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Country Report

Tea in Morocco

Price: US$900

About this Report

Executive Summary

TRENDS

  • In Morocco, tea sales were dominated by other tea, which accounted for close to 100% of both retail volume and value sales in 2012, and healthy growth in this area drove overall tea sales during the year. Other tea, which includes green tea, is linked to Moroccan traditions and is highly popular throughout the country. Green tea with mint is the first drink consumed in cafés, restaurants, at parties and when friends are invited round. The is the reason why Moroccan authorities set up a tea museum in the city of Essaouira, in partnership with China, the first exporter of green tea to Morocco.

COMPETITIVE LANDSCAPE

  • In 2012, tea in Morocco was led by Mido Food Co with an off-trade value share of 38%. The company’s brand Sultan is successful in Morocco because of its wide range of teas. Moreover, the company is known for introducing fashionable products, such as tea with jasmine, which became popular among consumers.

PROSPECTS

  • Tea will continue to play an integral part of family and social occasions in Morocco, although growth over the forecast period will be driven by other tea and fruit/herbal tea. In addition, the health and wellness trend will continue to fuel demand for products of these categories. The stay-at-home trend is also expected to remain important, and will result in slightly faster off-trade than on-trade volume growth over the forecast period.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tea 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 Tea industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Tea 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 shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Tea in Morocco?
  • What are the major brands in Morocco?
  • Is loose leaf tea available in Morocco?
  • Is there a shift from unpackaged to packaged tea in Morocco?
  • Is there a market for tea pods in Morocco?
  • What is the market size for different tea flavors (green tea, black tea, herbal tea, etc.) in Morocco?
  • How are market trends changing in flavours/types for fruit/herbal and other tea?

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 Hot Drinks market research database.

Table of Contents

Tea in Morocco - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Retail Sales of Tea by Category: Volume 2007-2012
  • Table 2 Retail Sales of Tea by Category: Value 2007-2012
  • Table 3 Retail Sales of Tea by Category: % Volume Growth 2007-2012
  • Table 4 Retail Sales of Tea by Category: % Value Growth 2007-2012
  • Table 5 Tea: Standard Vs Pods % Value Analysis 2007-2012
  • Table 6 Tea Company Shares by Retail Value 2008-2012
  • Table 7 Tea Brand Shares by Retail Value 2009-2012
  • Table 8 Forecast Retail Sales of Tea by Category: Volume 2012-2017
  • Table 9 Forecast Retail Sales of Tea by Category: Value 2012-2017
  • Table 10 Forecast Retail Sales of Tea by Category: % Volume Growth 2012-2017
  • Table 11 Forecast Retail Sales of Tea by Category: % Value Growth 2012-2017
  • Table 12 Tea: Forecast Standard Vs Pods % Value Analysis 2012-2017

Tea in Morocco - Company Profiles

Cafés Sahara in Hot Drinks (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Cafés Sahara: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 2 Cafés Sahara: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 3 Cafés Sahara: Competitive Position 2012

Holmarcom Groupe in Hot Drinks (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Holmarcom Groupe: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 5 Holmarcom Groupe: Competitive Position 2012

Hot Drinks in Morocco - Industry Context

EXECUTIVE SUMMARY

Healthy growth seen across hot drinks

Coffee remains the most dynamic category

Domestic companies increase sales share while penetration of new companies is limited

Small grocery retailers dominate distribution in 2012

Volume and value growth expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

Spiced coffees soon to be available

Tea is very popular

Local companies dominate hot drinks but lose ground to multinationals

Success of instant coffee

Religious factors have a positive effect on hot drinks sales

MARKET DATA

  • Table 13 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2007-2012
  • Table 14 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2007-2012
  • Table 15 Retail Sales of Hot Drinks by Category: Volume 2007-2012
  • Table 16 Retail Sales of Hot Drinks by Category: Value 2007-2012
  • Table 17 Retail Sales of Hot Drinks by Category: % Volume Growth 2007-2012
  • Table 18 Retail Sales of Hot Drinks by Category: % Value Growth 2007-2012
  • Table 19 Foodservice Sales of Hot Drinks by Category: Volume 2007-2012
  • Table 20 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2007-2012
  • Table 21 Total Sales of Hot Drinks by Category: Total Volume 2007-2012
  • Table 22 Total Sales of Hot Drinks by Category: % Total Volume Growth 2007-2012
  • Table 23 Hot Drinks Company Shares by Retail Value 2008-2012
  • Table 24 Hot Drinks Brand Shares by Retail Value 2009-2012
  • Table 25 Penetration of Private Label by Category 2007-2012
  • Table 26 Sales of Hot Drinks by Distribution Format: % Analysis 2007-2012
  • Table 27 Sales of Hot Drinks by Category and Distribution Format: % Analysis 2012
  • Table 28 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2012-2017
  • Table 29 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2012-2017
  • Table 30 Forecast Retail Sales of Hot Drinks by Category: Volume 2012-2017
  • Table 31 Forecast Retail Sales of Hot Drinks by Category: Value 2012-2017
  • Table 32 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2012-2017
  • Table 33 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2012-2017
  • Table 34 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2012-2017
  • Table 35 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2012-2017
  • Table 36 Forecast Total Sales of Hot Drinks by Category: Total Volume 2012-2017
  • Table 37 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2012-2017

APPENDIX

Production/Import/Export Data

  • Table 38 Imports of Hot Drinks by Category 2010-2011

SOURCES

  • Summary 6 Research Sources

Segmentation

This market research report includes the following:

  • Tea
    • Black Tea
      • Black Standard Tea
        • Loose Black Standard Tea
        • Tea Bags Black Standard
      • Black Speciality Tea
        • Loose Black Speciality Tea
        • Tea Bags Black Speciality
    • Fruit/Herbal Tea
    • Green Tea
    • Instant Tea
    • Other Tea

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
  • Off-trade vs On-trade
  • Products by Ingredient
  • Standard vs Pods

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail rtd volume
  • Retail rtd volume % growth
  • Retail rtd volume per capita
  • Foodservice rtd volume
  • Foodservice rtd volume % growth
  • Foodservice rtd volume per capita
  • Total rtd volume
  • Total rtd volume % growth
  • Total rtd volume per capita
  • Retail cups volume
  • Retail cups volume % growth
  • Retail cups volume per capita
  • Foodservice cups volume
  • Foodservice cups volume % growth
  • Foodservice cups volume per capita
  • Total cups volume
  • Total cups volume % growth
  • Total cups volume per capita

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