Cigars, cigarillos and smoking tobacco posted a severely negative performance in Morocco in 2020. This decline was largely driven by the critical decline in cigars, which, in Morocco, is still perceived as a luxury product.
Smoking tobacco, which is mainly consumed in public cafés and lounges, witnessed a huge shift from public consumption to private consumption as consumers sought new ways to entertain themselves at home during lockdown. This accelerated an already existing trend towards home consumption as, with the government becoming stricter in prohibiting the use of hookah in coffee shops and cafés, more consumers had previously bought their own equipment to smoke at home.
The price increases applied to cigars did not impact much the category too significantly, as such products are perceived as a luxury and are targeted at upper-income consumers. These consumers tend to have more stable jobs and salaries, which were largely unaffected by the pandemic.
Cigars and cigarillos are expected to post a positive performance in retail volume terms over the forecast period. This increase is likely to occur in line with the country’s economy recovery from the pandemic, which will create job opportunities and boost household income.
The return to normal life will boost work meeting and social events and lead to new consumption occasions for the category. This is expected to lead to a full category by the end of 2021, particularly supported by the reopening of cafés, bars, and restaurants.
While Société Marocaines des Tabacs dominates cigars, Bazard Tobacco Co has the dominant share in smoking tobacco. Bazard Tobacco’s Al Fakher brand is perceived to be of a higher quality than Société Marocaines des Tabacs’s Al Nakhla and benefits from more widespread distribution.
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Understand the latest market trends and future growth opportunities for the Cigars, Cigarillos and Smoking Tobacco industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This report originates from Passport, our Cigars, Cigarillos and Smoking Tobacco research and analysis database.
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