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: 178 | Publication date: Mar 2010
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Product coverage
Non-Store Retailing; Store-based Retailing
Executive summary
Recession impacts consumer purchasing decisions
As a result of the economic recession, Moroccan consumers have changed their purchasing habits, making them focus on essential items. At the beginning of the review period, the booming economy and the developing middle class in the country fuelled retailing sales growth, with families more enticed to spend thanks to credit facilities. However, as the Moroccan economy entered a recessionary phase in early 2009, many consumers became cautious in their spending, with many trying to reduce their debt levels. Moreover, lenders have also tightened their credit availability, which further eroded consumers' purchasing power. As a result, retailing sales in 2009 recorded a disappointing performance, with much slower growth than in 2008.
Moroccans are seeking convenience coupled with low prices
Convenience is slowly becoming one of the major needs of Moroccan consumers. The store format with the greatest advantage in terms of consumer preference was hypermarkets and supermarkets due to the wide variety of products on offer. Retailing in Morocco also entered a new phase of development as the convenience trend went hand in hand with the rising popularity of discounters due to the proximity of these outlets to consumers coupled with their wide product variety and low prices.
Moroccan grocery retailing more attractive to foreign investors
Grocery retailing in Morocco is still at its infancy stage, concentrated in the hands of a few local players operating in different grocery segments. This rendered Morocco a target for many multinationals wishing to expand their operations in a fast-growing market. In this context, 2009 was marked by the entry of the French giant Carrefour, which opened two hypermarkets. 2009 also saw the introduction of the discounter format by the Turkish company BIM, which marked its entry by opening 40 outlets in the space of one year. The entry of these multinationals is expected to render competition more intense and threaten local players, which long dominated grocery retailing, after the withdrawal of Auchan and Géant hypermarkets and Franprix supermarkets.
Non-store retailing underperforms due to faltering consumer confidence
Store-based retailing grew faster than non-store retailing in 2009, with internet retailing recording a particularly poor performance. This was attributed to the poor consumer confidence following the economic slowdown. As a result, many consumers downgraded their spending on luxury items, resulting in sluggish sales in consumer electronics, which account for almost 95% of total internet sales, as well as other internet retailing formats, such as cosmetics and toiletries and vitamins and dietary supplements, generally perceived to be less essential.
Economic uncertainty will keep growth at a slow pace
According to industry sources, the recession, along with increasing debts and rising unemployment in Morocco, will persist at least for the first few years of the forecast period. This is likely to diminish consumer confidence and, thus, create a challenging retail environment, as consumers will readjust their consumption habits by reducing their non-essential purchases. Although recovery is anticipated in the latter part of the forecast period, with Moroccan consumers continuing to be cautious in their spending on large-ticket items, recovery will therefore come from growth in grocery retailing.
Table of contents
RETAILING IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Recession impacts consumer purchasing decisions
Moroccans are seeking convenience coupled with low prices
Moroccan grocery retailing more attractive to foreign investors
Non-store retailing underperforms due to faltering consumer confidence
Economic uncertainty will keep growth at a slow pace
KEY TRENDS AND DEVELOPMENTS
A slowdown in the Moroccan economy is affecting retailing
Average selling space on the rise
Private label enjoys rising popularity
Internet shopping gains ground
MARKET INDICATORS
Table 1 Employment in Retailing 2004-2009
MARKET DATA
Table 2 Sales in Retailing by Sector: Value 2004-2009
Table 3 Sales in Retailing by Sector: % Value Growth 2004-2009
Table 4 Sales in Retailing by Grocery vs Non-Grocery 2005-2009
Table 5 Sales in Store-Based Retailing by Sector: Value 2004-2009
Table 6 Sales in Store-Based Retailing by Sector: % Value Growth 2004-2009
Table 7 Sales in Non-store Retailing by Sector: Value 2004-2009
Table 8 Sales in Non-store Retailing by Sector: % Value Growth 2004-2009
Table 9 Retailing Company Shares: % Value 2005-2009
Table 10 Grocery Retailers Company Shares: % Value 2005-2009
Table 11 Grocery Retailers Brand Shares: % Value 2006-2009
Table 12 Non-Grocery Retailers Company Shares: % Value 2005-2009
Table 13 Non-Grocery Retailers Brand Shares: % Value 2006-2009
Table 14 Non-store Retailing Company Shares: % Value 2005-2009
Table 15 Non-store Retailing Brand Shares: % Value 2006-2009
Table 16 Forecast Sales in Retailing by Sector: Value 2009-2014
Table 17 Forecast Sales in Retailing by Sector: % Value Growth 2009-2014
Table 18 Forecast Sales in Store-Based Retailing by Sector: Value 2009-2014
Table 19 Forecast Sales in Store-Based Retailing by Sector: % Value Growth 2009-2014
Table 20 Forecast Sales in Non-store Retailing by Sector: Value 2009-2014
Table 21 Forecast Sales in Non-store Retailing by Sector: % Value Growth 2009-2014
APPENDIX
Operating environment
Cash-and-carry
Table 22 Cash-and-carry: Sales Value 2004-2009
Table 23 Cash-and-carry: Sales by National Brand Owner: Sales Value 2006-2009
Table 24 Cash-and-carry: Number of Outlets by National Brand Owner: 2006-2009
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
COMPTOIR MéTALLURGIQUE MAROCAIN - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Comptoir Métallurgique Marocain: Key Facts
Summary 3 Le Comptoir Métallurgique Marocain: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Le Comptoir Métallurgique Marocain: Competitive Position 2009
GROUPE CHAABI - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Group Chaabi: Key Facts
Summary 6 Group Chaabi: Operational Indicators
COMPANY BACKGROUND
Chart 1 Groupe Chaabi: Aswak Assalam in Agadir
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 7 Groupe Chaabi: Competitive Position 2009
GROUPE M&FIN - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Groupe M&FIN : Key Facts
Summary 9 Groupe M&FIN: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Groupe M&Fin: Competitive Position 2009
HANOUTI SHOP SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Hanouti Shop SA : Key Facts
Summary 12 Hanouti Shop SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 Hanouti Shop SA: Competitive Position 2009
HYPER SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Hyper SA: Key Facts
Summary 15 Hyper SA: Operational Indicators
COMPANY BACKGROUND
PRIVATE LABEL
COMPETITIVE POSITIONING
Summary 16 Hyper SA: Competitive Position 2009
KITEA SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Kitea SA: Key Facts
Summary 18 Kitea SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 19 Kitea SA: Competitive Position 2009
MARJANE HOLDING - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Marjane Holding: Key Facts
Summary 21 Marjane Holding: Operational Indicators
COMPANY BACKGROUND
Chart 2 Marjane Holding: Marjane in Agadir
PRIVATE LABEL
Summary 22 Marjane Holding: Private Label Portfolio
COMPETITIVE POSITIONING
Summary 23 Marjane Holding: Competitive Position 2009
MAROSHOP SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Maroshop SA: Key Facts
Summary 25 Maroshop SA : Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 26 Maroshop SA: Competitive Position 2009
MICROCHOIX MAROC SARL - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Microchoix Maroc SARL: Key Facts
Summary 28 Microchoix Maroc SARL: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 29 Microchoix Maroc SARL: Competitive Position 2009
MOBILIA SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 30 Mobilia SARL: Key Facts
Summary 31 Mobilia SARL: Operational Indicators
COMPANY BACKGROUND
Chart 3 Mobilia SARL: Mobilia in Agadir
COMPETITIVE POSITIONING
Summary 32 Mobilia SARL: Competitive Position 2009
PLANET SPORT SARL - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 33 Planet Sport SARL: Key Facts
Summary 34 Planet Sport SARL: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 35 Planet Sport SARL: Competitive Position 2009
SAHAM SA - RETAILING - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 36 Saham SA: Key Facts
Summary 37 Saham SA: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 38 Saham SA: Competitive Position 2009
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
COMPANY BACKGROUND
Chart 4 Uni Confort Maroc Dolidol: Layalits in Agadir
COMPETITIVE POSITIONING
Summary 41 Uni Confort Maroc Dolidol: Competitive Position 2009
HYPERMARKETS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 5 Hypermarkets: Marjane in Agadir
SECTOR DATA
Table 25 Hypermarkets: Value Sales, Outlets and Selling Space 2004-2009
Table 26 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2004-2009
Table 27 Hypermarkets Company Shares by Value 2005-2009
Table 28 Hypermarkets Brand Shares by Value 2006-2009
Table 29 Hypermarkets Brand Shares by Outlets 2006-2009
Table 30 Hypermarkets Brand Shares by Selling Space 2006-2009
Table 31 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2009-2014
Table 32 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2009-2014
SUPERMARKETS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 6 Supermarkets: ACIMA in Marrakesh
SECTOR DATA
Table 33 Supermarkets: Value Sales, Outlets and Selling Space 2004-2009
Table 34 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2004-2009
Table 35 Supermarkets Company Shares by Value 2005-2009
Table 36 Supermarkets Brand Shares by Value 2006-2009
Table 37 Supermarkets Brand Shares by Outlets 2006-2009
Table 38 Supermarkets Brand Shares by Selling Space 2006-2009
Table 39 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2009-2014
Table 40 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2009-2014
DISCOUNTERS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 Discounters: Value Sales, Outlets and Selling Space 2009
Table 42 Discounters Company Shares by Value 2005-2009
Table 43 Discounters Brand Shares by Value 2006-2009
Table 44 Discounters Brand Shares by Outlets 2006-2009
Table 45 Discounters Brand Shares by Selling Space 2006-2009
Table 46 Discounters Forecasts: Value Sales, Outlets and Selling Space 2009-2014
Table 47 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2009-2014
CONVENIENCE STORES IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 48 Convenience Stores: Value Sales, Outlets and Selling Space 2007-2009
Table 49 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2007-2009
Table 50 Convenience Stores Company Shares by Vealue 2005-2009
Table 51 Convenience Stores Brand Shares by Value 2006-2009
Table 52 Convenience Stores Brand Shares by Outlets 2006-2009
Table 53 Convenience Stores Brand Shares by Selling Space 2006-2009
Table 54 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2009-2014
Table 55 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2009-2014
FORECOURT RETAILERS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 7 Forecourt Retailers: Mini Brahim in Agadir
Chart 8 Forecourt Retailers: Mini Brahim in Agadir
SECTOR DATA
Table 56 Forecourt Retailers: Value Sales, Outlets and Selling Space 2004-2009
Table 57 Forecourt Retailers: Value Sales, Outlets and Selling Space: % Growth 2004-2009
Table 58 Forecourt Retailers Company Shares by Value 2005-2009
Table 59 Forecourt Retailers Brand Shares by Value 2006-2009
Table 60 Forecourt Retailers Brand Shares by Outlets 2006-2009
Table 61 Forecourt Retailers Brand Shares by Selling Space 2006-2009
Table 62 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space 2009-2014
Table 63 Forecourt Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2009-2014
MIXED RETAILERS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR FORMATS
Chart 9 Mixed Retailers: Yatout in Agadir
SECTOR DATA
Table 64 Mixed Retailers: Value Sales, Outlets and Selling Space 2004-2009
Table 65 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2004-2009
Table 66 Mixed Retailers Company Shares by Value 2005-2009
Table 67 Mixed Retailers Brand Shares by Value 2006-2009
Table 68 Mixed Retailers Brand Shares by Outlets 2006-2009
Table 69 Mixed Retailers Brand Shares by Selling Space 2006-2009
Table 70 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2009-2014
Table 71 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2009-2014
HEALTH AND BEAUTY SPECIALIST RETAILERS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 72 Health and Beauty Retailers: Value Sales, Outlets and Selling Space 2004-2009
Table 73 Health and Beauty Retailers: Value Sales, Outlets and Selling Space: % Growth 2004-2009
Table 74 Health and Beauty Retailers Company Shares by Value 2005-2009
Table 75 Health and Beauty Retailers Brand Shares by Value 2006-2009
Table 76 Health and Beauty Retailers Brand Shares by Outlets 2006-2009
Table 77 Health and Beauty Retailers Brand Shares by Selling Space 2006-2009
Table 78 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space 2009-2014
Table 79 Health and Beauty Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2009-2014
CLOTHING AND FOOTWEAR SPECIALIST RETAILERS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 10 Clothing and Footwear Specialist Retailers: Bigdil in Marrakesh
SECTOR DATA
Table 80 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space 2004-2009
Table 81 Clothing and Footwear Retailers: Value Sales, Outlets and Selling Space: % Growth 2004-2009
Table 82 Clothing and Footwear Retailers Company Shares by Value 2005-2009
Table 83 Clothing and Footwear Retailers Brand Shares by Value 2006-2009
Table 84 Clothing and Footwear Retailers Brand Shares by Outlets 2006-2009
Table 85 Clothing and Footwear Retailers Brand Shares by Selling Space 2006-2009
Table 86 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space 2009-2014
Table 87 Clothing and Footwear Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2009-2014
FURNITURE AND FURNISHINGS STORES IN MOROCCO
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 11 Furniture and Furnishings Stores: Kitea Géant in Marrakesh
Chart 12 Furniture and Furnishings Stores: Mobilia in Agadir
SECTOR DATA
Table 88 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space 2004-2009
Table 89 Furniture and Furnishings Stores: Value Sales, Outlets and Selling Space: % Growth 2004-2009
Table 90 Furniture and Furnishings Stores Company Shares by Value 2005-2009
Table 91 Furniture and Furnishings Stores Brand Shares by Value 2006-2009
Table 92 Furniture and Furnishings Stores Brand Shares by Outlets 2006-2009
Table 93 Furniture and Furnishings Stores Brand Shares by Selling Space 2006-2009
Table 94 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space 2009-2014
Table 95 Furniture and Furnishings Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2009-2014
DIY, HOME IMPROVEMENT AND GARDEN CENTRES IN MOROCCO
HEADLINES
OVERVIEW
SECTOR DATA
Table 96 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space 2004-2009
Table 97 DIY, Home Improvement and Garden Centres: Value Sales, Outlets and Selling Space: % Growth 2004-2009
Table 98 DIY, Home Improvement and Garden Centres Company Shares by Value 2005-2009
Table 99 DIY, Home Improvement and Garden Centres Brand Shares by Value 2006-2009
Table 100 DIY, Home Improvement and Garden Centres Brand Shares by Outlets 2006-2009
Table 101 DIY, Home Improvement and Garden Centres Brand Shares by Selling Space 2006-2009
Table 102 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space 2009-2014
Table 103 DIY, Home Improvement and Garden Centres Forecasts: Value Sales, Outlets and Selling Space: % Growth 2009-2014
ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 13 Electronics and Appliance Specialist Retailers: Electroplanet in Agadir
Chart 14 Electronics and Appliance Specialist Retailers: Comptoir Métallurgique Marocain in Marrakesh
SECTOR DATA
Table 104 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2004-2009
Table 105 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2004-2009
Table 106 Electronics and Appliance Specialist Retailers Company Shares by Value 2005-2009
Table 107 Electronics and Appliance Specialist Retailers Brand Shares by Value 2006-2009
Table 108 Electronics and Appliance Specialist Retailers Brand Shares by Outlets 2006-2009
Table 109 Electronics and Appliance Specialist Retailers Brand Shares by Selling Space 2006-2009
Table 110 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2009-2014
Table 111 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2009-2014
LEISURE AND PERSONAL GOODS SPECIALIST RETAILERS IN MOROCCO
HEADLINES
OVERVIEW
SECTOR FORMATS
Chart 15 Leisure and Personal Goods Specialist Retailers: Planet Sport in Agadir
SECTOR DATA
Table 112 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space 2004-2009
Table 113 Leisure and Personal Goods Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2004-2009
Table 114 Leisure and Personal Goods Specialist Retailers Company Shares by Value 2005-2009
Table 115 Leisure and Personal Goods Specialist Retailers Brand Shares by Value 2006-2009
Table 116 Leisure and Personal Goods Specialist Retailers Brand Shares by Outlets 2006-2009
Table 117 Leisure and Personal Goods Specialist Retailers Brand Shares by Selling Space 2006-2009
Table 118 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2009-2014
Table 119 Leisure and Personal Goods Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2009-2014
VENDING IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 120 Vending: Value 2004-2009
Table 121 Vending: % Value Growth 2004-2009
Table 122 Vending Company Shares by Value 2005-2009
Table 123 Vending Brand Shares by Value 2006-2009
Table 124 Vending Forecasts: Value 2009-2014
Table 125 Vending Forecasts: % Value Growth 2009-2014
HOMESHOPPING IN MOROCCO
TRENDS
INTERNET RETAILING IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 126 Internet Retailing: Value 2004-2009
Table 127 Internet Retailing: % Value Growth 2004-2009
Table 128 Internet Retailing Company Shares by Value 2005-2009
Table 129 Internet Retailing Brand Shares by Value 2006-2009
Table 130 Internet Retailing Forecasts: Value 2009-2014
Table 131 Internet Retailing Forecasts: % Value Growth 2009-2014
DIRECT SELLING IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 132 Direct Selling: Value 2004-2009
Table 133 Direct Selling: % Value Growth 2004-2009
Table 134 Direct Selling Company Shares by Value 2005-2009
Table 135 Direct Selling Brand Shares by Value 2006-2009
Table 136 Direct Selling Forecasts: Value 2009-2014
Table 137 Direct Selling Forecasts: % Value Growth 2009-2014