Carbonates in Morocco

PROSPECTS

Carbonates in Morocco are recording a poor performance

The Moroccan market for carbonates witnessed a slight decline in terms of value and volume sales in 2018, despite new product development and changes in packaging sizes and types, as well as marketing campaigns run by the leading brands. Changing consumer buying behaviour and the adoption of healthier lifestyles is one of the key factors in the sales decrease.

Growth in tonic water in Morocco

Tonic water is one of the best performing categories in carbonates, at least in value terms. It recorded slight growth in value in 2018, thanks mainly to the Schweppes Indian Tonic brand.

Shift in consumption habits is driving growth in reduced sugar carbonates

Reduced sugar non-cola carbonates recorded positive value growth in 2018, thanks to rising awareness of the harmful effects of sugar on health. Morocco is seeing an increasing incidence of diabetes and other related diseases, and some consumers have started to rethink their sugar consumption.

COMPETITIVE LANDSCAPE

Coca-Cola continues to be the leading brand in the Moroccan market

Coca-Cola is the leading carbonates brand in Morocco, and has enjoyed huge popularity since its entry onto the local market. Through different marketing campaigns, including TV and print advertising, Coca-Cola has ensured a strong brand positioning.

PepsiCo is gaining slight value share from competitors

PepsiCo is another leader in carbonates, and has seen slight gains in value share in the category. It has started importing new products into the Moroccan market, thus increasing the product range available to consumers.

Competition arises from substitute products

Growing health awareness amongst consumers, and their adoption of healthier lifestyles is impacting the sales performance of carbonates. Competition from other soft drinks products is rising, in particular juices.

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