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Country Report

Morocco Flag Beer in Morocco

| Pages: 32

Price: US$990

About this Report

Executive Summary

TRENDS

  • The decline in beer consumption which started in 2010 continued in 2014, pushing companies to increase their prices to offset the drop in volumes. Consumers’ purchasing power did not follow this increase in beer prices, thus forcing many to shift to informal alternatives. In addition, the total halt to sales of alcoholic drinks in Marjane hypermarkets at the end of 2014 further contributed to the category’s ongoing decline.

COMPETITIVE LANDSCAPE

  • Groupe des Brasseries du Maroc was the leading company in beer in Morocco in 2014, accounting for a 95% share of volume sales. The company’s best-selling brands are La Speciale Flag, Flag Pils and Stork in domestic mid-priced lager and its own brand Casablanca and the Heineken brand produced locally under licence in domestic premium lager.

PROSPECTS

  • The growth prospects for beer look fairly bleak over the forecast period as Marjane plans to stop selling alcoholic drinks in all of its outlets in 2015, with ACIMA likely to follow suit in 2016, leading to a further contraction of the category and the prospect of falling sales for Groupe des Brasseries du Maroc. In addition, Moroccans cannot afford the price rises that occurred in 2013 and 2014 and are trading down to cheaper products or are purchasing from informal channels instead, thus further dampening growth.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beer industry in Morocco with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beer industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Beer in Morocco market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market volume shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beer in Morocco?
  • What are the major brands in Morocco?
  • How has premium lager performed in the wake of the global recession, has it lost out to economy lager as consumers traded down?
  • What are the most popular flavours within non-alcoholic beer?
  • What are the market opportunities for ‘healthier’ beers like low calorie and/or low abv beers?
  • Has the implementation of a stricter drink driving law benefited sales of low/non-alcohol beer?
  • Has the recession benefited domestic lager over imported lager?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Table of Contents

Beer in Morocco - Category Analysis

HEADLINES

TRENDS

PRODUCTION, IMPORTS AND EXPORTS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY BACKGROUND

Lager price band methodology

  • Summary 1 Lager by Price Band 2014
  • Table 1 Number of Breweries 2009-2014

CATEGORY DATA

  • Table 2 Sales of Beer by Category: Total Volume 2009-2014
  • Table 3 Sales of Beer by Category: Total Value 2009-2014
  • Table 4 Sales of Beer by Category: % Total Volume Growth 2009-2014
  • Table 5 Sales of Beer by Category: % Total Value Growth 2009-2014
  • Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2009-2014
  • Table 7 Sales of Beer by Off-trade vs On-trade: Value 2009-2014
  • Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2009-2014
  • Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2009-2014
  • Table 10 GBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 11 NBO Company Shares of Beer: % Total Volume 2010-2014
  • Table 12 LBN Brand Shares of Beer: % Total Volume 2011-2014
  • Table 13 Production, Imports and Exports of Beer: Total Volume 2008-2013
  • Table 14 Imports of Beer by Country of Origin: Total Volume 2008-2013
  • Table 15 Imports of Beer by Country of Origin: Total Value 2008-2013
  • Table 16 Exports of Beer by Country of Destination: Total Volume 2008-2013
  • Table 17 Exports of Beer by Country of Destination: Total Value 2008-2013
  • Table 18 Forecast Sales of Beer by Category: Total Volume 2014-2019
  • Table 19 Forecast Sales of Beer by Category: Total Value 2014-2019
  • Table 20 Forecast Sales of Beer by Category: % Total Volume Growth 2014-2019
  • Table 21 Forecast Sales of Beer by Category: % Total Value Growth 2014-2019

Beer in Morocco - Company Profiles

Bourchanin & Cie SA in Alcoholic Drinks (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Bourchanin & Cie SA: Key Facts

COMPETITIVE POSITIONING

  • Summary 3 Bourchanin & Cie SA: Competitive Position 2014

Groupe des Brasseries du Maroc SA in Alcoholic Drinks (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Groupe des Brasseries du Maroc SA: Key Facts
  • Summary 5 Groupe des Brasseries du Maroc SA: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 6 Groupe des Brasseries du Maroc SA: Competitive Position 2014

Alcoholic Drinks in Morocco - Industry Context

EXECUTIVE SUMMARY

Volume sales decline further in 2014

Increasing prices offset consumption decline

Groupe des Brasseries du Maroc SA continues to lead sales

Distribution share of independent small grocers increases

Tough times ahead

KEY TRENDS AND DEVELOPMENTS

Marjane hypermarkets start to halt the distribution of alcoholic drinks in 2013

Concurrence of the religious months of Sha'ban and Ramadan with the summer holidays

Local players control the industry

Key new product launches

  • Summary 7 Key New Product Developments 2014-2015

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

  • Table 22 Taxation and Duty Levies on Alcoholic Drinks 2014
  • Table 23 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2014
  • Table 24 Selling Margin of a Typical Beer Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 25 Selling Margin of a Typical Wine Brand in Retail Channel Which Uses Wholesalers 2014
  • Table 26 Selling Margin of a Typical Spirits Brand in Retail Channel Which Uses Wholesalers 2014

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

MARKET INDICATORS

  • Table 27 Retail Consumer Expenditure on Alcoholic Drinks 2009-2014

MARKET DATA

  • Table 28 Sales of Alcoholic Drinks by Category: Total Volume 2009-2014
  • Table 29 Sales of Alcoholic Drinks by Category: Total Value 2009-2014
  • Table 30 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2009-2014
  • Table 31 Sales of Alcoholic Drinks by Category: % Total Value Growth 2009-2014
  • Table 32 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2014
  • Table 33 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2014
  • Table 34 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2014
  • Table 35 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2014
  • Table 36 GBO Company Shares of Alcoholic Drinks: % Total Volume 2010-2014
  • Table 37 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2009-2014
  • Table 38 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2014
  • Table 39 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
  • Table 40 Forecast Sales of Alcoholic Drinks by Category: Total Value 2014-2019
  • Table 41 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
  • Table 42 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 8 Research Sources

Segmentation

This market research report includes the following:

  • Beer
    • Dark Beer
      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
    • Lager
      • Flavoured/Mixed Lager
      • Standard Lager
        • Premium Lager
          • Domestic Premium Lager
          • Imported Premium Lager
        • Mid-Priced Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
        • Economy Lager
          • Domestic Economy Lager
          • Imported Economy Lager
      • Lager by Origin
        • Domestic Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
        • Imported Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
    • Non/Low Alcohol Beer
    • Stout

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Exports by Country - Value
  • Exports by Country - Volume
  • Imports by Country - Value
  • Imports by Country - Volume
  • Off-trade vs On-trade
  • Products by Ingredient
  • Trade Statistics - Value
  • Trade Statistics - Volume

Market size details:

  • Off-trade volume
  • Off-trade volume % growth
  • Off-trade volume per capita
  • On-trade volume
  • On-trade volume % growth
  • On-trade volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Off-trade value retail selling price % growth
  • Off-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price % growth
  • On-trade value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price % growth
  • Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price % growth
  • Off-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price % growth
  • On-trade value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • On-trade value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price % growth
  • Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Total value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Off-trade rtd volume
  • Off-trade rtd volume % growth
  • Off-trade rtd volume per capita
  • On-trade rtd volume
  • On-trade rtd volume % growth
  • On-trade rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Off-trade volume litres of pure alcohol
  • Off-trade volume litres of pure alcohol % growth
  • Off-trade volume litres of pure alcohol per capita
  • On-trade volume litres of pure alcohol
  • On-trade volume litres of pure alcohol % growth
  • On-trade volume litres of pure alcohol per capita
  • Total volume litres of pure alcohol
  • Total volume litres of pure alcohol % growth
  • Total volume litres of pure alcohol per capita

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