Moroccan craftsmanship is making waves internationally, with pottery, ceramics, and brassware exports achieving remarkable growth in recent years. A detailed report, “Market Intelligence” (December 2024) by the “Maison de l’Artisan”, highlights significant developments, consumer interest, and future opportunities in these sectors.
Pottery and ceramics: A thriving sector
Between 2019 and 2023, Moroccan pottery and ceramics exports posted an impressive annual growth rate of 21%, reaching 348.13 million dirhams in 2023, up by 10% from 2022. This surge is driven by a strategic focus on international markets through collaborations with the Ministry of Tourism, Handicrafts, and Social and Solidarity Economy.
The sector enjoys massive online traction, with 1.2 million mentions, predominantly on Facebook, including 43,500 dedicated to Moroccan pottery and ceramics. A shift towards sustainable production, such as the use of recycled materials, aligns with growing consumer demands for eco-friendly practices.
Customer satisfaction is exceptionally high, with 88% positive feedback, emphasizing product design and timely delivery. On e-commerce platforms, Moroccan pottery scores an average rating of 4.5/5.
Key industry events like the CERSAIE fair in Italy, which attracts over 99,000 visitors and 600 exhibitors annually, provide a global stage for Moroccan artisans. Such platforms showcase cutting-edge trends and foster collaborations.
Brassware: A rising star
Similarly, Moroccan brassware exports grew at an annual rate of 17% from 2019 to 2023, reaching 31.33 million dirhams in 2023, a remarkable 40% increase from 2022. Brassware’s online popularity is also noteworthy, with 9,500 mentions, predominantly from individual consumers and professional vendors on Instagram.
Consumers have given brassware products an 85% satisfaction rate, citing intricate design as a standout feature. On digital marketplaces, these products enjoy an average rating of 4.6/5.
The “Market Intelligence” initiative provides invaluable insights for artisans and exporters, helping them tailor marketing strategies and penetrate global markets. Utilizing advanced tools like Digimind, this initiative monitors digital mentions, blogs, and social media posts across multiple languages and markets, offering a comprehensive view of the “handmade” industry’s digital footprint.
Future outlook
The growing global appreciation for Moroccan craftsmanship, combined with robust digital monitoring and participation in major trade fairs, positions these sectors for continued success. With high consumer satisfaction and an increasing focus on sustainable practices, Moroccan pottery, ceramics, and brassware are set to become even more prominent on the world stage.
