Retail

While Morocco’s retail sector remains fairly limited, an expanding middle class, increasing urbanization and a more competitive formal sector are set to drive the industry in the coming years. Strong economic growth has seen malls and supermarkets proliferate, drawing an increasing number of foreign brands and franchises into the country. Although the traditional, informal sector continues to dominate – particularly in rural areas – changing consumer habits and a heightened awareness of quality bode well for the industry’s future.