100% of the hot drink sales in Morocco are accounted for by chocolate-based flavoured powder drinks. Demand for these products is heavily weighted towards the off-trade, with the on-trade remaining a much less important distribution channel in the category during 2020.
The drastic decline seen in on-trade sales of other hot drinks during 2020 was more than matched by positive sales growth in the off-trade as a strong shift was seen towards retail sales and at-home consumption. Furthermore, retail sales were strongly boosted by the heavy stockpiling that was seen during the early stages of the COVID-19 pandemic.
When assessing the impact of the COVID-19 pandemic on demand for other hot drinks in Morocco, it should be borne in mind that consumption behaviour in the country is generally closely related to purchasing power and consumer sentiment. In particular, consumer sentiment tends to be fairly fickle and can quickly dip or even dive with even the slightest hint of economic uncertainty.
The forecast period is expected to see sales of other hot drinks recover very strongly from the impact of the COVID-19 pandemic. In particular, 2021 is set to see on-trade sales of chocolate-based flavoured powder drinks return quickly to pre-COVID-19 pandemic levels, with a concomitant decline expected to be seen in off-trade sales as demand shifts back from the retail to the foodservice channel.
The strong decline recorded in sales of chocolate-based flavoured powder drinks in the foodservice channel during 2020 is expected to be reversed by the end of 2021. The main factor influencing this strong recovery is set to be the consistent availability of consumer foodservice outlets due to there not being any quarantine lockdown periods restricting access to cafés, restaurants and specialist coffee shops during 2021.
Another factor that needs to be taken into consideration when assessing the prospects for other hot drinks to register positive sales growth during the forecast period is the pace of recovery that is likely to be seen in the Moroccan economy. The extremely robust response of the Moroccan authorities to the threat of the COVID-19 pandemic during 2020 is expected to stand the country in good stead as it seeks to return to pre-COVID-19 levels of economic activity during 2021 and beyond.
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Understand the latest market trends and future growth opportunities for the Other Hot Drinks 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 Other Hot Drinks research and analysis database.
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