2020 saw a deepening of the negative sales trends that were evident in sales of carbonates throughout the review period. The ongoing debate over the possibility for a tax to be imposed on sugary beverages and widening consumer awareness of the health hazards of consuming excessive amounts of sugar, especially via soft drinks, have been taking their toll on demand for some years.
One of the main negative impacts of the COVID-19 pandemic in 2020 was the interruption caused to commercial activity in various key sectors of the Moroccan economy. This resulted in widespread financial hardship as many people lost their jobs or had their incomes reduced.
On-trade sales of carbonates dropped sharply over the course of 2020 and the main reason for this was the complete shutdown of the entire Moroccan hospitality industry at the peak of the COVID-19 pandemic. With all restaurants, bars, pub and cafés unavailable to the population for a period of 12 weeks during the strictest phase of the quarantine lockdown, on-trade sales opportunities were completely eliminated for an extended period.
2021 is expected to see sales of carbonates recover partially from the very negative performance recorded in the category due to the COVID-19 pandemic during 2020. The positive growth expected to be seen in the category during 2021 is very much out-of-step with the generally negative trends that have defined sales of carbonates for some years and can be seen largely as a correction of the very negative growth recorded in the category during 2020 due to the adverse impact of the COVID-19 pandemic.
The forecast period is expected to see the average unit price of carbonates continue to increase only very slowly in current terms, with negative growth expected to be seen in the category’s average unit price in constant 2020 terms. This can be largely attributed to the heavy promotional activity and steep price discounts that are often applied to these products, especially in supermarkets and hypermarkets, in an effort to attract the attention of consumers and boost sales at a time when demand for carbonates generally is waning.
E-commerce emerged very strongly as a mainstream retail channel in general in Morocco during 2020 as the COVID-19 pandemic encouraged major changes in consumer behaviour. One of the main reasons for the strong increase seen in consumer interest in e-commerce was the strict adherence to the principles of social distancing and home solution that was seen among the Moroccan population for much of the year.
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Understand the latest market trends and future growth opportunities for the Carbonates 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 Carbonates research and analysis database.
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