The Moroccan avocado market closed 2024 with results that reflect both its achievements and the challenges ahead. With shipments reaching 40,000 tons by December 31 , the country demonstrated its supply capacity and consolidation within the competitive European market. However, the current context and projections for 2025 call for reflection on the strategies needed to maintain this momentum.

The end of 2024 was marked by remarkable stability in prices and volumes, although there were fluctuations in the last weeks of December, when shipments decreased significantly. This behavior is partly due to seasonal consumption patterns, as markets tend to prioritize other products during this period. However, the first week of January is expected to bring a recovery in both exports and prices, especially for smaller sizes, such as 20 to 26 , which have faced difficulties gaining a foothold in Europe due to strong competition from countries like Colombia and other origins.

Despite these challenges, the year has been positive overall. Morocco finished the previous season with strong demand and favorable prices, and began the 2024-2025 cycle with significant volumes and remarkable price stability, aside from the usual year-end fluctuations. This growth demonstrates that Morocco has moved beyond its initial phase and established itself as a serious competitor in the global market.

The outlook for 2025 is ambitious but achievable. Estimates point to a harvest that could reach 100,000 tons , thanks to new production areas coming into play. The main objective will be not only to maintain leadership in the European market but also to increase volumes destined for the United Kingdom, especially in medium and small sizes, which represent a key opportunity for diversification and increased commercial value.

Beyond the numbers, Morocco faces a strategic challenge: consolidating its position as a reliable and competitive source. In a market dominated by established players, the key will lie in product quality, consistent shipments, and the ability to adapt to evolving consumer demands.

2025 will be a pivotal year for the Moroccan avocado industry. With rising volumes and clear market expansion strategies, Morocco has the opportunity to reaffirm its position as a fully established, rather than emerging, source of avocados. As experts rightly point out, Morocco has "come of age," and now, more than ever, is a competitor the global market must take seriously.

Yassin Chaib Morocco