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Consumer Values and Behaviour in Morocco

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  • 56 Pages
  • June 2024
  • Region: Morocco
  • Euromonitor International
  • ID: 5510969
This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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
  • Moroccans like to ensure health and safety measures are in place before they go out
  • Baby boomers most comfortable expressing their identity openly with friends and family
  • Consumers in Morocco open to trying new brands and innovative services
  • Baby boomers prefer branded products over their non-branded counterparts
  • Moroccan consumers' quality of life outlook remains bright
  • Being happier and better off financially going hand in hand among all generations
  • Among home activities, Moroccans choose to connect with friends or family virtually
  • Safe location remains the most desired home feature
  • Majority of Moroccan consumers prefer to prepare their own meals
  • Moroccans say that someone else in their household typically cooks for them
  • Millennials most likely to mention barriers restricting them from cooking their own meals
  • Over half of Moroccans focus on healthy ingredients in food and beverages
  • Gen X most concerned with maintaining a positive work-life balance
  • Moroccans prioritise earning potential over job security
  • Consumers in Morocco say they have a strict boundary between work and personal life
  • Moroccans engage in online social activities at least weekly
  • Older generations take part in virtual events
  • Consumers' top travel motivation - unwinding to relax
  • Gen X deems best value offerings most important feature when travelling
  • Less strenuous exercise, like weekly walking or hiking, is the most popular training routine
  • Younger generations more willing to take part in team sports and group classes
  • Consumers in Morocco prefer massages as a stress reduction measure
  • Moroccan consumers are feeling uneasy about the effects of climate change
  • Consumers actively engaged in adopting more sustainable behaviours
  • Moroccans motivated to opt for products that consume less energy
  • Consumers in Morocco say they would rather buy fewer, but higher quality things
  • Older generations committed to supporting locally-owned enterprises
  • Moroccans endeavour to embrace a minimalist lifestyle

Baby boomers more willing to try private label goods compared to Gen Z
  • Health and wellness expenditure expected to see biggest increase
  • Gen Z committed to spending money on upskilling and personal development
  • Moroccans express concern over their current economic state
  • Baby boomers feeling secure in their financial means
  • Gen Z expect to increase overall spending the most
  • Consumers are proactive in managing data sharing and privacy settings
  • Baby boomers confirm commitment to sharing personal data to receive targeted adds
  • Moroccan consumers use communication or messaging apps most frequently
  • Moroccans constantly interacting and communicating via messaging apps
  • Baby boomers most active in buying goods or services online
  • Moroccans show support for companies by following their social media updates
  • Baby boomers proving to have most interactions with brands online