Soft Drinks in Morocco
Euromonitor International's Soft 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: 115 | 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Improved sales in the soft drinks market in 2007
In 2007, the soft drinks market saw good volume growth due to improved economic conditions, rising disposable incomes, and new product developments. Increased advertising was another important factor that fuelled the growth, which was driven by the young in urban areas. Off-trade volume sales of soft drinks exceeded those of on-trade in 2007.
Consumers slow in taking to emerging soft drinks
Moroccan consumers were slow to accept new soft drink options such as functional drinks, although these beverages produced dynamic growth rates from a low base in 2007. On the other hand, carbonates, bottled water and fruit/vegetable juice have long been popular beverages in Morocco. The relatively low consumer awareness of functional drinks stems mainly from the lack of promotional activity. Manufacturers have marketed and positioned these products in large metropolitan cities. Thus, the combination of high prices, restricted product availability and a lack of promotional activity led to the slow uptake of emerging soft drinks.
Coca-Cola takes the lead
Coca-Cola Morocco maintained its leading position in Morocco’s soft drinks market. Thanks to its strategy of expanding its portfolio, which led to the acquisition of the brand name Miami from the company Frumat SA and its entrance into fruit/vegetable juice. Coca-Cola Zero was launched in August 2007, which helped to stimulate curiosity and incentivise consumers to try new alternatives. Low calorie cola carbonates is already witnessing mature growth levels but nevertheless continues to drive overall sales in carbonates as consumers switch to these products for health reasons.
Supermarkets/hypermarkets accounts for increasing off-trade share
Independent food stores accounted for the greatest proportion of off-trade soft drinks volume sales at the end of the review period. However, the share of sales held by this channel was eroded by the increasing propensity of consumers in urban areas to buy their soft drinks from supermarkets and hypermarkets along with the rest of their grocery shopping. This was due to a variety of factors, such as increasing time constraints as a result of accelerating lifestyles and a greater interest in products such as fruit juice.
Bottled water to dominate future growth
Forecast sales are expected to be high, something which is almost entirely attributable to the high volume growth of bottled water. Positive trends demonstrated during the review period are expected to increase rapidly over the forecast period, with a volume CAGR of 11% predicted. Indeed, better economic conditions and rising disposable incomes in the country will be the main factors that will drive the growth. Also, new product launches and the young population’s predilection for soft drinks will be other important determinants of growth.
Table of contents
SOFT DRINKS IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Improved sales in the soft drinks market in 2007
Consumers slow in taking to emerging soft drinks
Coca-Cola takes the lead
Supermarkets/hypermarkets accounts for increasing off-trade share
Bottled water to dominate future growth
KEY TRENDS AND DEVELOPMENTS
Seasonality and regionalism characterise soft drinks in Morocco
Supermarkets/hypermarkets sees increasing share via more store openings
Disposable income rises alongside growth in Morocco’s middle classes
The growing popularity of “light” products
Heavy investment in promotions
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
BOURCHANIN & CIE SA - SOFT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Bourchanin & Cie SA: Key Facts
Summary 3 Bourchanin & Cie SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Bourchanin SA: Competitive Position 2007
COOPERATIVE COPAG - SOFT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Cooperative COPAG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Cooperative COPAG: Competitive Position 2007
LES EAUX MINéRALES D'OULMèS - SOFT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Les Eaux Minérales d'Oulmès : Key Facts
Summary 8 Les Eaux Minérales d'Oulmès: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Les Eaux Minérales d’Oulmès SA: Competitive Position 2007
SOTHERMA - SOFT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Sotherma: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 11 Sotherma: Competitive Position 2007
CARBONATES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Low Calorie Carbonates by Subsector
Table 39 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 42 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 46 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 47 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 48 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 49 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 50 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 59 Leading Flavours for 100% Juice: %Volume Breakdown 2003-2007
Table 60 Leading Flavours for Nectars (25-99% Juice): %Volume Breakdown 2003-2007
Table 61 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 62 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 63 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 64 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 65 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 66 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
SECTOR DATA
Table 70 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 71 Off-trade Sales of Bottled Water: Value 2002-2007
Table 72 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 73 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 74 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 75 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 76 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 77 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 78 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 79 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 80 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 81 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 82 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 83 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 84 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 85 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 86 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 87 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 88 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 89 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 90 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 91 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Table 94 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 95 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 96 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 97 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 98 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 99 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 100 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 101 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 102 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 103 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 104 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN MOROCCO
HEADLINES
RTD COFFEE IN MOROCCO
HEADLINES