Study: 60% of Moroccans Prefer Made-in-Morocco Over Foreign Brands

Rabat – A recent study found that 60% of Moroccans prefer local products over foreign brands, while the remaining 40% expressed opinions divided between indifference and favoring foreign products. 

The study, released on June 14 by Moroccan marketing firm Sungeria Groupe and media outlet L’ Economiste, stated that Moroccans hold positive views on locally made products. The study shows that 60% of men and 55% of women prefer to buy and consume Moroccan brands. 

This trend is more prominent in rural areas where Moroccan products enjoy wider popularity, estimated at 72%, compared to a 14% preference for foreign products. Urban areas however maintain overall positive views on Moroccan brands (48%) with 26% of respondents – roughly double rural area rates- prefer foreign goods. 

The study further explored the variety in views among different age groups between 18 and over 65. 

Older generations notably consumed mostly local brands with 83% of the surveyed population aged older than 65 years preferring Moroccan brands while only 1% chose foreign products over local ones. The remaining 16% stayed indifferent. 

In contrast, younger generations consumed fewer local brands, as 32-34% of participants aged between 18 and 34 expressed their preference for foreign products. 

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The popularity of Moroccan brands is primarily seen in the northeastern and southern regions of Morocco, where 61% and 64% of surveyed people prefer to consume local products. 

This pattern in favor of Made in Morocco products extends to social groups with low income, with around 65% of them consuming local brands while 13% of the surveyed from such income groups have a preferable view on foreign goods. However, the higher the salary gets, the more people consume and prefer foreign brands over local ones. 

Social status, age, and geographic locations play major roles in shaping the preferences of consumers which was previously confirmed in a similar study by Sungeria Groupe and L’Economiste that dates back to 2018.