Casablanca hosted the 2026 Product of the Year Morocco ceremony, celebrating the brands Moroccan shoppers say they trust and buy the most. The awards are based on consumer voting and real product testing, making them a practical guide for everyday shopping.
Local brands had a big year
Moroccan companies did especially well this year.
Les Eaux Minérales d’Oulmès won twice. Vitalya was named best table water and Purifya won in water purification.
Zine Capital Invest picked up several awards, including Al Itkane pasta and couscous and Hala cooking oil.
Other familiar food names stayed popular with shoppers. Aiguebelle won in chocolate, Familia in spreads and Mzia in flour. In snacks, Leaderchips and King Cookies from Leader Food and Best Biscuits Maroc were recognised.
Global brands still strong
Big international names also won awards. Procter & Gamble received 11 awards, including Ariel, Pampers and Gillette.
In telecoms, inwi won for its win mobile plans. Orange was recognised for Livebox Fiber and Darbox 5G.
In energy, Vivo Energy won for Shell V-Power and Shell Helix Ultra.
Why the label matters
The Product of the Year programme has been running for more than 30 years in over 40 countries. Unlike many awards, the winners are chosen by consumers, not industry judges.
Products are judged on three simple things: how new or improved they are, how appealing they look and whether people would actually buy them.
Winning brands can use the red logo for one year, which usually boosts sales and visibility.
What it says about Moroccan shoppers
This year’s results reflect bigger trends. Local brands are gaining support as Morocco pushes its “Made in Morocco” strategy. Awards for fibre and 5G services show how fast digital life is growing, especially with the 2030 World Cup on the horizon.
Fayçal Maaouni said Moroccan consumers are becoming more demanding and are looking for real value and healthier options.
