Alcoholic Drinks in Morocco
Euromonitor International's Alcoholic Drinks in Morocco market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 139 | Publication date: Mar 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Tourism and expatriates continue to drive healthy growth
Morocco’s population is almost entirely Muslim. While this is not to say that Moroccans do not drink alcohol, it does limit the domestic market for alcoholic drinks. Sales of wine and spirits, and to a lesser extent beer, rely heavily on consumption by tourists and expatriates. The steady growth in the number of tourists means continuous growth for the alcoholic drinks industry. Fuelled by tourist demand, TV and billboard advertising of alcoholic drinks has emerged throughout Morocco and these products are becoming increasingly available through both the on-trade and off-trade channels.
Beer continues to drive sales growth
Beer is still the most popular alcoholic drink in Morocco, largely because it is less expensive than other alcoholic drinks, such as wine, and is more widely available. As wine is more expensive than beer and is mostly found in on-trade outlets, it still lags behind beer in terms of consumption and sales. In the on-trade channel, wine is more accessible to upper-middle-class consumers who can afford it and it is only found in upscale restaurants. The wide consumption and availability of beer coupled with strong advertising by leading players such as Groupe des Brasseries du Maroc SA is fuelling the sales growth of beer and the industry as a whole.
Domestic players lead
Groupe des Brasseries du Maroc remains by far the largest producer and distributor of alcoholic drinks in Morocco. The company’s sales grew significantly in 2007 thanks to its efficient in-store promotional campaigns and long-standing presence in the market. The company also benefits from its strong presence within the most established category, beer, through La Speciale Flag, the most popular beer brand in Morocco. Les Celliers de Meknes is the second ranked player overall, owing to its leading position in wine. The fact that domestic companies dominate total volume shares prevents multinational players from entering alcoholic drinks in Morocco.
Off-trade channel leads volume sales, while the on-trade channel leads value sales
The off-trade channel accounted for the majority of volume sales in 2008. Led by supermarkets/hypermarkets, off-trade is the main distribution channel for alcoholic drinks, partly due to extensive in-store promotions and a wide product selection. The lower prices offered by retailers makes these products more affordable to middle- and low-income consumers and helps to explain the high volume sales in the off-trade channel. The on-trade channel continues to lead in terms of value sales, due to the high price of alcoholic drinks sold in foodservice outlets, which are often frequented by higher-income Moroccan consumers, tourists and expatriates.
Positive growth expected over the forecast period
Volume and value sales of alcoholic drinks are expected to continue growing, due to the rise in the number of tourists, as Morocco is increasingly becoming a hub for international tourism. Also, the rising influence of Westernisation trends should have a positive impact on sales of alcoholic drinks, as more and more Moroccan consumers try to emulate Western lifestyles.
Table of contents
ALCOHOLIC DRINKS IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
KEY TRENDS AND DEVELOPMENTS
The expatriate community provides the backbone of the alcoholic drinks industry
Rising disposable income and more inbound tourists boost sales
The expansion of the retail distribution network leads to higher sales
Unbranded products and Islam’s prohibition of alcohol limits sales growth
More women consume alcoholic drinks
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Beer Brand 2008 (La Speciale Flag)
Table 4 Selling Margin of a Typical Wine Brand 2008 (Bonassia)
Table 5 Selling Margin of a Typical Spirit Brand 2008 (Johnnie Walker Red Label)
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
BOURCHANIN & CIE SA - ALCOHOLIC DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Bourchanin & Cie SA: Key Facts
Summary 4 Bourchanin & Cie SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Bourchanin & Cie SA: Competitive Position 2007
GROUPE DES BRASSERIES DU MAROC SA - ALCOHOLIC DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Groupe des Brasseries du Maroc SA: Key Facts
Summary 7 Groupe des Brasseries du Maroc SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Groupe des Brasseries du Maroc SA: Competitive Position 2007
LES CELLIERS DE MEKNES - ALCOHOLIC DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Les Celliers de Meknes: Key Facts
Summary 10 Les Celliers de Meknes: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Les Celliers de Meknes: Competitive Position 2007
BEER IN MOROCCO
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 12 Lager by Price Band 2008
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2003-2008
Table 23 Sales of Beer by Subsector: Total Value 2003-2008
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 31 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 32 Beer Exports by Country of Destination: Total Value 2002-2007
Table 33 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 34 Beer Imports by Country of Origin: Total Value 2002-2007
Table 35 Company Shares of Beer by National Brand Owner 2003-2007
Table 36 Company Shares of Beer by Global Brand Owner 2003-2007
Table 37 Brand Shares of Beer 2004-2007
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 39 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
RTDS/HIGH-STRENGTH PREMIXES IN MOROCCO
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 44 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 50 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 51 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 52 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 53 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN MOROCCO
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Sales of Wine by Subsector: Total Volume 2003-2008
Table 58 Sales of Wine by Subsector: Total Value 2003-2008
Table 59 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 60 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 61 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 62 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 63 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 64 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 65 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 66 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 67 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 68 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 69 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 70 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 71 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 72 Sales of Still Red Wine by Quality Classification 2003-2008
Table 73 Sales of Still White Wine by Quality Classification 2003-2008
Table 74 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 75 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 76 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 77 Wine Exports by Country of Destination: Total Value 2002-2007
Table 78 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 79 Wine Imports by Country of Origin: Total Value 2002-2007
Table 80 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 81 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 82 Brand Shares of Still Light Grape Wine 2004-2007
Table 83 Company Shares of Champagne by National Brand Owner 2004-2007
Table 84 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 85 Brand Shares of Champagne 2004-2007
Table 86 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 87 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 88 Brand Shares of Other Sparkling Wine 2004-2007
Table 89 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 90 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 91 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 92 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 93 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 94 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 95 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN MOROCCO
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
SECTOR DATA
Table 96 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 97 Sales of Spirits by Subsector: Total Value 2003-2008
Table 98 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 99 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 100 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 101 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 102 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 103 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 104 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 105 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 106 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 107 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 108 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 109 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 110 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 111 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 112 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 113 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 114 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 115 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 116 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 117 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 118 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 119 Liqueurs Production: Total Volume 2002-2007
Table 120 Other Spirits Production: Total Volume 2002-2007
Table 121 Company Shares of Spirits by National Brand Owner 2003-2007
Table 122 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 123 Brand Shares of Spirits 2004-2007
Table 124 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 125 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 126 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 127 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013