Survey: 75% of Moroccans’ Consumer Behaviors Changed Amid COVID-19 Pandemic

Rabat – A new survey conducted by the international consulting agency MARCO confirmed that the COVID-19 pandemic has strongly affected Moroccans’ values and consumption habits.

According to the survey’s findings, 75% of Moroccans across all social classes, generations, and regions said that the pandemic has changed their consumer behaviors. After the health crisis, Moroccans’ expectations of brands and companies exceeded product quality and value for money.

The survey found that Moroccans based their decisions on environmental protection, sustainability, employee well-being, and diversity values, noting that women have far more powerful positions on matters of brand responsibility.

The survey also confirmed that 51% of Moroccan consumers preferred “responsible” brands over “trendy brands.” Among them, 60% of women were in favor of more responsible brands, compared to 47% of men. 

When it comes to brands’ respect for the environment, low-income households are more sensitive. Around 91% of Moroccans consider it very important (67%) or important (24%) that a brand or company respects the environment, with women (76%) showing more concern. 

Read also: Survey: Nearly 80% of Moroccans Can’t Save Money Amid Economic Hardships

The survey also confirmed new trends in the use of social networks, which have become “leading” sources of information.

Moroccans polled said they frequently consult Facebook (53%), Whatsapp (51%), and Instagram (46%) as go-to information sources.

Entitled “MARCO Research: Post Covid Consumer Behaviour II,” the study’s fieldwork was conducted from May to June 2022, with a total sample size of 14,200 consumers in 14 countries. 

It collected respondents’ opinions on a selection of topics ranging from brand responsibility, to the environment, to news sources, to the positions of social networks, to crypto-currency and the metaverse.

Across the three continents surveyed, the countries investigated include big European markets such as the UK, Germany, France, Italy, Spain, and Portugal.

The survey also focused on key African markets like Morocco, South Africa, Kenya, and Cote d’Ivoire, as well as  Mexico, Brazil, and Colombia for Latin America and the United States.

The study’s first edition, “MARCO Research: Post Covid Consumer Behaviour,” was conducted in 2020 in 6 countries and it focused mainly on the same areas.