Hot Drinks in Morocco
Euromonitor International's Hot 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: 70 | Publication date: Aug 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
Coffee; Other hot drinks; Tea
Executive summary
Hot drinks in Morocco experiences healthy growth
Hot drinks in Morocco continued its good performance in 2007. Drinking hot drinks, especially tea and coffee, is part of the local culture in Morocco. This custom is popular among consumers of all ages. The most popular hot drinks are green tea and fresh coffee, which are served on all social occasions. However, there is an increasing demand for instant coffee products because these products have been adopted into the domestic coffee culture and are consumed with milk.
Green tea is the most popular hot drinks product
Green tea continued to see strong growth rates in the on- and off-trade in 2007. A low-price base provided a favourable climate for growing sales. It is very popular due to health reasons and its good taste. Green tea is a traditional habit amongst Moroccan people. It is consumed throughout the day and at all social occasions.
National players lead the market
Hot drinks in Morocco is highly concentrated with local companies that have developed strong distribution networks across the country. Holmarcom Groupe, Mido Food Co SA and Cafés Sahara were the three key local players during 2007 and, through their local subsidiaries, held the majority of the market share.
Independent small grocers continues to dominate distribution
Independent small grocers was the leading distribution channel for hot drinks in Morocco in 2007, largely due to these outlets’ wide availability of products. Also, consumers prefer this distribution channel as outlets are mostly situated in populated areas. However, with the emergence of supermarkets/hypermarkets, consumers are shifting toward this distribution channel as prices are lower and there are product promotions.
Hot drinks’ future looks bright
Overall sales of hot drinks are expected to increase during the forecast period. Sales of coffee will be boosted by the current trend towards more modern products, such as Nescafé Cappuccino. Companies will focus on these products in the forecast period. Furthermore, black tea, fruit/herbal tea and other hot drinks are the categories that will be most affected by a slight change in the lifestyles of consumers as they shift towards consuming healthier products.
Table of contents
HOT DRINKS IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Hot drinks in Morocco experiences healthy growth
Green tea is the most popular hot drinks product
National players lead the market
Independent small grocers continues to dominate distribution
Hot drinks’ future looks bright
KEY TRENDS AND DEVELOPMENTS
Rapid urbanisation and an increase in the number of working women stimulate hot drinks sales
Heavy investments in promotions
Higher health consciousness boosts sales of health and wellness products
Supermarkets/hypermarkets sees an increase in sales share due to more outlets opening
Cultural associations of tea and coffee
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2002-2007
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2002-2007
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2002-2007
Table 4 Retail Sales of Hot Drinks by Sector: Value 2002-2007
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2002-2007
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2002-2007
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2002-2007
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2002-2007
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2002-2007
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2002-2007
Table 11 Hot Drinks Company Shares by Value 2003-2007
Table 12 Hot Drinks Brand Shares by Value 2004-2007
Table 13 Penetration of Private Label by Sector 2003-2007
Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2002/2007
Table 15 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2007
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2007-2012
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2007-2012
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2007-2012
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2007-2012
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2007-2012
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2007-2012
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2007-2012
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2007-2012
Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2007-2012
Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
CAFé DUBOIS SA - HOT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Café Dubois SA: Key Facts
Summary 3 Café Dubois SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Café Dubois SA: Competitive Position 2007
CAFéS SAHARA - HOT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Cafés Sahara: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Cafés Sahara: Competitive Position 2007
HOLMARCOM GROUPE - HOT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Holmarcom Groupe: Key Facts
Summary 8 Holmarcom Groupe: Operational Indicators 2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Holmarcom Groupe: Competitive Position 2007
LA COMPAGNIE CHéRIFIENNE DE CHOCOLATERIE - HOT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 10 La Compagnie Chérifienne de Chocolaterie: Key Facts
Summary 11 La Compagnie Chérifienne de Chocolaterie: Operational Indicators 2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 La Compagnie Chérifienne de Chocolaterie: Competitive Position 2007
COFFEE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Sales of Coffee by Type: Volume 2002-2007
Table 27 Sales of Coffee by Type: Value 2002-2007
Table 28 Sales of Coffee by Type: % Volume Growth 2002-2007
Table 29 Sales of Coffee by Type: % Value Growth 2002-2007
Table 30 Standard Vs Coffee Pods 2004-2007
Table 31 Coffee Company Shares 2003-2007
Table 32 Coffee Brand Shares 2004-2007
Table 33 Foodservice Sales of Coffee by Distribution Format 2002/2007
Table 34 Forecast Sales of Coffee by Type: Volume 2007-2012
Table 35 Forecast Sales of Coffee by Type: Value 2007-2012
Table 36 Forecast Sales of Coffee by Type: % Volume Growth 2007-2012
Table 37 Forecast Sales of Coffee by Type: % Value Growth 2007-2012
TEA IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Sales of Tea by Subsector: Volume 2002-2007
Table 39 Sales of Tea by Subsector: Value 2002-2007
Table 40 Sales of Tea by Subsector: % Volume Growth 2002-2007
Table 41 Sales of Tea by Subsector: % Value Growth 2002-2007
Table 42 Tea Company Shares 2003-2007
Table 43 Tea Brand Shares 2004-2007
Table 44 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2007
Table 45 Forecast Sales of Tea by Subsector: Volume 2007-2012
Table 46 Forecast Sales of Tea by Subsector: Value 2007-2012
Table 47 Forecast Sales of Tea by Subsector: % Volume Growth 2007-2012
Table 48 Forecast Sales of Tea by Subsector: % Value Growth 2007-2012
OTHER HOT DRINKS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Sales of Other Hot Drinks by Subsector: Volume 2002-2007
Table 50 Sales of Other Hot Drinks by Subsector: Value 2002-2007
Table 51 Sales of Other Hot Drinks by Subsector: % Volume Growth 2002-2007
Table 52 Sales of Other Hot Drinks by Subsector: % Value Growth 2002-2007
Table 53 Other Hot Drinks Company Shares 2003-2007
Table 54 Other Hot Drinks Brand Shares 2004-2007
Table 55 Forecast Sales of Other Hot Drinks by Subsector: Volume 2007-2012
Table 56 Forecast Sales of Other Hot Drinks by Subsector: Value 2007-2012
Table 57 Forecast Sales of Other Hot Drinks by Subsector: % Volume Growth 2007-2012
Table 58 Forecast Sales of Other Hot Drinks by Subsector: % Value Growth 2007-2012