Bottled Water in Morocco

PROSPECTS

The low quality of tap water in big cities has driven the growth of bottled water

Bottled water is the biggest category in soft drinks in terms of volume, and continued to see strong growth in 2018. The consumption habits of consumers is changing, and they are increasingly favouring bottled water over tap water.

The boycott has negatively impacted the growth of Sidi Ali products in Morocco

In the second quarter of 2018, social media users called for a boycott of three big groups in Morocco: Afriquia, Centrale Danone and Les Eaux Minérales d'Oulmès. Les Eaux Minérales d'Oulmès’ bottled water brand Sidi Ali has been a target of this boycott campaign, owing to its high prices.

Still bottled spring water is growing rapidly

Still spring bottled water was the best performing category in bottled water in 2018. It Ain Ifrane has gained considerable popularity amongst consumers, since its arrival in Morocco eight years ago.

COMPETITIVE LANDSCAPE

Les Eaux Minérales d'Oulmès continues to lead

Les Eaux Minérales d'Oulmès continues to hold first position in bottled water in Morocco, despite the boycott campaign run against it. Its distribution network is well developed, and it has signed exclusive partnership agreements with various restaurants, cafés and hotels all over Morocco.

TV advertising is the main tool used by bottled water brands

There are a number of players in the market, with similar pack types and sizes, which are available in modern and traditional grocery retailing stores across Morocco. To compete more effectively, they invest heavily in TV advertising and marketing campaigns.

Mondariz is competing very well against local products

Mondariz is an international bottled water that has become very popular amongst consumers in Morocco. International brands in general are typically perceived to be of high quality by Moroccans, and Mondariz is capitalising on this.

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