Retail in Morocco

February 2024
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Morocco report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Morocco?
  • Which are the leading retailers in Retailing in Morocco?
  • How are products distributed in Retailing in Morocco?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Morocco?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
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Retail in Morocco

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?
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
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

Summary 2 Research Sources

Convenience Retailers in Morocco

KEY DATA FINDINGS

Diversification strategies in response to intensifying competition
Sustainability initiatives drive consumer engagement and brand loyalty
Digital transformation reshape retail operations and customer engagement
Expansion of chained outlets: Closing the convenience gap
Government support and intensified competition
Infrastructure development and growth of forecourt retailers
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

Supermarkets in Morocco

KEY DATA FINDINGS

Price sensitivity, traditional customs, and shifting trends
Shifts in consumer preferences
Dominance of Carrefour Market and Marjane Market
Urbanisation fuels channel growth
Premiumisation and digitalisation drive competitiveness
Converting traditional grocers and navigating discounter expansion
Table 65 Supermarkets: Value Sales, Outlets and Selling Space 2018-2023
Table 66 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 67 Supermarkets GBO Company Shares: % Value 2019-2023
Table 68 Supermarkets GBN Brand Shares: % Value 2020-2023
Table 69 Supermarkets LBN Brand Shares: Outlets 2020-2023
Table 70 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 71 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Hypermarkets in Morocco

KEY DATA FINDINGS

Marjane's benchmark success
Label'Vie's aggressive expansion strategy
Innovations in hypermarket concepts
Expansion driven by shopping centre growth
Sustainability as a competitive differentiator
Accelerated shift towards omnichannel models
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

Discounters in Morocco

KEY DATA FINDINGS

Enhanced value propositions amid economic constraints
Strategic expansion and adaptation of leading players
Strengthening brand image and community engagement
Dominance of discounters in modern grocery retailers
BIM's continued leadership amidst challenges
Digitalisation: Transforming the discounters landscape
Table 79 Discounters: Value Sales, Outlets and Selling Space 2018-2023
Table 80 Discounters: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 81 Discounters GBO Company Shares: % Value 2019-2023
Table 82 Discounters GBN Brand Shares: % Value 2020-2023
Table 83 Discounters LBN Brand Shares: Outlets 2020-2023
Table 84 Discounters Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 85 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Small Local Grocers in Morocco

KEY DATA FINDINGS

Government-led support initiatives strengthen small business resilience
Tech-driven innovations revolutionise small grocers’ operations
Shift towards digital payment adoption and hygienic practices
Continued dominance of small-scale retailers in the grocery landscape
Accelerated digital transformation revolutionises operations
Sustained government support bolsters modernisation efforts
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

General Merchandise Stores in Morocco

KEY DATA FINDINGS

Strengthening local production and job creation initiatives
Evolution and diversification in furniture retail
Balancing traditional retail with digital disruption
Government support drives local production expansion
Rise of international brands reshaping retail dynamics
Digitalisation revolutionises general merchandise retail
Table 90 General Merchandise Stores: Value Sales, Outlets and Selling Space 2018-2023
Table 91 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 92 Sales in General Merchandise Stores by Channel: Value 2018-2023
Table 93 Sales in General Merchandise Stores by Channel: % Value Growth 2018-2023
Table 94 General Merchandise Stores GBO Company Shares: % Value 2019-2023
Table 95 General Merchandise Stores GBN Brand Shares: % Value 2020-2023
Table 96 General Merchandise Stores LBN Brand Shares: Outlets 2020-2023
Table 97 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 98 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 99 Forecast Sales in General Merchandise Stores by Channel: Value 2023-2028
Table 100 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2023-2028

Apparel and Footwear Specialists in Morocco

KEY DATA FINDINGS

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
Economic recovery to drive expansion
Fragmentation and competition
Rise of omnichannel players
Table 101 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 102 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 103 Apparel and Footwear Specialists GBO Company Shares: % Value 2019-2023
Table 104 Apparel and Footwear Specialists GBN Brand Shares: % Value 2020-2023
Table 105 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2020-2023
Table 106 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 107 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Appliances and Electronics Specialists in Morocco

KEY DATA FINDINGS

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
Consumer preference shifts towards premium and technological products
Digitalisation drives omni-channel retailing
Proximity, price sensitivity, and digitalisation shape competitive landscape
Table 108 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 109 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 110 Appliances and Electronics Specialists GBO Company Shares: % Value 2019-2023
Table 111 Appliances and Electronics Specialists GBN Brand Shares: % Value 2020-2023
Table 112 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2020-2023
Table 113 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 114 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028

Home Products Specialists in Morocco

KEY DATA FINDINGS

Modern fusion design and accessible luxury
Shift towards domestic manufacturing and formalisation
Consolidation and adaptation in retail landscape
Revitalising the informal sector with online platforms
Innovative store concepts redefining retail experience
Embracing local sourcing and chained store expansion
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

Health and Beauty Specialists in Morocco

KEY DATA FINDINGS

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
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
Table 126 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2018-2023
Table 127 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 128 Sales in Health and Beauty Specialists by Channel: Value 2018-2023
Table 129 Sales in Health and Beauty Specialists by Channel: % Value Growth 2018-2023
Table 130 Health and Beauty Specialists GBO Company Shares: % Value 2019-2023
Table 131 Health and Beauty Specialists GBN Brand Shares: % Value 2020-2023
Table 132 Health and Beauty Specialists LBN Brand Shares: Outlets 2020-2023
Table 133 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2023-2028
Table 134 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2023-2028
Table 135 Forecast Sales in Health and Beauty Specialists by Channel: Value 2023-2028
Table 136 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2023-2028

Vending in Morocco

KEY DATA FINDINGS

Challenges persist: Vending struggles amid lingering pandemic effects
Beverage dominance persists: Market dynamics in 2023
Emerging Threats: Coffee Bike's Disruptive Potential
Steady growth trajectory: Unlocking potential in vending
Targeting niche markets: Expanding vending reach
Embracing digitalisation: Cashless vending takes centre stage
Table 137 Vending by Product: Value 2018-2023
Table 138 Vending by Product: % Value Growth 2018-2023
Table 139 Vending GBO Company Shares: % Value 2019-2023
Table 140 Vending GBN Brand Shares: % Value 2020-2023
Table 141 Vending Forecasts by Product: Value 2023-2028
Table 142 Vending Forecasts by Product: % Value Growth 2023-2028

Direct Selling in Morocco

KEY DATA FINDINGS

Post-pandemic resurgence and economic realities
Strategic adaptation and market leadership
Digital transformation and competitive pressures
Beauty and wellness resurgence post-pandemic
Global dominance and expansion into smaller urban markets
Digital transformation as the new norm
Table 143 Direct Selling by Product: Value 2018-2023
Table 144 Direct Selling by Product: % Value Growth 2018-2023
Table 145 Direct Selling GBO Company Shares: % Value 2019-2023
Table 146 Direct Selling GBN Brand Shares: % Value 2020-2023
Table 147 Direct Selling Forecasts by Product: Value 2023-2028
Table 148 Direct Selling Forecasts by Product: % Value Growth 2023-2028

Retail E-Commerce in Morocco

KEY DATA FINDINGS

E-commerce growth momentum
Regulatory adjustments and market dynamics
Diversification and innovation in retail strategies
Regulatory framework development and government initiatives
Intensified competition and market evolution
Challenges and opportunities in foods e-commerce
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
The following categories and subcategories are included:

Retailing

      • Fashion Vending
      • Health and Beauty Vending
      • Appliances and Electronics Vending
        • Alcoholic Drinks Vending
        • Hot Drinks Vending
        • Soft Drinks Vending
        • Tobacco Products Vending
      • Foods Vending
      • Home Products Vending
      • Other Products Vending
        • Apparel and Footwear Direct Selling
        • Personal Accessories Direct Selling
        • Eyewear Direct Selling
        • Beauty and Personal Care Direct Selling
        • Consumer Health Direct Selling
        • Tissue and Hygiene Direct Selling
      • Appliances and Electronics Direct Selling
      • Drinks and Tobacco Direct Selling
      • Foods Direct Selling
      • Home Products Direct Selling
      • Other Products Direct Selling
        • Apparel and Footwear E-Commerce
        • Personal Accessories E-Commerce
        • Eyewear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Health E-Commerce
        • Tissue and Hygiene E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Toys and Games E-Commerce
      • Drinks and Tobacco E-Commerce
      • Foods E-Commerce
        • Home Care E-Commerce
        • Home and Garden E-Commerce
        • Pet Care E-Commerce
      • Other Products E-Commerce
        • First-Party (1P) Marketplace E-Commerce
        • Third-Party (3P) Marketplace E-Commerce
      • Grocery E-Commerce
      • General Merchandiser E-Commerce
      • Apparel and Footwear Specialist E-Commerce
      • Appliances and Electronics Specialist E-Commerce
      • Home Products Specialist E-Commerce
      • Health and Beauty Specialist E-Commerce
      • Leisure and Personal Goods Specialist E-Commerce
      • Other E-Commerce Retailers

Retailing

Retail is the sale of new and used goods to consumers from a business for personal or household consumption from retail outlets, kiosks, market stalls, vending, direct selling and e-commerce. Retail is the aggregation of Retail Offline and Retail E-Commerce. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts. Also excludes fuel sales, foodservice sales, rental transactions, and wholesale sales (e.g. Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retail also excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, i.e. retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer that is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retail.

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