Morocco flag Morocco: Buying and Selling

Advertising and marketing in Morocco

Marketing opportunities

Consumer Profile
Morocco has a young population (median age of 29.1 years in 2020) and large households (4.6 people on average). 27% of the population is below 15 years old, 16.5% are between 15-24, 40.6% between 25 and 54, 8.6% are between 55-64 years and 7.1% are 65 or older. However, the population growth rates stands at only 0.96%.
In recent decades the urban population has increased substantially, reaching 63.5% of the total in 2020, with an annual urbanization rate estimated at 2.14% between 2015-2020. The territorial distribution of urbanization is particularly unequal, with one in three residents in two regions, Greater Casablanca and Rabat Salé Zemour Saer. Literacy among men aged 15 or more reached 83.3%, while that of their female counterparts is much lower, at 64.6% (CIA estimates). School is compulsory from 6 to 14 year olds and the number of out-of-school children has dropped sharply in recent years.
Most of the population is active in the services sector (44%), although the agricultural sector also has an important share - at 34% - followed by the industrial sector (22% - World Bank, 2020).
Purchasing Power
Morocco’s GDP per capita (PPP) was estimated at only USD 7,826 in 2019 by the World Bank. According to the latest figures released by the National Security Fund (CNSS), the average salary of Moroccans in 2018 stood at MAD 5,188. Divided by sectors, the average wages vary: civil servants average monthly wages sat at MAD 7,549. The highest paid workers were employed in the financial and insurance sectors (MAD 14,749), followed by the IT and communications sector (MAD 10,953). The lowest paid workers were employed in the agriculture (MAD 3,028 per month) and hospitality (MAD 3,963) sectors. The median salary stood at MAD 2,723.
It is estimated that  ¾ of the total mass of consumption expenditure is made by the wealthiest half of the population, and five out of twelve regions contribute to 74% of total consumption, i.e. Casablanca Settat, Rabat Salé Kenitra, Tangier Tetouan Al Hoceima, Fes Meknes and Marrakech Safi. The level of inequality in the distribution of wealth is indeed quite high in Morocco, with the highest Gini Index coefficient in North Africa according to a study by the OECD. This disparity is particularly significant at the gender level, the country ranking 143rd out of 153 in the latest report of the World Economic Forum on gender parity. Moroccan women earn about 17% less than men according to a study conducted by the Moroccan Directorate of Financial Studies and Forecasting (DEPF).
Consumer Behaviour
For purchases the Moroccan consumer favours neighbourhood establishments where there is a relationship of trust built on contact with the seller. Some 55% of women are responsible for household purchases, 47% of whom seek information before buying and 54% choose brands over the price, according to an Ipsos study. In general, Moroccan consumers prefer to turn to local brands and products. But they are increasingly numerous, especially young people, in turning to foreign brands belonging to large multinationals. In addition, Moroccans are not particularly loyal to brands and this trend is continuing. Non-monetary offers such as loyalty programs providing priority services and product customisation are particularly popular, especially with millennials. Thus, only 55% of women surveyed responsible for household purchases say they are loyal to brands and 53% say they are on the lookout for the best offers and promotions.
E-commerce is still underdeveloped in Morocco: while internet penetration has grown considerably over the past few years, now reaching approximately 70% of the total population, only 7% of internet users currently shop online. Only 4% of women responsible for household purchases say they have already done their shopping online and 20% say they look for information on the internet (they are 80% to rely on conventional media). Only a minority of Moroccan consumers use social networks, and among them, many do not want to have contact with a brand through this medium. However, the participation rate of Moroccan communities on brand fan pages is increasing. Thus, consumers who have chosen to follow one or more brands on social networks are investing more and more in their relationship with them, which tends to influence their purchasing decisions. Child-related spending is a top priority for 90% of parents, compared to 76% for travel, 75% for adult clothing and 59% leisure time, according to the Wafasalaf Observatory. Child participation in purchase decisions for food products is 71% and clothes 60% with 50% of kids valuing different brands of clothing.
In recent years we have seen a change in the eating habits of Moroccan consumers who are increasingly turning to healthy and organic products. This turning point concerns mainly young people and pregnant women. The country's major cities have seen many specialty stores flourish and some retailers have even expanded their networks from a dozen to some 700 outlets in 2-3 years.
Consumers Associations
Consumer Portal of Morroco
Main Advertising Agencies
Best Creative
Taktil Communication
Alter Way Group

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Latest Update: June 2022

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