Variety stores in Morocco recorded fairly slow growth in current value terms at the end of the review period. It is worth mentioning that there is a lack of advertising and marketing by the leading players in variety stores.
Over the forecast period, variety stores in Morocco is expected to register similar current value growth to that seen in the review period. Households living near variety stores will continue to visit them due to their convenience, boosting the performance of the channel.
In the forecast period, variety stores is expected to continue to increase in current value terms, mainly due to the opening of new outlets. Despite this, sales are not expected to grow as rapidly as outlet numbers, meaning the sales per outlet are expected to decline.
As in previous years, Yatout from Groupe M&FIN continued to account for the biggest value share in variety stores in Morocco in value terms in 2018. It has developed a user-friendly website which allows customers to check products and order them online, getting free delivery if they exceed MAD1,500 with their order.
“Auto-entrepreneurs” compete with variety stores via social media. They usually sell authentic international products or hand-made products that cannot be found in variety stores.
Competition for variety stores arises from department stores. The latter have a wide product choice, unlike variety stores, which have a limited product range and do not update their product offers as often as department stores.
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