Abstract
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
Product coverage
Consumer foodservice by chained/independent; Consumer foodservice by type;
Consumer foodservice by type and chained/independent
Executive summary
Changing eating habits boosts CFS in Morocco
Consumer foodservice was driven by several factors over the review period:
more hectic lifestyle, increased number of affluent consumers, growing number
of women and single men working abroad and the adoption of the western
lifestyle influenced by foreign television channels. Also, time constraints
due to busy work schedules pushed people towards CFS outlets (FSR, fast food
and 100% home delivery/takeaway), with little time for cooking at home.
Moreover, growth was also supply-driven, with a significant increase in the
number of dining outlets.
Increased number of inbound tourists boosts sales in FSR and cafés/bars
Over the review period, FSR and cafés/bars benefited strongly from the
increase in the number of inbound tourists; in 2005, Morocco saw more than 5
million tourist arrivals. Within FSR, Moroccan independent outlets benefited
the most, as tourists are anxious to try Moroccan cuisine. Bars are also
popular with tourists, but are forbidden for locals for religious and cultural
reasons. Both FSR and cafes/bars are expected to continue to grow, as tourist
arrivals are predicted to reach nearly 10 million by 2010.
Health consciousness and time pressure behind fast food growth
Fast food continued to grow in terms of transactions and transaction value.
Two significant factors contributed to this growth; increased health
consciousness encouraged consumers to try the nutritious products offered in
these outlets, which, in turn, boosted the number of transactions over the
review period. In addition, time constraints due to heavy workloads, and the
greater numbers working outside the home, also led to increased business for
fast food outlets.
Low income consumers the backbone for street stalls/kiosks' growth
Over the review period, street stalls/kiosks continued to achieve positive
growth in terms of transactions, as these outlets remained popular among lower
income consumers. Street stalls/kiosks are located in residential areas,
serving low priced products. This ensures good business from this demographic
group, who cannot afford to frequent more expensive FSR and fast food outlets.
Consumer perception and preference for home cooking thwarts growth
It is generally middle and upper middle class families/individuals in urban
areas who frequent CFS outlets, while the vast majority of Moroccans,
especially in rural areas, continue to cook traditional meals at home, and
remain sceptical about the levels of food safety in CFS outlets. By and large,
Moroccans prefer to prepare meals at home, taking advantage of the wide
availability of reasonably priced fresh vegetables in the markets.
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