On-trade volume sales should continue to grow during the forecast period as the rising number of tourists will boost consumption of premium spirits in on-trade establishments. However, off-trade volume sales are expected to rise slightly as imported spirits remain beyond the reach of the mass consumer base because of their high prices.
For a number of reasons, the local spirit, mahia, is anticipated to continue to lead spirits sales during the forecast period, and is also expected to be amongst the best performing categories. The most significant reason will be the price, which makes it affordable to different classes of consumers.
Vodka is expected to be the fastest growing category over the forecast period since it is the second cheapest spirit after the local product, mahia. A proliferation of flavoured and economy positioned products will continue to generate greater consumer interest in vodka, to the benefit of sales.
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Understand the latest market trends and future growth opportunities for the Spirits industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Spirits
This is the aggregation of whisk(e)y, brandy and Cognac, white spirits, rum, tequila, liqueurs and other spirits.
See All of Our DefinitionsThis report originates from Passport, our Spirits research and analysis database.
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