Consumer Values and Behaviour in Morocco

June 2024

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Morocco report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Morocco report answers:

  • How is the consumer mindset in Morocco changing? In Morocco, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Morocco purchase decisions?
  • Where and how do consumers shop in Morocco?
  • What health-related activities do consumers in Morocco participate in?
  • What megatrends should I focus on in Morocco (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Download 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
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