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Retail in Morocco

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    Report

  • 97 Pages
  • February 2024
  • Region: Morocco
  • Euromonitor International
  • ID: 4455630
The Moroccan retail landscape is gradually modernising across all channels. Traditionally dominated by conventional channels, there has been a timid entry into digital sales. However, with increasing competition and the impact of the COVID-19 pandemic, the need for modernisation and digitalisation has become evident. In the forthcoming years, substantial developments in the digital market are anticipated, albeit Morocco lags behind other regional counterparts such as Egypt.

The Retail in Morocco report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.

Product coverage: Retail E-Commerce, Retail Offline.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Retail market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

RETAIL IN MOROCCO
EXECUTIVE SUMMARY
  • Retail in 2023: The big picture
  • Marjane Group expands digital footprint with marketplace launch, anticipates 20% turnover increase
  • Finance law bolsters local market with increased duties on imported textile brands
  • What next for retail?
OPERATING ENVIRONMENT
  • Informal retail
  • Opening hours for physical retail
  • Summary 1 Standard Opening Hours by Channel Type 2023
  • Seasonality
  • Black Friday
  • Chaabane
  • Ramadan
  • Eid kbir
  • Summer
  • Back to School
MARKET DATA
  • Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2018-2023
  • Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2018-2023
  • Table 3 Sales in Retail Offline by Channel: Value 2018-2023
  • Table 4 Sales in Retail Offline by Channel: % Value Growth 2018-2023
  • Table 5 Retail Offline Outlets by Channel: Units 2018-2023
  • Table 6 Retail Offline Outlets by Channel: % Unit Growth 2018-2023
  • Table 7 Sales in Retail E-Commerce by Product: Value 2018-2023
  • Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2018-2023
  • Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 11 Sales in Grocery Retailers by Channel: Value 2018-2023
  • Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
  • Table 13 Grocery Retailers Outlets by Channel: Units 2018-2023
  • Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
  • Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 17 Sales in Non-Grocery Retailers by Channel: Value 2018-2023
  • Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2018-2023
  • Table 19 Non-Grocery Retailers Outlets by Channel: Units 2018-2023
  • Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
  • Table 21 Retail GBO Company Shares: % Value 2019-2023
  • Table 22 Retail GBN Brand Shares: % Value 2020-2023
  • Table 23 Retail Offline GBO Company Shares: % Value 2019-2023
  • Table 24 Retail Offline GBN Brand Shares: % Value 2020-2023
  • Table 25 Retail Offline LBN Brand Shares: Outlets 2020-2023
  • Table 26 Retail E-Commerce GBO Company Shares: % Value 2019-2023
  • Table 27 Retail E-Commerce GBN Brand Shares: % Value 2020-2023
  • Table 28 Grocery Retailers GBO Company Shares: % Value 2019-2023
  • Table 29 Grocery Retailers GBN Brand Shares: % Value 2020-2023
  • Table 30 Grocery Retailers LBN Brand Shares: Outlets 2020-2023
  • Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2019-2023
  • Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2020-2023
  • Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2020-2023
  • Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2023-2028
  • Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2023-2028
  • Table 36 Forecast Sales in Retail Offline by Channel: Value 2023-2028
  • Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2023-2028
  • Table 38 Forecast Retail Offline Outlets by Channel: Units 2023-2028
  • Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2023-2028
  • Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2023-2028
  • Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2023-2028
  • Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2023-2028
  • Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2023-2028
  • Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2023-2028
  • Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
  • Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2023-2028
  • Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2023-2028
  • Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2023-2028
  • Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 2 Research Sources
CONVENIENCE RETAILERS IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Diversification strategies in response to intensifying competition
  • Sustainability initiatives drive consumer engagement and brand loyalty
  • Digital transformation reshape retail operations and customer engagement
PROSPECTS AND OPPORTUNITIES
  • Expansion of chained outlets: Closing the convenience gap
  • Government support and intensified competition
  • Infrastructure development and growth of forecourt retailers
CHANNEL DATA
  • Table 54 Convenience Retailers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 55 Convenience Retailers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 56 Sales in Convenience Retailers by Channel: Value 2018-2023
  • Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2018-2023
  • Table 58 Convenience Retailers GBO Company Shares: % Value 2019-2023
  • Table 59 Convenience Retailers GBN Brand Shares: % Value 2020-2023
  • Table 60 Convenience Retailers LBN Brand Shares: Outlets 2020-2023
  • Table 61 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 62 Convenience Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2023-2028
  • Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2023-2028
DISCOUNTERS IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Enhanced value propositions amid economic constraints
  • Strategic expansion and adaptation of leading players
  • Strengthening brand image and community engagement
PROSPECTS AND OPPORTUNITIES
  • Dominance of discounters in modern grocery retailers
  • BIM's continued leadership amidst challenges
  • Digitalisation: Transforming the discounters landscape
CHANNEL DATA
  • Table 65 Discounters: Value Sales, Outlets and Selling Space 2018-2023
  • Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 67 Discounters GBO Company Shares: % Value 2019-2023
  • Table 68 Discounters GBN Brand Shares: % Value 2020-2023
  • Table 69 Discounters LBN Brand Shares: Outlets 2020-2023
  • Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
HYPERMARKETS IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Marjane's benchmark success
  • Label'Vie's aggressive expansion strategy
  • Innovations in hypermarket concepts
PROSPECTS AND OPPORTUNITIES
  • Expansion driven by shopping centre growth
  • Sustainability as a competitive differentiator
  • Accelerated shift towards omnichannel models
CHANNEL DATA
  • Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2018-2023
  • Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 74 Hypermarkets GBO Company Shares: % Value 2019-2023
  • Table 75 Hypermarkets GBN Brand Shares: % Value 2020-2023
  • Table 76 Hypermarkets LBN Brand Shares: Outlets 2020-2023
  • Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
SUPERMARKETS IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Price sensitivity, traditional customs, and shifting trends
  • Shifts in consumer preferences
  • Dominance of Carrefour Market and Marjane Market
PROSPECTS AND OPPORTUNITIES
  • Urbanisation fuels channel growth
  • Premiumisation and digitalisation drive competitiveness
  • Converting traditional grocers and navigating discounter expansion
CHANNEL DATA
  • Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
  • Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 81 Supermarkets GBO Company Shares: % Value 2019-2023
  • Table 82 Supermarkets GBN Brand Shares: % Value 2020-2023
  • Table 83 Supermarkets LBN Brand Shares: Outlets 2020-2023
  • Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
SMALL LOCAL GROCERS IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Government-led support initiatives strengthen small business resilience
  • Tech-driven innovations revolutionise small grocers’ operations
  • Shift towards digital payment adoption and hygienic practices
PROSPECTS AND OPPORTUNITIES
  • Continued dominance of small-scale retailers in the grocery landscape
  • Accelerated digital transformation revolutionises operations
  • Sustained government support bolsters modernisation efforts
CHANNEL DATA
  • Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2018-2023
  • Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 88 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 89 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
APPAREL AND FOOTWEAR SPECIALISTS IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Decathlon's impactful role in democratising access
  • Impact of border closures on traditional circuits
  • The category remains highly fragmented, led by Defacto and LC Waikiki
PROSPECTS AND OPPORTUNITIES
  • Economic recovery to drive expansion
  • Fragmentation and competition
  • Rise of omnichannel players
CHANNEL DATA
  • Table 90 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 91 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 92 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
  • Table 93 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
  • Table 94 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 95 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 96 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
APPLIANCES AND ELECTRONICS SPECIALISTS IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Market dynamics shift amidst economic challenges
  • Role of salespersons in purchasing decisions remains paramount
  • Comptoir Métallurgique Marocain retains the lead while entry of Haier marks premium product surge
PROSPECTS AND OPPORTUNITIES
  • Consumer preference shifts towards premium and technological products
  • Digitalisation drives omni-channel retailing
  • Proximity, price sensitivity, and digitalisation shape competitive landscape
CHANNEL DATA
  • Table 97 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 98 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 99 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
  • Table 100 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
  • Table 101 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 102 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 103 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
HEALTH AND BEAUTY SPECIALISTS IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Shift towards cost-effective options through wholesalers
  • Preference for 'Made in France' dermo-cosmetic products and gender-driven demand surge
  • Regulatory challenges and market dynamics
PROSPECTS AND OPPORTUNITIES
  • Demand surge driven by natural ingredients and wellness tourism
  • Regulatory reforms energise pharmacies and supplement sales
  • Bio-cosmetics boom and digital expansion propel market dynamics
CHANNEL DATA
  • Table 104 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 105 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 106 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
  • Table 107 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
  • Table 108 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
  • Table 109 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
  • Table 110 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 111 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 112 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 113 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
  • Table 114 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028
HOME PRODUCTS SPECIALISTS IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Modern fusion design and accessible luxury
  • Shift towards domestic manufacturing and formalisation
  • Consolidation and adaptation in retail landscape
PROSPECTS AND OPPORTUNITIES
  • Revitalising the informal sector with online platforms
  • Innovative store concepts redefining retail experience
  • Embracing local sourcing and chained store expansion
CHANNEL DATA
  • Table 115 Home Products Specialists: Value Sales, Outlets and Selling Space 2018-2023
  • Table 116 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 117 Sales in Home Products Specialists by Channel: Value 2018-2023
  • Table 118 Sales in Home Products Specialists by Channel: % Value Growth 2018-2023
  • Table 119 Home Products Specialists GBO Company Shares: % Value 2019-2023
  • Table 120 Home Products Specialists GBN Brand Shares: % Value 2020-2023
  • Table 121 Home Products Specialists LBN Brand Shares: Outlets 2020-2023
  • Table 122 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 123 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 124 Forecast Sales in Home Products Specialists by Channel: Value 2023-2028
  • Table 125 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2023-2028
GENERAL MERCHANDISE STORES IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Strengthening local production and job creation initiatives
  • Evolution and diversification in furniture retail
  • Balancing traditional retail with digital disruption
PROSPECTS AND OPPORTUNITIES
  • Government support drives local production expansion
  • Rise of international brands reshaping retail dynamics
  • Digitalisation revolutionises general merchandise retail
CHANNEL DATA
  • Table 126 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
  • Table 127 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
  • Table 128 Sales in General Merchandise Stores by Channel: Value 2018-2023
  • Table 129 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
  • Table 130 General Merchandise Stores GBO Company Shares: % Value 2019-2023
  • Table 131 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
  • Table 132 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
  • Table 133 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
  • Table 134 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
  • Table 135 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
  • Table 136 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028
DIRECT SELLING IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Post-pandemic resurgence and economic realities
  • Strategic adaptation and market leadership
  • Digital transformation and competitive pressures
PROSPECTS AND OPPORTUNITIES
  • Beauty and wellness resurgence post-pandemic
  • Global dominance and expansion into smaller urban markets
  • Digital transformation as the new norm
CHANNEL DATA
  • Table 137 Direct Selling by Product: Value 2018-2023
  • Table 138 Direct Selling by Product: % Value Growth 2018-2023
  • Table 139 Direct Selling GBO Company Shares: % Value 2019-2023
  • Table 140 Direct Selling GBN Brand Shares: % Value 2020-2023
  • Table 141 Direct Selling Forecasts by Product: Value 2023-2028
  • Table 142 Direct Selling Forecasts by Product: % Value Growth 2023-2028
VENDING IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Challenges persist: Vending struggles amid lingering pandemic effects
  • Beverage dominance persists: Market dynamics in 2023
  • Emerging Threats: Coffee Bike's Disruptive Potential
PROSPECTS AND OPPORTUNITIES
  • Steady growth trajectory: Unlocking potential in vending
  • Targeting niche markets: Expanding vending reach
  • Embracing digitalisation: Cashless vending takes centre stage
CHANNEL DATA
  • Table 143 Vending by Product: Value 2018-2023
  • Table 144 Vending by Product: % Value Growth 2018-2023
  • Table 145 Vending GBO Company Shares: % Value 2019-2023
  • Table 146 Vending GBN Brand Shares: % Value 2020-2023
  • Table 147 Vending Forecasts by Product: Value 2023-2028
  • Table 148 Vending Forecasts by Product: % Value Growth 2023-2028
RETAIL E-COMMERCE IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • E-commerce growth momentum
  • Regulatory adjustments and market dynamics
  • Diversification and innovation in retail strategies
PROSPECTS AND OPPORTUNITIES
  • Regulatory framework development and government initiatives
  • Intensified competition and market evolution
  • Challenges and opportunities in foods e-commerce
CHANNEL DATA
  • Table 149 Retail E-Commerce by Channel: Value 2017-2022
  • Table 150 Retail E-Commerce by Channel: % Value Growth 2017-2022
  • Table 151 Retail E-Commerce by Product: Value 2017-2022
  • Table 152 Retail E-Commerce by Product: % Value Growth 2017-2022
  • Table 153 Retail E-Commerce GBO Company Shares: % Value 2018-2022
  • Table 154 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
  • Table 155 Forecast Retail E-Commerce by Channel: Value 2022-2027
  • Table 156 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
  • Table 157 Forecast Retail E-Commerce by Product: Value 2022-2027
  • Table 158 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027