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Country Report

Morocco Flag Beer in Morocco

| Pages: 39

Price: US$900

About this Report

Executive Summary

TRENDS

  • Despite various major factors inhibiting growth in the consumption of alcoholic drinks in Morocco during 2012, the category suffered from declining consumption, particularly among low-income demographic groups, demand for beer remained strong among middle-income and high-income consumers. The majority of more affluent Moroccans were much less affected by unit price increases during 2012 and this meant that they continued to consume beer as well as alcoholic drinks in other categories. In the middle of 2010, demand for beer fell suddenly due to unit price increases following the imposition of higher taxes on alcoholic drinks, compromising volume sales significantly. During 2012, however, volume sales imported premium lager increased, which represents further evidence of the growing demand for premium beer in Morocco.

COMPETITIVE LANDSCAPE

  • Groupes des Brasseries du Maroc remained the dominant player in beer in Morocco during 2012 with a total volume share of 69%. 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

  • Recent tax increases boosted average unit prices in all beer categories towards the end of the review period, while the economic situation continues to have a negative effect on sales of beer and both of these trends are expected to continue developing over the forecast period, leading to negative total volume growth in beer. In addition, disposable income levels are predicted to decline for the majority of Moroccan households during the forecast period. Although the Moroccan Government remains optimistic about the immediate future of the Moroccan economy, especially for the country’s travel and tourism industry, it is highly unlikely that beer consumption will return to pre-economic crisis levels before the end of the forecast period.

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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 2012

CATEGORY DATA

  • Table 1 Sales of Beer by Category: Total Volume 2007-2012
  • Table 2 Sales of Beer by Category: Total Value 2007-2012
  • Table 3 Sales of Beer by Category: % Total Volume Growth 2007-2012
  • Table 4 Sales of Beer by Category: % Total Value Growth 2007-2012
  • Table 5 Sales of Beer by On-trade vs Off-trade: Volume 2007-2012
  • Table 6 Sales of Beer by On-trade vs Off-trade: Value 2007-2012
  • Table 7 Sales of Beer by On-trade vs Off-trade: % Volume Growth 2007-2012
  • Table 8 Sales of Beer by On-trade vs Off-trade: % Value Growth 2007-2012
  • Table 9 GBO Company Shares of Beer: % Total Volume 2008-2012
  • Table 10 NBO Company Shares of Beer: % Total Volume 2008-2012
  • Table 11 LBN Brand Shares of Beer: % Total Volume 2009-2012
  • Table 12 Production, Imports and Exports of Beer: Total Volume 2006-2011
  • Table 13 Imports of Beer by Country of Origin: Total Volume 2006-2011
  • Table 14 Imports of Beer by Country of Origin: Total Value 2006-2011
  • Table 15 Exports of Beer by Country of Destination: Total Volume 2006-2011
  • Table 16 Exports of Beer by Country of Destination: Total Value 2006-2011
  • Table 17 Forecast Sales of Beer by Category: Total Volume 2012-2017
  • Table 18 Forecast Sales of Beer by Category: Total Value 2012-2017
  • Table 19 Forecast Sales of Beer by Category: % Total Volume Growth 2012-2017
  • Table 20 Forecast Sales of Beer by Category: % Total Value Growth 2012-2017

Beer in Morocco - Company Profiles

Bourchanin & Cie SA in Alcoholic Drinks (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Bourchanin & Cie: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 Bourchanin & Cie SA: Competitive Position 2012

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 SA: Competitive Position 2012

Alcoholic Drinks in Morocco - Industry Context

EXECUTIVE SUMMARY

Economic uncertainly continues to negatively impact performance

Interior consumption tax increased again

Groupe des Brasseries du Maroc continues to lead in alcoholic drinks

Independent small grocers leads the retail distribution of alcoholic drinks

A modest performance is expected in alcoholic drinks during the forecast period

KEY TRENDS AND DEVELOPMENTS

Rising tax pose threat to alcoholic drinks sales

Morocco’s young population fuels growth in alcoholic drinks

Economic conditions drive the stay at home trend

Key new product launches

Specialist retailers

  • Summary 7 Leading Specialist Retailers 2012

Market merger and acquisition activity

MARKET BACKGROUND

Legislation

  • Table 21 Number of On-trade Establishments by Type 2006-2011

TAXATION AND DUTY LEVIES

  • Table 22 Taxation and Duty Levies on Alcoholic Drinks 2012
  • Table 23 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Categories 2012
  • Table 24 Selling Margin of a Typical Beer Brand 2012 excl Wholesalers
  • Table 25 Selling Margin of a Typical Wine Brand 2012 excl Wholesalers
  • Table 26 Selling Margin of a Typical Spirits Brand 2012 excl Wholesalers

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

MARKET INDICATORS

  • Table 27 Retail Consumer Expenditure on Alcoholic Drinks 2007-2012

MARKET DATA

  • Table 28 Sales of Alcoholic Drinks by Category: Total Volume 2007-2012
  • Table 29 Sales of Alcoholic Drinks by Category: Total Value 2007-2012
  • Table 30 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2007-2012
  • Table 31 Sales of Alcoholic Drinks by Category: % Total Value Growth 2007-2012
  • Table 32 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Volume 2012
  • Table 33 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: Value 2012
  • Table 34 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Volume 2012
  • Table 35 Sales of Alcoholic Drinks by Category by On-trade vs Off-trade: % Value 2012
  • Table 36 GBO Company Shares of Alcoholic Drinks: % Total Volume 2008-2012
  • Table 37 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2007-2012
  • Table 38 Distribution of Alcoholic Drinks by Format by Category: % Off-trade Volume 2012
  • Table 39 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
  • Table 40 Forecast Sales of Alcoholic Drinks by Category: Total Value 2012-2017
  • Table 41 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
  • Table 42 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017

DEFINITIONS

SOURCES

  • Summary 8 Research Sources

Segmentation

This market research report includes the following:

  • Beer
    • Dark Beer
      • Lager
        • Premium Lager
          • Domestic Premium Lager
          • Imported Premium Lager
        • Standard Lager
          • Domestic Standard Lager
          • Imported Standard Lager
        • Economy Lager
          • Domestic Economy Lager
          • Imported Economy Lager
      • Lager by Origin
        • Domestic Lager
          • Domestic Premium Lager
          • Domestic Standard Lager
          • Domestic Economy Lager
        • Imported Lager
          • Imported Premium Lager
          • Imported Standard Lager
          • Imported Economy Lager
      • Low/Non- Alcohol Beer
        • Low Alcohol Beer
        • Non-Alcoholic 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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