Discounters in Morocco

PROSPECTS

Discounters in Morocco continue to attract investors, further benefiting from appealing to consumers was various income levels

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.

The sales performance of discounters grows during the holidays, when other retailers close their doors

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.

There is a growing demand for discounters to expand into smaller towns across the country

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.

COMPETITIVE LANDSCAPE

BIM Stores retains its lead, benefiting from its heavy promotions around hard discount Friday’s, which bring consumers through the doors

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.

Leader Price leaves the landscape, having struggled with both product appeal and price point

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, Label’Vie enters the landscape, investing in a new discounter store titled SupEco

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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