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Soft Drinks in Morocco

December 2022
Select Country Report
USD 2,450
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Soft Drinks in Morocco report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in Morocco?
  • To what extent are health considerations impacting consumption of Soft Drinks in Morocco?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Morocco?
  • Which are the leading brands in Soft Drinks in Morocco?
  • What potential exists for multinational or domestic soft drinks companies to expand in Morocco?
  • How are products distributed in Soft Drinks in Morocco?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Soft Drinks in Morocco

Soft drinks in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027
Fountain sales in Morocco

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Morocco

KEY DATA FINDINGS

Heat waves and health trends boost sales of bottled water in 2022
Domestic players lead the landscape as foreign offerings are challenged by tax
Players focus on their unique features while offering packaging to suit all consumers
Positive growth as players focus on promotional deals and discounts
Rejected licences and the rising awareness of purification systems damages sales
The landscape is set to remain consolidated, however, new players enter
Table 27 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 28 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 29 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 30 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 31 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 32 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 33 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 34 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 35 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 36 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 37 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 38 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027

Carbonates in Morocco

KEY DATA FINDINGS

Rising prices and a shift to healthier options challenges sales in 2022
Players focus on reduced sugar offerings to align with health trends
Major players focus on above-the-line marketing as smaller brands look to social media
Juice and bottled water challenge growth due to their alignment with health trends
Players invest in launching healthier versions with natural ingredients
Unit prices continue to rise, presenting a further challenge for carbonates
Table 39 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 40 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 41 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 42 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 43 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 44 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 45 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 46 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027

Concentrates in Morocco

KEY DATA FINDINGS

Consumers choose healthier options, dampening volume sales
Major players retain their leads despite the entrance of new brands
Flavour innovations underperform as locals prefer traditional flavours
On-trade boosts sales of liquid concentrates while powder concentrates struggle
Lack of innovation and advertising stifles sales in liquid concentrates
Manufacturers will focus on health and wellness offerings
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 55 Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 56 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 57 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 58 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 59 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 60 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 61 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 62 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 63 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 64 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 65 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 66 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 67 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 68 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 69 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027

Juice in Morocco

KEY DATA FINDINGS

A decline in off-trade volume sales as consumers reach for fresh juice
Major players cut production costs and invest less in innovation
Vegetable juices launch, aligning with growing organic and health trends
Home-made and on-trade fresh juice challenge growth
High prices and declining disposable incomes challenge forecast sales
100% juice and nectars lose sales to cheaper juice drinks
Table 70 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 71 Off-trade Sales of Juice by Category: Value 2017-2022
Table 72 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 73 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 74 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 75 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 76 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 77 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 78 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 79 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 80 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 81 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027

RTD Tea in Morocco

KEY DATA FINDINGS

Health trends and increasing visibility aids off-trade volume growth
Lipton faces rising competition from new brands at lower price points
Packaging trends favour larger formats, moving away from metal cans
Wider availability and ongoing health awareness drive retail volume growth
Players look to innovate through taste and flavour
The popularity of freshly brewed tea continues to challenge sales
Table 82 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 83 Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 84 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 85 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
Table 86 Leading Flavours for Off-trade RTD Tea: % Volume 2017-2022
Table 87 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
Table 88 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
Table 89 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
Table 90 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
Table 91 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
Table 92 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
Table 93 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
Table 94 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027

Energy Drinks in Morocco

KEY DATA FINDINGS

Young adult consumers boost sales, primarily through the on-trade
Volume sales benefit from new players who retail at lower price-points
Red Bull retains its lead, benefiting from heavy advertising and sponsorships
Urbanisation and increasing availability boost volume growth
Falling unit prices as the entry of economy products drive volume sales
On-trade sales drive total sales, as venues achieve higher sales than retail
Table 95 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 96 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 97 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 98 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 99 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 101 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 102 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 103 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 104 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 105 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 106 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars (25-99% Juice)
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

See All of Our Definitions
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This report originates from Passport, our Soft Drinks research and analysis database.

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