The impact of Covid-19 on consumer’s behavior in Morocco.
Morocco has been experiencing an unprecedented sanitary lockdown for more than 10 weeks now! It is undoubtedly a new situation, not only in terms of health but also because it involves several aspects at the same time, including economic, social and security aspects. In this unusual landscape, local authorities, health professionals, food industry and distribution professionals are doing their best, despite the difficulties, to adapt to the pandemic and reduce its impact on the citizen’s daily life.
However, what about the impact of the Covid-19 pandemic on consumer behavior? This is the subject matter of the study carried out jointly by INNOVATE Research & Marketing, an independent agency in marketing research and study, and Research & Quality Consulting, a Subsidiary of Dislog Group, which is an agency specialized in marketing studies, Below The Line activations and Merchandising.
The “Covid-19 Impact on Consumer’s Attitudes and Behaviors” is an online study carried out with 907 consumers in Morocco during the lockdown period, from 04 to 12 May 2020. It had the merit of delivering key data from the consumers’ experiences in Morocco as well as identifying the impact of the pandemic on the current and the future behavior.
The impact of Covid-19 on daily life.
The survey shows that 69% of consumers surveyed have experienced a considerable drop in their respective income and that 62% of them have found that their shopping expenses are higher than usual.
Sociologically, this crisis has also had an effect on consumer morale: 66% of them confirm that their morale is negatively affected by the Covid-19 health crisis. Family wise, 50% of the sample testify its negative impact and tension on family life.
The school life of children is not immune to the effects of the pandemic; insofar as 64% of the parents participating in the survey affirm that the daily school life of their offspring was negatively influenced.
Consumer’s feelings and concerns about the pandemic.
While 47% of respondents say they are stressed and worried about the evolution of the pandemic in Morocco, 42% affirm being sufficiently informed and confident of the management of the pandemic. Only 11% of consumers say they are not at all concerned and think it is just a media hype.
This crisis has also raised concerns among consumers, where 48% of them are skeptical and worried and think that this crisis could last until September 2020. While 36% are relatively optimistic and think that the crisis would be completely eradicated by the end of June 2020 at the latest.
What about consumer’s morale?
A moderate level of morale was registered at an average score of 5.64 on a scale of 10. 53% of consumers gave a score between 0 and 5 on a 10-point scale.
Behaviors & announcement of sanitary confinement.
The announcement of sanitary containment in Morocco has not had the same effect on all consumers. 19% of respondents said they bought the same products as they usually do but in larger quantities, while 56% said they bought the same products and in usual quantities.
However, the announcement of containment had an impact on the type of products purchased: 50% of consumers bought and stored specific household cleaning products, while 43% bought disinfectants and antiseptic or antibacterial hand gels especially due to the pandemic.
As for other types of products, 17% of respondents subscribed to e-Content or VOD services such as Shahid from MBC, Netflix, Deezer Music, Spotify, IPTV and other similar services; and 6% felt the need to equip themselves or renew their equipment with surveillance and security products.
Lockdown and induced behaviors of consumers.
Containment has had a significant impact on consumer behavior in Morocco, where 69% of respondents say they have reduced their visits to grocery stores, supermarkets and markets, 28% proclaim avoiding buying products made in China.
Regarding purchased orders remotedly, 14% of the consumers surveyed declared having made part of their purchases online while 12% most often ordered the food and household products they needed.
The most purchased products during the lockdown period.
When it comes to the cleaning and housekeeping products category, bleach has taken the largest share among consumers at 75%; 65% bought vegetables in the Earth Products category; 65% bought white meat including chicken and turkey; 63% bought soap in the Personal Hygiene Products category.
In the Beverages and Drinking Products category, tea was purchased by 46% of consumers followed by spices at 36% in the Grocery and Kitchen Products category.
33% of consumers bought mostly dried fruits and butter in the Biscuit, confectionery and snack products category and the Spreads category respectively.
After Covid-19 or the “next normal” for consumers.
It should not be overlooked that the health crisis and lockdown have instilled in consumers certain behaviors which will have to be adopted as a standard of conduct after the lockdown. We are talking about maintaining social distancing, for which 66% of respondents would be adopting in the “next normal”, or even the 60% among them who stated intending to avoid greeting or kissing.
In terms of consumption, around 58% of consumers think they will essentially buy “Made in Morocco” and would consider traveling withing Morocco exclusively during the next vacation.
Only 35% of consumers surveyed believe that they will resume their habits normally bas they used to do before the pandemic and 26% would opt to buy most of their products online.
The brands are doing well.
According to the results of the study, the brands were appreciated by consumers during the pandemic period. As proof, 66% believe that brands have taken preventive measures relating to the current health crisis.
For 40% of respondents, brands have adapted their communication to the current health crisis, while only 30% are convinced that brands are not raising any kind of awareness about the current health crisis.
The quest for information is centerered on official sources.
68% of consumers said they considered official sources, such as government sources (Ministry of Health, Ministry of the Interior), when searching for news about the Coronavirus Covid-19 in Morocco.
65% of the participants in the study claim that they keep themselves informed about the pandemic throught national and international channels, while only 29% of the respondents considered Social Networks as their sources of information.
Download full Research Report in English here.