A new report finds Moroccan consumers are still spending, but with far more selectivity
Moroccan consumers are becoming more selective about where they spend their money, rather than simply cutting purchases across the board. That is the finding of McKinsey’s new State of Consumer Africa 2026 report, which places Morocco within a wider move toward value-conscious shopping across the continent’s major markets.
The study surveyed 9,036 consumers in five countries: Morocco, Egypt, Kenya, Nigeria and South Africa. Of these, 1,010 respondents were in Morocco. McKinsey combined the survey responses with market data and interviews with company executives.
The report describes an emerging “pragmatic shopper”: a customer who is still willing to spend but expects a clear reason for doing so. In Morocco, where household purchasing power has stayed under pressure even as headline inflation has slowed, this points less to indiscriminate austerity than to a buyer who weighs price against quality, usefulness, trust and convenience before paying.
For companies, McKinsey argues the result is a more fragmented consumer landscape that cannot be served with a single continent-wide strategy. For Moroccan retailers and consumer brands, the message is that competing on price alone is no longer enough.
The findings follow McKinsey’s State of Grocery Retail MENA 2026 report, which showed Morocco’s modern grocery retail growing 4.7% in 2024, the fastest among the region’s main markets, with store openings up 11%.
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