Sales of RTDs not only continued to achieve negligible sales, but also witnessed further sales declines, with total volume sales falling by 7% in 2021. The category failed to attract consumers’ attention over the review period, as the number of products on offer remained limited to two key brands, namely Smirnoff Ice and Bacardi Breezer, which are present in spirit-based RTDs.
Tourists remain the major consumers of RTDs as the majority of Moroccan consumers are still unaware of such products due to lack of advertising. However, the main reason behind the poor category performance is attributed to the fact that RTDs are less popular and appeal less to most Moroccans, as the latter prefer to prepare their own cocktails by blending spirits with fruit juice and other soft drinks to achieve a similar beverage.
The end of the review period saw a proliferation of flavoured vodka with the entry of inexpensive brands such as Kralska, Eristoff, Sobieski, and Novikov. Moreover, such products offer a wider variety of flavours that appeal to all consumer tastes such as lemon, mandarin, caramel, melon and other fruit flavours such as watermelon, strawberry and peach.
Demand for RTDs is expected to remain subdued over the first half of the forecast period, and despite predictions for a marginal improvement from 2024/2025 onwards, the category is predicted to post a total volume CAGR of -1%. This is mainly due to the limited number of products on offer and lack of consumer awareness about such products.
All RTDs in Morocco are imported, including Smirnoff Ice and Bacardi Breezer, with neither of these brands produced locally. Moreover, Bacardi Breezer only offers flavours that are not particularly appealing to local palates such as lime, orange and green lemon.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See All of Our DefinitionsThis report originates from Passport, our RTDs research and analysis database.
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