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Consumer Values and Behaviour in Morocco

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  • 56 Pages
  • December 2022
  • Region: Morocco
  • Euromonitor International
  • ID: 5510969
This report visually explores everyday habits and behaviours that reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits in Morocco.

The Consumer Values and Behaviour in Morocco report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Consumer Values market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

  • Scope
  • Consumer values and behaviour in Morocco
  • Consumers are enthusiastic about trying new products and services
  • Older generations want products and services that are uniquely tailored to them
  • Gen X are the most positive about the long-term value of their investments
  • Moroccans are positive about their future
  • A high percentage expect to work more in future
  • Gen Z and Millennials expect to work more and be better off financially in the future
  • Moroccans have a strong community spirit
  • Fewer feel that climate change will impact them more in future than it does now
  • Younger generations have stronger intentions to be more engaged in their community
  • All cohorts enjoy connecting with friends or family virtually while at home
  • Moroccans want their homes to be in areas free from air pollution
  • Almost a third of Moroccans want to live close to public transport
  • Moroccans eat out more regularly than their global counterparts
  • Home cooking is not widely shared among household members
  • Younger cohorts have less time for cooking and would rather spend time doing other things
  • Millennials most actively look for healthy ingredients in food and beverages
  • Millennials are more focused on finding a job that offers a strong work-life balance
  • High salaries are more important than job security
  • Most Moroccans are looking for ways to simplify their life
  • Baby Boomers are active volunteers
  • Almost half of consumers go shopping for leisure at least once per month
  • Baby Boomers are the most avid leisure shoppers
  • Walking or hiking is by far the most popular form of exercise
  • Younger generations are more actively engaged in walking/hiking than older cohorts
  • Gen Z least likely to have used therapy or counselling in the previous six months
  • Environmentally-conscious or eco-friendly labels are felt to be the most trustworthy
  • Millennials are most actively engaged in green behaviours
  • Moroccans are not as involved in sustainable activities as their global counterparts
  • Consumers would rather buy fewer, but higher-quality items
  • Millennials more focused on buying less to afford higher-quality products
  • Moroccans are interested in the circular economy
  • Older generations more interested in leading a minimalist lifestyle than younger cohorts
  • Moroccans have low expectations to decrease spending on education
  • Gen Z have the highest intentions to increase spending
  • High percentage of Baby Boomers intend to increase their overall spending
  • Cultivating a personal brand online is important to over half of consumers
  • Baby Boomers enjoy communicating online and have high preference for virtual experiences
  • Moroccans are more likely to provide feedback on products via media than global average
  • Millennials more actively engaging with brands via social media
  • Accessing banking services is the most frequently used mobile app
  • Baby Boomers most frequently access banking services