Morocco’s food supplements market is no longer viewed solely as a public health issue. It is increasingly becoming a matter of industrial policy, competition and economic sovereignty.
The study, obtained by Le360 and prepared by Bouarich in collaboration with the signatories of the anti-monopoly petition, shifts the debate toward the sector’s economic implications. It argues that the current regulatory framework is limiting the development of an industry capable of generating greater added value, employment and investment in Morocco.
Drawing on international comparisons and conservative estimates of the domestic market, the report values the sector at around 3 billion dirhams. It estimates that nearly half of that amount is generated through pharmacies, while parapharmacies, specialist retailers and e-commerce account for the remaining 1.5 billion dirhams. Based on those figures, the study estimates that around 5,000 non-pharmacy operators are active across the country, adding that the sector remains largely underdeveloped relative to its growth potential.
The report then turns to employment, arguing that each specialised operator employs an average of eight people, representing nearly 40,000 direct jobs.
Using a conservative estimate of two indirect jobs for every direct job, based on international industrial benchmarks, the study puts the sector’s overall employment potential at 120,000 jobs, including 80,000 indirect positions.
They argue that the sector’s economic impact extends well beyond manufacturing, encompassing logistics, distribution, specialist retail, marketing, digital services, laboratories, maintenance and the wider value chain surrounding food supplements. According to the report, the debate therefore goes far beyond the sale of supplements alone.
Competition as a driver of lower prices
The study also examines the role of competition in the market, arguing that the coexistence of pharmacies, parapharmacies and other specialised distribution channels creates competitive pressure that benefits consumers.
It cites Portugal as an example, referring to a study showing that alternative distributors sell some products for up to 20% less than pharmacies, while their presence also contributes to reducing pharmacy prices by between 4% and 6%.
Based on that benchmark, the report argues that limiting the diversity of distribution channels could weaken competitive pressure and lead to higher prices in parts of the Moroccan market.
The authors contend that competition between multiple distribution channels does more than influence commercial practices. It also shapes pricing, innovation and consumers’ access to a wider range of products, and should therefore be preserved in any future regulatory reform.
An industry held back by regulation
Beyond distribution, the report identifies several obstacles affecting the competitiveness of Morocco’s food supplements industry.
According to the study, dosage limits imposed on certain supplements effectively reserve higher-dose products for pharmacies, restricting growth opportunities for specialised manufacturers.
The authors argue that these restrictions reduce product availability, slow innovation and make it more difficult for Moroccan formulations to align with international standards. They also contend that the current framework indirectly encourages parallel markets, as consumers seek higher-dose products from foreign or informal suppliers when domestic offerings are insufficient.
The report also highlights the role of e-commerce in expanding access to food supplements beyond major urban centres, while increasing competition between brands and improving consumer information.
However, it notes that despite the development of Morocco’s cosmetics industry, exports of food supplements remain almost non-existent. According to the study, this is due not to shortcomings in manufacturing quality, but mainly to a regulatory environment that it considers incompatible with international standards and the requirements of export markets.
Registration procedures criticised
The study also points to product registration times as another obstacle.
According to the report, bringing a new food supplement to market in Morocco takes between 12 and 15 months and costs between 15,000 and 20,000 dirhams per product.
By comparison, the study says that several European jurisdictions operate under notification-based systems that allow products to reach the market within days or weeks.
The authors argue that this gap delays product launches, increases business costs and reduces companies’ ability to keep pace with innovation in the global market.
Without questioning the need to protect public health, the report ultimately calls for a modernisation of the regulatory framework. It recommends gradually aligning Moroccan regulations with the scientific standards adopted by leading international authorities, maintaining multiple distribution channels, simplifying product registration procedures and strengthening enforcement against non-compliant operators rather than imposing broader restrictions.
According to the study, a more balanced regulatory framework would support innovation, improve industrial competitiveness, preserve existing jobs and create conditions for the development of Moroccan food supplement exports. It concludes that regulatory reform could transform what remains a largely domestic market into a new driver of value creation for the national economy, while balancing consumer protection, competition and competitiveness.
