Table of Content

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