In 2022, the Moroccan economy has been negatively impacted by the fallout from the COVID-19 pandemic, which has resulted in higher unemployment and lower disposable incomes. As such, many Moroccans have become increasingly price-sensitive, reviewing their purchases and switching to cheaper alternatives.
The economic downturn and diminishing disposable incomes have slowed down hot drinks sales in 2022. Consumers have become more price-conscious, prompting them to cut down on non-essential food items, including chocolate-based flavoured powder drinks.
Tea is a highly fragmented landscape in Morocco, with the presence of more than 250 brands. All products on the landscape are imported, which has opened the door to numerous players to import raw tea, packaging it locally.
Traditional grocery retailers' popularity increased during the end of the review period. These outlets can provide consumers with access to credit, are close to customers' homes, and allow them to buy in smaller quantities; modern grocery retailers do not match all benefits.
Having recovered slightly during 2021, on-trade volume sales of hot drinks continued to grow in 2022. As restrictions on movement were eased, foodservice outlets further benefitted from the rising number of tourists.
Economic difficulties, increased unemployment and decreased household incomes will lead to further economising over the early forecast period. Driven by price sensitivity, many consumers will continue to prioritise promotions, offers and discounts, reducing spending on non-essential food products while shifting to cheaper domestic brands or private label.
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Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
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This is the aggregation of Coffee, Tea, and Other Hot Drinks.See All of Our Definitions
This report originates from Passport, our Hot Drinks research and analysis database.
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