Beer in Morocco

July 2022
USD 1,195
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Overview:

Understand the latest market trends and future growth opportunities for the Beer 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.

If you're in the Beer 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 Beer 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 Beer in Morocco?
  • Where is consumer demand for Beer 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?

Beer in Morocco - Category analysis

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 1 Lager by Price Band 2021

CATEGORY DATA

Table 1 Sales of Beer by Category: Total Volume 2016-2021 Table 2 Sales of Beer by Category: Total Value 2016-2021 Table 3 Sales of Beer by Category: % Total Volume Growth 2016-2021 Table 4 Sales of Beer by Category: % Total Value Growth 2016-2021 Table 5 Sales of Beer by Off-trade vs On-trade: Volume 2016-2021 Table 6 Sales of Beer by Off-trade vs On-trade: Value 2016-2021 Table 7 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 8 Sales of Beer by Off-trade vs On-trade: % Value Growth 2016-2021 Table 9 Sales of Beer by Craft vs Standard 2016-2021 Table 10 GBO Company Shares of Beer: % Total Volume 2017-2021 Table 11 NBO Company Shares of Beer: % Total Volume 2017-2021 Table 12 LBN Brand Shares of Beer: % Total Volume 2018-2021 Table 13 Forecast Sales of Beer by Category: Total Volume 2021-2026 Table 14 Forecast Sales of Beer by Category: Total Value 2021-2026 Table 15 Forecast Sales of Beer by Category: % Total Volume Growth 2021-2026 Table 16 Forecast Sales of Beer by Category: % Total Value Growth 2021-2026

Alcoholic Drinks in Morocco - Industry Overview

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 2 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 3 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 17 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021

MARKET DATA

Table 18 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021 Table 19 Sales of Alcoholic Drinks by Category: Total Value 2016-2021 Table 20 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021 Table 21 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021 Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021 Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021 Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021 Table 25 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021 Table 26 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021 Table 27 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021 Table 28 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021 Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026 Table 30 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026 Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026 Table 32 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 4 Research Sources
The following categories and subcategories are included:

Beer

    • 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

Beer

An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.

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This report originates from Passport, our Beer research and analysis database.

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