2020 saw bottled water buck the generally negative sales trends seen across most categories of soft drinks in Morocco as off-trade sales increased substantially over the course of the year. The key driver of the category’s excellent performance during the year was the essential status of bottled water, a product which virtually every household in the country regards as a necessary purchase.
When assessing the positive total volume growth recorded in sales of bottled water during 2020, it should be noted that only off-trade sales increased over the course of the year. Indeed, sales of bottled water in the on-trade declined substantially during 2020 as the adverse impact of the COVID-19 pandemic took its toll on the Moroccan consumer foodservice industry.
The huge spike seen in demand for bottled water during the early stages of the COVID-19 pandemic placed significant pressure on the supply of products, with temporary shortages seen in the supply of some brands during the period of stockpiling that coincided with the initial stages of the pandemic situation. In order to make the most of the very favourable situation and avoid losing ground to competitors, all of the category’s leading players invested in increasing production capacity and improving the efficiency of their supply chains so as to ensure consistent availability of their products and avoid the situation where their products would be unavailable to consumers for any period of time.
Bottled water is slated for a strong performance over the forecast period, although sales are expected to decline substantially during 2021. This can be seen as a correction of the very high growth rates recorded in the category during 2020, rather than the result of any specific negative background trends.
Bottled water remains the only category of soft drinks that is regarded as completely essential by huge numbers of Moroccan consumers. This can be seen in the substantial stockpiling of bottled water that took place during the early stages of the COVID-19 pandemic and the very positive growth that was recorded in the category during 2020 as all other categories of soft drinks recorded falling demand.
With bottled water widely regarded as an essential product among Moroccan consumers, it is natural for consumers to seek to minimise the cost of their bottled water purchases. One of the most common ways to minimise the expense involved in person bottled water is to buy in bulk.
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Understand the latest market trends and future growth opportunities for the Bottled Water 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 Bottled Water research and analysis database.
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