Retailing

Vending is a relatively marginal channel in Morocco, with very low retail current value sales. This is partly because Moroccans continue to exhibit a marked preference for coffee shops over vending machines. Vending also continued to be subject to a…

It is estimated that 33% of Moroccans from the middle and upper classes shop at medium-sized markets and supermarkets at least once a week. In contrast, those who continued to patronise small local grocers tend to be from lower-income groups. As a…

Although more Moroccan shoppers visit modern outlets more frequently, souks and small local grocers retain the lead. The trend is being supported by the country’s culture, where shoppers are not paying for brand names or excessive packaging in such…

The Moroccan retailing landscape continued to report a steady increase in 2022 after the decline caused by lockdown restrictions in 2022. However, this performance was supported mainly by a rise in inflation to 5.5% from a 0.6% low in 2020. In…

Retail e-commerce had been expanding vigorously even before the onset of the pandemic, as a growing number of Moroccans have smartphones and mobile internet access has become more widely available and affordable. Meanwhile, internet retailers, most…

Hypermarkets continues to lead modern grocery retailing in value terms, supported by vast offerings that enable this format to be positioned as a one-stop shop. During the inflationary period in 2022, players intensified their promotional campaigns…

Persisting supply chain challenges such as shortages of raw materials, rising transportation costs and inflation boosted demand for “made in Maroc” products. The trend has been encouraging local manufacturers to diversify their offerings by…

Prior to the onset of the pandemic, many health and beauty specialists had based their marketing strategies on organising beauty events to which they invited social media influencers and vloggers, who are increasingly prominent in Morocco. However,…

There are relatively few variety stores in Morocco, but their number increased steady throughout the review period. Most of the products sold by variety stores are relatively low priced, so many consumers continued to buy them – even in a difficult…

Moroccan households were increasingly price sensitive, with inflation reaching a decade high of 5.5% in 2022. The trend supported demand for discounters at the expense of formats, such as convenience stores and supermarkets. The performance of…

Direct selling in Morocco is characterised by cosmetics and skin care, although the pandemic undermined demand for the former, as consumers were spending more time at home and socialising less. During lockdown, there was strong demand for products…

The performance of convenience stores remained threatened by the presence of Hanout and souks (traditional/informal outlets), benefiting from their high penetration across urban and rural areas. The competition between channels was heightened by…

The appliances and electronics category was particularly vulnerable to rising prices in 2022 due to greater exposure to imports and, subsequently, currency fluctuation. The situation was worsened by a supply shortage experienced since the pandemic,…

In 2021, Moroccan consumers were obliged to largely stay home, and the closure of many workplaces, universities, sports clubs and schools for an extended period meant that demand for apparel and footwear remained well below its pre-pandemic level.…

Value sales through vending are negligible in Nigeria and this is unlikely to change over the forecast period.

Supermarkets fared better than other modern grocery retailers in 2022. In spite of spiralling inflation, constant value sales increased moderately. In addition, there was further opening of outlets. Consumers appreciate that they can buy a range of…

Small local grocers were the best performing grocery channel in 2022 and registered double-digit current value growth, as well as moderate constant value growth. Inflation spiralled in 2022, largely caused by the energy crisis stemming from the war…

While there was double-digit current value growth in retail in 2022, constant value sales fell and there was limited openings of outlets, as continuing soaring inflation hit consumer purchasing power. Also, the Nigerian oil industry did not benefit…

Retail e-commerce continued to perform strongly, and registered double-digit constant value growth, in spite of high inflation. Increasing internet penetration supported value growth. Mobile payments are also increasing, with the unbanked population…

While hypermarkets registered an increase in current value sales, constant value sales fell, due to soaring inflation. In response, consumers prioritised essentials and there was a significant drop in value sales of non-grocery items. In addition,…