Beer in Morocco

Euromonitor International's Beer 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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.

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• 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

Dark beer; Lager by origin; Lager by price platform; Low/non- alcohol beer; Stout

Executive summary

Beer continued to grow positively in total volume terms in 2008, due to the lower price of beer compared to spirits and wine. Therefore beer is more affordable to more people and popular. The low alcohol content is another reason why beer is favoured in Morocco.

The growing tourism industry and large influx of tourists into the country in 2008 also contributed to volume sales growth. Value sales also benefited, as tourists tend to purchase international brands such as Heineken, which tend to be more expensive than local products. Rising disposable income in the country, triggered by a healthy economy, in 2008 boosted sales of beer.

Non-alcoholic beer registered the fastest sales growth in both total value and volume terms in 2008. Rising health awareness among consumers contributed to this growth, as Moroccans perceive non-alcoholic beer to be healthier than many soft drinks.

Unit prices increased slightly in 2008, triggered by the rising cost of raw materials in addition to the hike in the price of petrol which pushed up transport costs. Also, rising disposable income encouraged more people to trade-up from unbranded homemade beer to branded varieties, especially in urban areas, thus pushing up value sales.

The highest demand is for standard brands such as Heineken and Amstel. This is because these brands are widely available and sold through most supermarkets and hypermarkets. Moreover, their long-standing presence in Morocco has enabled Heineken and Amstel to develop strong brand loyalty among consumers.

The off-trade channel accounted for over a 28% share of total value sales in 2008. This share is attributable to the large price gap between beer sold through on-trade and off-trade outlets. On-trade prices are significantly more expensive. Nonetheless, 59% of volume sales went through the off-trade channel in 2008, due to the relatively low price of beer in such outlets and the growing availability of supermarkets/hypermarkets.

Production, Imports and Exports

The volume of beer production is the highest of all alcoholic drinks produced in the country and local production covers standard and premium beers. Traditionally, standard lager is the first choice among most Moroccans.

Imported beer has never played a strong role in Morocco, due to strong national brands and because leading global brands such as La Speciale Flag, Stork, Heineken, Casablanca and Flag Pils are also produced in Morocco. As a consequence, few brands such as Budweiser, Corona Extra and Kronenbourg are imported. These brands held low volume shares because of their significantly higher prices and their limited distribution networks. Indeed, given the degree of concentration of Moroccan beer and the daunting logistical costs of distribution, it will be very difficult for potential new foreign entrants to gain ground in Morocco.

Domestic lager dominates beer in Morocco, as consumers have not given up a preference for the taste of familiar domestically produced beer. However, volume sales of imported beer increased gradually over the review period.

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