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Consumer Lifestyles in Morocco

December 2022

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in Morocco.

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This report comes in PPT.


Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Morocco report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Morocco report answers:

  • How is the consumer mindset in Morocco changing? In Morocco, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Morocco purchase decisions?
  • Where and how do consumers shop in Morocco?
  • What health-related activities do consumers in Morocco participate in?
  • What megatrends should I focus on in Morocco (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer landscape in Morocco 2022
Life priorities
Strong parental ties are evident, but finding “me time” is important
Prioritising time for work much higher than global average
Curated and unique experiences are highly valued
Older generations are more focused on tailored products and services
Consumers like to try new products, but only buy from trusted brands
Gen X prefer branded goods and only buy from companies they trust completely
Home life
Moroccans entertain visitors in their homes more regularly than their global counterparts do
Millennials interact with their friends online more regularly than other cohorts
Smart home functionality and fitness facilities appeal to Moroccan households
Eating habits
Baby Boomers enjoy eating out and ordering food more regularly than other cohorts
Consumers focus on natural foods that have a superior taste
Consumers tend to snack more at the weekend
Only a quarter of Gen Z say they eat their meals at the same time each day
Working life
High salaries are considered most important
Millennials more focused on finding work that offers a strong work-life balance
Younger generations have higher expectations of earning a good salary
Low expectations to be able to have flexible start and finish times in future jobs
Gen Z have high expectations for working abroad in the future
Leisure habits
All generations are comfortable with meeting up with friends online
Shopping is still a very popular regular leisure activity
Baby Boomers are actively engaged in most leisure activities
Domestic leisure trips are popular among all generations, with very few not going on any
Relaxation is the most important focus for Moroccan travellers
Baby Boomers are more interested in local culture than other cohorts are
Health and wellness
Women participate in stress-reduction activities more often than men
Nearly 30% of respondents say they run or jog at least 1-2 times a week
Millennials are the most avid walkers/hikers
Half of consumers have used herbal remedies and massage in the previous six months
Meditation more popular than other types of stress-relief activities for Gen Z
Sustainable living
The majority of consumers are trying to have a positive impact on the environment
Older cohorts have bigger concerns about climate change
Middle cohorts are more focused on green behaviours
Using more energy-efficient products is the primary focus for Moroccan consumers
Shopping habits
Shoppers focus on buying less to afford better quality items
Millennials have a stronger desire than other cohorts to visit shopping malls
Moroccans choose products based on friends/family recommendations
Millennials also find independent consumer reviews influential
Consumers find brick-and-mortar stores more trustworthy and can return items easily
Millennials more likely to shop in-store so that they can see and try items before they buy
Consumers feel they can find best prices in online stores
Free shipping is the biggest motivator for Millennials to shop online
Spending habits
Gen Z focus increasing spending on their education, health and new technology
Over half of Baby Boomers expect to increase their overall spending
Consumers have a positive attitude towards their online interactions
Baby Boomers are comfortable sharing their data to receive personalised offers and deals
Smartwatch and fitness wearable ownership on a par with that of global counterparts
Consumers more actively using online health-related and medical sites
Baby Boomers enjoy online video gaming

Buy Conumer Lifestyle overview reports to:

Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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