Alcoholic Drinks in Morocco

July 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Beer
  • Wine
  • Spirits
  • Cider and Perry
  • RTDs

If you're in the Alcoholic Drinks industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in Morocco report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Alcoholic Drinks in Morocco?
  • Where is consumer demand for Alcoholic Drinks focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Morocco?
  • How are products distributed in Morocco?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

Alcoholic Drinks in Morocco

EXECUTIVE SUMMARY

Alcoholic drinks in 2021: The big picture
Reduction of customs duties offset by rising consumption tax
Companies compete by expanding product offer while maintaining low prices
Players open their own stores to offer competitive prices
Significant decline for on-trade with closure of horeca and limited tourism due to pandemic
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2019-2026 Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2019-2026

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age Drink driving Advertising Smoking ban Opening hours On-trade establishments Summary 1 Number of On-trade Establishments by Type 2015-2021

TAXATION AND DUTY LEVIES

IMPORT TAX

TAX INTERIOR DU CONSUMMATION OR INTERNAL CONSUMPTION TAX (TIC)

CUSTOMS TAXES ON ALCOHOLIC DRINKS IMPORTED FROM NON-EUROPEAN COUNTRIES

SPECIFIC VAT ON ALCOHOLIC DRINKS

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2021

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021 Table 3 Sales of Alcoholic Drinks by Category: Total Value 2016-2021 Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021 Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021 Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021 Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021 Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021 Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021 Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026 Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 3 Research Sources

Beer in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Imported lager becoming fragmented with increasing entry of new brands
Shrinking market prompts producers to marginally increase prices
Tough economic conditions favour demand for mid-priced and economy lager
On-trade sales largely impacted by closure of bars/clubs and by drop in tourist arrivals
Local player Groupe des Brasseries du Maroc SA retains dominance
La Speciale Flag remains mainstream
Non-alcoholic beer registers further impressive growth through off-trade

PROSPECTS AND OPPORTUNITIES

Dismantling of customs duties will lead to further fragmentation
Economy lager will remain popular amid persisting pandemic and economic difficulties
Non-alcoholic beer to register fastest growth over forecast period
Dark beer and stout to remain negligible in Morocco
Local players will continue to maintain competitive prices

CATEGORY BACKGROUND

Lager price band methodology
Summary 4 Lager by Price Band 2021

CATEGORY DATA

Table 17 Sales of Beer by Category: Total Volume 2016-2021 Table 18 Sales of Beer by Category: Total Value 2016-2021 Table 19 Sales of Beer by Category: % Total Volume Growth 2016-2021 Table 20 Sales of Beer by Category: % Total Value Growth 2016-2021 Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021 Table 22 Sales of Beer by Off-trade vs On-trade: Value 2016-2021 Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021 Table 25 Sales of Beer by Craft vs Standard 2016-2021 Table 26 GBO Company Shares of Beer: % Total Volume 2017-2021 Table 27 NBO Company Shares of Beer: % Total Volume 2017-2021 Table 28 LBN Brand Shares of Beer: % Total Volume 2018-2021 Table 29 Forecast Sales of Beer by Category: Total Volume 2021-2026 Table 30 Forecast Sales of Beer by Category: Total Value 2021-2026 Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026 Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026

Cider/Perry in Morocco

2021 DEVELOPMENTS

Rtds in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Demand for niche category of RTDs continues to drop in 2021
Moroccan consumers prefer to prepare their own cocktails
Spirit-based RTDs faces tough competition from flavoured vodka

PROSPECTS AND OPPORTUNITIES

Limited product offer and subdued tourism will impact forecast growth
Most RTDs are imported with limited range of flavours that do not appeal to locals

CATEGORY DATA

Table 33 Sales of RTDs by Category: Total Volume 2016-2021 Table 34 Sales of RTDs by Category: Total Value 2016-2021 Table 35 Sales of RTDs by Category: % Total Volume Growth 2016-2021 Table 36 Sales of RTDs by Category: % Total Value Growth 2016-2021 Table 37 Sales of RTDs by Off-trade vs On-trade: Volume 2016-2021 Table 38 Sales of RTDs by Off-trade vs On-trade: Value 2016-2021 Table 39 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 40 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2016-2021 Table 41 GBO Company Shares of RTDs: % Total Volume 2017-2021 Table 42 NBO Company Shares of RTDs: % Total Volume 2017-2021 Table 43 LBN Brand Shares of RTDs: % Total Volume 2018-2021 Table 44 Forecast Sales of RTDs by Category: Total Volume 2021-2026 Table 45 Forecast Sales of RTDs by Category: Total Value 2021-2026 Table 46 Forecast Sales of RTDs by Category: % Total Volume Growth 2021-2026 Table 47 Forecast Sales of RTDs by Category: % Total Value Growth 2021-2026

Spirits in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Spirits continues to struggle in 2021 due to weak disposable incomes and lack of tourists
Other spirits the most dynamic performer in the category
Imports of more affordable spirits thrive amid weak economic conditions
Imports of Scotch whisky from the UK surge following Brexit deal
Flavoured options account for almost half of vodka sales
Chai Andrieux leads spirits due to dominance of domestic Mahia

PROSPECTS AND OPPORTUNITIES

Spirits to experience modest growth over forecast period
Local Mahia to continue to drive sales of spirits
Flavoured vodka will continue to gain in popularity
Further penetration by brands of gin and whiskies anticipated in the future

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 5 Benchmark Brands 2021

CATEGORY DATA

Table 48 Sales of Spirits by Category: Total Volume 2016-2021 Table 49 Sales of Spirits by Category: Total Value 2016-2021 Table 50 Sales of Spirits by Category: % Total Volume Growth 2016-2021 Table 51 Sales of Spirits by Category: % Total Value Growth 2016-2021 Table 52 Sales of Spirits by Off-trade vs On-trade: Volume 2016-2021 Table 53 Sales of Spirits by Off-trade vs On-trade: Value 2016-2021 Table 54 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 55 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2016-2021 Table 56 Sales of White Rum by Price Platform: % Total Volume 2016-2021 Table 57 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2016-2021 Table 58 Sales of English Gin by Price Platform: % Total Volume 2016-2021 Table 59 Sales of Vodka by Price Platform: % Total Volume 2016-2021 Table 60 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2016-2021 Table 61 GBO Company Shares of Spirits: % Total Volume 2017-2021 Table 62 NBO Company Shares of Spirits: % Total Volume 2017-2021 Table 63 LBN Brand Shares of Spirits: % Total Volume 2018-2021 Table 64 Forecast Sales of Spirits by Category: Total Volume 2021-2026 Table 65 Forecast Sales of Spirits by Category: Total Value 2021-2026 Table 66 Forecast Sales of Spirits by Category: % Total Volume Growth 2021-2026 Table 67 Forecast Sales of Spirits by Category: % Total Value Growth 2021-2026

Wine in Morocco

KEY DATA FINDINGS

2021 DEVELOPMENTS

Wine sales heavily impacted by low tourist arrivals and parallel trade
Still red wine remains most popular option in category
Les Celliers de Meknes strengthens leadership of wine with a wide range of products
Value growth outpaces volume performance due to unit price increase
Non-alcoholic wine fails to achieve impressive sales
Increasing number of drinks specialists to topple monopoly of modern grocery retailers
Sales of fortified wine and vermouth remain negligible in Morocco

PROSPECTS AND OPPORTUNITIES

Dismantling of customs duties will lead to further fragmentation
Still red wine to drive forecast period growth
Subdued demand for sparkling wine over the forecast period
Local players will continue to maintain competitive prices

CATEGORY DATA

Table 68 Sales of Wine by Category: Total Volume 2016-2021 Table 69 Sales of Wine by Category: Total Value 2016-2021 Table 70 Sales of Wine by Category: % Total Volume Growth 2016-2021 Table 71 Sales of Wine by Category: % Total Value Growth 2016-2021 Table 72 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021 Table 73 Sales of Wine by Off-trade vs On-trade: Value 2016-2021 Table 74 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 75 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021 Table 76 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2016-2021 Table 77 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2016-2021 Table 78 Sales of Still White Wine by Price Segment: % Off-trade Volume 2016-2021 Table 79 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2016-2021 Table 80 GBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021 Table 81 NBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021 Table 82 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2018-2021 Table 83 GBO Company Shares of Champagne: % Total Volume 2017-2021 Table 84 NBO Company Shares of Champagne: % Total Volume 2017-2021 Table 85 LBN Brand Shares of Champagne: % Total Volume 2018-2021 Table 86 GBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021 Table 87 NBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021 Table 88 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2018-2021 Table 89 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021 Table 90 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021 Table 91 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2018-2021 Table 92 Forecast Sales of Wine by Category: Total Volume 2021-2026 Table 93 Forecast Sales of Wine by Category: Total Value 2021-2026 Table 94 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026 Table 95 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026
The following categories and subcategories are included:

Alcoholic Drinks

      • Ale
      • Sorghum
      • Weissbier/Weizen/Wheat Beer
      • Flavoured/Mixed Lager
          • Domestic Premium Lager
          • Imported Premium Lager
          • Domestic Mid-Priced Lager
          • Imported Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Economy Lager
          • Domestic Premium Lager
          • Domestic Mid-Priced Lager
          • Domestic Economy Lager
          • Imported Premium Lager
          • Imported Mid-Priced Lager
          • Imported Economy Lager
      • Low Alcohol Beer
      • Non Alcoholic Beer
    • Stout
  • Cider/Perry
    • Malt-based RTDs
    • Spirit-based RTDs
    • Wine-based RTDs
    • Other RTDs
      • Brandy
      • Cognac
      • Bitters
      • Cream-based Liqueurs
      • Other Liqueurs
    • Non Alcoholic Spirits
        • Prestige Dark Rum
        • Ultra Premium Dark Rum
        • Super Premium Dark Rum
        • Premium Dark Rum
        • Standard Dark Rum
        • Economy Dark Rum
        • Prestige White Rum
        • Ultra Premium White Rum
        • Super Premium White Rum
        • Premium White Rum
        • Standard White Rum
        • Economy White Rum
    • Tequila (and Mezcal)
      • Bourbon/Other US Whiskey
      • Canadian Whisky
      • Irish Whiskey
      • Japanese Whisky
        • Blended Malt Scotch Whisky
          • Prestige Other Blended Scotch Whisky
          • Ultra Premium Other Blended Scotch Whisky
          • Super Premium Other Blended Scotch Whisky
          • Premium Other Blended Scotch Whisky
          • Standard Other Blended Scotch Whisky
          • Economy Other Blended Scotch Whisky
      • Single Grain Scotch Whisky
      • Single Malt Scotch Whisky
      • Other Whiskies
          • Prestige English Gin
          • Ultra Premium English Gin
          • Super Premium English Gin
          • Premium English Gin
          • Standard English Gin
          • Economy English Gin
        • Dutch Gin
        • Prestige Vodka
        • Ultra Premium Vodka
        • Super Premium Vodka
        • Premium Vodka
        • Standard Vodka
        • Economy Vodka
      • Absinthe
      • Ad-Mix Brandy
      • Ad-Mix Gin
      • Ad-Mix Rum
      • Ad-Mix Vodka
      • Ad-Mix Whisky
      • Aguardente/Aguardiente
      • Akvavit/Aquavit
      • Aniseed-Flavoured Spirits
      • Borovicka
      • Boukha
      • Brandy Type Distilled Spirits
      • Cachaça
      • Calvados
      • Cane
      • Chacha
      • Charanda
      • Chinese Herbal Spirits
      • Chinese Spirits
      • Cut Brandy
      • Distilled Fruit Spirits
      • Domestic Brandy
      • Domestic Rum
      • Doppelkorn
      • Economy Chinese Spirits
      • Flavoured Spirits
      • Flavoured Vodka-based Drinks
      • Fynbos gin/Local Gin
      • Gin-flavoured spirits
      • Goldbrand/Goldkrone
      • Grappa
      • Grappamiel
      • Guaro
      • Kirsch
      • Komovica
      • Korn
      • Lambanog
      • Limoncello
      • Local White Spirits
      • Lower Mid-Range Chinese Spirits
      • Lozovaca
      • Maesilju
      • Mahia Rabi Amrane
      • Mead
      • Mixed Spirits
      • Nalivka/Nalewka
      • Nastoyka
      • Nastoyka Gorkaya
      • National Specialities
      • Obstbrände
      • Ouzo
      • Pacharán
      • Palinca/Pálinka
      • Pear and Apple Distillates
      • Pisco
      • Premium Chinese Spirits
      • Prune
      • Punsch
      • Rachiu/Rakija
      • Rum-Flavoured Spirits
      • Samane
      • Sambuca
      • Samsu
      • Schnapps
      • Shochu/Soju
      • Singani
      • Sljivovica/Slivovice
      • Steinhäeger
      • Strong African Spirits
      • Super Premium Chinese Spirits
      • Sura Khao
      • Tequila Flavoured Spirits
      • Travarica
      • Tsipouro
      • Upper Mid-Range Chinese Spirits
      • Vieux
      • Viina
      • Vodka Type Distilled Spirits
      • Other Distilled Beverages
      • Port
      • Sherry
      • Vermouth
      • Other Fortified Wine
      • Apple Wine
      • Bokbunjaju
      • Cheongju
      • Chinese Wine
      • Economy Rice Wine
      • Fortified Fruit Wine
      • Fruit and Berry Wine
      • Fruit and Herbal Wine
      • Fruit and Honey based Wine
      • Fruit Wine
      • Local Non-Grape Wine
      • Lower Mid-Range Rice Wine
      • Non-Grape Dessert Wine
      • Premium Rice Wine
      • Rice Wine
      • Sake
      • Takju
      • Upper Mid-Range Rice Wine
      • Yakju
      • Yellow Wine
      • Other Non-Grape Wine
      • Champagne
      • Other Sparkling Wine
      • Still Red Wine
      • Still Rosé Wine
      • Still White Wine

Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

See All of Our Definitions
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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