Prior to the pandemic, better for you beverages was registering strong growth, driven by the demand for reduced sugar drinks, especially amongst women who were actively looking to follow a healthier lifestyle, and were 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.
BFY reduced caffeine beverages was one of the few product areas to benefit from the pandemic with this trend continuing into 2021 with the category experiencing strong if slowing growth. Demand remained consistent for BFY reduced caffeine beverages despite volatility in the coffee landscape as a whole.
When it came to competing in this category, Coco-Cola Morocco retained its outright lead in 2021, 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 enabled Coca-Cola to reach a high level of consumers and align its BFY beverages with a fun, engaging activity.
After witnessing declining current value sales in 2021 with this trend continuing into 2022, BFY beverages is anticipated to rebound and return to positive if modest current value sales growth. As the pandemic comes under control, purchasing power will be restored in line with the recovery of the economy.
Sales of BFY reduced sugar beverages will continue to contract as consumers will eschew these products for their artificial ingredients and instead opt for naturally healthy beverages, which are readily available in the country in line with the growing health and wellness trend. Artificial ingredients such as aspartames are considered risky as they are believed to cause diabetes and other health-related complications.
BFY reduced caffeine beverages was one of the few categories to benefit from the pandemic and at the beginning of the forecast period, the category will continue to perform well. Current value growth is expected to continue rising rapidly due to the consistent demand for this product.
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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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Better For You Beverages
Products where the amount of a substance considered to be less healthy (eg fat, sugar, salt, carbohydrates) has been actively reduced during production. To qualify for inclusion in this category, the “less healthy” element of the foodstuff needs to have been actively removed or substituted during the processing. This should also form a key part of the positioning/marketing of the product. Products which are naturally fat/sugar/carbohydrate -free are not included as nothing out of the ordinary has been done during their production to make them “better for you”. “No added sugar” claims are excluded too. Products most likely to be included here will be those which are low-fat/low-sugar versions of standard products (eg reduced fat mayonnaise, reduced fat cheese, reduced fat milk, reduced sugar confectionery, etc). For product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Packaged Food, Hot Drinks, Soft Drinks.See All of Our Definitions
This report originates from Passport, our Better For You Beverages research and analysis database.
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