Consumer Values and Behaviour in Morocco

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.

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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.

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