Centrale Laitière (Centrale Danone), Morocco’s leading dairy producer and distributor, has increased prices last week which caused massive consumer protest in social media. A Facebook group even called for nationwide boycott of Danone products. With dairy consumption in Morocco being among some of the lowest averages globally, market analysts warn that pushing retail prices beyond the reach of the average citizen could severely damage long-term sales volumes.

The revised pricing structure is putting immense pressure on both neighborhood grocers (épiceries) and everyday consumers. For small local businesses, the new wholesale rates leave them with no choice but to immediately adjust shelf prices, forcing them to bear the brunt of customer frustration.