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: 141 | Publication date: May 2008
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
Alcoholic drinks sales record healthy increase in 2007
Alcoholic drinks sales experienced another year of growth as both the number of people consuming these products and the occasions for consuming alcoholic drinks increased. Teenage consumers are entering the market at a younger age due to their curiosity in experimenting with adult themes. Moreover, consumers in general are creating new occasions for consuming alcohol. Rising disposable incomes are encouraging more partying and social activities, seen in the rising number of Moroccans going out at night. Both off- and on-trade sales are benefiting from these trends.
Beer continues to lead alcoholic drinks sales
Sales of beer continued to increase in 2007, helped primarily by the increasing popularity of domestic standard lager. During the review period, beer captured the attention of younger consumers, many of whom were attracted by its prices, being cheaper than wine or spirits. As a result, this consumer group prefers beer, especially when drinking to excess. Beer is well established among female drinkers as it is fashionable to drink when out with friends. Many players in beer, especially Brasseries du Maroc, expanded the distribution of their brands in order to meet their consumers’ needs.
Domestic players strong in beer and wine, but multinationals dominate spirits
Wine has strong connections with Morocco. More than 85% of Moroccan wines are produced locally, with a high percentage of those being red, rosé and white. As with wine, beer is characterised by national breweries due to the strong tradition of beer consumption in Morocco. This was also actively encouraged through the marketing efforts of Les Brasseries Du Maroc. However, the spirits industry lacks local products, and apart from the Mahia Rabi Amrane brands introduced by Chai Andrieux, the domestic spirits industry is dominated by international players.
Supermarkets/hypermarkets continues to gain importance in distribution
Moroccans are attracted to the supermarkets/hypermarkets channel as it offers good product organisation and a wide choice of products. Thus, the number of supermarkets in Morocco is increasing at the expense of independent food stores. As a result, strong competition is developing between these outlets in terms of price and product quality. This is certainly benefiting consumers who are making the most of the different offers and promotions organised to increase sales.
Healthy growth expected during the forecast period
Total volume sales of alcoholic drinks are predicted to increase over the forecast period as a result of various economic factors. Morocco is witnessing an ongoing rise in its upper and upper-middle income population segment, which is becoming increasingly tolerant and accepting of alcohol. This trend, along with the thriving tourism industry in the country, will continue to boost the alcoholic drinks industry between 2007 and 2012.
Table of contents
ALCOHOLIC DRINKS IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks sales record healthy increase in 2007
Beer continues to lead alcoholic drinks sales
Domestic players strong in beer and wine, but multinationals dominate spirits
Supermarkets/hypermarkets continues to gain importance in distribution
Healthy growth expected during the forecast period
KEY TRENDS AND DEVELOPMENTS
Islamic prohibition of alcohol has a major impact on its sales
The increasing number of women drinkers boost sales of alcoholic drinks
Urbanisation levels positively impact sales of alcoholic drinks
The impact of tourism on sales of alcohol
Performance driven by increased purchasing power
Specialist retailers
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007 – Flag Speciale
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2007 – Don Simon
Table 5 Selling Margin of a Typical Imported Wine Brand 2007 - Moghrabi
Table 6 Selling Margin of a Typical Domestically Produced Spirit Brand 2007 – Mahia Sahraouia
Table 7 Selling Margin of a Typical Imported Spirit Brand 2007 - Ballantines
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Summary 2 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
BOURCHANIN & CIE SA - ALCOHOLIC DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Bourchanin & Cie: Key Facts
Summary 4 Bourchanin & Cie: Operational Indicators
COMPANY BACKGROUND
PRODUTION
COMPETITIVE POSITIONING
Summary 5 Bourchanin & Cie: Competitive Position 2007
CHAI ANDRIEUX - ALCOHOLIC DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Chai Andrieux: Key Facts
Summary 7 Chai Andrieux: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Summary Chai Andriaux: Competitive Position 2006
DRINKS SARL - ALCOHOLIC DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Drinks SARL: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Drinks Sarl Competitive Position 2007
GROUPE DES BRASSERIES DU MAROC SA - ALCOHOLIC DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Brasseries du Maroc: Key Facts
Summary 12 Brasseries du Maroc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Summary Les Brasseries du Maroc Competitive Position 2006
LES CELLIERS DE MEKNES - ALCOHOLIC DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Les Celliers de Meknès: Key Facts
Summary 15 Les Celliers de Meknès: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Les Celliers de Meknès: Competitive Position 2006
BEER IN MOROCCO
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 17 Lager by Price Band 2007
Published data comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2002-2007
Table 25 Sales of Beer by Subsector: Total Value 2002-2007
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 34 Beer Exports by Country of Destination: Total Value 2001-2006
Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 36 Beer Imports by Country of Origin: Total Value 2001-2006
Table 37 Company Shares of Beer by National Brand Owner 2002-2006
Table 38 Company Shares of Beer by Global Brand Owner 2002-2006
Table 39 Brand Shares of Beer 2003-2006
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN MOROCCO
HEADLINES
RTDS/HIGH-STRENGTH PREMIXES IN MOROCCO
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 52 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2002-2006
Table 53 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2002-2006
Table 54 Brand Shares of RTDS/High-strength Premixes 2003-2006
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 57 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 58 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 59 Sales of Wine by Subsector: Total Volume 2002-2007
Table 60 Sales of Wine by Subsector: Total Value 2002-2007
Table 61 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 62 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 63 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 64 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 65 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 66 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 67 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 68 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 69 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 70 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 71 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 72 Sales of Still White Wine by Grape/Varietal Type 2004-2007
Table 73 Sales of Still Rosé Wine by Grape/Varietal Type 2004-2007
Table 74 Sales of Still Red Wine by Quality Classification 2002-2007
Table 75 Sales of Still White Wine by Quality Classification 2002-2007
Table 76 Sales of Still Rosé Wine by Quality Classification 2002-2007
Table 77 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 78 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 79 Wine Exports by Country of Destination: Total Value 2001-2006
Table 80 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 81 Wine Imports by Country of Origin: Total Value 2001-2006
Table 82 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 83 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 84 Brand Shares of Still Light Grape Wine 2003-2006
Table 85 Company Shares of Champagne by National Brand Owner 2003-2006
Table 86 Company Shares of Champagne by Global Brand Owner 2003-2006
Table 87 Brand Shares of Champagne 2003-2006
Table 88 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 89 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 90 Brand Shares of Other Sparkling Wine 2003-2006
Table 91 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 92 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 93 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 94 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 95 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 96 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 97 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN MOROCCO
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Table 98 Benchmark Brands – Morocco
SECTOR DATA
Table 99 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 100 Sales of Spirits by Subsector: Total Value 2002-2007
Table 101 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 102 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 103 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 104 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 105 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 106 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 107 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 108 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 109 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 110 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 111 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 112 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 113 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 114 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 115 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 116 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 117 Liqueurs Production: Total Volume 2001-2006
Table 118 Company Shares of Spirits by National Brand Owner 2002-2006
Table 119 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 120 Brand Shares of Spirits 2003-2006
Table 121 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 122 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 123 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 124 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012