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: 68 | Publication date: May 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
Coffee; Other hot drinks; Tea
Executive summary
Strong growth for hot drinks continues in 2008
Hot drinks continued to see strong growth in 2008 in both volume and value terms. Total volume growth in 2008 exceeded the review period average. Green tea accounted for over three quarters of the retail volume sales of hot drinks as it is used to produce mint tea, the Moroccan national drink. The tradition of consuming tea frequently, its low unit price, and its perceived healthiness provided a favourable climate for increasing sales. Also retail volume sales of coffee rose in 2008, led by fresh coffee, although instant coffee saw the highest volume growth rate as consumption habits shifted in the country.
Urban trends boost sales, particularly for coffee
Although green tea remained the unchallenged dominant hot drink in Morocco, the market began to change in recent years in line with the changing face of the country’s urban centres. Sales of coffee remained small in comparison to tea, yet it witnessed the fastest growth both in volume and value terms in 2008. This is attributable to the country’s fast-developing coffee culture. Drinking coffee whilst socialising is becoming a popular habit among the increasingly affluent urban population, making coffee a more fashionable beverage. Instant coffee showed the highest rate of growth in 2008. Increasing urbanisation created a more hectic lifestyle for the urban workforce in Morocco, which enhanced the popularity of convenient and easy-to-prepare hot drinks, such as instant coffee.
Domestic companies continue to dominate hot drinks
Local companies, with Holmarcom Groupe, Mido Food Co SA and Cafés Sahara in the leading positions, largely controlled hot drinks in Morocco in 2008 with a combined retail value share of 69%. These players owed their favourable performance to their dominance in tea, the largest component of hot drinks, in which local subsidiaries and companies with a long-standing presence held a significant competitive advantage. Cafés Sahara also held a major share in coffee, a significantly smaller category of hot drinks in terms of volume sales, and one in which multinational players were more active.
Independent small grocers lead sales with hypermarkets growing
Independent small grocers remained the major distribution channel for hot drinks in Morocco in 2008. This is due to the fact that these outlets are widespread across the country and are easily accessible for the majority of the population due to their location within neighbourhoods. Nonetheless, the share of distribution held by supermarkets/hypermarkets increased considerably in 2008 as the channel’s popularity rose due to outlet expansion and frequent in-store promotions to attract more customers.
Positive growth forecast
The overall volume sales of hot drinks are expected to further increase during the forecast period. Sales of coffee will continue to strengthen in response to ongoing cultural modernisation, as well as the expected further expansion of cafés in the country. In tea, fruit/herbal tea is expected to register the highest growth over the forecast period because of the products’ novelty and the category’s low initial sales base. Also, the growing health trend in Morocco is expected to trigger demand for healthier drinks such as fruit/herbal tea.
Table of contents
HOT DRINKS IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong growth for hot drinks continues in 2008
Urban trends boost sales, particularly for coffee
Domestic companies continue to dominate hot drinks
Independent small grocers lead sales with hypermarkets growing
Positive growth forecast
KEY TRENDS AND DEVELOPMENTS
Urbanisation drives the sales growth of hot drinks
Rising health and wellness trend reflected in hot drinks’ development
Hypermarkets/supermarkets increases its share and drives changes in consumer behaviour
Tourism impacts hot drinks
Café culture boosts coffee sales
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 11 Hot Drinks Company Shares by Value 2004-2008
Table 12 Hot Drinks Brand Shares by Value 2005-2008
Table 13 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 14 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 15 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 17 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 21 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2008-2013
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 23 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 24 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
Production/Import/Export Data
Table 25 Production/Imports/Exports/Apparent Consumption of Hot Drinks by Sector 2001-2007
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 2008
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 2008
HOLMARCOM GROUPE - HOT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Holmarcom Groupe: Key Facts
Summary 8 Holmarcom Groupe: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Holmarcom Groupe: Competitive Position 2008
LA COMPAGNIE CHéRIFIENNE DE CHOCOLATERIE - HOT DRINKS - MOROCCO
STRATEGIC DIRECTION
Summary 10 La Compagnie Chérifienne de Chocolaterie: Key Facts
Summary 11 La Compagnie Chérifienne de Chocolaterie: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 La Compagnie Chérifienne de Chocolaterie: Competitive Position 2008
COFFEE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 Retail Sales of Coffee by Type: Volume 2003-2008
Table 27 Retail Sales of Coffee by Type: Value 2003-2008
Table 28 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 29 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 30 Coffee Company Shares 2004-2008
Table 31 Coffee Brand Shares 2005-2008
Table 32 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 33 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 34 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 35 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
Table 37 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 38 Retail Sales of Tea by Subsector: Value 2003-2008
Table 39 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 40 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 41 Tea Company Shares 2004-2008
Table 42 Tea Brand Shares 2005-2008
Table 43 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 44 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 45 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 46 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 47 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 48 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 49 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 50 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 51 Other Hot Drinks Company Shares 2004-2008
Table 52 Other Hot Drinks Brand Shares 2005-2008
Table 53 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 54 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 55 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 56 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013