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Learn moreFeb 2021
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The overall sales performances recorded in Morocco’s soft drinks industry in 2020 varied substantially between the on-trade and the off-trade. In the off-trade, sales increased over the course of the year, with growth rates accelerating significantly from what was registered in 2019.
It was first confirmed that the COVID-19 virus had spread to Morocco on 2 March 2020, when the first case COVID-19 case was confirmed in Casablanca. A lockdown was introduced in Morocco on 20 March, with only one person per family allowed to leave their home for a list of very limited purposes – buying groceries or medicine and medical visits.
The companies operating in soft drinks in Morocco were already in damage limitation mode prior to the onset of the COVID-pandemic due to the increasing difficulties that they were facing in light of the growing concern over the high sugar levels of many of their products. Indeed, public opinion has turned against all types of food and beverages that contain added sugar in recent years due to spreading awareness of the serious health dangers that these products can present over the long-term.
The main change seen in the retailing of soft drinks in response to the COVID-19 pandemic during 2020 was a significant shift towards purchasing these products from hypermarkets and supermarkets, at the expense of traditional grocery retailers and convenience stores. The main reason for this trend was that consumers were looking to avoid going shopping as much as possible, which encouraged consumers to make huge fortnightly or monthly shopping trips to a supermarket or hypermarket to stock up on all products they would need until the next shopping trip.
As noted above, the main trend to emerge in Morocco’s soft drinks industry during 2020 due to the COVID-19 pandemic was the substantial shift seen in consumption from the on-trade to the off-trade. With all on-trade consumption essentially banned for 12 weeks at the peak of the COVID-19 pandemic via the government-mandated shutdown of the country’s entire hospitality industry, consumers who wanted to consumers often settle choice but to acquire them via retail channels for at-home consumption.
The forecast period is expected to see Morocco’s soft drinks industry return to pre-COVID-19 consumption patterns and sales trends. However, before the normal rhythms of the market can return, a period of correction in sales is expected to be seen during 2021.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Soft 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 Soft Drinks industry in Morocco, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Soft Drinks market research database.
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.