Competition continues to grow in the Moroccan supermarket sector

Morocco’s already highly competitive supermarket retail environment is becoming even more so as Supeco, a discount chain operated by local group Label’Vie, confirmed that it is on track to open 100 new stores across the country by the end of 2026. In total, this will bring Supeco stores in Morocco to 318.  

According to 7 News Morocco, this expansion shows how the discount model is becoming a bigger part of grocery retail. Discount retailers have been growing as families face pressure on their budgets and become more careful about where they shop. 

“Supeco’s combination of supermarket shopping and bulk buying allows it to target both households and small businesses while competing mainly on price,” the news outlet reports. 

“The chain uses volume-based pricing, so customers can pay less when they buy more. Its stores also use simple layouts and pallet displays, helping to keep operating costs down.” 

Discount banner created by Carrefour 

Supeco is a discount banner that Carrefour created in Spain around 2012. The early pilot stores in Morocco were in working-class Casablanca neighbourhoods such as Oulfa, Moulay Rachid and Ain Sebaa.  

The stores were small, stocking roughly 3,500 to 4,000 products, and aimed at low- and middle-income shoppers. 

Label’Vie, which is also the Carrefour master franchisee for Morocco, has since continued to replicate the format across Greater Casablanca and then elsewhere in the country. 

Comments 7 News Morocco: “More than 100 new stores in one year would also mean a major expansion of Supeco’s logistics and supply operations. The company will need enough distribution capacity, stock and supplier support to keep the growing network supplied.”