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Discounters in Morocco are developing at a moderate pace. While some have quit the landscape, others have entered, keeping growth steady despite an exit of players.
In 2019, the sales performance of discounters increased during holidays in Morocco. As most independent traditional grocers close their stores and travel to their hometowns to celebrate Eid, most households turn to discounters for their daily purchases.
As in convenience stores, discounters do not usually locate in the small towns. They prefer large cities with high population growth, then small towns and rural areas.
In 2019, BIM Stores continued to lead the landscape of discounters in Morocco. Through its expansion strategy and Friday discounts, BIM Stores have ensured its continuous growth.
After facing fierce competition from BIM Stores and other modern retailing stores, Leader Price decided to exit the Moroccan landscape in 2019. Leader Price was having trouble providing appealing products at satisfying price points and the hard discounts run by major groups also impacted its sales performance, leading to it exiting the landscape.
In 2019, SupEco by Label’Vie group entered the discounter market. The player opened five stores in Casablanca and are planning to expand to other cities over the forecast period.
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This industry report originates from Passport, our Retailing market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.