Centrale Danone is facing a new wave of consumer backlash in Morocco after raising prices on several dairy products, prompting calls for a boycott and reviving memories of the major consumer campaign that affected the company in 2018.<\/p>\n
The new prices came into effect on July 7, with grocery stores and retail outlets receiving updated price lists covering a range of products including Dan\u2019Up, Actimel, Activia, Jervais, Danone Max, and Jamila. According to information shared by shopkeepers, the increases range from MAD 0.50 to MAD 1 depending on the product and package size.<\/p>\n
The price adjustments arrive as Moroccan households continue to face pressure from higher living costs and rising food prices. Shortly after the increases took effect, social media users began circulating boycott calls under hashtags including #\u062e\u0644\u064a\u0647_\u064a\u0631\u064a\u0628, renewing a movement that previously targeted Centrale Danone and other major companies over pricing concerns.<\/p>\n
The 2018 boycott had significant financial consequences for the company. Centrale Danone reported revenue losses estimated at approximately \u20ac178 million, while the effects on sales continued into 2019. In response, the company implemented measures aimed at rebuilding consumer confidence, including selling one-liter milk cartons at cost price and adjusting parts of its commercial strategy. The company later withdrew from the Casablanca Stock Exchange in 2022.<\/p>\n
The latest boycott campaign has reignited debate about whether the lessons of the previous crisis resulted in lasting changes to the company’s pricing policies. Many consumers argue that the return of price increases despite the impact of the earlier boycott demonstrates limited change in the company’s approach. This perception has strengthened calls for consumers to use their purchasing decisions to influence corporate behavior.<\/p>\n
The controversy has intensified amid criticism over the company’s lack of public communication regarding the new pricing measures. As the boycott campaign gains momentum online, Centrale Danone has not publicly detailed the reasons behind the increases or commented on the growing criticism. Consumer rights advocates contend that this absence of explanation has contributed to public dissatisfaction.<\/p>\n
Supporters of the boycott maintain that consumer purchasing power remains an effective means of expressing opposition to business practices they believe affect household budgets. Many point to the outcome of the 2018 campaign as evidence that coordinated consumer action can influence corporate decisions.<\/p>\n
The timing of the price increases has also sparked discussion on social media. Some users suggested that the changes coincided with heightened public attention on Morocco\u2019s participation in the 2026 FIFA World Cup, reducing public scrutiny of the decision. Others viewed the timing as coincidental.<\/p>\n
The issue has gained further visibility through videos posted by grocery store owners showing updated price lists and supplier invoices. Retailers said the purpose of sharing the documents was to clarify that the increases originated with the manufacturer rather than local shops.<\/p>\n
Several shopkeepers reported early signs of changing consumer behavior. A grocery store owner in Meknes said some Centrale Danone products were already experiencing lower sales while competing dairy brands recorded stronger demand. Other retailers expressed concern that the higher prices could further reduce sales and increase pressure on consumers.<\/p>\n","protected":false},"excerpt":{"rendered":"
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