“One Moroccan citizen in four has announced his use of a food delivery application”, which means that a quarter of Moroccans (25 percent) use or have used at least one of these applications that invaded the lives of Moroccans in recent years before the epidemiological “accelerator” pandemic period of its spread was formed.
The mentioned percentage rises to 37% in cities and urban centers, above all because the users of these applications live in the most urbanized regions of Morocco (Casablanca-Settat, Rabat-Salé-Kenitra, Fez-Meknes, Marrakesh-Safi, and the north side).
The results and conclusions of a recent study, published today, Friday, July 29, by the research and market studies group “Sunergia”, within the framework of its “Market insights” series, reveal the most outstanding habits of Moroccans and the characteristics of their pattern of consumption of food products intended for fast food, and aimed to know the types and characteristics of people who strongly accept the consumption of food, request it from a distance, who reject or do not use this pattern in their daily life.
The study, conducted between Fatih and March 25, 2022, which Hespress reviewed, was based on a “representative sample of the Moroccan population of 1,005 people,” who were questioned “randomly with a maximum margin of error estimated at ( 3.1% +/-), while interviews were conducted and their opinions were polled through the computerized post-verification telephone interviewing (CATI) system.
Although the rate of use of delivery applications in Morocco is still “significant”, says the Sonergia study, compared to the average of the African continent, 2.26% (some 31.8 million consumers), it is still moderately lower than the percentages of other countries where “FoodTech” technologies are growing, accelerating, especially in France (46% in 2020) and in the US (47% in 2021).
The survey of Moroccan respondents was based on indicative data generated by the “Maroc Food Index 2020”, a report by Jumia Food on the consumption habits of Moroccans through its meal delivery apps, and concluded that “the Moroccans demand more meals at the end of the day (dinner 51 percent), rather than lunch (40 percent), with an average spending basket of 130 dirhams. While the most requested foods in Morocco are “hamburgers”, then “sushi” and “pizza”.
The results of the same study revealed the characteristics and characteristics of “those who do not use express delivery applications”, considering that they are mostly “people aged 45 and over (11%), and divorced and divorced women (19%) . , while descendants Geographically, the population of northern and eastern Morocco (20%) and southern Morocco (19%), and most of them are in rural and rural areas (7%), and most belong to a modest socio-professional class,” according to the study’s description.
The conclusions of the study show that the Moroccan market is shared by two leading international groups in the field of fast food delivery, namely the Spanish company “glovo”, with a usage rate of 58 percent among Moroccan users, and the Nigerian giant. “Jumia Foods”, which controls 41 percent of the market, uses Moroccans (especially the 18-24 age group).
The authors of the survey also concluded that “the frequency of use of these applications is sporadic (occasional) in 7 out of 10 cases, and regularly in two cases out of 10, and very rarely in the rest of the cases, concluding that the “most important barriers and obstacles” for the rest of Moroccans who do not use delivery applications Express preference is represented in the preference of around a third to prepare food at home, while a third of the respondents prefer to go to grocery food, while 23 percent of them stated that these requests do not cover their areas of residence.
The study said that it provides players in this field, which integrates the food industry with modern technologies, “an insight on the prospects for the use of delivery apps in Morocco, and more specifically in terms of barriers (the lack or lack of knowledge of them constitutes 8%), which gives ways to think about how to develop food technologies in relation to daily consumption patterns.