Regardless of the pandemic, fortified/functional beverages remains a small product area within Morocco and therefore needs to be developed. Prior to the pandemic, Moroccans were becoming increasingly aware of FF beverages due to the progressively hectic and active lifestyles which promote demand for the product area.
Fortified/functional beverages is a small, developing area in the Moroccan landscape. Fortified/functional beverages is not an area that the government focuses on, or encourages the population to consume, and as such, the landscape would benefit from reform and product innovation, to boost interest and value sales.
FF chocolate-based flavoured powder drinks is anticipated to see the most dynamic growth in 2020 overall. The main reason for this has likely been due to lockdown, which saw school children spending more time at home throughout the pandemic.
After responding negatively to the pandemic in 2020, FF soft drinks is expected to recover from as soon as 2021. This corresponds with the end of the pandemic and subsequent recovery of both the economy and disposable incomes, meaning consumers will be able to afford FF soft drinks once again.
In contrast to FF soft drinks, FF hot drinks is expected to perform well over the forecast period and continue showing moderate current value growth. During the pandemic, FF hot drinks received positive media attention due to the general idea that this product area is beneficial in defeating the COVID-19 virus in its early stages and then also soothing symptoms at later stages.
Prior to the pandemic, there was an emergence of sports and fitness centres in Morocco. Although these facilities had to close due to lockdown, as soon as the pandemic comes to an end, this health and wellbeing trend is expected to resume, leading Moroccans to consume more FF beverages.
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Understand the latest market trends and future growth opportunities for the Fortified/Functional Beverages 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 Fortified/Functional Beverages research and analysis database.
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