To mark its 40th anniversary, Wafasalaf (a subsidiary of Attijariwafa Bank and Crédit Agricole Consumer Finance) has launched with OpinionWay Africa a research initiative focused on the major shifts in consumer behaviour in Morocco, with the aim of looking beyond purchasing habits to understand the deeper changes affecting Moroccan households: their priorities, their trade-offs, their relationship with money and how they envisage their future.
Conducted using both qualitative and quantitative methods, the study highlights a major shift: consumption is not only changing in form, but also in meaning. Today, consumption is no longer simply a spontaneous act or a means of achieving greater comfort; it has become a balancing act between personal aspirations, economic constraints and the search for stability.
The study also highlights the emergence of new behaviours: the rise of “smart shopping”, a greater focus on budget control, changing attitudes towards credit, the growth of digital usage, and new expectations regarding personal support. Faced with a more challenging economic climate, consumers are increasingly adopting strategies of adaptation and optimisation : they weigh up options, compare, prioritise and seek greater meaning in their decisions.
One of the key findings of this study is that, despite economic pressures and rapid changes in their environment, Moroccans appear to be deeply resilient consumers. More attentive, more thoughtful and more demanding, they are not giving up on moving forward: they are simply establishing new benchmarks and new ways of consuming.
