Bottled Water in Morocco

PROSPECTS

Sugar tax benefits bottled water

The domestic tax on consumption is reducing consumption of beverages in other categories based on their sugar content, thus benefiting the bottled water category. Increased consumption in the off-trade is evident as new entrant Aquafina owned by PepsiCo entered the functional bottled water subcategory.

Global giants take advantage of growing water demand

Two global giants, PepsiCo and Coca-Cola, are taking advantage of growing demand for bottled water and introducing new brands, tapping into both the still bottled water and functional bottled water subcategories, respectively. Brand names Aquafina and Aquarius are being used to reach consumers and increase market penetration.

COMPETITIVE LANDSCAPE

Les Eaux Minérales d'Oulmès diversifying its product range

Les Eaux Minérales d'Oulmès is diversifying its product range by offering consumers the brand Bahia in bulk water formats. Moroccans perceive the 5-litre format found in hypermarket Carrefour to be considered bulk as they are buying larger pack sizes over regular ones as a means of saving money.

Competition from Coca-Cola, soon to hit Moroccan market

Functional bottled water brand Aquarius is a new lemon and lime flavoured isotonic drink owned by Coca-Cola. Having already expanded into several markets globally, it was originally released into Japan during the 1980s; as a pioneering isotonic drink it quickly gained traction for adding electrolytes to replenish those lost during perspiration.

Aquafina, a new brand in bottled water

Aquafina is a new bottled water beverage owned by Les Eaux Minérales d'Oulmès (PepsiCo). Aquafina’s unique selling point is the water is purified and has lower levels of sodium.

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