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Consumer Lifestyles in Morocco - 2021 Report

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    Report

  • 71 Pages
  • November 2021
  • Region: Morocco
  • Euromonitor International
  • ID: 5569627
Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations, and aligning them with broader trends in Morocco.

The Consumer Lifestyles 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 Overview 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.

The publisher has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, the publisher has a unique capability to develop reliable information resources to help drive informed strategic planning.

Table of Contents

  • Consumer landscape 2021
  • Life priorities
  • Strong parental ties are evident; but finding “me time” is important
  • Prioritising time for work much higher than global average
  • Time for work is the top priority for all generations
  • Curated and unique experiences are highly valued
  • Baby Boomers are highly focused on tailored products and services
  • Consumers like to try new products, but only buy from trusted brands
  • Baby Boomers extensively research the products they consume
  • Home life
  • Regular virtual connections becoming the norm for most Moroccans
  • High percentage of Gen Z study at home every week
  • Video gaming a popular home-based activity among those living alone
  • Safe location is the most desirable home feature
  • Baby Boomers more interested in a safe location with good air quality
  • Eating habits
  • Consumers order food for home delivery far less than global average
  • Gen Z more likely to reheat or prepare a ready meal than other cohorts
  • Home delivery of food much more popular among single households
  • Consumers focus on natural foods that have superior taste
  • Gen Z have a more flexitarian approach to their eating habits
  • Breakfast is the most consumed meal in households with children
  • At the weekend, single households enjoy a post-dinner/evening snack
  • A third of consumers typically snack during the day
  • Younger generations choose to have more flexible mealtimes
  • Working life
  • Jobs that offer work-life balance comes after desire for high salaries
  • Desire for a good work-life balance becomes more pronounced with age
  • High salaries are standout work-related expectations
  • Nearly half want to start their own company; much higher than global
  • Gen Z have greater expectations of working abroad in future
  • Sustainable living
  • Over 70% are trying to have a positive impact on the environment
  • Older cohorts have bigger concerns about climate change
  • Consumers focus their attention on reducing the use of plastics
  • All generations are trying to reduce the use of plastics
  • Using more energy efficient products is the primary focus
  • Baby Boomers use more sustainable packaging than other cohorts
  • Leisure habits
  • Socialising with friends online surges during the pandemic
  • All generations are comfortable with meeting up with friends online
  • Socialising in person still the most popular regular leisure activity
  • Gen X are the most avid leisure shoppers
  • Three quarters have taken a domestic leisure trip in the last 12 months
  • Consumers enjoy nature and outdoor activities when they travel
  • Millennials and Gen X look for relaxation when they go on a trip
  • Health and wellness
  • Women participate in stress-reduction activities more often than men
  • Walking/hiking the most frequent form of exercise
  • Millennials most active in running and taking group fitness classes
  • Low take-up of therapy/counselling compared to global average
  • Meditation more popular than massage among younger cohorts
  • Shopping habits
  • Shoppers focus on buying less to afford better quality items
  • Older cohorts keen to buy fewer items to afford better quality products
  • Moroccans choose products based on friends/family recommendations
  • Independent consumer reviews also influential in product choices
  • Consumers like to see and try products in-store before buying
  • Immediate purchase is motivator to shop in-store for all generations
  • Over a quarter shop online to buy products not available locally
  • Consumers shop online for best prices and free delivery
  • Technology
  • Consumers feel it is important to cultivate their personal brand online
  • Older cohorts more actively manage data sharing and privacy settings
  • Ownership of gaming system consoles much lower than global average
  • Smartwatch and fitness wearable ownership lower than global average
  • Consumers more actively using online health-related and medical sites
  • All generations very active browsing online and visiting social networks