PROSPECTS AND OPPORTUNITIES
Discounters set to become the leading modern grocery channel
Morocco’s growing urban population and rising cost-consciousness among middle-income households are expected to fuel continued momentum in the discount channel. As consumers increasingly seek quality products at accessible prices, discounters are well-positioned to expand their reach by leveraging efficient supply chains and offering a limited but fast-moving range of essential goods.
Kazyon poised to intensify competition through network and pricing strategies
Kazyon’s expansion plans suggest continued disruption across the discount segment over the forecast period. In November 2024, the company announced a USD144 million investment aimed at launching 150 new stores by the end of 2025, with a strong focus on urban areas.
Digital tools to enhance operational performance, not consumer-facing strategies
While full-scale e-commerce integration is unlikely for Moroccan discounters – given their emphasis on cost control and high stock turnover – digitalisation is expected to play a growing role in operational optimisation. Discounters are typically designed around in-person shopping, which remains a cultural preference for many Moroccan consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Discounters 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.
If you're in the Discounters 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 Discounters 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 Discounters in Morocco?
- Which are the leading retailers in Discounters in Morocco?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- 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?
Discounters in Morocco - Category analysis
KEY DATA FINDINGS
Discounters emerge as the fastest-growing modern grocery channel
Kazyon drives disruption with rapid scale-up and strong investment backing
BIM maintains dominance with logistics investment and expanded assortment
Discounters set to become the leading modern grocery channel
Kazyon poised to intensify competition through network and pricing strategies
Digital tools to enhance operational performance, not consumer-facing strategies
Retail in Morocco - Industry Overview
Retail in 2024: The big picture
Competition intensifies as more players join the market
Sustainability is reshaping the retail landscape
What next for retail?
Informal retail
Opening hours for physical retail
Seasonality
Black Friday
Chaabane
Ramadan
Eid kbir
Summer
Back to School
DISCLAIMER
Discounters
Discounters are chained retail outlets typically with a selling space of between 400 and 2,500 square metres. Stores have a primary focus on selling a limited range of foods, beverages, tobacco and non-groceries at budget prices, regularly via private label. Discounters can be classified as hard discounters and soft discounters. Hard discounters, first introduced by Aldi in Germany, are also known as limited-line discounters. Stores are typically 400-900 square metres and stock fewer than 1,000 product lines, largely in packaged groceries. Product range available is predominantly made up of private-label brands. Soft discounters are usually slightly larger than hard discounters, and are also known as extended-range discounters. Stores typically stock 1,000-4,000 product lines. As well as private-label and budget brands, stores commonly carry leading brands at discounted prices. Example brands include Aldi, Lidl, and Dia.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Discounters research and analysis database.
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