Morocco: Supermarket boom threatening souk culture

: 07/28/11

Souks or open-air local markets in Morocco are slowly losing their popularity because of the rapid growth in modern retail channels.

In one of the most memorable scenes of the movie classic,Casablanca, a debonair Humphrey Bogart meets the breathtakingly luminous Ingrid Bergman in a Moroccansouk (bazaar). While the former lovers engage in an awkward conversation, a pesky seller incessantly tempts Bergman with a bargain, first quoting 700 francs for a lacework and then repeatedly offering discounts without Bergman even asking for one. Such is the world of the exotic and often chaotic souk.

The souk, which is Arabic for market, has been an integral part of any cultural discourse in the Middle East and the Muslim world in North Africa. From Muscat in Oman to Marrakech in Morocco, souks, which are usually al fresco, have attracted the Western tourist hungry for bargain deals on carpets, delectable ethnic wares, or simply a slice of life in “exotic lands.”

Morocco, especially, has had a rich souk culture because of its appeal to both the Western tourist and the local consumer. Geographically, the nation is not just a place where Africa meets Arabia, it is also close to Europe and, therefore, highly cosmopolitan. And, thanks to the French influence on the country, souks in Morocco have always offered sophisticated or discerning tourists more upscale goods, such as Berber rugs with intricate patterns or modern kaftans.

For Moroccans, souks have historically been a way of life. These are places where they have always met to exchange gossip and buy goods in bulk. In fact, a survey conducted in January reveals that 51% of Moroccans purchase their groceries in large quantities in order to save money. Unfortunately, this is one factor that is now working against souks in the country. With bulk-buying consumers increasingly shifting to modern retail channels and supermarkets, and malls mushrooming throughout the country, profit growth has been slowing for businessmen operating in souks.

So, much like the repeated discounts offered on the lacework in that iconic scene from Casablanca, the Moroccan souk is losing currency these days because of a retail boom in the country. The trend is expected to worsen in the future as Morocco’s retail sector, which accounts for approximately 13% of the country’s GDP, is projected to grow 5% a year. Domestic supermarket players are now firmly entrenched in the country, while foreign firms are expanding rapidly. For example, the no-frills, low-cost Turkish supermarket chain BIM has plans to expand its store network from 45 to 150 by next year. Since it sells discounted bulk items, BIM is expected to do well in the country. Local player Aswak Assalam is also growing its supermarket and hypermarket network. The company now has 11 outlets and it plans to open at least two new ones every year. Some of the other major retail firms that are growing in Morocco include the owner of convenience store chain Hanouty Group and supermarket chain Marjane Holding. Locally-owned Label’Vie has partnered with Carrefour, the world’s No. 2 retail company in terms of revenue, to run Morocco’s first Carrefour hypermarket. French firms such as Galeries Lafayette and Fnac are also planning to set up shop in Morocco.

Having always been a part of Morocco’s cultural ethos, the souk clearly had not bargained for this dramatic change in consumer habits. Perhaps it is time for the souk to market itself better and give Moroccan consumers the hard sell.

Article first published by Thomas White

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Comments (5)

0 #1 souk for the tourists — mbt 2011-07-28 03:28

We are witnessing the beginning of the end of the souks as we know it where the traditional craftwork and handiwork played a greater part to bring the locals something for the house and home and personal needs. But it is not the supermarkets, it is the importation of cheap and tacky imitations from the great land of China that is driving the artisans out of the souks.

Of course the supermarkets are doing their best to stock the goods and the consumers are flocking to the supermarkets because of their novelty factor and all under one roof shopping experience even though the prices are higher in supermarkets compared to the souks. Eventually the souks will become its former glory preserved for the tourists.

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0 #2 COMMENT_TITLE_R E Morocco: Supermarket boom threatening souk culture — Morcelli 2011-07-28 04:59

Souks got to be reformed. Moroccan souks are dirty, stinky, and gather all sort of diseases. Stray dogs and cats, and dealers are spreading germs and what have you.
Nothing like prix fix . Moroccans do not have any more energy to bargain, they just want to shop in peace and go home.
Look at the open air markets here, clean, nice, civilized. If we can be close to what is done here, then nice, otherwise, souks got to change.
For those of you from Casablanca, remember swiqa? my goodness, as soon i park the car, the smell of rotten fish and dead white chicken hit in the nose.

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0 #3 COMMENT_TITLE_R E Morocco: Supermarket boom threatening souk culture — Aziz El Alami 2011-07-28 10:21

The heck with the Souks!!!

Souks, along with other outdated and backward traditions Morocco has, hinder any possibility of advancement or progress... They should go the Dinosaur way and vanish from existence. Though, I suspect Souks will be around a little longer, catering mainly to the Tourist Industry, if such a thing manages to survive in our semi-stable country!!!

I don't feel bad for the Souk Merchants who might loose their only source of income. Shame on them for not adapting to today's economy and updating their retail and marketing apparatus. The same is happening in the US... All the Mom & Pop shops are falling by the wayside due to the massive expansion of Wal-Mart, Target and other major retailers...

The Souks in Morocco have an almost exclusive niche, if they fail to benefit from it, take advantage of it and down right explode it, they will have no one to blame but themselves!

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0 #4 Aziz el Alami — Souk merchant 2011-07-29 05:09

Aziz el ALAMI wrote: The heck with souks!..Souks are part of our backward tradition....I Don't feel bad for the souk merchants if might loose their only source of income.....sham e on them..... Mister Alami likes to look down and scorn others.His words are very insensitive and full with ignorance.Miste r Alami needs a litle bit of humility and more God fearing.

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0 #5 Discover the morocco — Tessb 2012-12-14 16:36

A far cry from the hustle and bustle of the sea-resorts.
In the depth of the Moroccan Sahara with Berbers as guides
In the souks of Marrakech or Ouarzazate where you are to witness savoir-faire and relish the mysteries of ancient crafts together with the enticing flavors of a colorful cuisine
.The Atlas peaks winding their way down through the rocks
Coastal ports where boats and huge sea freight intertwine their nets in joyful laces.
"Sahara Services" opens the doors to Morroco, a humane and welcoming country.
They meet the local people and help build schools while discovering vast expanses of land , an unforgettable stay that makes you feel how genuine such a greaten people can be.
www.saharaservices.info
www.maroc-secret.com

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