Fortified/functional beverages remains a small category in Morocco and is relatively undeveloped. Prior to the pandemic, Moroccans were becoming increasingly aware of FF beverages due to the progressively hectic and active lifestyles which promoted their demand.
Fortified/functional beverages is not a product category on which the government focuses or encourages the population to consume, and as such, the competitive landscape would benefit from reform and product innovation to boost interest and value sales. Moreover, FF beverages are mainly imported in Morocco, thus, their price is generally higher than regular products.
FF chocolate-based flavoured powder drinks continued to see dynamic growth in 2021. The category derived a major uplift from lockdown and more time spent at home, especially with the closure of schools and children having to be home schooled.
The reopening of borders and outdoor establishments are expected to have a direct and positive impact on FF beverages. After experiencing a contraction in 2020 sales of FF soft drinks began to rebound in 2021 with this trend set to continue over the remainder of the forecast period.
Moroccan consumers are generally highly sceptical when it comes to the health claims made by some packaged food and drinks manufacturers. This behaviour is also exacerbated by word of mouth and social media articles that highlight the fact that FF beverages are fortified with artificial and chemical ingredients to provide the intended effect.
FF hot drinks is expected to perform well over the forecast period and will continue showing moderate current value growth. During the pandemic, FF hot drinks received positive media attention due to the general idea that this category is beneficial in helping the body deal with the COVID-19 virus in its early stages while also helping to alleviate some of the symptoms at later stages.
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This category includes fortified/functional beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.See All of Our Definitions
This report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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