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: 121 | Publication date: Jul 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Sustained volume and value growth, with a stronger competitive environment
In 2008, Moroccan soft drinks grew steadily in volume and value terms, despite the influence of rising food and oil prices on production and transport costs, as well as on consumer purchasing power. Intensified promotional and advertising activities denoted a fiercer competitive environment between Coca-Cola Morocco and les Eaux Minérales d’Oulmès, effectively pushing up demand for soft drinks.
Health trend fuels demand for alternative soft drinks
Bottled water continued its dynamic volume and value growth in 2008, driven by rising health awareness and a wide variety of products. By contrast, niche products such as functional drinks grew slowly, as more and more consumers realised the adverse effects of excessive caffeine and taurine consumption. Rising health awareness also favourably influenced demand for fruit/vegetable juice.
Coca-Cola Morocco remains in the lead, despite growing competition
Coca-Cola Morocco maintained its leading position of Moroccan soft drinks in 2008, despite facing growing competition from Les Eaux Minerales d’Oulmès. The latter launched a heavy advertising campaign in an attempt to gain value shares. The campaign included TV advertising, billboards and in-store promotions for all Pepsi brands.
Supermarkets/hypermarkets gains volume shares at the expense of independent small grocers
The number of supermarkets/hypermarkets in Morocco increased steadily during the review period. ONA Holding, exclusive owner of Acima supermarkets and Marjane hypermarkets following the departure of Auchan in 2007, continued to open new outlets in a number of cities, including Fes, Oujda and Nador. Aswak Assalam, owned by Groupe Chaabi, adopted the same strategy. As a result, supermarkets/hypermarkets increased its volume share of soft drinks distribution during each year of the review period, at the expense of independent small grocers.
Coincidence of Ramadan with the summer season expected to slow down volume and value growth
The fact that Ramadan will fall during the summer months over the forecast period, coupled with the fact that the summer is considered the high season for soft drinks, means that volume and value growth are likely to slow down. Nonetheless, strong demand for bottled water, which is usually unaffected by the fasting period, is likely to lessen the negative impact of Ramadan on cola carbonates and fruit/vegetable juice, and thus on the soft drinks market as a whole.
Table of contents
SOFT DRINKS IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Sustained volume and value growth, with a stronger competitive environment
Health trend fuels demand for alternative soft drinks
Coca-Cola Morocco remains in the lead, despite growing competition
Supermarkets/hypermarkets gains volume shares at the expense of independent small grocers
Coincidence of Ramadan with the summer season expected to slow down volume and value growth
KEY TRENDS AND DEVELOPMENTS
Positive economic performance, despite rising food and oil prices
Strong competition and intense promotional efforts
Growing urbanisation
Consumption patterns continue to evolve
Shorter summer season
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2003-2008
Table 20 Penetration of Private Label by Sector by Value 2003-2008
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
FOUNTAIN SALES in Morocco
DATA
Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 34 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 35 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 36 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 37 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
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
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Bourchanin SA: Competitive Position 2008
COOPERATIVE COPAG - SOFT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Cooperative COPAG: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Cooperative COPAG: Competitive Position 2008
LES EAUX MINéRALES D'OULMèS - SOFT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Les Eaux Minérales d'Oulmès : Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Les Eaux Minérales d’Oulmès SA: Competitive Position 2008
SODALMU SA - SOFT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Sodalmu SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Sodalmu: Competitive Position 2008
SOTHERMA - SOFT DRINKS - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Sotherma: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 11 Sotherma: Competitive Position 2008
CARBONATES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Low-calorie Carbonates by Subsector
Table 41 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 42 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 43 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 44 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 45 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 46 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 47 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 48 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 49 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 50 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 51 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 52 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 56 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 61 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 62 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 63 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 64 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008
Table 65 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 66 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 67 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 68 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 69 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 74 Sales of Bottled Water to Institutional Channel 2004-2008
Table 75 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 76 Off-trade Sales of Bottled Water: Value 2003-2008
Table 77 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 78 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 79 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 80 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 81 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 82 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 83 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 84 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 85 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 86 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 87 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008
Table 88 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 89 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 90 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 91 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 92 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 93 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 94 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 95 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN MOROCCO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 100 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 101 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 102 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 103 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 104 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 105 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 106 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 107 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 108 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 109 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 110 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN MOROCCO
HEADLINES
RTD COFFEE IN MOROCCO
HEADLINES