Prior to the pandemic, better for you beverages was registering strong growth, driven by the demand for reduced sugar drinks, especially amongst women who are actively looking to follow a healthier lifestyle, and are aware of the benefits of reducing sugar. Even among consumers who did not adapt to healthy eating habits, whenever they had the choice of either drinking better for you beverages or regular soft drinks, an increasing number were choosing the former.
As a result of the COVID-19 pandemic, unemployment rates have risen in Morocco, resulting in purchasing powers to be severely reduced. However, not all product areas within BFY beverages have been negatively impacted, as some health-conscious consumers have continued to purchase products, regardless of the economic backdrop.
When it came to competing in the landscape, Coco-Cola Morocco will retain its lead in 2020, highlighting its cooperate social responsibility activates (CSR) through marketing and PR events, to further build upon positive brand perception. Prior to the pandemic, Morocco saw a joint event between Marvel and Coca-Cola, collaborating in Morocco for the Marvel studios festival – which allowed Coca-Cola to reach a high level of consumers and aligning its BFY beverages with a fun, engaging activity.
After witnessing declining current value sales in 2020, BFY reduced sugar beverages is anticipated to rebound from as soon as 2021. As the pandemic comes to an end, purchasing powers will be restored in line with the recovery of the economy.
BFY reduced caffeine beverages was one of the few product areas to benefit from the pandemic and at the beginning of the forecast period, the product area will continue to perform well. Current value growth is expected to continue rising rapidly due to the consistent demand for this product area.
In response to the COVID-19 pandemic, the concern regarding health problems and obesity will continue to rise over the forecast period. Doctors will continue to encourage consumers to reconsider their eating habits through different means of media, including TV, radio and magazines.
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Understand the latest market trends and future growth opportunities for the Better For You Beverages industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Better For You Beverages research and analysis database.
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