, with concerns over trust, quality, and price shaping their buying decisions, despite growing imports and potential market interest from global meat companies.
Morocco has recently turned to imported red meat to stabilize supply and control rising prices, but a new survey reveals that Moroccans remain divided on whether they want to consume it. While some see it as a necessary alternative, many continue to prefer local meat due to trust, taste, and familiarity.
Awareness of Imported Meat
A study by marketing firm Sunergia and the news outlet L’Economiste found that 70% of Moroccans are aware of meat imports, while 30% remain uninformed. Awareness is higher among men (75%) and older individuals (79%). Additionally, those with higher incomes (77%) tend to be more informed than lower-income groups (65%).
Do People Check Meat Labels?
Despite knowing that imported meat is available, many Moroccans do not actively check where their meat comes from. The survey found that 65% never check labels before buying meat, while only 30% make an effort to verify its origin. Women (34%) are slightly more likely to check than men (27%).
Of those who know about imported meat, only 15% actively choose to eat it, while 66% avoid it. Another 19% remain unsure. Younger consumers (18-24) and residents in the North and East regions show slightly higher consumption rates.
Why Do Some Moroccans Avoid Imported Meat?
Among those who choose not to eat imported meat, 38% prefer local products, 22% do not trust the quality, and 11% claim imported meat is not available where they live. Some Moroccans (7%) do not consume red meat at all. Others cite taste, price, and religious concerns as reasons for avoiding it.
Even among those unaware of Morocco’s meat imports, 70% say they would not eat it, with 67% firmly against the idea. Rural communities (76%) and lower-income groups (71%) are the most resistant, with concerns about quality (38%) and a preference for local meat (21%) being the biggest factors.
Will Meat Imports Lower Prices?
The public is uncertain about the impact of imported meat on prices. While 34% believe costs will drop, only 8% report seeing any reduction so far. Another 26% expect prices to decrease soon. Younger consumers (18-24) are the most hopeful, with 9% noticing lower prices and 36% predicting future reductions.
However, 43% of respondents believe imports will not lower prices, and 22% remain unsure. Older Moroccans (over 65) are the most skeptical, with 53% convinced prices will stay the same. Confidence is somewhat higher among wealthier individuals, with 36% expecting a decrease, while skepticism persists among lower-income groups.
A New Market for International Meat Companies
With Morocco increasing meat imports, global meat suppliers may see the country as a promising new market. Meat companies seeking to expand their exports could find an opportunity in Morocco’s shifting food supply landscape. However, they may face challenges in overcoming local skepticism, particularly regarding trust and quality. Convincing Moroccans to embrace imported meat will likely require transparency, marketing efforts, and competitive pricing to build consumer confidence.
The Road Ahead
The Moroccan market remains cautious about imported red meat. Many consumers prioritize trust, local quality, and taste over potential price benefits. As the situation evolves, changing public perception and affordability will play a crucial role in shaping the future of meat consumption in Morocco. Whether imported meat becomes a staple in Moroccan households or remains a last resort will depend on how well suppliers address consumer concerns.
Source: https://www.moroccoworldnews.com/2025/01/367993/moroccans-divided-on-imported-red-meat-survey-finds