Executive Summary

Jul 2019
PROSPECTS
Consumers unimpressed by price hikes arising from tax increase

Rising cigarette prices were recently bolstered by the government increasing the Internal Tax of Consumption. Japan Tobacco Inc was the only company to absorb the price difference, with competitors such as Philip Morris International Inc, British American Tobacco Plc, and Imperial Brands Plc, adding this increase directly to retail prices in order to maintain margins – a strategy that was not appreciated by consumers.

Rising health awareness has limited impact on tobacco demand

Although the market for tobacco products sees continued growth, many consumers, mainly adult men aged 40-50, are reviewing their tobacco consumption and adopting more healthy lifestyles. Awareness of the risks associated with tobacco consumption is rising, resulting in some consumers reducing their daily consumption of cigarettes, and others considering giving up altogether.

Supermarkets and hypermarkets implement impulse merchandising strategies

The availability of cigarettes is not limited to newsagents-tobacconists and they can be purchased from other retail channels, such as hypermarkets, forecourt retailers, street vendors and even online. Grocery retailers still represents the main channel for cigarette purchases, however.

COMPETITIVE LANDSCAPE
Société Marocaines des Tabacs’ dominance remains unchallenged thanks to domestic production and high profile brands

Société Marocaines des Tabacs dominates the cigarettes category and is the only domestic producer. The company benefits from strong expertise and awareness in the tobacco industry due to its unique position in the past, holding a monopoly in the category in Morocco.

New product developments focus on premium diversification

Companies are focusing new product development on developing premium products despite consumers’ price sensitivity. For example, Philip Morris Inc developed Marlboro Purple Mix and Société Marocaines des Tabacs developed Davidoff Violet super Slim.

Consumers attracted by illicit cigarettes’ low prices

Illicit cigarettes negatively impact the leading players. Due to the high prices of branded cigarettes in Morocco, many of which recently increased as a result of the Internal Tax of Consumption hike, some smokers are turning to illicit cigarettes in order to maintain their habit without increasing expenditure.

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Cigarettes in Morocco

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Overview

Discover the latest market trends and uncover sources of future market growth for the Cigarettes industry in Morocco with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Cigarettes industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

The Cigarettes in Morocco market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports, and exports of finished cigarettes
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Cigarettes in Morocco?
  • What are the major brands in Morocco?
  • What is the legislative environment like in Morocco?
  • What are the rates of cigarette taxation in Morocco?
  • Do premium, mid-price or economy cigarettes dominate in Morocco?
  • What is the rate of illicit trade in Morocco?
  • How many smokers are there in the country?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tobacco market research database.

Cigarettes in Morocco - Category analysis

HEADLINES

PROSPECTS

Consumers unimpressed by price hikes arising from tax increase
Rising health awareness has limited impact on tobacco demand
Supermarkets and hypermarkets implement impulse merchandising strategies

COMPETITIVE LANDSCAPE

Société Marocaines des Tabacs’ dominance remains unchallenged thanks to domestic production and high profile brands
New product developments focus on premium diversification
Consumers attracted by illicit cigarettes’ low prices

TAXATION AND PRICING

Taxation rates
Summary 1 Taxation and Duty Levies 2012-2017
Average cigarette pack price breakdown
Summary 2 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 1 Sales of Cigarettes: Volume 2013-2018
Table 2 Sales of Cigarettes by Category: Value 2013-2018
Table 3 Sales of Cigarettes: % Volume Growth 2013-2018
Table 4 Sales of Cigarettes by Category: % Value Growth 2013-2018
Table 5 Sales of Cigarettes by Blend: % Volume 2013-2018
Table 6 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2013-2018
Table 7 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2013-2018
Table 8 Sales of Cigarettes by Pack Size: % Volume 2013-2018
Table 9 Sales of Cigarettes by Price Band: % Volume 2013-2018
Table 10 NBO Company Shares of Cigarettes: % Volume 2014-2018
Table 11 LBN Brand Shares of Cigarettes: % Volume 2015-2018
Table 12 Sales of Cigarettes by Distribution Format: % Volume 2013-2018
Table 13 Illicit Trade Estimate of Cigarettes: Volume 2013-2018
Table 14 Forecast Sales of Cigarettes: Volume 2018-2023
Table 15 Forecast Sales of Cigarettes by Category: Value 2018-2023
Table 16 Forecast Sales of Cigarettes: % Volume Growth 2018-2023
Table 17 Forecast Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Cigarettes by Blend: % Volume 2018-2023
Table 19 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 20 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 21 Forecast Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 22 Forecast Sales of Cigarettes by Price Band: % Volume 2018-2023

Tobacco in Morocco - Industry Overview

EXECUTIVE SUMMARY

Continued preference for traditional, low-price tobacco products evident
Internal Tax on Consumption hike impacts prices, and company shares
Société Marocaines des Tabacs remains dominant thanks to domestic production
Supermarkets and hypermarkets implement merchandising strategies such as checkout displays
Buying power and advertising restrictions set to maintain status quo

OPERATING ENVIRONMENT

Legislation
Summary 3 Legislation Summary at a Glance
Minimum legal smoking age
Smoking prevalence
Plain packaging
Advertising and sponsorship
Point-of-sale display bans
Flavoured tobacco products
Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 23 Number of Adult Smokers by Gender 2013-2018

MARKET DATA

Table 24 Sales of Tobacco by Category: Volume 2013-2018
Table 25 Sales of Tobacco by Category: Value 2013-2018
Table 26 Sales of Tobacco by Category: % Volume Growth 2013-2018
Table 27 Sales of Tobacco by Category: % Value Growth 2013-2018
Table 28 Forecast Sales of Tobacco by Category: Volume 2018-2023
Table 29 Forecast Sales of Tobacco by Category: Value 2018-2023
Table 30 Forecast Sales of Tobacco by Category: % Volume Growth 2018-2023
Table 31 Forecast Sales of Tobacco by Category: % Value Growth 2018-2023

SOURCES

Summary 4 Research Sources