Retail Transformation in the Kingdom of Morocco: MARCA BY BOLOGNAFIERE

The retail sector in Morocco has seen significant growth and transformation, becoming a key pillar of the economy. Large-scale distribution has expanded rapidly, offering attractive pricing and a wide product range. Foreign investments play a role in certain retail chains, contrasting with primarily domestic capital in specialized stores. The sector has evolved to match changing consumption patterns and preferences, with a focus on food products.

• Retail sector
• Morocco
• Large-scale distribution
• Foreign investments
• Consumer habits

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1. MARCA BY BOLOGNAFIERE: MOROCCO Casablanca - 28/29 November 2023 LARGE-SCALE DISTRIBUTION IN THE KINGDOM OF MOROCCO The retail sector is one of the pillars of the Moroccan economy, and has contributed to wealth growth since the 2000s, accounting for 11% of GDP and 2.5% of the volume of foreign investment. It encompasses a wide range of activities different in their forms and in levels of organisation and integration (traditional trade, franchising, department stores, shopping centres, etc.). At the beginning of the 21st century, the sector had 720,000 stores located throughout the Kingdom. In fact, it has set up the source of income for some 1.2 million people, i.e. 12.8% of the Moroccan working population. Since the late 1980s and early 1990s, the retail reality in Morocco has through several transformations. Driven by the wealthy class and followed by the middle class, the consumption pattern of Moroccans tended to 'Europeanise', so a new form of shopping emerged in the early 1990s that encouraged the establishment of grandes surfaces and shopping centres.

2. MARCA BY BOLOGNAFIERE: MOROCCO THE LARGE-SCALE RETAIL SECTOR Since 2000, large-scale retail has developed throughout the Kingdom. It used to represent less than 10% of the retail trade in Morocco, so its rapid growth and coverage of urban areas has gradually increased. Large and medium-sized areas, which have central purchasing centres, offer very attractive prices on food and canned goods. A study carried out under the aegis of the Ministry of Industry notes the growing attractiveness of Moroccan consumers for department stores. This is particularly due to the indication of product prices, the wider choice and the cleanliness of the premises. Large retailers have disrupted trade figures with new purchases and the development of newconsumption landmark in terms of turnover per square metre. Food occupies a preponderant place, but most of the managers of these outlets complain the lack of organisation of the fresh fruit and vegetable chain. A relatively recent idea in Morocco, the great distinction is developing at a steady pace, so, since the beginning of the 1990s, self- service sales have created a real emulation in the traditional trade, as a sort of response to evolutions in consumption patterns. at a dizzying speed habits. This sector represents a

3. MARCA BY BOLOGNAFIERE: MOROCCO FOREIGN SHARE OF INVESTMENTS In general, the capital of most of the large specialised stores (electrical appliances, furniture, clothing) is 100% Moroccan, unlike the large, food- dominated retail chains, which receive a greater contribution from foreign investors. Investments in business activities in Morocco contribute to the generation of 11% of the national GDP and employ 1.2 million people or 12.8% of the local working population. In the last decade, domestic trade has experienced the emergence of a new business model, namely FRANCHISING DISTRIBUTION DISTRIBUTION. and LARGE LARGE- -SCALE SCALE The group specialising in market studies, marketing and opinion polls in Morocco and Africa also reported that the number of large-scale retail chains in Morocco has doubled between 2014 and 2020, including large and medium-sized shops, supermarkets account for 20% of the sector's market share in 2020 against 12% in 2014. and hypermarkets, which

4. MARCA BY BOLOGNAFIERE: MOROCCO THE MAJOR PRODUCTS OF INTEREST IN THE LARGE-SCALE RETAIL TRADE Food Sector: specific products for celiac / gluten-free and organic products cheese biscuits savoury and sweet spreads pasta, baby/infant products beverages: wine, drinks, fruit juices Non Food Sector: table and home accessories personal hygiene products including for baby household cleaning products

5. MARCA BY BOLOGNAFIERE: MOROCCO PROSPECT BUYERS Purchasing department managers of the sectors involved and companies representatives that will join the event: LaBel Vie Carrefour Marjane Asswak Assalam Bim Acima Retailers and qualified importers

6. MARCA BY BOLOGNAFIERE: MOROCCO For further information on participation: marca@bolognafiere.it