McKinsey: Morocco joins Africa’s shift toward the ‘pragmatic shopper’
Moroccan consumers are becoming more selective about where they spend rather than simply cutting purchases across the board, according to McKinsey’s new State of Consumer Africa 2026 report, which places Morocco inside a wider shift toward value-conscious shopping across major African markets. The study surveyed 9,036 consumers in Morocco, Egypt, Kenya, Nigeria and South Africa, […] The post…
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