Discover 2021’s Most-Chosen Brands OnlineJune 2, 2022
The months of Chaabane and Ramadan signify periods of heightened spending for Moroccan households. Food remains the primary budgetary item during Ramadan. Integrate, an affiliate of Kantar, will publish a series of articles on consumer behavior throughout the holy month.
According to data collected by our consumer panel from 1,500 Moroccan households (representing an extrapolated 6 million households), spending during the months of Chaabane and Ramadan 1443/2022 rose by 8% compared to the yearly average (excluding Chaabane and Ramadan). To accommodate these expenses, 25% of households resort to savings several weeks before the holy month. 7% utilize consumer credit, while 6% arrange collective savings with relatives. Furthermore, 13% report receiving assistance from family in Morocco or abroad, 15% take on additional work to cover their needs, and 19% claim no need for extra income to manage Ramadan expenses. These results were obtained from our field survey conducted with a group of households in March/Ramadan 2023.
Food: The Largest Expense During Ramadan
The months of Ramadan and Chaabane present significant opportunities for hypermarkets, supermarkets, and grocery stores. The number of products purchased increased by 9% during the Ramadan/Chaabane 2022 period compared to the yearly average (excluding Chaabane and Ramadan). Food remains the most substantial expense. In fact, among the various spending categories proposed in our questionnaire, 90% of respondents state that food products account for a large portion of their budget during Ramadan. Only 10% indicate that traditional clothing and outfits are a significant budget item. 19% allocate a major part of their budget to assist families and loved ones, 12% to household appliances and kitchen utensils, and a mere 4% to decorative items.
The next publication will examine consumer purchasing frequencies during the holy month, with an analysis of the profiles of those who spend the most. At the end of Ramadan, we will publish an article based on the 2023 figures. Will the situation change this year?