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: 172  |  Publication date: Jul 2009
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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

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