Retailing in Morocco
Euromonitor International's Retailing in Morocco report offers insight into key trends and developments affecting the industry. The report examines all retail channels to provide sector insight. Channels include department stores, food retailers, health and beauty retailers, clothing and footwear retailers, home furniture and household goods retailers, durable goods retailers, and 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 alternative selling channels (kiosks, homeshopping, internet retailing, service stations, vending and direct selling, as available).
Buy online to access strategic market analysis and an interactive statistical database of retail value sales, number of sites/outlets, retail surface area and employment in retailing.
Tables: 172 | Publication date: Jul 2009
Why buy this report
- 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
Non-store retailing; Store-based retailing
Executive summary
Small independent retailers continue to lose ground to large chains
Store-based retailers, more specifically smaller independent operators, continued to dominate the Moroccan retailing market in 2008. However, during the review period the market witnessed the entry of a number of international retail brands and a significant increase in the number of chains operating in Morocco. As a result, independent retailers started to lose ground to larger chains, which benefit from high levels of brand recognition and greater bargaining power when dealing with suppliers and can offer wider product assortments and more competitive prices. This trend was particularly evident in grocery retailers, where supermarkets and hypermarkets chains continued to make gains at the expense of independent players in 2008.
Shopping malls and ‘mega stores’ attract increasing numbers of consumers
Due to rising property prices and a shortage of retail sites in premium locations, during the review period most retail chains in Morocco opted to rent outlets in new shopping malls that emerged in big cities such as Casablanca and Rabat. The growing popularity of larger shopping centres and malls was beneficial to the retailing market as a whole. On the one hand, the development of shopping centres provided retailers (particularly chains) with strategic high-traffic locations to set up outlets. At the same time, the construction of new large-scale shopping centres helped to attract more international retail chains to Morocco. So-called ‘mega stores’ also gained popularity in 2008 as well-established retail chains opted to open bigger outlets. Among the best known retail chains to embrace the ‘mega stores’ format were Kitea (furniture and furnishings stores), Virgin Megastore (audio-visual stores) and Mr Bricolage (DIY, home improvement and garden centres).
Safer online transactions underpin dynamic performance of internet retailing
Internet retailing continued to show strong growth in current value sales in 2008, maintaining the dynamic performance observed throughout the review period. While this dynamism was mainly due to the emergence of internet retailing from a very low base, the channel also benefited as technological advances made online transactions more secure. Concerns over identity theft and fraudulent transactions were reduced considerably following the launch of safe platforms dedicated to internet transactions by the Interbank Monetary Centre (Le Centre Monétique Interbancaire) and Maroc Telecommerce. This made Moroccan consumers more confident about buying products online, even more expensive items like white goods and consumer electronics. Moreover, improvements in the security of online transactions encouraged many store-based grocery and non-grocery retailers to develop an online presence, which also contributed to the positive performance of internet retailing in 2008.
Hypermarkets player Marjane retains its position as Morocco’s leading retailer
Marjane Holding retained its position as the leading retailer in Morocco in 2008. The company’s leadership was mainly due to its strength in the key hypermarkets channel. While Marjane outlets offer all the advantages and services of regular hypermarkets outlets, they pursue a soft discounters policy in terms of pricing. This has allowed Marjane to build and maintain high levels of consumer awareness and brand loyalty.
Non-store retailing remains underdeveloped in Morocco
The contribution of non-store retailing to Morocco’s overall retail landscape remained far less significant than that of store-based retailing in 2008. During the review period, many leading store-based retailers developed online and homeshopping services with the intention of attracting a wider consumer base. Many non-store retailers meanwhile opted to focus on specialist or niche areas such as electronic goods and cosmetics and toiletries. While non-store retailing continued to show faster growth in current value terms than store-based retailing in 2008, this was largely due to the fact that the former was still emerging from a much lower base. In addition, the prospect of relatively low initial investments and operating costs helped to attract many new entrants into non-store retailing.
Non-store retailing will benefit as online shopping becomes more popular
Thanks to the establishment of safer platforms for online transactions, Moroccan consumers are becoming increasingly confident about buying goods online. This will continue to support the rapid development of internet retailing over the forecast period, and have a positive impact on non-store retailing as a whole. Moreover, the strengthening of legislation protecting consumers’ rights will allow online retailers to move beyond specialist or niche areas and compete head-on with leading store-based retailers in all channels.
Table of contents
RETAILING IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Small independent retailers continue to lose ground to large chains
Shopping malls and ‘mega stores’ attract increasing numbers of consumers
Safer online transactions underpin dynamic performance of internet retailing
Hypermarkets player Marjane retains its position as Morocco’s leading retailer
Non-store retailing remains underdeveloped in Morocco
Non-store retailing will benefit as online shopping becomes more popular
KEY TRENDS AND DEVELOPMENTS
Easier access to consumer credit boosts retailing market performance
Marjane pioneers the ethical retailing trend in Morocco
Morocco embraces larger retail outlets and Western-style shopping malls
Gradual development of internet retailing continues in Morocco
MARKET INDICATORS
Table 1 Employment in Retailing 2003-2008
MARKET DATA
Table 2 Sales in Retailing by Sector: Value 2003-2008
Table 3 Sales in Retailing by Sector: % Value Growth 2003-2008
Table 4 Sales in Retailing by Grocery vs Non-Grocery 2005-2008
Table 5 Sales in Store-Based Retailing by Sector: Value 2003-2008
Table 6 Sales in Store-Based Retailing by Sector: % Value Growth 2003-2008
Table 7 Sales in Non-store Retailing by Sector: Value 2003-2008
Table 8 Sales in Non-store Retailing by Sector: % Value Growth 2003-2008
Table 9 Retailing Company Shares: % Value 2004-2008
Table 10 Grocery Retailers Company Shares: % Value 2004-2008
Table 11 Grocery Retailers Brand Shares: % Value 2005-2008
Table 12 Non-Grocery Retailers Company Shares: % Value 2004-2008
Table 13 Non-Grocery Retailers Brand Shares: % Value 2005-2008
Table 14 Non-store Retailing Company Shares: % Value 2004-2008
Table 15 Non-store Retailing Brand Shares: % Value 2005-2008
Table 16 Forecast Sales in Retailing by Sector: Value 2008-2013
Table 17 Forecast Sales in Retailing by Sector: % Value Growth 2008-2013
Table 18 Forecast Sales in Store-Based Retailing by Sector: Value 2008-2013
Table 19 Forecast Sales in Store-Based Retailing by Sector: % Value Growth 2008-2013
Table 20 Forecast Sales in Non-store Retailing by Sector: Value 2008-2013
Table 21 Forecast Sales in Non-store Retailing by Sector: % Value Growth 2008-2013
APPENDIX
Operating environment
Cash and Carry/Warehouse Clubs
Table 22 Cash and Carry/Warehouse Clubs: Sales Value 2003-2008
Table 23 Cash and Carry/Warehouse Clubs: Sales by National Brand Owner: Sales Value 2005-2008
Table 24 Cash and Carry/Warehouse Clubs: Number of Outlets by National Brand Owner: 2005-2008
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
COMPTOIR MéTALLURGIQUE MAROCAIN - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Comptoir Metallurgique Marocain: Key Facts
Summary 3 Comptoir Metallurgique Marocain: Operational Indicators 2007-2008
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Le Comptoir Metallurgique Marocain: Competitive Position 2008
GROUPE CHAABI - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Groupe Chaabi: Key Facts
Summary 6 Groupe Chaabi: Operational Indicators 2007-2008
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 7 Groupe Chaabi: Competitive Position 2008
HANOUTI SHOP SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Hanouti Shop SA: Key Facts
Summary 9 Hanouti Shop SA: Operational Indicators 2007-2008
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Hanouti Shop SA: Competitive Position 2008
HYPER SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Hyper SA: Key Facts
Summary 12 Hyper SA: Operational Indicators 2007-2008
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 13 Hyper SA: Competitive Position 2008
KITEA SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Kitea SA: Key Facts
Summary 15 Kitea SA: Operational Indicators 2007-2008
COMPANY BACKGROUND
Chart 1 Kitea SA: Kitea in Agadir
COMPETITIVE POSITIONING
Summary 16 Kitea SA: Competitive Position 2008
MARDIS SARL - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Mardis SARL: Key Facts
Summary 18 Mardis SARL: Operational Indicators 2007-2008
COMPANY BACKGROUND
Chart 2 Mardis SARL: Yatout in Agadir
COMPETITIVE POSITIONING
Summary 19 Mardis SARL: Competitive Position 2008
MAROSHOP SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Maroshop SA: Key Facts
Summary 21 Maroshop SA: Operational Indicators 2007-2008
COMPANY BACKGROUND
Chart 3 Maroshop SA: Mini Brahim in Marrakesh
Competitive positioning
Summary 22 Maroshop SA: Competitive Position 2008
MICROCHOIX MAROC SARL - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 23 Microchoix Maroc SARL: Key Facts
Summary 24 Microchoix Maroc SARL: Operational Indicators 2007-2008
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 25 Microchoix Maroc SARL: Competitive Position 2008
MOBILIA SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 26 Mobilia SA: Key Facts
Summary 27 Mobilia SA: Operational Indicators 2007-2008
COMPANY BACKGROUND
Chart 4 Mobilia SA: Mobilia in Agadir
COMPETITIVE POSITIONING
Summary 28 Mobilia SA: Competitive Position 2008
ONA, GROUPE - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 29 Groupe ONA: Key Facts
Summary 30 Groupe ONA: Operational Indicators 2007-2008
COMPANY BACKGROUND
Chart 5 Groupe ONA: Marjane Casablanca
Chart 6 Groupe ONA: ACIMA Casablanca
PRIVATE LABEL
Summary 31 Groupe ONA: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 32 Groupe ONA: Competitive Position 2008
PLANET SPORT SARL - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 33 Planet Sport SARL: Key Facts
Summary 34 Planet Sport SARL: Operational Indicators 2007-2008
COMPANY BACKGROUND
Chart 7 Planet Sport SARL: Planet Sport in Agadir
COMPETITIVE POSITIONING
Summary 35 Planet Sport SARL: Competitive Position 2008
SAHAM SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 36 Saham SA: Key Facts
Summary 37 Saham SA: Operational Indicators 2007-2008
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 38 Saham SA: Competitive Position 2008
UNI CONFORT MAROC DOLIDOL - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 39 Uni Confort Maroc Dolidol: Key Facts
Summary 40 Uni Confort Maroc Dolidol: Operational Indicators 2007-2008
COMPANY BACKGROUND
Chart 8 Uni Confort Maroc Dolidol: Layalits in Agadir
COMPETITIVE POSITIONING
Summary 41 Uni Confort Maroc Dolidol: Competitive Position 2008
HYPERMARKETS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 25 Hypermarkets: Value Sales, Outlets and Selling Space 2003-2008
Table 26 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 27 Hypermarkets Company Shares by Value 2004-2008
Table 28 Hypermarkets Brand Shares by Value 2005-2008
Table 29 Hypermarkets Brand Shares by Outlets 2005-2008
Table 30 Hypermarkets Brand Shares by Selling Space 2005-2008
Table 31 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 32 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
SUPERMARKETS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 33 Supermarkets: Value Sales, Outlets and Selling Space 2003-2008
Table 34 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 35 Supermarkets Company Shares by Value 2004-2008
Table 36 Supermarkets Brand Shares by Value 2005-2008
Table 37 Supermarkets Brand Shares by Outlets 2005-2008
Table 38 Supermarkets Brand Shares by Selling Space 2005-2008
Table 39 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 40 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
DISCOUNTERS IN MOROCCO
HEADLINES
CONVENIENCE STORES IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 41 Convenience Stores: Value Sales, Outlets and Selling Space 2003-2008
Table 42 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 43 Convenience Stores Company Shares by Value 2004-2008
Table 44 Convenience Stores Brand Shares by Value 2005-2008
Table 45 Convenience Stores Brand Shares by Outlets 2005-2008
Table 46 Convenience Stores Brand Shares by Selling Space 2005-2008
Table 47 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 48 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
FORECOURT RETAILERS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 49 Forecourt Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 50 Forecourt Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 51 Forecourt Retailers Company Shares by Value 2004-2008
Table 52 Forecourt Retailers Brand Shares by Value 2005-2008
Table 53 Forecourt Retailers Brand Shares by Outlets 2005-2008
Table 54 Forecourt Retailers Brand Shares by Selling Space 2005-2008
Table 55 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 56 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
MIXED RETAILERS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Mixed Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 58 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 59 Mixed Retailers Company Shares by Value 2004-2008
Table 60 Mixed Retailers Brand Shares by Value 2005-2008
Table 61 Mixed Retailers Brand Shares by Outlets 2005-2008
Table 62 Mixed Retailers Brand Shares by Selling Space 2005-2008
Table 63 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 64 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
HEALTH AND BEAUTY SPECIALIST RETAILERS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 65 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 66 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 67 Health and Beauty Retailers Company Shares by Value 2004-2008
Table 68 Health and Beauty Retailers Brand Shares by Value 2005-2008
Table 69 Health and Beauty Retailers Brand Shares by Outlets 2005-2008
Table 70 Health and Beauty Retailers Brand Shares by Selling Space 2005-2008
Table 71 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 72 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
CLOTHING AND FOOTWEAR SPECIALIST RETAILERS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 73 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 74 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 75 Clothing and Footwear Retailers Company Shares by Value 2004-2008
Table 76 Clothing and Footwear Retailers Brand Shares by Value 2005-2008
Table 77 Clothing and Footwear Retailers Brand Shares by Outlets 2005-2008
Table 78 Clothing and Footwear Retailers Brand Shares by Selling Space 2005-2008
Table 79 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 80 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
FURNITURE AND FURNISHINGS STORES IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 81 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2003-2008
Table 82 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 83 Furniture and Furnishings Stores Company Shares by Value 2004-2008
Table 84 Furniture and Furnishings Stores Brand Shares by Value 2005-2008
Table 85 Furniture and Furnishings Stores Brand Shares by Outlets 2005-2008
Table 86 Furniture and Furnishings Stores Brand Shares by Selling Space 2005-2008
Table 87 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 88 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
DIY, HOME IMPROVEMENT AND GARDEN CENTRES IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 89 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space 2003-2008
Table 90 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 91 DIY, Home Improvement and Garden Centres Company Shares by Value 2004-2008
Table 92 DIY, Home Improvement and Garden Centres Brand Shares by Value 2005-2008
Table 93 DIY, Home Improvement and Garden Centres Brand Shares by Outlets 2005-2008
Table 94 DIY, Home Improvement and Garden Centres Brand Shares by Selling Space 2005-2008
Table 95 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 96 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 97 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 98 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 99 Electronics and Appliance Specialist Retailers Company Shares by Value 2004-2008
Table 100 Electronics and Appliance Specialist Retailers Brand Shares by Value 2005-2008
Table 101 Electronics and Appliance Specialist Retailers Brand Shares by Outlets 2005-2008
Table 102 Electronics and Appliance Specialist Retailers Brand Shares by Selling Space 2005-2008
Table 103 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 104 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
LEISURE AND PERSONAL GOODS SPECIALIST RETAILERS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 105 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space 2003-2008
Table 106 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2003-2008
Table 107 Leisure and Personal Goods Specialist Retailers Company Shares by Value 2004-2008
Table 108 Leisure and Personal Goods Specialist Retailers Brand Shares by Value 2005-2008
Table 109 Leisure and Personal Goods Specialist Retailers Brand Shares by Outlets 2005-2008
Table 110 Leisure and Personal Goods Specialist Retailers Brand Shares by Selling Space 2005-2008
Table 111 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2008-2013
Table 112 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2008-2013
VENDING IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 113 Vending: Value 2003-2008
Table 114 Vending: % Value Growth 2003-2008
Table 115 Vending Company Shares by Value 2004-2008
Table 116 Vending Brand Shares by Value 2005-2008
Table 117 Vending Forecasts: Value 2008-2013
Table 118 Vending Forecasts: % Value Growth 2008-2013
HOMESHOPPING IN MOROCCO
HEADLINES
INTERNET RETAILING IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 119 Internet Retailing: Value 2003-2008
Table 120 Internet Retailing: % Value Growth 2003-2008
Table 121 Internet Retailing Company Shares by Value 2004-2008
Table 122 Internet Retailing Brand Shares by Value 2005-2008
Table 123 Internet Retailing Forecasts: Value 2008-2013
Table 124 Internet Retailing Forecasts: % Value Growth 2008-2013
DIRECT SELLING IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR INDICATORS
Table 125 Direct Selling Agents 2005-2007
SECTOR DATA
Table 126 Direct Selling: Value 2003-2008
Table 127 Direct Selling: % Value Growth 2003-2008
Table 128 Direct Selling Company Shares by Value 2004-2008
Table 129 Direct Selling Brand Shares by Value 2005-2008
Table 130 Direct Selling Forecasts: Value 2008-2013
Table 131 Direct Selling Forecasts: % Value Growth 2008-2013