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Country Report

Morocco Flag Tea in Morocco

| Pages: 22

Price: US$900

About this Report

Executive Summary

TRENDS

  • In 2013, manufacturers continued to invest in innovation to stimulate sales. They extended their product ranges with new flavours, such as saffron, jasmine and thyme that were mainly found in other tea. Some tried to target younger consumers and children, who are generally less inclined to drink tea. In order to compete, some players continued to upgrade their offerings and bring out new varieties that can be drunk throughout the year. Manufacturers also invested in bigger packs offering several varieties of tea in order to stimulate demand among loyal consumers.

COMPETITIVE LANDSCAPE

  • Mido Food Co SA was the leading player in 2013 with a 24% retail value share. The company, which owns the Sultan brand that has long been an established name in tea in Morocco, continued its efforts to engage customers through various promotional activities. To diversify its product range, the company introduced its green tea brand Sultan Hospitalité with specified aromatic plants from each region of Morocco. For example, Sultan Hospitalité with Origano for the Atlas region, Sultan Hospitalité Marrakech with Mint and Sage, Sultan Hospitalité Taliouine with Saffron and Sultan Hospitalité Mogador with Jasmine; thus by widening its range of products, the company gained more share and was able to keep leadership of the category.

PROSPECTS

  • The tea category is likely to be driven by other tea products over the forecast period as tea appeals to the health and wellness concerns of Moroccan consumers. Another driver of the category is expected to be innovation, with manufacturers investing in new flavours to stimulate sales or in niches to target new consumers, such as young people, children or more eco-friendly buyers.

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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 2008-2013
  • Table 2 Retail Sales of Tea by Category: Value 2008-2013
  • Table 3 Retail Sales of Tea by Category: % Volume Growth 2008-2013
  • Table 4 Retail Sales of Tea by Category: % Value Growth 2008-2013
  • Table 5 Retail Sales of Tea by Standard Vs Pods: % Value 2008-2013
  • Table 6 NBO Company Shares of Tea: % Retail Value 2009-2013
  • Table 7 LBN Brand Shares of Tea: % Retail Value 2010-2013
  • Table 8 Forecast Retail Sales of Tea by Category: Volume 2013-2018
  • Table 9 Forecast Retail Sales of Tea by Category: Value 2013-2018
  • Table 10 Forecast Retail Sales of Tea by Category: % Volume Growth 2013-2018
  • Table 11 Forecast Retail Sales of Tea by Category: % Value Growth 2013-2018
  • Table 12 Forecast Retail Sales of Tea by Standard vs Pods: % Value 2013-2018

Tea in Morocco - Company Profiles

Cafés Sahara in Hot Drinks (Morocco)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Cafés Sahara: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 2 Cafés Sahara: Competitive Position 2013

Hot Drinks in Morocco - Industry Context

EXECUTIVE SUMMARY

Positive overall performance of hot drinks

Coffee pods continues to attract attention

Local companies hold strong position in hot drinks due to importance of tea in Morocco

Independent small grocers remains the leading distribution channel but comes under increasing pressure

Coffee to lead sales growth going forward, especially in the off-trade

KEY TRENDS AND DEVELOPMENTS

Mature coffee category boosted by pods

Good on-trade performance for hot drinks

Hypermarkets, supermarkets and discounters take share from independent small grocers

MARKET DATA

  • Table 13 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2008-2013
  • Table 14 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2008-2013
  • Table 15 Retail Sales of Hot Drinks by Category: Volume 2008-2013
  • Table 16 Retail Sales of Hot Drinks by Category: Value 2008-2013
  • Table 17 Retail Sales of Hot Drinks by Category: % Volume Growth 2008-2013
  • Table 18 Retail Sales of Hot Drinks by Category: % Value Growth 2008-2013
  • Table 19 Foodservice Sales of Hot Drinks by Category: Volume 2008-2013
  • Table 20 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2008-2013
  • Table 21 Total Sales of Hot Drinks by Category: Total Volume 2008-2013
  • Table 22 Total Sales of Hot Drinks by Category: % Total Volume Growth 2008-2013
  • Table 23 Retail Sales of Hot Drinks by Region: Volume 2008-2013
  • Table 24 Retail Sales of Hot Drinks by Region: Value 2008-2013
  • Table 25 Retail Sales of Hot Drinks by Region: % Volume Growth 2008-2013
  • Table 26 Retail Sales of Hot Drinks by Region: % Value Growth 2008-2013
  • Table 27 NBO Company Shares of Hot Drinks: % Retail Value 2009-2013
  • Table 28 LBN Brand Shares of Hot Drinks: % Retail Value 2010-2013
  • Table 29 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2008-2013
  • Table 30 Retail Distribution of Hot Drinks by Format: % Volume 2008-2013
  • Table 31 Retail Distribution of Hot Drinks by Format and Category: % Volume 2013
  • Table 32 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
  • Table 33 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
  • Table 34 Forecast Retail Sales of Hot Drinks by Category: Volume 2013-2018
  • Table 35 Forecast Retail Sales of Hot Drinks by Category: Value 2013-2018
  • Table 36 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
  • Table 37 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
  • Table 38 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
  • Table 39 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
  • Table 40 Forecast Total Sales of Hot Drinks by Category: Total Volume 2013-2018
  • Table 41 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018

APPENDIX

Production/Import/Export Data

SOURCES

  • Summary 3 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 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
  • Retail brewed volume
  • Retail brewed volume % growth
  • Retail brewed volume per capita
  • Foodservice brewed volume
  • Foodservice brewed volume % growth
  • Foodservice brewed volume per capita
  • Total brewed volume
  • Total brewed volume % growth
  • Total brewed volume per capita

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