Competitive Landscape
Label’Vie Pivots Store Strategy as Marjane Gains Ground
Supermarkets in Morocco is a highly concentrated retail channel, with the top two companies, Label’Vie SA and Marjane Holding SA, controlling a combined 48% of the market by retail value in 2025. Label’Vie SA, through Carrefour Market, holds the leading position with a 30% share, while Marjane Holding SA follows at 18%.
Marjane Accelerates Growth through Logistics and Omnichannel Innovation
Marjane Holding SA stands out as the fastest-growing retailer in supermarkets, achieving the strongest growth in percentage terms among the leading companies in 2025. The company’s success is driven by a combination of targeted strategic expansion, sustained investment, and a comprehensive omnichannel approach that addresses rising demand for e-commerce and convenience.
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Overview:
Understand the latest market trends and future growth opportunities for the Supermarkets industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Supermarkets industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Supermarkets in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Supermarkets in Morocco?
- Which are the leading retailers in Supermarkets in Morocco?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Supermarkets in Morocco - Category analysis
Key Data Insights
Supermarkets Summary
Marjane Accelerates Digital Transformation to Drive Growth and Resilience
Labelvie Expands Sustainable Sourcing to Meet Rising Consumer Expectations
Ai Integration Transforms Operations and Personalises Shopper Experience
Retailers Expand into New Catchment Areas as Urbanisation Drives Demand
Digital Investment Transforms Shopper Expectations and Loyalty Strategies
Sustainable Sourcing and Local Products Boost Consumer Trust and Differentiation
Label’Vie Pivots Store Strategy as Marjane Gains Ground
Marjane Accelerates Growth through Logistics and Omnichannel Innovation
Retail in Morocco - Industry Overview
2025 Developments
Key Data Insights
Celio Introduces a Combined Clothing Concept and Redefines the Shopping Experience
Jumia Expands Its Rural Reach and Accelerates Digital Adoption
Discounters Gain Traction as Price Sensitivity Shapes Channel Choice
Discounters Accelerate Network Expansion to Capture Price-Conscious Shoppers
Mobile-First Behaviour Drives Investment in Omnichannel Experiences
Government Sustainability Strategy Fuels Demand for Local and Eco-Friendly Goods
Marjane Accelerates Expansion as Rivals Face Higher Friction
Innovative Launches Redefine Store Experience and Customer Loyalty
Informal Retail
Opening Hours for Physical Retail
Seasonality
Black Friday
Chaabane
Ramadan
Eid kbir
Summer
Back to School
Country Reports Disclaimer
Supermarkets
Supermarkets are chained or independent retail outlets with a selling space of between 400 and 2,500 square metres and with a primary focus on selling food/beverages/tobacco and other groceries. Supermarkets may also sell a selection of non-groceries, but the product mix is skewed towards grocery items. Example brands include Casino, Kroger, and Tesco. Exception: In some markets, primarily the US, Australia and Hong Kong, there are grocery retailer brands that operate outlets with a selling space of over 2,500 square metres, but offer only a very limited range of non-grocery merchandise or none at all. These brands are included in Supermarkets.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Supermarkets research and analysis database.
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