Summary

The Moroccan retailing landscape continued to report a steady increase in 2022 after the decline caused by lockdown restrictions in 2022. However, this performance was supported mainly by a rise in inflation to 5.5% from a 0.6% low in 2020. In response to this problem, shoppers reduced their spending on discretionary goods, leading to a slower recovery across categories, such as appliances and electronics, which were also further affected by currency depreciation. Nevertheless, modern grocery re...

Euromonitor International's 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.

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Table of Contents

Retail in Morocco
Euromonitor International
April 2023

List Of Contents And Tables

RETAIL IN MOROCCO
EXECUTIVE SUMMARY
Retail in 2022: The big picture
Local sourcing becomes a competitive tool
Retail e-commerce remains the fastest growing channel
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Black Friday
Chaabane
Eid kbir
Back to School
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Convenience stores threatened by traditional outlets
Label'Vie SA bets on Carrefour Express to improve its penetration
Competition remains consolidated in forecourt retailers
PROSPECTS AND OPPORTUNITIES
Chained outlets continue to close the gap in convenience stores
Government support for traditional retailers intensifies the competitive landscape
Forecourt retailers benefits from infrastructure development
CHANNEL DATA
Table 54 Convenience Retail: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Convenience Retail: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 57 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 58 Convenience Retail GBO Company Shares: % Value 2018-2022
Table 59 Convenience Retail GBN Brand Shares: % Value 2019-2022
Table 60 Convenience Retail LBN Brand Shares: Outlets 2019-2022
Table 61 Convenience Retail Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 62 Convenience Retail Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 63 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 64 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Economic constraints boost demand for discounters
BIM retains strong leadership in 2022
Label’Vie steers competition in the discounter model
PROSPECTS AND OPPORTUNITIES
Discounters characterises modern grocery formats over the forecast period
BIM retains the lead despite challenges
Digitalisation continues transforming the discounters format
CHANNEL DATA
Table 65 Discounters: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Discounters: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Discounters GBO Company Shares: % Value 2018-2022
Table 68 Discounters GBN Brand Shares: % Value 2019-2022
Table 69 Discounters LBN Brand Shares: Outlets 2019-2022
Table 70 Discounters Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 71 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HYPERMARKETS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hypermarkets grows to become a one-stop shop
Marjane maintains leadership while Label'Vie SA endeavours to narrow the gap through aggressive expansion strategy
Label’Vie introduces Bringo, an on-demand delivery service
PROSPECTS AND OPPORTUNITIES
The hypermarkets category benefits from shopping centre expansion
Sustainability remains a key differentiating tool for industry players
Digitalisation reshapes the competitive landscape
CHANNEL DATA
Table 72 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 73 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 74 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 75 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 76 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 77 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 78 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Urbanisation boosts demand for supermarkets in 2022
Label’Vie continues its expansion across the region
U Express slows down its expansion plans
PROSPECTS AND OPPORTUNITIES
Rising urbanisation continues boosting channel sales
Premiumisation and digitalisation reshape competitiveness
While small local grocers convert to supermarkets, the expansion of discounters remains a threat to supermarkets
CHANNEL DATA
Table 79 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 80 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 81 Supermarkets GBO Company Shares: % Value 2018-2022
Table 82 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 83 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 84 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 85 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Small local grocers retains the lead in 2022 despite the growing popularity of modern grocery retailers among affluent consumers
Government steps in to support small businesses, while more Fintech companies reshape the competitive landscape
Multiple initiatives encourage small local grocers to accept payment cards and other alternatives to cash
PROSPECTS AND OPPORTUNITIES
Small scale retailers continue to characterise the category over the forecast period
Digitalisation continues transforming operations
Government support continues to aid the category over the forecast period
CHANNEL DATA
Table 86 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 87 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 88 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 89 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
The lifting of COVID-19 restrictions supports recovery of apparel and footwear
Young Moroccans demonstrate growing interest in second-hand clothing
The category remains highly fragmented, led by Defacto and LC Waikiki
PROSPECTS AND OPPORTUNITIES
Recovery supported by improved economic conditions
Apparel and footwear remains a fragmented category over the forecast period
Omnichannel players become an industry standard in the category
CHANNEL DATA
Table 90 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 91 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 92 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 93 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 94 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 95 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 96 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Appliances and electronics specialists subject to rising prices
Industry players face intensified competition from other channels
Comptoir Métallurgique Marocain retains the lead while Cosmos Electro SA comes under pressure
PROSPECTS AND OPPORTUNITIES
Short-term price rises anticipated in the early years of the forecast period
Store expansion focuses on proximity to households
Proximity and convenience are expected to drive competitiveness within the category. For instance, in 2022, Biougnach Electro announced that by 2025 it plans to be located 30km from 85% of the Moroccan population. Along the same lines, Electroplanet plans to add five additional outlets annually. Although such an initiative will mainly affect the performance of independent traders, which have fewer financial resources and are directly more exposed to difficult economic conditions, the category is nevertheless expected to remain fragmented.
Digitalisation remains a key differentiator among industry players
CHANNEL DATA
Table 97 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 98 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 99 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 100 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 101 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 102 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 103 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
The lifting of COVID-19 restrictions boosts demand for health and beauty specialists
Pharmacies call for better regulation in supplements
The government takes action to eliminate non-qualifying optical goods stores and “fake specialists”
PROSPECTS AND OPPORTUNITIES
New regulations boost pharmacies’ sales over the forecast period
Demand for bio-cosmetics boosts sales of beauty specialists, while expansion of local production propels exports
Retail e-commerce continues growing as health and personal care stores expand their online offerings
CHANNEL DATA
Table 104 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 105 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 106 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 107 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 108 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 109 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 110 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 111 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 112 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 113 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 114 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
“Made in Maroc” on the rise, as supply chain constraints persist
Kitea retains the lead in home products specialists
Mobilia exits Morocco after court decree creates greater scope for IKEA and Istikbal
PROSPECTS AND OPPORTUNITIES
Local sourcing remains important as industry players seek to differentiate from the competition
More room for chained stores expansion due to changing lifestyles and consumer shopping habits
Higher growth prospects for pet shops and superstores over the forecast period
CHANNEL DATA
Table 115 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 116 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 117 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 118 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 119 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 120 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 121 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 122 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 123 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 124 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 125 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Variety stores attract price-sensitive shoppers
Alpha 55 retains the lead through store openings and an omnichannel approach
Department stores threatened by retail e-commerce, particularly online marketplaces as well as hypermarkets
PROSPECTS AND OPPORTUNITIES
Variety stores drives category recovery over the forecast period
Department stores benefits from store openings and the return of tourism although the category continues facing intensified competition
Category players increasingly adopt digitalisation in order to remain relevant and to continue their expansion
CHANNEL DATA
Table 148 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 149 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 150 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 151 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 152 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 153 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 154 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 155 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 156 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 157 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 158 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Direct selling benefits from the resumption of society although the rising cost of living dampens sales growth
Oriflame, Avon and Forever Living lead the category with the latter focusing on the popularity of functional ingredients since the pandemic
Direct sellers blur lines with retail e-commerce remaining relevant while the category suffers from the growing number of non-grocery and grocery retailers
PROSPECTS AND OPPORTUNITIES
Return to normality boosts demand for beauty products and health and wellness products, with the latter a hangover from the pandemic
Global companies retain their dominance with a growing sales base comprised of consumers in smaller urban centres less well served by physical stores
Digitalisation continues transforming business models and becomes the norm over the forecast period
CHANNEL DATA
Table 126 Direct Selling by Product: Value 2017-2022
Table 127 Direct Selling by Product: % Value Growth 2017-2022
Table 128 Direct Selling GBO Company Shares: % Value 2018-2022
Table 129 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 130 Direct Selling Forecasts by Product: Value 2022-2027
Table 131 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Vending struggles to recover from the pandemic in 2022
Drinks and tobacco vending continues to characterise vending in 2022
Coffee Bike remains a threat to vending sales
PROSPECTS AND OPPORTUNITIES
Vending offers growth opportunities over the forecast period thanks to its low base
Diversification required if demand is to rise for vending sales
Cashless vending continues to be adopted in Morocco
CHANNEL DATA
Table 132 Vending by Product: Value 2017-2022
Table 133 Vending by Product: % Value Growth 2017-2022
Table 134 Vending GBO Company Shares: % Value 2018-2022
Table 135 Vending GBN Brand Shares: % Value 2019-2022
Table 136 Vending Forecasts by Product: Value 2022-2027
Table 137 Vending Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Morocco imposes a new regulation on cross-border retail e-commerce
Jumia retains the outright lead in retail e-commerce in 2022
On-demand grocery delivery on the rise
PROSPECTS AND OPPORTUNITIES
Retail e-commerce continues to achieve high growth over the forecast period as government agencies work to create a regulatory framework
Jumia faces intensified competition over the forecast period
Small local grocers remains a threat to the expansion of foods e-commerce
CHANNEL DATA
Table 138 Retail E-Commerce by Channel: Value 2017-2022
Table 139 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 140 Retail E-Commerce by Product: Value 2017-2022
Table 141 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 142 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 143 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 144 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 145 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 146 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 147 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027