Consumer Foodservice in Morocco
Euromonitor International's Consumer Foodservice in Morocco report examine stand-alone restaurants and eating establishments in which the consumer can freely choose to eat. The report looks at market trends by sector (cafes/bars, full-service restaurants, fast food, home delivery and street stalls). It profiles the leading companies in the market and analyses factors influencing eating out patterns. Forecasts illustrate how the market is set to change
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Tables: 90 | Publication date: Sep 2007
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Consumer foodservice by chained/independent; Consumer foodservice by type; Consumer foodservice by type and chained/independent
Executive summary
Demographic evolution and improved lifestyles aid development of consumer foodservice
In 2006, the Moroccan population reached 31 million, 59% of which resides in urban locations and this is expected to reach 62% by 2011. With regard to employment, over 550,000 jobs were created in 2006, signifying growth of nearly 5% on 2005. This increase led to changes in the consumption habits of consumers, which in turn helped to drive the development of consumer foodservice, as consumers benefited from improvements to their lifestyles. Western culture has also become increasingly popular among young consumers in Morocco, which has benefited fast food in particular.
Increase in tourist arrivals benefits consumer foodservice in 2006
Consumer foodservice, in particular chained full-service restaurants, chained cafés/bars and chained fast food benefited strongly from an increase in the number of inbound tourists in 2006, as Morocco witnessed the arrival of over six million tourists.
Quality, price and good service are key to competition
Owing to their concerns regarding location, quality, price and level of service, international chained operators upon entry into consumer foodservice in Morocco have gained value shares more easily and more quickly than independent operators. Independent players have tried to follow the example of international chained players by investing in their outlets in order to make them as modern as possible. However, they still need to introduce better quality products at affordable prices in order to maintain their customer base.
Chained outlets occupy attractive and strategic positions
Chained consumer foodservice outlets in Morocco tend to be present in the largest cities and are located in strategic and attractive positions, for example in the city centre, in tourist zones and in commercial centres. Chained outlets are popular as they offer a wide variety of products and often offer new products. In addition they benefit from promotions, which is something that independent operators tend not to be involved in. Thus over the review period and in 2006, chained consumer foodservice benefited over independent consumer foodservice from the reputation of its brands, its investments in expansion and also its commercial dynamism and the economies of scale available to larger chained players.
Positive outlook for consumer foodservice
The outlook for consumer foodservice in Morocco is positive. It is expected to continue to develop well and value sales are expected to increase further, resulting in strong constant value growth over the forecast period, aided by developments in cafés/bars and fast food.
Table of contents
CONSUMER FOODSERVICE IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Demographic evolution and improved lifestyles aid development of consumer foodservice
Increase in tourist arrivals benefits consumer foodservice in 2006
Quality, price and good service are key to competition
Chained outlets occupy attractive and strategic positions
Positive outlook for consumer foodservice
KEY TRENDS AND DEVELOPMENTS
Travel and tourism – an economic priority
Increased level of urbanisation benefits consumer foodservice
Moroccan resources encourage investment and benefit franchising
Strict hygiene controls affect consumer foodservice
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2001-2006
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2001-2006
Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2006
Table 4 Consumer Foodservice by Eat in Vs Takeaway 2006
Table 5 Consumer Foodservice by Food Vs Drinks Split 2006
Table 6 Sales in Consumer Foodservice by Location 2001-2006
Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2006
Table 8 Chained Consumer Foodservice Company Shares 2002-2006
Table 9 Chained Consumer Foodservice Brand Shares 2003-2006
Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2006-2011
Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2006-2011
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
AFRIQUIA SMDC - CONSUMER FOODSERVICE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Afriquia SMDC: Key Facts
Summary 3 Afriquia SMDC: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Afriquia SMDC: Competitive Position 2006
ALADDIN GROUPE - CONSUMER FOODSERVICE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Aladdin Groupe: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 6 Aladdin Groupe: Competitive Position 2006
GROUPE RAHAL - CONSUMER FOODSERVICE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Groupe Rahal: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 8 Groupe Rahal: Competitive Position 2006
M MKINSI - CONSUMER FOODSERVICE - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 9 M Mkinsi: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 M Mkinsi: Competitive Position 2006
CAFéS/BARS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 12 Cafés/Bars by Subsector: Units/Outlets 2001-2006
Table 13 Cafés/Bars by Subsector: Transactions 2001-2006
Table 14 Cafés/Bars by Subsector: Foodservice Value 2001-2006
Table 15 Cafés/Bars by Subsector: % Volume Growth 2001-2006
Table 16 Cafés/Bars by Subsector: % Transaction Growth 2001-2006
Table 17 Cafés/Bars by Subsector: % Foodservice Value Growth 2001-2006
Table 18 Global Brand Owner Shares of Chained Cafés/Bars 2002-2006
Table 19 Brand Shares of Chained Cafés/Bars 2003-2006
Table 20 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2006-2011
Table 21 Forecast Sales in Cafés/Bars by Subsector: Transactions 2006-2011
Table 22 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2006-2011
Table 23 Forecast Sales in Cafés/Bars by Subsector: % Volume Growth 2006-2011
Table 24 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2006-2011
Table 25 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2006-2011
FULL-SERVICE RESTAURANTS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 FSR by Subsector: Units/Outlets 2001-2006
Table 27 FSR by Subsector: Transactions 2001-2006
Table 28 FSR by Subsector: Foodservice Value 2001-2006
Table 29 FSR by Subsector: % Volume Growth 2001-2006
Table 30 FSR by Subsector: % Transaction Growth 2001-2006
Table 31 FSR by Subsector: % Foodservice Value Growth 2001-2006
Table 32 Global Brand Owner Shares of Chained FSR 2002-2006
Table 33 Brand Shares of Chained FSR 2003-2006
Table 34 Forecast Sales in FSR by Subsector: Units/Outlets 2006-2011
Table 35 Forecast Sales in FSR by Subsector: Transactions 2006-2011
Table 36 Forecast Sales in FSR by Subsector: Foodservice Value 2006-2011
Table 37 Forecast Sales in FSR by Subsector: % Volume Growth 2006-2011
Table 38 Forecast Sales in FSR by Subsector: % Transaction Growth 2006-2011
Table 39 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2006-2011
FAST FOOD IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Fast Food by Subsector: Units/Outlets 2001-2006
Table 41 Fast Food by Subsector: Transactions 2001-2006
Table 42 Fast Food by Subsector: Foodservice Value 2001-2006
Table 43 Fast Food by Subsector: % Volume Growth 2001-2006
Table 44 Fast Food by Subsector: % Transaction Growth 2001-2006
Table 45 Fast Food by Subsector: % Foodservice Value Growth 2001-2006
Table 46 Sales of Bakery Products Fast Food by Type 2006
Table 47 Global Brand Owner Shares of Chained Fast Food 2002-2006
Table 48 Brand Shares of Chained Fast Food 2003-2006
Table 49 Forecast Sales in Fast Food by Subsector: Units/Outlets 2006-2011
Table 50 Forecast Sales in Fast Food by Subsector: Transactions 2006-2011
Table 51 Forecast Sales in Fast Food by Subsector: Foodservice Value 2006-2011
Table 52 Forecast Sales in Fast Food by Subsector: % Volume Growth 2006-2011
Table 53 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2006-2011
Table 54 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2006-2011
100% HOME DELIVERY/TAKEAWAY IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2001-2006
Table 56 100% Home Delivery/Takeaway by Subsector: Transactions 2001-2006
Table 57 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2001-2006
Table 58 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2001-2006
Table 59 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2001-2006
Table 60 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2001-2006
Table 61 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2002-2006
Table 62 Brand Shares of Chained 100% Home Delivery/Takeaway 2003-2006
Table 63 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2006-2011
Table 64 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Transactions 2006-2011
Table 65 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2006-2011
Table 66 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2006-2011
Table 67 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2006-2011
Table 68 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2006-2011
STREET STALLS/KIOSKS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Street Stalls/Kiosks by Subsector: Units/Outlets 2001-2006
Table 70 Street Stalls/Kiosks by Subsector: Transactions 2001-2006
Table 71 Street Stalls/Kiosks by Subsector: Foodservice Value 2001-2006
Table 72 Street Stalls/Kiosks by Subsector: % Volume Growth 2001-2006
Table 73 Street Stalls/Kiosks by Subsector: % Transaction Growth 2001-2006
Table 74 Street Stalls/Kiosks by Subsector: % Foodservice Value Growth 2001-2006
Table 75 Forecast Sales in Street Stalls/Kiosks by Subsector: Units/Outlets 2006-2011
Table 76 Forecast Sales in Street Stalls/Kiosks by Subsector: Transactions 2006-2011
Table 77 Forecast Sales in Street Stalls/Kiosks by Subsector: Foodservice Value 2006-2011
Table 78 Forecast Sales in Street Stalls/Kiosks by Subsector: % Volume Growth 2006-2011
Table 79 Forecast Sales in Street Stalls/Kiosks by Subsector: % Transaction Growth 2006-2011
Table 80 Forecast Sales in Street Stalls/Kiosks by Subsector: % Foodservice Value Growth 2006-2011