Since the onset of COVID-19 in March 2020, local consumers have been restricted to shopping close to where they live, benefitting retail outlets located in residential areas, including convenience stores. However, this positive factor has largely been offset by the economic shock of the pandemic, which has led to an increase in unemployment and a decline in the disposable income of many Moroccan households.
The competitive landscape in convenience stores remains very fragmented, with only leader Akwa Group (Mini Brahim) having a retail value share of more than 5% in 2021 and no other player having more than 1%. Most convenience stores in Morocco are owned and operated by individual entrepreneurs.
The convenience store format is of marginal importance in Morocco, with less than 300 outlets nationwide in 2021. However, it is expanding steadily.
The number of convenience stores in Morocco will continue to steadily increase during the forecast period. However, this channel will remain of marginal importance among grocery retailers.
Shopping malls are proliferating in Morocco, and as restrictions on movement are eased, local consumers are likely to visit them with friends and family more frequently. These malls are usually anchored by a supermarket or hypermarket.
Convenience store openings during the forecast period are likely to be concentrated in affluent suburban of the country’s largest cities, such as Bouskoura and Sidi Rahal in Casablanca, which are expanding rapidly. A more affluent customer base should help convenience stores to boost their margins.
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Understand the latest market trends and future growth opportunities for the Convenience Stores industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Chained grocery retail outlets selling a wide range of groceries and fitting several of the following characteristics: Extended opening hours Selling area of less than 400 sq metres Located in residential neighbourhoods Handling two or more of the following product categories: audio-visual goods (for sale or rent), foodservice (prepared take-away, made-to-order, and hot foods), newspapers or magazines, cut flowers or pot plants, greetings cards, automotive accessories. Sales data excludes foodservice sales. Example brands include 7-Eleven, Spar. Note: The number of branches required to be termed chained varies from country to country but is usually ten or more. If a multinational is operating in the country, then this is included, even if there are fewer than ten outlets under the brand.See All of Our Definitions
This report originates from Passport, our Convenience Stores research and analysis database.
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