Retailing
Retailing

Retailing in Morocco

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

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