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Country Report

Morocco Flag Beer in Morocco

| Pages: 36

Price: US$900

About this Report

Executive Summary

TRENDS

  • 2013 is a challenging year for most industries and alcoholic drinks also recorded a negative performance especially the highest demanded category, beer, due to the economic crisis. The Islamic government tries to get more money from businesses by increasing taxes; however, the price increase in beer was due to cost reasons as production costs went up. The government has increased the price of many commodities, which affects demand for alcohol as more important products than alcohol cost more, especially for the middle class.

COMPETITIVE LANDSCAPE

  • Groupes des Brasseries du Maroc remained the dominant player in beer in Morocco during 2013 with a total volume share of 85%. The company has the strongest distribution network in alcoholic drinks and a brand portfolio which includes the majority of the country’s key beer brands, including Spécial Flag and Heineken, which is produced locally under licence.

PROSPECTS

  • In light of the economic situation which is very challenging to both companies and consumers, beer is expected to decline in volume terms due to lower demand caused by a visible increase in its unit price. The increase of commodity price and more taxes imposed by the government without any good signs of economic growth could result in consumers tending to spend less.

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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 2013
  • Table 1 Number of Breweries 2008-2013

CATEGORY DATA

  • Table 2 Sales of Beer by Category: Total Volume 2008-2013
  • Table 3 Sales of Beer by Category: Total Value 2008-2013
  • Table 4 Sales of Beer by Category: % Total Volume Growth 2008-2013
  • Table 5 Sales of Beer by Category: % Total Value Growth 2008-2013
  • Table 6 Sales of Beer by Off-trade vs On-trade: Volume 2008-2013
  • Table 7 Sales of Beer by Off-trade vs On-trade: Value 2008-2013
  • Table 8 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2008-2013
  • Table 9 Sales of Beer by Off-trade vs On-trade: % Value Growth 2008-2013
  • Table 10 GBO Company Shares of Beer: % Total Volume 2009-2013
  • Table 11 NBO Company Shares of Beer: % Total Volume 2009-2013
  • Table 12 LBN Brand Shares of Beer: % Total Volume 2010-2013
  • Table 13 Production, Imports and Exports of Beer: Total Volume 2007-2012
  • Table 14 Imports of Beer by Country of Origin: Total Volume 2007-2012
  • Table 15 Imports of Beer by Country of Origin: Total Value 2007-2012
  • Table 16 Exports of Beer by Country of Destination: Total Volume 2007-2012
  • Table 17 Exports of Beer by Country of Destination: Total Value 2007-2012
  • Table 18 Forecast Sales of Beer by Category: Total Volume 2013-2018
  • Table 19 Forecast Sales of Beer by Category: Total Value 2013-2018
  • Table 20 Forecast Sales of Beer by Category: % Total Volume Growth 2013-2018
  • Table 21 Forecast Sales of Beer by Category: % Total Value Growth 2013-2018

Beer in Morocco - Company Profiles

Bourchanin & Cie SA in Alcoholic Drinks (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Bourchanin & Cie SA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Bourchanin & Cie SA: Competitive Position 2013

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

STRATEGIC DIRECTION

KEY FACTS

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

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 6 Groupe des Brasseries du Maroc: Competitive Position 2013

Alcoholic Drinks in Morocco - Industry Context

EXECUTIVE SUMMARY

A stagnant market

Purchasing power weakening

Politics, decisions and the industry

Groupe Des Brasseries Du Maroc confirms its leadership in 2013

Consumers still prefer small grocery retailers

KEY TRENDS AND DEVELOPMENTS

The tax policy increase is a high risk to the growth of alcoholic drinks market

The socio-geographic factor will lead to more consumption

Economic necessity in light of an Islamic government

Key new product launches

  • Summary 7 Key New Product Developments 2013

MARKET BACKGROUND

Legislation

  • Summary 8 Number of On-trade Establishments by Type 2008-2013

TAXATION AND DUTY LEVIES

  • Summary 9 Taxation and Duty Levies on Alcoholic Drinks 2013
  • Table 22 Selling Margin of a Typical Beer Brand in Retail Channel that uses Wholesalers 2013
  • Table 23 Selling Margin of a Typical Wine Brand in Retail Channel that uses Wholesalers 2013
  • Table 24 Selling Margin of a Typical Spirits Brand in Retail Channel that uses Wholesalers 2013

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

MARKET INDICATORS

  • Table 25 Retail Consumer Expenditure on Alcoholic Drinks 2008-2013

MARKET DATA

  • Table 26 Sales of Alcoholic Drinks by Category: Total Volume 2008-2013
  • Table 27 Sales of Alcoholic Drinks by Category: Total Value 2008-2013
  • Table 28 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2008-2013
  • Table 29 Sales of Alcoholic Drinks by Category: % Total Value Growth 2008-2013
  • Table 30 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2013
  • Table 31 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2013
  • Table 32 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2013
  • Table 33 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2013
  • Table 34 GBO Company Shares of Alcoholic Drinks: % Total Volume 2009-2013
  • Table 35 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2008-2013
  • Table 36 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2013
  • Table 37 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
  • Table 38 Forecast Sales of Alcoholic Drinks by Category: Total Value 2013-2018
  • Table 39 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
  • Table 40 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 10 Research Sources

Segmentation

This market research report includes the following:

  • Beer
    • Dark Beer
      • Ale
      • Sorghum
      • Weissbier/Wiezen/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
      • Standard 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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