Kantar Worldpanel Launches New Consumer Panel in Morocco


Kantar Worldpanel, the global leader in shopper and consumer behaviour, continues to grow its presence in Africa with the launch of a new consumer panel in Morocco. The new panel provides local and global brands with a complete understanding of the FMCG purchasing habits of the dynamic Moroccan population. With 33 million inhabitants, Morocco is nowadays the 5th largest economy in Africa after two decades of continuous GDP growth.

The new panel will combine Kantar Worldpanel’s proven expertise in managing consumer panels worldwide with the in-depth understanding of the Moroccan market provided by existing Kantar TNS experts on the ground.

The panel is built by 1,500 urban and semi-rural households that provide continuous information about all their grocery purchases across modern and traditional trade. The first dataset will cover the first quarter of 2018 and will be available in May.

This new panel is part of the ongoing commitment of Kantar Worldpanel to supporting client expansion in Africa, which led to the opening of new panels over the recent years, including Nigeria, Kenya, Ghana, Egypt and most recently in Ivory Coast.

Idriss El Ganari, Business Development Director AME, says: “Morocco offers plenty of opportunities to global FMCG brands to find new sources of growth. The rapid behaviour changes and the expansion of retail in urban and semi-rural areas offer access to new consumers for many categories and brands”

Josep Montserrat, CEO of Kantar Worldpanel adds: “At Kantar Worldpanel we are committed to unveiling new growth opportunities for our clients wherever they are. Providing insight on how to tap opportunities in Africa has been a key area for us in terms of investment and we are very excited to have successfully launched our sixth consumer panel in the most relevant African economies. We provide a unique understanding of consumers & shoppers in Africa to our clients, helping them to drive growth on this continent.”