25% of Moroccans use them, 8% do not know them

Some 25% of Moroccans use meal delivery apps compared to 75% who do not. This was demonstrated by a recent study, carried out by the “Sunergia” group, where the editors tried to answer all the questions about the use of these applications in Morocco.

While meal delivery apps in Morocco are thought to be widely used in Morocco, especially after the Covid-19 crisis which has accelerated the transition to a more digitalized lifestyle, this recent study by “ Sunergia “titled” Using meal delivery apps in Morocco“, shows that the rate of use of these applications remains relatively low, to ask and answer the question of who are the followers and those who resist these applications, their habits, as well as the obstacles to use.

Thus, the study initially suggests that Moroccans order more meals at the end of the day (dinner 51%) rather than in the middle of the day (lunch 40%), with an average basket of 130 DHS (restaurant) and 314 DHS (groceries), noting that the most ordered meals in Morocco are in first position burgers, followed by sushi and pizzas.

Based on several data, in particular the latest report published by Jumia Food “Morocco Food Index 2020”, on the occasion of World Food Day, the study indicates that the figures collected from a representative sample of the Moroccan population shows that one in four Moroccans say they use meal delivery apps. This rate is 37% in urban areas, says the study.

This rate of use of delivery applications, although phenomenal in comparison with the average for the African continent which is 2.26% (about 31.8 million consumers), remains moderately lower than that of other countries where Foodtech is growing, particularly in France, where this rate reached 46% in 2020, and in the USA where it reached 47% in 2021“, notes the survey, before specifying that the followers of these applications are distributed without great surprise in the most urbanized regions of Morocco with respectively Casablanca (34%), Rabat-Salé-Kénitra (17%), Fès-Meknes (12%), Marrakech-Safi (11%), Tangier-Tetouan-Al Hoceima (9%), Béni-Mellal-Khénifra (6%), Souss-Massa (6%) and other regions (5%).

Let’s come to the profiles of users and those resistant to these applications. According to the same study, people who are followers of Foodtech and who use delivery applications are more young, single (35%) and aged 18 to 24 (41%), then the inhabitants of central Morocco (34% ), and in urban areas (37%), then the wealthy socio-professional class A and B (49%).

With regard to refractory profiles who do not use these applications, the study shows that they are seniors aged 45 and over (11%), divorced people (19%), inhabitants in the north, east (20%) and south (19%) of Morocco, mainly in rural areas (7%), then the modest socio-professional class D and E (12%).

With regard to the frequency of use of these applications, the study by the Sunergia group notes via a graph that the frequency is occasional in 7 cases out of 10, regular in 2 cases out of 10 and very rare for the rest. Thus, 69% of those surveyed often use its applications, 18% occasionally and 13% rarely.

In detail, the study explains that the people who declare themselves as regular users of these applications are more young people aged 18-24 (26%), single people (26%) and people from the North and East regions of Morocco. (25%).

People who use apps occasionally are more married (78%) and from the South (83%), while people who use them rarely are more people aged 25 to 44 (21%).

On the other hand, the study notes few statistical differences in the frequencies of use between the different meal delivery applications, except for Glovo which experiences an occasional use frequency of 74%, a little more than its competitor Jumia Food with only 58%.

In relation to the obstacles to the use of these applications by certain people, which the study qualifies as “amazing“, it is indicated in a graph that 30% answered prefer homemade, 25% prefer to go on site, 23% declare that their area is not covered, 11% do not know these applications, 5% declared not not be interested, 4% find it expensive, 4% call the restaurant directly, 3% do not know how to use them while 8% of Moroccans do not know them.

A shortfall for players in the sector, says the same study.

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