- Posted by: Issa Sawadogo
- Categories: Beauty & Personal Care, Consumer Goods / FMCG, Financial Services, Foodservice, Morocco, Non-alcoholic beverages, SagaBrand, Supermarkets
Unveiling the Top 25 brands in Morocco
Today we look at the Top 25 brands in Morocco based on consumers’ feedback from SagaBrand, the Brand Health Tracker in Africa. We asked members of our online panel in Morocco which brands, among the ones they know, they perceive as of Good Quality. This is one of the 16 Key Performance Indicators we track on a monthly basis. Other KPIs include Awareness, Preference, Satisfaction and Recommendation. Read on to find out how brands across a variety of categories performed in the first half of 2023.
Marjane in the top rated brands in Morocco
Among all categories surveyed, the technology brand Samsung came up first of the Top 25 brands in Morocco with 86% of the panelists aware of the brand associating it with good quality. Moroccan retailer brand Marjane came close second at 81% ahead of its competitor BIM (in 7th position with 67%) and French supermarket chain Carrefour (in 14th position with 60%).
In line with these results, the Moroccan retailer Marjane was already elected the most preferred brand by consumers earlier this year, at the time also ahead of BIM and Carrefour.
Five Moroccan brands in the Top 25 brands in Morocco
While we find a majority of international brands among the top brands in Morocco, five Moroccan brands make it to the list. Along with Marjane, we find juice brands Al Boustane in 15th position (59%), Valencia in 16th position at 58% and Marrakech in 19th position at 55%. The fifth brand is the bank Attijariwafa Bank in 23rd position with a Quality score of 54%.
Top brands per category
According to consumers, which are the best quality brands in Morocco in their respective category?
- Mobile phone – Samsung is 1st of the ranking and its category ahead of rival Apple (6th)
- Supermarkets – Marjane (2nd) in front of BIM and Carrefour
- Energy Drinks – Red Bull (4th position), ahead of Coca-Cola Energy (22nd position)
- Food service – MacDonald’s comes first ahead of KFC and Pizza Hut
- Beauty & Personal Care – Dove (5th), ahead of Nivea (11th), Yves Rocher (13th), Dettol (18th) and Le Petit Marseillais (25th)
- Carbonated Soft Drinks – Coca-Cola leads (9th), ahead of Hawai (10th) and Schweppes (20th), all three being Coca Cola Company brands
- Juice: Al Boustane (15th), ahead of Valencia (16th), Rostoy (17th) ), Marrakech (19th) and Cappy Pulpy (24th)
- Banks – Attijariwafa Bank is the first bank (23rd) ahead of CIH Bank (26th), Al Barid Bank (35th) and Banque Populaire du Maroc (36th)
In conclusion, a brand health tracking tool, such as SagaBrand, is a very useful tool for marketing teams, consultants and analysts, to get accurate and up to date information on brand performance across market and time.
Want to find out more?
SagaBrand has been running monthly in Morocco across multiple categories. Our dedicated panel is representative of the national population. Therefore, you can break down the results for 16 different KPIs by the demographics that interest you (gender, age, income, etc).
Sagaci Research has an established panel of respondents across 34 countries in Africa. Our online panel and data collection capabilities helps businesses understand consumers across the continent.
Our representative online panel across Africa is mobile based to ensure deep reach and fast turnaround times. You will be able to have thousands of respondents in a highly engaged online panel, and detailed answers to your questions – with results available in a few days.
Get fast access to our online panels
For more information or to receive a personalized quote, send an email to email@example.com. Alternatively, contact us using the form below.
SagaBrand, the continuous tracking tool for brands across the African continent. In Morocco, our online panel assesses more than 500 brands on a daily basis.
Positive Quality: Which of the following brands represent good quality?
Base: Consumers aware of the brand
Population: Adults above 18 years old
Period: January to July 2023
Cover image source: Freepik