Morocco consumer crisis: luxury purchases plummet amid inflation

The cost of living has become a genuine obsession for Moroccan consumers. According to a recent study by the Sunergia group, 94% of respondents have noticed a price increase over the past twelve months. This increase is considered significant by 81% of them, particularly among women and those aged 35-44. Faced with this situation, 62% of those surveyed have drastically reduced their acquisition of non-essential products. Now, 42% are buying in smaller quantities, while 12% are comparing labels more carefully and 7% are actively hunting for promotions.

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Budget restrictions are primarily targeting outings and food. Thus, 62% of Moroccans have reduced their leisure spending, a trend particularly pronounced among city dwellers, women, and the middle class. Grocery shopping is also experiencing a severe slowdown for 61% of households, directly impacting low-income categories and people aged 45 to 64. Faced with this wave of savings, only 14% of individuals, mostly men from wealthy backgrounds, claim to maintain their usual lifestyle without any changes.

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Other sectors are experiencing the direct consequences of this financial austerity. Clothing spending is down for 33% of households, followed by transport and fuel costs (27%). Energy as well as cleaning and hygiene products each record a decline of 16%. Conversely, budgets related to education and health remain virtually intact, with only 3% of reductions reported on both sides. Data that confirms households’ willingness to preserve absolutely vital services despite an extremely tense economic context.