The Mass Distribution (GD) sector has changed the daily life of Moroccans, but the frequencies and reasons for frequentation are not always the same. This mainly depends on the characteristics of households in terms of income, but also on the nature of the products purchased (food products, maintenance and cleaning products, drinks, etc.). This is, in any case, the main conclusion drawn from a survey published on September 16 by the research firm Sunergia on the preferences of Moroccans with regard to Large and Medium Surfaces (GMS). A survey which focuses this time on the preferences of Internet users and not on the general population as was the case in the previous survey on mass distribution carried out in 2018.
It emerges, first of all, that 33% of Moroccans attend supermarkets at least once a week. This proportion is 43% in Casablanca where purchasing power is higher.
In contrast, 25% rarely or never go there, mostly low-income people.
Purchasing power vs frequentation of supermarkets
Another result from this survey, conducted among 1,024 people, is that the frequentation of supermarkets is directly correlated with purchasing power.
The majority of Moroccans frequenting supermarkets and supermarkets are part of an affluent socio-professional category (middle class and over) residing in the urban environment. Indeed, 53% of Moroccans receiving a monthly salary of more than 20,000 DH are those who do their shopping in supermarkets, while only 27% who receive a salary less than 6,000 DH go there.
For those who do not frequent these stores, or rarely frequent them, they turn to traditional circuits. On this subject, the survey reveals that 40% of followers of the traditional circuit shop at supermarkets once every 4 months. These followers are more young single women, customers of the neighborhood grocery store, who earn less than Dhs 6,000 and who live in all regions of the country.
As for occasional visitors, they rarely frequent supermarkets (once a month or more rarely), but 29% frequent the Turkish chain BIM.
What about the most frequented supermarket?
The Sunergia survey shows, moreover, that Marjane, the leading retailer, seems to hold a very special place in Moroccan consumption habits in the hypermarket category (45% go there most often to do their shopping. courses), followed by BIM, then by the French brand Carrefour in 3rd position.
Neighborhood grocery stores
Asked about their preferences in terms of product category, 6 out of 10 Moroccans prefer to go to neighborhood grocery stores to shop for water and drinks, and a third prefer to buy in large retail chains.
Regarding dairy products, 56% of respondents prefer to get them from the local grocer, while 37% buy them in supermarkets and medium-sized stores. Maintenance and cleaning products are also purchased in neighborhood grocery stores by 40% of Internet users, against 30% who buy them in supermarkets and 19% in medium-sized stores.
The survey also shows that 53% of respondents prefer to go to markets to shop for fruit and vegetables, 22% in neighborhood grocery stores and 11% in specialty stores. For their meat and fish purchases, 35% prefer the market, 30% specialty stores and 20% neighborhood grocery stores.
To conclude, the survey shows that the food e-commerce sector, although the Covid-19 crisis has accelerated digital transformation in all sectors, is still timid in the face of traditional commerce and in the face of large retailers. .
The players in this sector will have to increase their efforts to encourage Moroccans to move towards this new mode of consumption, the study recommends.