Tobacco in Morocco
Euromonitor International's Tobacco 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: 73 | Publication date: Jul 2009
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Executive summary
Morocco’s tobacco industry maintains steady growth
Smoking prevalence in Morocco remained relatively stable in 2008 although the number of smokers continued to increase along with population rises. As a result tobacco continued to achieve healthy growth in 2008 as it had done over the review period. Increased social acceptance of women smoking and little or no disapproval of youth smoking fuels sales of cigarettes in particular. With one of the highest smoking prevalence rates in the Mediterranean region, Morocco remains an important market for tobacco manufacturers and importers alike.
Mid-price and high tar cigarettes continue to dominate
Mid-price cigarettes account for the majority of cigarette sales in Morocco due to the popularity of brands such as Marquise, from Altadis Maroc. It is likely that as disposable income rises over the forecast period, the share of premium and mid-priced brands is expected to go up at the expense of economy brands. Moroccan smokers continue to prefer high tar cigarettes although low tar and ultra low tar cigarettes are expected to achieve considerable growth, fuelled by female smokers. While these categories will increase their share in the future they will be unable to compete with high tar cigarettes, which will continue to account for the majority of cigarette sales.
Altadis Maroc acquired by Imperial Tobacco in 2008, retains monopolistic control
Altadis Maroc was acquired by UK tobacco giant Imperial Tobacco Group Plc in January 2008 for £11 billion. The company continues to function under the same name in Morocco and its activities remain relatively unchanged. Altadis Maroc has monopolistic control over the tobacco market and distributes all the cigar brands available in Morocco and either manufactures or distributes the majority of cigarette and smoking tobacco brands. The company added a new brand to its existing array, launching Davidoff in mid-2008. The company’s monopoly is set to continue until 2010 when other competitors will be permitted to enter the market.
Pending legislation could affect sales if properly enforced
A law that would ban smoking in public places and the sale of cigarettes to minors is in negotiation in the Moroccan parliament and is expected to be passed in April 2009. It has received unequivocal support from Morocco’s leading political party Istiqlal and non-governmental organisations. This law could have a detrimental impact on tobacco sales if properly enforced. Legislation regulating tobacco use has not been well enforced so far and establishments and individuals continue to ignore it. If this is the case with the new legislation then it will fail to have an impact on the tobacco market.
Slower but sufficient growth for tobacco expected over the forecast period
Despite increasing health awareness and anti-smoking campaigns sponsored by the government and civil associations, tobacco is expected to experience steady growth over the forecast period. Value growth rates will be marginally lower than those achieved over the review period but weakly enforced legislation and widespread social acceptance of smoking will ensure the practice continues to be a part of daily Moroccan life. The lack of infrastructure to support those attempting to quit smoking will also ensure growth does not cease over the forecast period, as cigar and ‘shisha’ consumption continues to grow in popularity.
Table of contents
TOBACCO IN MOROCCO : MARKET INSIGHT
EXECUTIVE SUMMARY
Morocco’s tobacco industry maintains steady growth
Mid-price and high tar cigarettes continue to dominate
Altadis Maroc acquired by Imperial Tobacco in 2008, retains monopolistic control
Pending legislation could affect sales if properly enforced
Slower but sufficient growth for tobacco expected over the forecast period
OPERATING ENVIRONMENT
Smoking Prevalence
Table 1 Smoking Prevalence in Population 2003-2008
Table 2 Number of Smokers by Gender 2003-2008
Death by Cause
The Role and effect of cannabis/Marijuana
LEGISLATION
Legislative overview/FCTC ratification
COUNTRY-SPECIFIC LEGISLATION
Minimum legal smoking age
Tar levels
Health warnings
Duty paid packet marks
Advertising and sponsorship
Smoking in public places
Litigation
Taxation and Duty Levies
Table 3 Taxation and Duty Levies
Table 4 Average Cigarette Pack Price Breakdown: Brand Examples
PRODUCTION/IMPORTS/EXPORTS
Table 5 Trade Statistics – Cigarettes 2004-2008
MARKET INDICATORS
Table 6 Illicit Trade Estimate 2003-2008
MARKET DATA
Table 7 Sales of Tobacco by Sector: Volume 2003-2008
Table 8 Sales of Tobacco by Sector: Value 2003-2008
Table 9 Sales of Tobacco by Sector: % Volume Growth 2003-2008
Table 10 Sales of Tobacco by Sector: % Value Growth 2003-2008
Table 11 Forecast Sales of Tobacco by Sector: Volume 2008-2013
Table 12 Forecast Sales of Tobacco by Sector: Value 2008-2013
Table 13 Forecast Sales of Tobacco by Sector: % Volume Growth 2008-2013
Table 14 Forecast Sales of Tobacco by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MOROCCO
ALTADIS MAROC - TOBACCO - MOROCCO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Altadis Maroc: Key Facts
Summary 3 Altadis Maroc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Altadis Maroc: Production Statistics 2008
COMPETITIVE POSITIONING
Summary 5 Altadis Maroc: Competitive Position 2008
CIGARETTES IN MOROCCO
HEADLINES
TRENDS
DISTRIBUTION
COMPETITIVE LANDSCAPE
NEW PRODUCT DEVELOPMENTS
Summary 6 Cigarettes - New Product Launches 2008
PROSPECTS
SECTOR BACKGROUND
Cigarettes: Illicit trade
Cigarettes: Price Bands
Summary 7 Cigarette Price Band Definitions
Cigarettes: Menthol/standard
Cigarettes: Filtered/unfiltered
Cigarettes: Carbon/non-carbon filter
Cigarettes: Filter length
Cigarettes: Slim/superslim versus regular
Cigarettes: Pack size
Cigarettes: Pack type
SECTOR DATA
Table 15 Sales of Cigarettes by Tar Level: Volume 2003-2008
Table 16 Sales of Cigarettes by Tar Level: Value 2003-2008
Table 17 Sales of Cigarettes by Tar Level: % Volume Growth 2003-2008
Table 18 Sales of Cigarettes by Tar Level: % Value Growth 2003-2008
Table 19 Sales of Cigarettes by Price Band: % Volume Breakdown 2003-2008
Table 20 Sales of Cigarettes by Standard/Menthol: % Volume Breakdown 2003-2008
Table 21 Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2003-2008
Table 22 Sales of Cigarettes by Filter Vs Non-filter 2003-2008
Table 23 Sales of Filter Cigarettes by Carbon Vs Non-carbon 2003-2008
Table 24 Sales of Cigarettes by Length 2003-2008
Table 25 Sales of Cigarettes by Regular/Slim 2006-2008
Table 26 Sales of Cigarettes by Pack Size 2003-2008
Table 27 Sales of Cigarettes by Pack Type 2003-2008
Table 28 Cigarettes: Production, Imports and Exports: Total Volume 2003-2008
Table 29 Cigarettes Company Shares 2004-2008
Table 30 Cigarettes Brand Shares 2005-2008
Table 31 Sales of Cigarettes by Distribution Format: % Analysis 2003-2008
Table 32 Forecast Sales of Cigarettes by Tar Level: Volume 2008-2013
Table 33 Forecast Sales of Cigarettes by Tar Level: Value 2008-2013
Table 34 Forecast Sales of Cigarettes by Tar Level: % Volume Growth 2008-2013
Table 35 Forecast Sales of Cigarettes by Tar Level: % Value Growth 2008-2013
Table 36 Forecast Sales of Cigarettes by Price Band: % Volume Breakdown 2008-2013
Table 37 Forecast Sales of Cigarettes by Standard/Menthol: % Volume Breakdown 2008-2013
Table 38 Forecast Sales of Cigarettes by Tobacco Type: % Volume Breakdown 2008-2013
Table 39 Forecast Sales of Cigarettes by Filter Vs Non-filter 2008-2013
Table 40 Forecast Sales of Filter Cigarettes by Carbon Vs Non-carbon 2008-2013
Table 41 Forecast Sales of Cigarettes by Length 2008-2013
Table 42 Forecast Sales of Cigarettes by Regular/Slim 2008-2013
Table 43 Forecast Sales of Cigarettes by Pack Size 2008-2013
Table 44 Forecast Sales of Cigarettes by Pack Type 2008-2013
CIGARS IN MOROCCO
HEADLINES
TRENDS
DISTRIBUTION
COMPETITIVE LANDSCAPE
NEW PRODUCT DEVELOPMENTS
PROSPECTS
SECTOR DATA
Table 45 Sales of Cigars by Subsector: Volume 2003-2008
Table 46 Sales of Cigars by Subsector: Value 2003-2008
Table 47 Sales of Cigars by Subsector: % Volume Growth 2004-2008
Table 48 Sales of Cigars by Subsector: % Value Growth 2004-2008
Table 49 Company Shares of Cigars Excluding Cigarillos 2004-2008
Table 50 Brand Shares of Cigars Excluding Cigarillos 2005-2008
Table 51 Sales of Cigars by Distribution Format: % Analysis 2003-2008
Table 52 Forecast Sales of Cigars by Subsector: Volume 2008-2013
Table 53 Forecast Sales of Cigars by Subsector: Value 2008-2013
Table 54 Forecast Sales of Cigars by Subsector: % Volume Growth 2008-2013
Table 55 Forecast Sales of Cigars by Subsector: % Value Growth 2008-2013
SMOKING TOBACCO IN MOROCCO
HEADLINES
TRENDS
DISTRIBUTION
COMPETITIVE LANDSCAPE
NEW PRODUCT DEVELOPMENTS
PROSPECTS
SECTOR DATA
Table 56 Sales of Smoking Tobacco by Subsector: Volume 2003-2008
Table 57 Sales of Smoking Tobacco by Subsector: Value 2003-2008
Table 58 Sales of Smoking Tobacco by Subsector: % Volume Growth 2004-2008
Table 59 Sales of Smoking Tobacco by Subsector: % Value Growth 2004-2008
Table 60 Company Shares of Pipe Tobacco 2004-2008
Table 61 Brand Shares of Pipe Tobacco 2005-2008
Table 62 Sales of Smoking Tobacco by Distribution Format: % Analysis 2003-2008
Table 63 Forecast Sales of Smoking Tobacco by Subsector: Volume 2008-2013
Table 64 Forecast Sales of Smoking Tobacco by Subsector: Value 2008-2013
Table 65 Forecast Sales of Smoking Tobacco by Subsector: % Volume Growth 2008-2013
Table 66 Forecast Sales of Smoking Tobacco by Subsector: % Value Growth 2008-2013
SMOKELESS TOBACCO IN MOROCCO
HEADLINES