Morocco flag Morocco: Buying and Selling

The distribution network in Morocco

Evolution of the Sector
The food retail sector has been growing in recent years, and in 2018 it represented 13% of the country’s GDP (USDA, latest data available). Although traditional channels still account for 80% of grocery retailing, large-scale distribution is expected to account for about 30% of national consumption by 2025 (Ministry of Industry estimates).  Several factors are influencing the changing retail sector in Morocco: a high rate of population growth and rapid urbanisation, combined with the rise of disposable income.

The retail distribution of food in Morocco varies across income levels. Superstores generally cater to more affluent consumers. Traditional neighbourhood stores cater to the lower income population who tend to buy fewer items on a frequent basis. Weekly rural farmers' markets cater to rural populations. Higher income earners tend to buy more processed and packaged foods on a frequent basis (especially in high-income areas like Casablanca, Rabat, Tangiers, and Marrakech). Large supermarkets are currently in all major Moroccan cities (including Agadir, Tangiers, Fes, Meknes, Tetouan, and Mohamedia) and are increasingly being opened in even middle size cities (such as Beni Mellal, Khouribga and Oujda) as well as in lower-income areas of major cities, thus providing alternatives to traditional buying habits.  Moroccans are gradually shifting towards modern retail channels and embracing technology, with independent small grocers growing at a slow rate compared to their previous performance.
Marjane Holding and Label’Vie (Carrefour, Carrefour Market, and Atacadao) are Morocco’s leading modern food retailers with other notables including Ynna (Aswak Salam) and BIM. About half of supermarkets’ sales take place in Casablanca and Rabat.

Internet retailing packaged food sales are expected to continue increasing, as consumers are always looking for more convenience. The demand for convenience, health and wellness, will be among the main consumer trends that are likely to impact retailing in the years to come in groceries.

Market share
According to the latest figures from USDA, Marjane remained the leading supermarket in Morocco in value terms in 2019. In general, the main brands are:

- Marjane: with 38 outlets and an estimated market share of 56% in 2018
- Label’Vie group: owns the brands Atacadao (11 outlets) and Carrefour (8 outlets), with a combined market share of around 20% (including Carrefour Market). The group intends to continue its development program with the opening this year of 16 new points of sale
- BIM, a discount store with a wide presence in the country, was estimated to account for 11% of total modern retail sales
- Aswak Assalam: with 13 outlets and a market share of about 8%
- Acima: with 42 outlets and a market share of nearly 6%

Furthermore, the French retailer group Système U entered the Moroccan landscape in 2019, opening its first supermarket in Rabat.
Concerning traditional grocery stores, government figures estimate their number at around 45,000. They are generally managed by one person and have a limited size.
Retail Sector Organisations
Ministry of Commerce and Industry
Trade and Services Federation

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Latest Update: June 2022

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