Retailing in Morocco

February 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Morocco report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Morocco?
  • Which are the leading retailers in Retailing in Morocco?
  • How are products distributed in Retailing in Morocco?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Morocco?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

Retailing in Morocco

EXECUTIVE SUMMARY

Retailing in 2021: The big picture
Modern retailing continues to grow both on and offline
Discounters the big winner from COVID-19
Modern grocery retailers and e-commerce will continue to gain ground

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value 2016-2021
Seasonality
Back to School Eid al-Adha Achoura
Payments
Delivery and collection
Emerging business models

MARKET DATA

Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021 Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021 Table 4 Sales in Store-based Retailing by Channel: Value 2016-2021 Table 5 Sales in Store-based Retailing by Channel: % Value Growth 2016-2021 Table 6 Store-based Retailing Outlets by Channel: Units 2016-2021 Table 7 Store-based Retailing Outlets by Channel: % Unit Growth 2016-2021 Table 8 Sales in Non-Store Retailing by Channel: Value 2016-2021 Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021 Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 11 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 12 Sales in Grocery Retailers by Channel: Value 2016-2021 Table 13 Sales in Grocery Retailers by Channel: % Value Growth 2016-2021 Table 14 Grocery Retailers Outlets by Channel: Units 2016-2021 Table 15 Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021 Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021 Table 17 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 18 Sales in Non-Grocery Specialists by Channel: Value 2016-2021 Table 19 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021 Table 20 Non-Grocery Specialists Outlets by Channel: Units 2016-2021 Table 21 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021 Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 23 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 24 Sales in Mixed Retailers by Channel: Value 2016-2021 Table 25 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021 Table 26 Mixed Retailers Outlets by Channel: Units 2016-2021 Table 27 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021 Table 28 Retailing GBO Company Shares: % Value 2017-2021 Table 29 Retailing GBN Brand Shares: % Value 2018-2021 Table 30 Store-based Retailing GBO Company Shares: % Value 2017-2021 Table 31 Store-based Retailing GBN Brand Shares: % Value 2018-2021 Table 32 Store-based Retailing LBN Brand Shares: Outlets 2018-2021 Table 33 Non-Store Retailing GBO Company Shares: % Value 2017-2021 Table 34 Non-Store Retailing GBN Brand Shares: % Value 2018-2021 Table 35 Grocery Retailers GBO Company Shares: % Value 2017-2021 Table 36 Grocery Retailers GBN Brand Shares: % Value 2018-2021 Table 37 Grocery Retailers LBN Brand Shares: Outlets 2018-2021 Table 38 Grocery Retailers LBN Brand Shares: Selling Space 2018-2021 Table 39 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021 Table 40 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021 Table 41 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021 Table 42 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021 Table 43 Mixed Retailers GBO Company Shares: % Value 2017-2021 Table 44 Mixed Retailers GBN Brand Shares: % Value 2018-2021 Table 45 Mixed Retailers LBN Brand Shares: Outlets 2018-2021 Table 46 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021 Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026 Table 48 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026 Table 49 Forecast Sales in Store-based Retailing by Channel: Value 2021-2026 Table 50 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2021-2026 Table 51 Forecast Store-based Retailing Outlets by Channel: Units 2021-2026 Table 52 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026 Table 53 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026 Table 54 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026 Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 56 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 57 Forecast Sales in Grocery Retailers by Channel: Value 2021-2026 Table 58 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2021-2026 Table 59 Forecast Grocery Retailers Outlets by Channel: Units 2021-2026 Table 60 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026 Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 62 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 63 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026 Table 64 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026 Table 65 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026 Table 66 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026 Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 68 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 69 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026 Table 70 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026 Table 71 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026 Table 72 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

SOURCES

Summary 2 Research Sources

Convenience Stores in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Economic shock of pandemic cancels out positive effect of restrictions on movement
Leader Mini Brahim now accepts mobile payments
U Express opens three outlets

PROSPECTS AND OPPORTUNITIES

Fierce competition will limit sales growth
Malls represent a competitive threat, as they are perceived as leisure venues
Discounters will compete more fiercely with convenience stores

CHANNEL DATA

Table 73 Convenience Stores: Value Sales, Outlets and Selling Space 2016-2021 Table 74 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 75 Convenience Stores GBO Company Shares: % Value 2017-2021 Table 76 Convenience Stores GBN Brand Shares: % Value 2018-2021 Table 77 Convenience Stores LBN Brand Shares: Outlets 2018-2021 Table 78 Convenience Stores LBN Brand Shares: Selling Space 2018-2021 Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 80 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Discounters in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Turkish chain BIM expands but faces political headwinds
Proximity and competitive pricing of discounters are particularly attractive in the era of COVID-19
Label'Vie SA brings Carrefour’s discounter banner to Morocco

PROSPECTS AND OPPORTUNITIES

Outlet expansion will continue to support double-digit growth in retail value sales
Growth of discounters will rachet up the pressure on other retail formats – both traditional and modern
BIM likely to continue to ignore e-commerce

CHANNEL DATA

Table 81 Discounters: Value Sales, Outlets and Selling Space 2016-2021 Table 82 Discounters: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 83 Discounters GBO Company Shares: % Value 2017-2021 Table 84 Discounters GBN Brand Shares: % Value 2018-2021 Table 85 Discounters LBN Brand Shares: Outlets 2018-2021 Table 86 Discounters LBN Brand Shares: Selling Space 2018-2021 Table 87 Discounters Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 88 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Hypermarkets in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Pandemic economic shock leads Label'Vie to cut its prices
Leader Marjane modernises its supply chain
Both Label’Vie and Marjane shift towards an omnichannel model

PROSPECTS AND OPPORTUNITIES

Heightened competition from discounters will weigh on hypermarket growth
Return to pre-pandemic shopping habits could undermine hypermarket sales
Marjane and Label’Vie seek to fly the flag and gain a much-needed advantage over discounter BIM

CHANNEL DATA

Table 89 Hypermarkets: Value Sales, Outlets and Selling Space 2016-2021 Table 90 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 91 Hypermarkets GBO Company Shares: % Value 2017-2021 Table 92 Hypermarkets GBN Brand Shares: % Value 2018-2021 Table 93 Hypermarkets LBN Brand Shares: Outlets 2018-2021 Table 94 Hypermarkets LBN Brand Shares: Selling Space 2018-2021 Table 95 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 96 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Supermarkets in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Supermarkets gain shares from souks and traditional grocery stores
Aggressive expansion helps Label’Vie reinforce its leadership
Name change could help to boost Marjane’s fortunes

PROSPECTS AND OPPORTUNITIES

Aswak Delivery supports online sales with expansion to new cities
Carrefour Market to open new supermarket at Le Carousel in 2022
More traditional grocery retailers will be converted into supermarkets

CHANNEL DATA

Table 97 Supermarkets: Value Sales, Outlets and Selling Space 2016-2021 Table 98 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 99 Supermarkets GBO Company Shares: % Value 2017-2021 Table 100 Supermarkets GBN Brand Shares: % Value 2018-2021 Table 101 Supermarkets LBN Brand Shares: Outlets 2018-2021 Table 102 Supermarkets LBN Brand Shares: Selling Space 2018-2021 Table 103 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 104 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Traditional Grocery Retailers in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Traditional grocery retailers continue to be squeezed by the proliferation of modern formats
Mobile application Chari helps to make traditional grocery retailers more efficient
Multiple initiatives seek to encourage traditional grocery retailers to accept payment cards and other alternatives to cash

PROSPECTS AND OPPORTUNITIES

Traditional grocery retailers will remain under pressure, particularly from discounters
E-commerce will increase as a competitive threat
Time-poor consumers may increasingly bypass traditional grocery retailers

CHANNEL DATA

Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 106 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 107 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 108 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Apparel and Footwear Specialist Retailers in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Lockdown and curfew dampen category performance for second year running
Soaring category trigger interest in counterfeit fashion
Turkish brands Defacto and LC Waikiki strengthen their leadership position in a highly fragmented competitive landscape

PROSPECTS AND OPPORTUNITIES

Demand will continue to shift from traditional to modern retail outlets
New free-trade agreement with Turkey will boost local players
Specialist apparel and footwear retailers will face heightened competition from hypermarkets

CHANNEL DATA

Table 109 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 110 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 111 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 112 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 113 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 114 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 115 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 116 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Electronics and Appliance Specialist Retailers in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Demand remains well below its pre-pandemic level
Lockdown boosts demand for home entertainment
E-commerce continues to grow in importance

PROSPECTS AND OPPORTUNITIES

Post-pandemic recovery will be no more than partial
E-commerce will continue to grow as affluent local consumers become more comfortable shopping online
Hypermarkets will pose a growing threat

CHANNEL DATA

Table 117 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 118 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 119 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 120 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 121 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 122 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 123 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 124 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Health and Beauty Specialist Retailers in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Demand boosted by heightened consumer interest in health and wellness in the wake of the pandemic
Demand for colour cosmetics undermined by mandatory face masks
Yves Rocher launches a range of natural and sustainable skin care products

PROSPECTS AND OPPORTUNITIES

Heightened local consumer interest in health and wellness will outlast the pandemic
Urbanisation and Westernisation will help to support growth
E-commerce will continue to grow, but the in-store experience will continue to be favoured by most local consumers

CHANNEL DATA

Table 125 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 126 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 127 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021 Table 128 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021 Table 129 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 130 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 131 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 132 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 133 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 134 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 135 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026 Table 136 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026

Home and Garden Specialist Retailers in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Lockdown supports sales of bedroom, living room and garden furniture
After declining in 2020, the number of home and garden specialist retailers stabilises
Leader Kitea experiments with new store formats

PROSPECTS AND OPPORTUNITIES

Economic recovery and urbanisation will accelerate recovery
Chains like IKEA and Kitea will shift towards an omnichannel model
Aggressive expansion strategy should help Kitea SA to maintain its leadership

CHANNEL DATA

Table 137 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021 Table 138 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 139 Sales in Home and Garden Specialist Retailers by Channel: Value 2016-2021 Table 140 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2016-2021 Table 141 Home and Garden Specialist Retailers GBO Company Shares: % Value 2017-2021 Table 142 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2018-2021 Table 143 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2018-2021 Table 144 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2018-2021 Table 145 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 146 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026 Table 147 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2021-2026 Table 148 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2021-2026

Department Stores in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Department stores try to lure consumers back with special events
Department stores face heightened price competition from hypermarkets and e-commerce
Leading players Alpha 55 and Miro embrace e-commerce and social media marketing

PROSPECTS AND OPPORTUNITIES

Post-pandemic recovery will be sluggish, with new openings the main driver of retail current value sales growth
Alpha 55 and Miro will continue to expand their store networks, with a focus on shopping malls
Revival in inbound international tourism will boost department store footfall

CHANNEL DATA

Table 149 Department Stores: Value Sales, Outlets and Selling Space 2016-2021 Table 150 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 151 Department Stores GBO Company Shares: % Value 2017-2021 Table 152 Department Stores GBN Brand Shares: % Value 2018-2021 Table 153 Department Stores LBN Brand Shares: Outlets 2018-2021 Table 154 Department Stores LBN Brand Shares: Selling Space 2018-2021 Table 155 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 156 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Variety Stores in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Competitive prices helps Variety stores limit the impact of COVID-19 on retail value sales
Miniso continues to expand in spite of pandemic disruption
Push to reduce mall rents meets with mixed response

PROSPECTS AND OPPORTUNITIES

New store openings will continue to drive growth in variety store sales
Social media and mobile apps instrumental to driving sales
Threat posed by e-commerce will deepen

CHANNEL DATA

Table 157 Variety Stores: Value Sales, Outlets and Selling Space 2016-2021 Table 158 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021 Table 159 Variety Stores GBO Company Shares: % Value 2017-2021 Table 160 Variety Stores GBN Brand Shares: % Value 2018-2021 Table 161 Variety Stores LBN Brand Shares: Outlets 2018-2021 Table 162 Variety Stores LBN Brand Shares: Selling Space 2018-2021 Table 163 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026 Table 164 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Warehouse Clubs in Morocco

2021 DEVELOPMENTS

Direct Selling in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Pandemic drives direct selling online
Leading direct selling brands also work with e-commerce marketplace Jumia
Expansion of modern retail outlets a growing threat to direct selling

PROSPECTS AND OPPORTUNITIES

Direct selling will continue to be squeezed by e-commerce and physical stores
Smaller urban centres offer good growth potential
The line between direct selling and e-commerce will blur

CHANNEL DATA

Table 165 Direct Selling by Category: Value 2016-2021 Table 166 Direct Selling by Category: % Value Growth 2016-2021 Table 167 Direct Selling GBO Company Shares: % Value 2017-2021 Table 168 Direct Selling GBN Brand Shares: % Value 2018-2021 Table 169 Direct Selling Forecasts by Category: Value 2021-2026 Table 170 Direct Selling Forecasts by Category: % Value Growth 2021-2026

Homeshopping in Morocco

2021 DEVELOPMENTS

Vending in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Lockdown restrictions continue to weigh on vending
Prior to the pandemic, gyms had been a major growth driver
Nespresso weathers the pandemic better than Coca-Cola, as the former’s products are largely consumed at home

PROSPECTS AND OPPORTUNITIES

Proliferation of forecourt retail outlets will help to support growth in vending retail value sales
“Coffee Bike” concept will be a new source of competition for vending
Contactless vending likely to proliferate

CHANNEL DATA

Table 171 Vending by Category: Value 2016-2021 Table 172 Vending by Category: % Value Growth 2016-2021 Table 173 Vending GBO Company Shares: % Value 2017-2021 Table 174 Vending GBN Brand Shares: % Value 2018-2021 Table 175 Vending Forecasts by Category: Value 2021-2026 Table 176 Vending Forecasts by Category: % Value Growth 2021-2026

E-Commerce (Goods) in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

After a spike in demand during 2020, retail current value sales stabilise in 2021
Pandemic drives retailers and brands to adopt e-commerce
Pandemic helps Jumia reinforce its leadership

PROSPECTS AND OPPORTUNITIES

Omnichannel shift will drive e-commerce growth
Jumia’s unrivalled economies of scale will help it to maintain its dominance
E-commerce still lacks adequate regulation

CHANNEL DATA

Table 177 E-Commerce (Goods) by Channel and Category: Value 2016-2021 Table 178 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021 Table 179 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021 Table 180 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021 Table 181 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026 Table 182 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

Mobile E-Commerce (Goods) in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Having surged in 2020, mobile e-commerce (goods) retail current value sales eased back during 2021
More affordable handsets and mobile internet drive demand growth
Mobile money apps proliferate

PROSPECTS AND OPPORTUNITIES

Mobile e-commerce growth will be impeded by 5G delays
Retailers will increasingly focus on their smartphone apps, rather than their websites
Mobile money will be a major growth driver

CHANNEL DATA

Table 183 Mobile E-Commerce (Goods): Value 2016-2021 Table 184 Mobile E-Commerce (Goods): % Value Growth 2016-2021 Table 185 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026 Table 186 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026

Food and Drink E-Commerce in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Fierce competition between leaders Glovo and Jumia Food
Local player Veat bets on sustainability
Marjane claims that its e-commerce platform has more than half a million active monthly users

PROSPECTS AND OPPORTUNITIES

Young adults in large urban centres will be the main growth driver
Economies of scale will make food and drink e-commerce cheaper and faster
Dissatisfied drivers could derail growth

CHANNEL DATA

Table 187 Food and Drink E-Commerce: Value 2016-2021 Table 188 Food and Drink E-Commerce: % Value Growth 2016-2021 Table 189 Food and Drink E-Commerce Forecasts: Value 2021-2026 Table 190 Food and Drink E-Commerce Forecasts: % Value Growth 2021-2026
The following categories and subcategories are included:

Retailing

      • Apparel and Footwear Direct Selling
      • Beauty and Personal Care Direct Selling
      • Consumer Electronics Direct Selling
      • Consumer Health Direct Selling
      • Consumer Appliances Direct Selling
      • Food and Drink Direct Selling
      • Home Care Direct Selling
      • Home Improvement and Gardening Direct Selling
      • Homewares and Home Furnishings Direct Selling
      • Media Products Direct Selling
      • Personal Accessories and Eyewear Direct Selling
      • Pet Care Direct Selling
      • Traditional Toys and Games Direct Selling
      • Video Games Hardware Direct Selling
      • Other Direct Selling
      • Apparel and Footwear Homeshopping
      • Beauty and Personal Care Homeshopping
      • Consumer Appliances Homeshopping
      • Consumer Electronics Homeshopping
      • Consumer Health Homeshopping
      • Food and Drink Homeshopping
      • Home Care Homeshopping
      • Home Improvement and Gardening Homeshopping
      • Homewares and Home Furnishings Homeshopping
      • Media Products Homeshopping
      • Personal Accessories and Eyewear Homeshopping
      • Pet Care Homeshopping
      • Traditional Toys and Games Homeshopping
      • Video Games Hardware Homeshopping
      • Other Homeshopping
      • Packaged Drinks Vending
      • Snacks Vending
      • Dairy Products and Alternatives Vending
      • Cooking Ingredients and Meals Vending
      • Staple Foods Vending
      • Personal Hygiene Vending
      • Tobacco Vending
      • Hot Drinks Vending
      • Traditional Toys and Games Vending
      • Other Products Vending
      • Mobile E-Commerce (Goods)
        • Foreign E-Commerce (Goods)
        • Domestic E-Commerce (Goods)
        • Apparel and Footwear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Consumer Health E-Commerce
        • Food and Drink E-Commerce
        • Home Care E-Commerce
        • Home Improvement and Gardening E-Commerce
        • Homewares and Home Furnishings E-Commerce
        • Media Products E-Commerce
        • Personal Accessories and Eyewear E-Commerce
        • Pet Care E-Commerce
        • Traditional Toys and Games E-Commerce
        • Video Games Hardware E-Commerce
        • Other E-Commerce

Retailing

Sales of new and used goods to the general public for personal or household consumption. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts, fuel. Also excludes foodservice, rental and hire and wholesale industries (Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retailing is the aggregation of Store-based retailing and Non-store retailing. Retailing excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, ie retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer which is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retailing. In relation to click and collect purchases (i.e. where purchases are made over the internet but picked up at store) where the sales data is attributed depends on where the payment is made: If payment is made in store, then the sale is included in store-based sales. If payment is made over the internet, then the sale is included in internet retailing.

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This report originates from Passport, our Retailing research and analysis database.

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