The Moroccan retail sector has been undergoing major changes for several years now. These are fueled by two main observations. The first one is linked to the intensification of competition in “proximity distribution” following the scaling up of BIM, the arrival of the Egyptian retailer Kazyon, which aims to double its stores by 2025, as well as the development of Marjane City concept of Marjane Group. The second concerns the reconfiguration of the food basket as a result of two years of high inflation in Morocco. In this regard, it is important to note that the middle-income customer category represents nearly 60% of the market.
Nevertheless, over a long-term horizon, the Moroccan retail sector offers positive outlook supported by: (1) A relatively low penetration rate, (2) A favorable age pyramid to modern retail sector, and finally, (3) Accelerated digitalization of the economy and the rise in e-commerce.
