Moroccans divided on imported red meat, survey reveals

Among Moroccans aware of imported meat but opting not to consume it, 38% favor local products.

A recent study conducted by the marketing firm Sunergia and the news outlet L’Economiste provides intriguing insights into Moroccan awareness and opinions regarding imported red meat.

The findings highlight varied perspectives and consumption habits, reflecting broader attitudes among Moroccans.

Awareness and demographics

With drought and rising feed costs impacting national livestock, Morocco has increased meat imports to stabilize supply and prices. However, these imports have not significantly reduced meat prices, leaving many citizens frustrated.

The survey indicates that 70% of Moroccans are aware of this shift, while 30% remain uninformed.

Men (75%) and older individuals (79% of those over 65) appear better informed. Awareness is also higher among upper-income groups (77%), compared to lower-income households (65%).

Buying habits and meat origin

Despite knowing about imports, 65% never check meat labels before purchasing.

Only 30% make an effort to verify the origin, a habit more common among women (34%) than men (27%). Among those aware of imports, just 15% knowingly eat imported meat, while 66% avoid it entirely and 19% remain unsure.

Younger consumers (18-24) and residents in the North and East display slightly higher consumption rates.

Reasons for avoidance: trust, taste, and price

Among Moroccans who know imported meat is available but choose not to eat it, 38% prefer local products, 22% distrust the quality, and 11% claim it is not sold in their area.

7% do not eat red meat at all. Others cite taste, price, and religious concerns as deciding factors.

For those unaware of Morocco’s imports, 70% say they would not eat imported meat, with 67% firmly opposed.

Rural communities (76%) and lower-income groups (71%) show the greatest reluctance. The main reasons include concerns over quality (38%), a preference for local meat (21%), and a lack of knowledge about its origin (13%).

Expectations for meat prices

Public opinion remains mixed on how imports affect prices. While 34% believe costs will drop, only 8% report seeing a decrease so far, and 26% expect one soon.

Youth (18-24) appear the most optimistic, with 9% noticing lower prices and 36% predicting a future decline.

However, 43% think imports will not change prices, and 22% remain uncertain. Older individuals over 65 express the most doubt, with 53% convinced prices will stay the same.

Upper-income respondents show more confidence, with 36% expecting prices to fall, while skepticism persists among lower-income groups.

The study notes a cautious public approach to imported red meat. Many Moroccans remain hesitant and are still prioritizing trust in quality and familiarity over potential price benefits.

As imports continue, shifting perceptions may shape future consumer habits.