Executive Summary

Jan 2019
PROSPECTS
Changing lifestyles and marketing strategies contribute to growth

Hypermarkets continued to record moderate current value growth in Morocco in 2018. With the increasing urban population and the hectic and changing lifestyles of working adults, the purchasing behaviour of households has changed accordingly.

Online grocery retailing stores are expanding in Morocco

Online grocery retailers are gaining a stronger presence in the Moroccan market. The number of online grocery retailers is growing as households are becoming more confident ordering via the internet.

Shopping centres drive the growth of hypermarkets in Morocco

The expansion of shopping centres in Morocco is another factor behind the growth of the leading hypermarkets, namely Carrefour and Marjane. Shopping centres are seeing moderate growth, mainly in major cities such as Tangier, Marrakesh, Casablanca and Rabat.

COMPETITIVE LANDSCAPE
Marjane Holding leads hypermarkets

Marjane Holding remained the leading hypermarket in Morocco in value terms in 2018, thanks to its popularity and long presence in the country. In 2018, the group revised its store design to make it more appealing to customers.

Carrefour is investing in marketing to keep up with the competition

Carrefour ranked second in hypermarkets in value terms in 2018. Its outlet numbers keep increasing, along with its sales.

Aswak Assalam launches L’Carnet to boost sales

Aswak Assalam is another leading hypermarket in Morocco. To keep up with competition, it launched a deferred payment card entitled L’Carnet.

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Hypermarkets in Morocco

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Overview

Discover the latest market trends and uncover sources of future market growth for the Hypermarkets industry in Morocco with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Hypermarkets industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Hypermarkets in Morocco market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed market shares for international and locally-based retailers
  • Historic values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Hypermarkets in Morocco?
  • Are hypermarkets taking over grocery retailing in Morocco?
  • Are consumers increasingly choosing hypermarkets for their convenient, one-stop-shop offering?
  • How are hypermarket operators affecting sales of non-grocery products in Morocco?

Why buy this report?

  • 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

This industry report originates from Passport, our Retailing market research database.

Hypermarkets in Morocco - Category analysis

HEADLINES

PROSPECTS

Changing lifestyles and marketing strategies contribute to growth
Online grocery retailing stores are expanding in Morocco
Shopping centres drive the growth of hypermarkets in Morocco

COMPETITIVE LANDSCAPE

Marjane Holding leads hypermarkets
Carrefour is investing in marketing to keep up with the competition
Aswak Assalam launches L’Carnet to boost sales

CHANNEL DATA

Table 1 Hypermarkets: Value Sales, Outlets and Selling Space 2013-2018
Table 2 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 3 Hypermarkets GBO Company Shares: % Value 2014-2018
Table 4 Hypermarkets GBN Brand Shares: % Value 2015-2018
Table 5 Hypermarkets LBN Brand Shares: Outlets 2015-2018
Table 6 Hypermarkets LBN Brand Shares: Selling Space 2015-2018
Table 7 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 8 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Retailing in Morocco - Industry Overview

EXECUTIVE SUMMARY

Urban households increasingly prefer modern stores
The rise of discounters
Internet retailing is growing at a rapid pace
The rise in small independent retailers due to the “auto-entrepreneur” programme
International retailers remain interested in investing in the Moroccan market

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Table 9 Cash and Carry Sales: Value
Seasonality
Achoura
Eid Al Adha
Payments and delivery
Emerging business models

MARKET DATA

Table 10 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 11 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 12 Sales in Store-based Retailing by Channel: Value 2013-2018
Table 13 Sales in Store-based Retailing by Channel: % Value Growth 2013-2018
Table 14 Store-based Retailing Outlets by Channel: Units 2013-2018
Table 15 Store-based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 16 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 17 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 18 Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 19 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 20 Sales in Grocery Retailers by Channel: Value 2013-2018
Table 21 Sales in Grocery Retailers by Channel: % Value Growth 2013-2018
Table 22 Grocery Retailers Outlets by Channel: Units 2013-2018
Table 23 Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 24 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 25 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 26 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 27 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 28 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 29 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 30 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 31 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 32 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 33 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 34 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 35 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 36 Retailing GBO Company Shares: % Value 2014-2018
Table 37 Retailing GBN Brand Shares: % Value 2015-2018
Table 38 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 39 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 40 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 41 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 42 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 43 Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 44 Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 45 Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 46 Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 47 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 48 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 49 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 50 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 51 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 52 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 53 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 54 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 55 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 56 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 57 Forecast Sales in Store-based Retailing by Channel: Value 2018-2023
Table 58 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2018-2023
Table 59 Forecast Store-based Retailing Outlets by Channel: Units 2018-2023
Table 60 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 61 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 62 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 63 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 64 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 65 Forecast Sales in Grocery Retailers by Channel: Value 2018-2023
Table 66 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2018-2023
Table 67 Forecast Grocery Retailers Outlets by Channel: Units 2018-2023
Table 68 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023
Table 69 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 70 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 71 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 72 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 73 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 74 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023
Table 75 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 76 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 77 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 78 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 79 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 80 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources