Executive Summary

Mar 2019
Hot drinks sees solid value and volume growth along with new entrants

In 2018, the hot drinks market saw solid retail value and volume growth and double-digit growth in foodservice volume sales. The market was characterised by the entrance of new companies to the industry.

The market for hot drinks in Morocco is driven by sales of tea and coffee

Tea and coffee are in constant development regardless of the maturity of both categories in the country. Household consumption for both drinks is rising in Morocco.

Market leaders are investing in innovation and adverts to keep up with the rising competition

The different players in hot drinks are all trying to retain their customers and attract more interest. For that reason, they run different marketing campaigns throughout the year, and not only during Ramadan as seen in soft drinks.

New product developments are spotted in the coffee and tea categories

The year 2018 was characterised by new product developments of major brands. The private label Casino brand launched coffee pods at competitive pricing sold in the hypermarket Marjane.

Hot drinks will continue to develop over the forecast period

Over the forecast period, hot drinks will continue to register growth in all categories. New brand entrants are planning to expand the presence of their product at the national level, and hence reach new households.

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Hot Drinks in Morocco

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Overview

Discover the latest market trends and uncover sources of future market growth for the Hot Drinks 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 Hot Drinks industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Morocco for free:

The Hot Drinks 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  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Hot Drinks in Morocco?
  • What are the major brands in Morocco?
  • How has an increasing desire for heart healthy or fiber-added drinks affected the hot drinks industry in Morocco?
  • Are manufacturers changing packaging sizes and formats to fit an on-the-go lifestyle?
  • How have changing demographics (for example an aging population) affected the hot drinks market in Morocco?

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 Hot Drinks market research database.

Hot Drinks in Morocco

EXECUTIVE SUMMARY

Hot drinks sees solid value and volume growth along with new entrants
The market for hot drinks in Morocco is driven by sales of tea and coffee
Market leaders are investing in innovation and adverts to keep up with the rising competition
New product developments are spotted in the coffee and tea categories
Hot drinks will continue to develop over the forecast period

MARKET DATA

Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2013-2018
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2013-2018
Table 3 Retail Sales of Hot Drinks by Category: Volume 2013-2018
Table 4 Retail Sales of Hot Drinks by Category: Value 2013-2018
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2013-2018
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2013-2018
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2013-2018
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2013-2018
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2013-2018
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2014-2018
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2015-2018
Table 13 Retail Distribution of Hot Drinks by Format: % Volume 2013-2018
Table 14 Retail Distribution of Hot Drinks by Format and Category: % Volume 2018
Table 15 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2018-2023
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2018-2023
Table 17 Forecast Retail Sales of Hot Drinks by Category: Volume 2018-2023
Table 18 Forecast Retail Sales of Hot Drinks by Category: Value 2018-2023
Table 19 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2018-2023
Table 21 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2018-2023
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2018-2023
Table 23 Forecast Total Sales of Hot Drinks by Category: Total Volume 2018-2023
Table 24 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2018-2023

SOURCES

Summary 1 Research Sources

Coffee in Morocco

HEADLINES

PROSPECTS

Coffee category in Morocco continues to evolve
Nestlé Maroc listens to its customers’ requests and strives to satisfy their demands
The increased number of coffee shops incites customers to drink more coffee

COMPETITIVE LANDSCAPE

Nestlé Maroc maintains its leading position in Morocco
Private label will compete against established brands in the fresh ground coffee pods category

CATEGORY DATA

Table 25 Retail Sales of Coffee by Category: Volume 2013-2018
Table 26 Retail Sales of Coffee by Category: Value 2013-2018
Table 27 Retail Sales of Coffee by Category: % Volume Growth 2013-2018
Table 28 Retail Sales of Coffee by Category: % Value Growth 2013-2018
Table 29 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2013-2018
Table 30 NBO Company Shares of Coffee: % Retail Value 2014-2018
Table 31 LBN Brand Shares of Coffee: % Retail Value 2015-2018
Table 32 Forecast Retail Sales of Coffee by Category: Volume 2018-2023
Table 33 Forecast Retail Sales of Coffee by Category: Value 2018-2023
Table 34 Forecast Retail Sales of Coffee by Category: % Volume Growth 2018-2023
Table 35 Forecast Retail Sales of Coffee by Category: % Value Growth 2018-2023

Other Hot Drinks in Morocco

HEADLINES

PROSPECTS

Other hot drinks is growing at a moderate rate
Category leaders know their customers’ needs and preferences

COMPETITIVE LANDSCAPE

Nesquik remains Moroccans’ most preferred brand of chocolate-based flavoured powder drinks
RTD chocolate drinks compete against chocolate-based flavoured powder drinks
Smuggled products compete with leading brands

CATEGORY DATA

Table 36 Retail Sales of Other Hot Drinks by Category: Volume 2013-2018
Table 37 Retail Sales of Other Hot Drinks by Category: Value 2013-2018
Table 38 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2013-2018
Table 39 Retail Sales of Other Hot Drinks by Category: % Value Growth 2013-2018
Table 40 NBO Company Shares of Other Hot Drinks: % Retail Value 2014-2018
Table 41 LBN Brand Shares of Other Hot Drinks: % Retail Value 2015-2018
Table 42 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2018-2023
Table 43 Forecast Retail Sales of Other Hot Drinks by Category: Value 2018-2023
Table 44 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2018-2023
Table 45 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2018-2023

Tea in Morocco

HEADLINES

PROSPECTS

Growth of tea in Morocco is inevitable
Misinformation regarding imported tea raises concerns amongst customers
New brand entrants and brand acquisitions are shaping the tea landscape in Morocco

COMPETITIVE LANDSCAPE

Sultan brand continues to lead value sales of tea
New brand entrants are competing against category leaders
International brands are entering the Moroccan market and slowly gaining visibility

CATEGORY DATA

Table 46 Retail Sales of Tea by Category: Volume 2013-2018
Table 47 Retail Sales of Tea by Category: Value 2013-2018
Table 48 Retail Sales of Tea by Category: % Volume Growth 2013-2018
Table 49 Retail Sales of Tea by Category: % Value Growth 2013-2018
Table 50 NBO Company Shares of Tea: % Retail Value 2014-2018
Table 51 LBN Brand Shares of Tea: % Retail Value 2015-2018
Table 52 Forecast Retail Sales of Tea by Category: Volume 2018-2023
Table 53 Forecast Retail Sales of Tea by Category: Value 2018-2023
Table 54 Forecast Retail Sales of Tea by Category: % Volume Growth 2018-2023
Table 55 Forecast Retail Sales of Tea by Category: % Value Growth 2018-2023