Alcoholic Drinks in Morocco

June 2021
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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

COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025 Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025 Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age Drink driving Advertising Smoking ban Opening hours On-trade establishments Table 1 Number of On-trade Establishments by Type 2015-2020

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020

OPERATING ENVIRONMENT

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

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025

DISCLAIMER

SOURCES

Summary 2 Research Sources

Beer in Morocco

KEY DATA FINDINGS

2020 IMPACT

Beer sales negatively affected by the pandemic in 2020
Higher taxes impacts sales of beer negatively in 2020
Groupe des Brasseries’ commanding lead in beer strengthens in 2020 by increased imports and clampdown on smuggling

RECOVERY AND OPPORTUNITIES

Crackdown on illegal beer will help volume sales over the forecast period
Domestic beers likely to remain popular thanks to popularity and low price during the forecast period
Craft beer unlikely to take hold in Morocco during the forecast period due to red tape

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2020

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2015-2020 Table 19 Sales of Beer by Category: Total Value 2015-2020 Table 20 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 21 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 23 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 26 Sales of Beer by Craft vs Standard 2015-2020 Table 27 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 28 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 29 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 30 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 31 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025

Wine in Morocco

KEY DATA FINDINGS

2020 IMPACT

Volume sales negatively impacted by pandemic as tourism is halted in 2020
Morocco remains largest winemaker in Muslim world in 2020
Domestic producers continue to increase their volume and value shares in 2020, with Les Celliers de Meknes maintaining the top position in wine

RECOVERY AND OPPORTUNITIES

Still red wine set to remain popular and increase sales during the forecast period
Increasing adoption of Western lifestyle in Morocco likely to boost wine sales over the forecast period
Sparkling wine set to resume upward trajectory during the forecast period

CATEGORY DATA

Table 34 Sales of Wine by Category: Total Volume 2015-2020 Table 35 Sales of Wine by Category: Total Value 2015-2020 Table 36 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 37 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 39 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020 Table 43 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2015-2020 Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020 Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020 Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020 Table 49 GBO Company Shares of Champagne: % Total Volume 2016-2020 Table 50 NBO Company Shares of Champagne: % Total Volume 2016-2020 Table 51 LBN Brand Shares of Champagne: % Total Volume 2017-2020 Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020 Table 55 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 56 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 57 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 58 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025

Spirits in Morocco

KEY DATA FINDINGS

2020 IMPACT

Lockdowns and travel restrictions result in negative volume sales growth in 2020
Tax increases leads to decreased demand for spirits in 2020
Chai Andrieux maintains its lead with its popular mahia, while Pernod Richard gains ground in 2020 with numerous recognised brands in spirits

RECOVERY AND OPPORTUNITIES

Lifting of travel restrictions will boost consumption of spirits over the forecast period
Increasing taxes and government clampdown on illicit trade may have opposing effect on demand for spirits over the forecast period
Mahia demand set to decrease while sales of imported spirits brands likely to increase during the forecast period

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2019

CATEGORY DATA

Table 59 Sales of Spirits by Category: Total Volume 2015-2020 Table 60 Sales of Spirits by Category: Total Value 2015-2020 Table 61 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 62 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 63 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 64 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 65 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 66 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 67 Sales of White Rum by Price Platform: % Total Volume 2015-2020 Table 68 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020 Table 69 Sales of English Gin by Price Platform: % Total Volume 2015-2020 Table 70 Sales of Vodka by Price Platform: % Total Volume 2015-2020 Table 71 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020 Table 72 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 73 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 74 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 75 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 76 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 77 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 78 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025

Cider/Perry in Morocco

PRE-COVID-19 PERFORMANCE

Rtds in Morocco

KEY DATA FINDINGS

2020 IMPACT

Spirit-based RTDs remains only RTD category present in Morocco with continuously decreasing demand in 2020
Young adults comprise primary base for RTDs, but overall consumer awareness remains low in 2020
Bourchanin & Cie remains the leader while Bacardi & Co ranks second, but these two players remain the only main players within RTDs in 2020

RECOVERY AND OPPORTUNITIES

Demand set to remain unchanged with volume growth declining during the forecast period
Return of tourists will help increase demand somewhat during the forecast period
Limited availability and lack of advertising will continue restraining demand for RTDs over the forecast period

CATEGORY DATA

Table 79 Sales of RTDs by Category: Total Volume 2015-2020 Table 80 Sales of RTDs by Category: Total Value 2015-2020 Table 81 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 82 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 83 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 84 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 85 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 86 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 87 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 88 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 89 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 90 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 91 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 92 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 93 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025
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This report originates from Passport, our Alcoholic Drinks research and analysis database.

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