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Country Report

Alcoholic Drinks in

Alcoholic Drinks in Morocco

52 pages, Jun 2018

US$2,100

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Executive Summary

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Alcoholic drinks records a weak performance in 2017

Alcoholic drinks in Morocco registered a weak performance in 2017 and the consumption of alcohol is expected to slow down considering the negative effect of illicit trade and increasing health awareness in the country.

Saturation and health awareness impact beer sales

Beer experienced the weakest performance in alcoholic drinks in terms of total sales volume. Beer in Morocco is dominated by domestic products, controlled by the local player Groupe des Brasseries du Maroc, and is considered the most affordable type of alcoholic drink.

Groupe des Brasseries du Maroc SA remains the leader in 2017

Groupe des Brasseries du Maroc SA continues to lead alcoholic drinks in Morocco in 2017 in terms of total volume sales on account of a wide consumer base of loyal customers. The company holds strong shares in beer and wine, the largest categories in alcoholic drinks in sales volume terms; it offers an extensive brand portfolio, penetrating the market with an attractive pricing strategy, which appeals to all social classes in terms of income and purchasing power.

Total alcoholic drinks volume sales remain concentrated in off-trade channels

Volume sales of alcoholic drinks recorded in off-trade channels are higher than those in on-trade channels in 2017 due to an affordable average unit price and wide product availability.

Total volume sales are expected to decline over the forecast period

Alcoholic drinks sales are expected to continue declining in volume terms over the forecast period due to rising health awareness among Moroccans. Illicit trade will also continue to weaken the off- and on-trade consumption, as will price increases resulting from high tax rates on alcoholic drinks, since there are no signs of a tax review by the Moroccan government.

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Alcoholic Drinks Sample Report Alcoholic Drinks Data Sample Report

Overview

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Morocco for free:

The Alcoholic Drinks 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 Alcoholic Drinks in Morocco?
What are the major brands in Morocco?
Have there been any alcoholic drinks legislative changes over the past 12 months?
How is the alcoholic drinks industry affected by the recession?
What is consumed more; beer, wine or spirits?
What have been the key trends seen in new product developments?
Do alcoholic drinks consumers want value for money or added value?

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 Alcoholic Drinks market research database.

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Alcoholic Drinks in Morocco

EXECUTIVE SUMMARY

Alcoholic drinks records a weak performance in 2017

Saturation and health awareness impact beer sales

Groupe des Brasseries du Maroc SA remains the leader in 2017

Total alcoholic drinks volume sales remain concentrated in off-trade channels

Total volume sales are expected to decline over the forecast period

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2017

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Summary 2 Key New Product Developments 2017

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2012-2017

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2012-2017
Table 3 Sales of Alcoholic Drinks by Category: Total Value 2012-2017
Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2012-2017
Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2012-2017
Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2017
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2017
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2017
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2017
Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2013-2017
Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2012-2017
Table 12 Distribution of Alcoholic Drinks by Format and Category: % Off-trade Volume 2017
Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022

DEFINITIONS

SOURCES

Summary 3 Research Sources

Beer in Morocco

HEADLINES

PROSPECTS

Beer faces saturation in Morocco

Domestic economy lager sees double-digit growth

Non alcoholic beer is expanding in Morocco

COMPETITIVE LANDSCAPE

Groupe des Brasseries du Maroc dominates beer in 2017

Domestic lager leads

GBM expands domestic lager offer by launching Beaufort and Casablanca Light

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2017
Table 17 Number of Breweries 2012-2017

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2012-2017
Table 19 Sales of Beer by Category: Total Value 2012-2017
Table 20 Sales of Beer by Category: % Total Volume Growth 2012-2017
Table 21 Sales of Beer by Category: % Total Value Growth 2012-2017
Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2012-2017
Table 23 Sales of Beer by Off-trade vs On-trade: Value 2012-2017
Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2012-2017
Table 26 GBO Company Shares of Beer: % Total Volume 2013-2017
Table 27 NBO Company Shares of Beer: % Total Volume 2013-2017
Table 28 LBN Brand Shares of Beer: % Total Volume 2014-2017
Table 29 Forecast Sales of Beer by Category: Total Volume 2017-2022
Table 30 Forecast Sales of Beer by Category: Total Value 2017-2022
Table 31 Forecast Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 32 Forecast Sales of Beer by Category: % Total Value Growth 2017-2022

Cider/Perry in Morocco

PROSPECTS

Rtds/High-Strength Premixes in Morocco

HEADLINES

PROSPECTS

Overall RTDs/high-strength premixes volume sales decline in 2017

Off-trade channels lead distribution

COMPETITIVE LANDSCAPE

Smirnoff Ice is the best-selling brand in 2017

Bacardi Breezer is the second most dynamic brand

CATEGORY DATA

Table 33 Sales of RTDS/High-strength Premixes by Category: Total Volume 2012-2017
Table 34 Sales of RTDS/High-strength Premixes by Category: Total Value 2012-2017
Table 35 Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2012-2017
Table 36 Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2012-2017
Table 37 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Volume 2012-2017
Table 38 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: Value 2012-2017
Table 39 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 40 Sales of RTDS/High-strength Premixes by Off-trade vs On-trade: % Value Growth 2012-2017
Table 41 GBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 42 NBO Company Shares of RTDS/High-strength Premixes: % Total Volume 2013-2017
Table 43 LBN Brand Shares of RTDS/High-strength Premixes: % Total Volume 2014-2017
Table 44 Forecast Sales of RTDS/High-strength Premixes by Category: Total Volume 2017-2022
Table 45 Forecast Sales of RTDS/High-strength Premixes by Category: Total Value 2017-2022
Table 46 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Volume Growth 2017-2022
Table 47 Forecast Sales of RTDS/High-strength Premixes by Category: % Total Value Growth 2017-2022

Spirits in Morocco

HEADLINES

PROSPECTS

Illicit trade negatively impacts spirits in 2017

Bitters and vodka record a positive performance

Frequency of purchase declines due to changing consumer behaviour

COMPETITIVE LANDSCAPE

Chai Andrieux leads spirits in 2017

Stiff competition with the presence of a large number of companies

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 5 Benchmark Brands 2017

CATEGORY DATA

Table 48 Sales of Spirits by Category: Total Volume 2012-2017
Table 49 Sales of Spirits by Category: Total Value 2012-2017
Table 50 Sales of Spirits by Category: % Total Volume Growth 2012-2017
Table 51 Sales of Spirits by Category: % Total Value Growth 2012-2017
Table 52 Sales of Spirits by Off-trade vs On-trade: Volume 2012-2017
Table 53 Sales of Spirits by Off-trade vs On-trade: Value 2012-2017
Table 54 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 55 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2012-2017
Table 56 Sales of White Rum by Price Platform: % Total Volume 2012-2017
Table 57 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2012-2017
Table 58 Sales of English Gin by Price Platform: % Total Volume 2012-2017
Table 59 Sales of Vodka by Price Platform: % Total Volume 2012-2017
Table 60 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2012-2017
Table 61 GBO Company Shares of Spirits: % Total Volume 2013-2017
Table 62 NBO Company Shares of Spirits: % Total Volume 2013-2017
Table 63 LBN Brand Shares of Spirits: % Total Volume 2014-2017
Table 64 Forecast Sales of Spirits by Category: Total Volume 2017-2022
Table 65 Forecast Sales of Spirits by Category: Total Value 2017-2022
Table 66 Forecast Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 67 Forecast Sales of Spirits by Category: % Total Value Growth 2017-2022

Wine in Morocco

HEADLINES

PROSPECTS

Good weather and a summer season that fell outside of the religious holiday promote wine growth

Retail volume sales still increasing over on-trade channels

Other sparkling wine is the most dynamic category in 2017

COMPETITIVE LANDSCAPE

Les Celliers de Meknes remains the leader in 2017

Domestic wine products lead

CATEGORY DATA

Table 68 Sales of Wine by Category: Total Volume 2012-2017
Table 69 Sales of Wine by Category: Total Value 2012-2017
Table 70 Sales of Wine by Category: % Total Volume Growth 2012-2017
Table 71 Sales of Wine by Category: % Total Value Growth 2012-2017
Table 72 Sales of Wine by Off-trade vs On-trade: Volume 2012-2017
Table 73 Sales of Wine by Off-trade vs On-trade: Value 2012-2017
Table 74 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2012-2017
Table 75 Sales of Wine by Off-trade vs On-trade: % Value Growth 2012-2017
Table 76 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2012-2017
Table 77 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2012-2017
Table 78 Sales of Still White Wine by Price Segment: % Off-trade Volume 2012-2017
Table 79 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2012-2017
Table 80 GBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 81 NBO Company Shares of Still Light Grape Wine: % Total Volume 2013-2017
Table 82 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2014-2017
Table 83 GBO Company Shares of Champagne: % Total Volume 2013-2017
Table 84 NBO Company Shares of Champagne: % Total Volume 2013-2017
Table 85 LBN Brand Shares of Champagne: % Total Volume 2014-2017
Table 86 GBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 87 NBO Company Shares of Other Sparkling Wine: % Total Volume 2013-2017
Table 88 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2014-2017
Table 89 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 90 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2013-2017
Table 91 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2014-2017
Table 92 Forecast Sales of Wine by Category: Total Volume 2017-2022
Table 93 Forecast Sales of Wine by Category: Total Value 2017-2022
Table 94 Forecast Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 95 Forecast Sales of Wine by Category: % Total Value Growth 2017-2022

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Megatrends

Country Report

Alcoholic Drinks in Morocco

New Report Guarantee

Executive Summary

New Report Guarantee

Alcoholic drinks records a weak performance in 2017

Saturation and health awareness impact beer sales

Groupe des Brasseries du Maroc SA remains the leader in 2017

Total alcoholic drinks volume sales remain concentrated in off-trade channels

Total volume sales are expected to decline over the forecast period

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Alcoholic Drinks in Morocco

EXECUTIVE SUMMARY

Alcoholic drinks records a weak performance in 2017

Saturation and health awareness impact beer sales

Groupe des Brasseries du Maroc SA remains the leader in 2017

Total alcoholic drinks volume sales remain concentrated in off-trade channels

Total volume sales are expected to decline over the forecast period

MARKET BACKGROUND

Legislation

TAXATION AND DUTY LEVIES

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

MARKET INDICATORS

MARKET DATA

DEFINITIONS

SOURCES

Beer in Morocco

HEADLINES

PROSPECTS

Beer faces saturation in Morocco

Domestic economy lager sees double-digit growth

Non alcoholic beer is expanding in Morocco

COMPETITIVE LANDSCAPE

Groupe des Brasseries du Maroc dominates beer in 2017

Domestic lager leads

GBM expands domestic lager offer by launching Beaufort and Casablanca Light

CATEGORY BACKGROUND

Lager price band methodology

CATEGORY DATA

Cider/Perry in Morocco

PROSPECTS

Rtds/High-Strength Premixes in Morocco

HEADLINES

PROSPECTS

Overall RTDs/high-strength premixes volume sales decline in 2017

Off-trade channels lead distribution

COMPETITIVE LANDSCAPE

Smirnoff Ice is the best-selling brand in 2017

Bacardi Breezer is the second most dynamic brand

CATEGORY DATA

Spirits in Morocco

HEADLINES

PROSPECTS

Illicit trade negatively impacts spirits in 2017

Bitters and vodka record a positive performance

Frequency of purchase declines due to changing consumer behaviour

COMPETITIVE LANDSCAPE

Chai Andrieux leads spirits in 2017

Stiff competition with the presence of a large number of companies

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

CATEGORY DATA

Wine in Morocco

HEADLINES

PROSPECTS

Good weather and a summer season that fell outside of the religious holiday promote wine growth

Retail volume sales still increasing over on-trade channels

Other sparkling wine is the most dynamic category in 2017

COMPETITIVE LANDSCAPE

Les Celliers de Meknes remains the leader in 2017