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Country Report

Soft Drinks in

Soft Drinks in Morocco

Jan 2020

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Executive Summary

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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Domestic tax on consumption now being gradually implemented

The soft drinks industry has seen major changes in terms of legislation affecting the country over the past year. One issue is the domestic tax on consumption in the Kingdom, which went from applying a direct VAT tax which soft drinks manufacturers rejected to a more gradual implementation based on the sugar content per hectolitre.

New companies benefit in bottled water

Consumers have shifted their consumption from carbonates into other categories, notably bottled water. This has allowed for new entrants to benefit, as consumers shift their spending away from sugar-laden carbonated drinks becoming both health and money conscious as new spending is captured by the bottled water category.

Coca-Cola to push towards low-sugar alternatives

The carbonates category has shown less than positive results following the Moroccan legislation that has left many drinks heavily taxed, particularly Coca-Cola that intends to keep its formula for its regular Coke brand the same. Nevertheless, with such a price increase, it is expected that reduced sugar and sugar free alternatives under NBO Coca-Cola Morocco may see higher consumption such as Coca-Cola Light and Zero Sugar, although this is by no means certain as consumers may even consider switching to a competitor such as Diet Pepsi or be more health conscious to make a larger switch towards bottled water products.

Gold and Kabisa new energy drink products

Despite the scrutiny that energy drinks have come under recently due to health concerns, two new brands have entered the Moroccan market. Joining category leader Red Bull, Kabisa offers natural sugars which are currently not found in energy drinks, while its ingredients are also “Halal-compliant”, a feature highly favoured by Muslims.

Forecast CAGR exceeds historic CAGR

The introduction of new brands along with a heavy domestic tax has adversely affected sugar-heavy categories. Forecast CAGRs between 2019 and 2024 are expected to exceed historic CAGR counterparts particularly for healthier substitutes such as bottled water.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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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.

When you purchase this report, you also get the data and the content from these category reports in Morocco for free:

The Soft Drinks in Morocco market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Soft Drinks in Morocco?
What are the major brands in Morocco?
What potential exists for multinational vs. local soft drinks companies looking to increase market share?
How have changing social attitudes affected soft drink sales?
How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

Why buy this report?

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

This industry report originates from Passport, our Soft Drinks market research database.

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Soft Drinks in Morocco

EXECUTIVE SUMMARY

Domestic tax on consumption now being gradually implemented

New companies benefit in bottled water

Coca-Cola to push towards low-sugar alternatives

Gold and Kabisa new energy drink products

Forecast CAGR exceeds historic CAGR

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-2019
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2014-2019
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-2019
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2014-2019
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2019
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024

APPENDIX

Fountain sales in Morocco

Trends

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Morocco

PROSPECTS

Bottled Water in Morocco

HEADLINES

PROSPECTS

Sugar tax benefits bottled water

Global giants take advantage of growing water demand

COMPETITIVE LANDSCAPE

Les Eaux Minérales d'Oulmès diversifying its product range

Competition from Coca-Cola, soon to hit Moroccan market

Aquafina, a new brand in bottled water

CATEGORY DATA

Table 27 Off-trade Sales of Bottled Water by Category: Volume 2014-2019
Table 28 Off-trade Sales of Bottled Water by Category: Value 2014-2019
Table 29 Off-trade Sales of Bottled Water by Category: % Volume Growth 2014-2019
Table 30 Off-trade Sales of Bottled Water by Category: % Value Growth 2014-2019
Table 31 NBO Company Shares of Off-trade Bottled Water: % Volume 2015-2019
Table 32 LBN Brand Shares of Off-trade Bottled Water: % Volume 2016-2019
Table 33 NBO Company Shares of Off-trade Bottled Water: % Value 2015-2019
Table 34 LBN Brand Shares of Off-trade Bottled Water: % Value 2016-2019
Table 35 Forecast Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 36 Forecast Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 37 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 38 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024

Carbonates in Morocco

HEADLINES

PROSPECTS

Tax causes consumers to switch from cola

Orange carbonate Mirinda still maintains large presence

COMPETITIVE LANDSCAPE

Coca-Cola unwilling to absorb tax itself

Carbonates brand Pepsi surviving market conditions

CATEGORY DATA

Table 39 Off-trade vs On-trade Sales of Carbonates: Volume 2014-2019
Table 40 Off-trade vs On-trade Sales of Carbonates: Value 2014-2019
Table 41 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2014-2019
Table 42 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2014-2019
Table 43 Off-trade Sales of Carbonates by Category: Volume 2014-2019
Table 44 Off-trade Sales of Carbonates by Category: Value 2014-2019
Table 45 Off-trade Sales of Carbonates by Category: % Volume Growth 2014-2019
Table 46 Off-trade Sales of Carbonates by Category: % Value Growth 2014-2019
Table 47 Leading Flavours for Non-cola Carbonates: % Volume 2014-2019
Table 48 NBO Company Shares of Off-trade Carbonates: % Volume 2015-2019
Table 49 LBN Brand Shares of Off-trade Carbonates: % Volume 2016-2019
Table 50 NBO Company Shares of Off-trade Carbonates: % Value 2015-2019
Table 51 LBN Brand Shares of Off-trade Carbonates: % Value 2016-2019
Table 52 Forecast Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 53 Forecast Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 55 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024

Concentrates in Morocco

HEADLINES

PROSPECTS

Liquid concentrates still growing despite high sugar content

Differing unit prices for liquid concentrates affect established brands

COMPETITIVE LANDSCAPE

Teisseire sees growth in sales

Sirop Sport still leading

CATEGORY DATA

Concentrates conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 56 Off-trade Sales of Concentrates (RTD) by Category: Volume 2014-2019
Table 57 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2014-2019
Table 58 Off-trade Sales of Concentrates by Category: Value 2014-2019
Table 59 Off-trade Sales of Concentrates by Category: % Value Growth 2014-2019
Table 60 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2014-2019
Table 61 Leading Flavours for Off-trade Powder Concentrates: % Volume 2014-2019
Table 62 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2015-2019
Table 63 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2016-2019
Table 64 NBO Company Shares of Off-trade Concentrates: % Value 2015-2019
Table 65 LBN Brand Shares of Off-trade Concentrates: % Value 2016-2019
Table 66 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2019
Table 67 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2019
Table 68 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2019
Table 69 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2019
Table 70 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 71 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 72 Forecast Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 73 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024

Energy Drinks in Morocco

HEADLINES

PROSPECTS

High sugar content to affect consumers because of legislation

New fortified energy drinks make their entrance

Elite clientele to receive new energy drink

COMPETITIVE LANDSCAPE

Premium energy drink Gold to target wealthiest pockets

Exotic flavours and African culture new to the category

Red Bull to face stiff competition

CATEGORY DATA

Table 74 Off-trade Sales of Energy Drinks: Volume 2014-2019
Table 75 Off-trade Sales of Energy Drinks: Value 2014-2019
Table 76 Off-trade Sales of Energy Drinks: % Volume Growth 2014-2019
Table 77 Off-trade Sales of Energy Drinks: % Value Growth 2014-2019
Table 78 NBO Company Shares of Off-trade Energy Drinks: % Volume 2015-2019
Table 79 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2016-2019
Table 80 NBO Company Shares of Off-trade Energy Drinks: % Value 2015-2019
Table 81 LBN Brand Shares of Off-trade Energy Drinks: % Value 2016-2019
Table 82 Forecast Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 83 Forecast Off-trade Sales of Energy Drinks: Value 2019-2024
Table 84 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 85 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2019-2024

Juice in Morocco

HEADLINES

PROSPECTS

Juice appeals to many for its perceived health benefits

Nectars (25-99% juice) still highly favoured by nationals

Juice brands enter and leave category

COMPETITIVE LANDSCAPE

Moroccan Food Processing continues to lead

Sumol+Compal in the spotlight

Mutandis maintains second place in juice

CATEGORY DATA

Table 86 Off-trade Sales of Juice by Category: Volume 2014-2019
Table 87 Off-trade Sales of Juice by Category: Value 2014-2019
Table 88 Off-trade Sales of Juice by Category: % Volume Growth 2014-2019
Table 89 Off-trade Sales of Juice by Category: % Value Growth 2014-2019
Table 90 Leading Flavours for Off-trade 100% Juice: % Volume 2014-2019
Table 91 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2014-2019
Table 92 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2014-2019
Table 93 NBO Company Shares of Off-trade Juice: % Volume 2015-2019
Table 94 LBN Brand Shares of Off-trade Juice: % Volume 2016-2019
Table 95 NBO Company Shares of Off-trade Juice: % Value 2015-2019
Table 96 LBN Brand Shares of Off-trade Juice: % Value 2016-2019
Table 97 Forecast Off-trade Sales of Juice by Category: Volume 2019-2024
Table 98 Forecast Off-trade Sales of Juice by Category: Value 2019-2024
Table 99 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 100 Forecast Off-trade Sales of Juice by Category: % Value Growth 2019-2024

RTD Coffee in Morocco

PROSPECTS

RTD Tea in Morocco

HEADLINES

PROSPECTS

Unsaturated category with massive potential

COMPETITIVE LANDSCAPE

Lipton’s success is continuing to underpin optimism

Rauch Eis Tee leaning towards sustainable packaging

CATEGORY DATA

Table 101 Off-trade Sales of RTD Tea by Category: Volume 2014-2019
Table 102 Off-trade Sales of RTD Tea by Category: Value 2014-2019
Table 103 Off-trade Sales of RTD Tea by Category: % Volume Growth 2014-2019
Table 104 Off-trade Sales of RTD Tea by Category: % Value Growth 2014-2019
Table 105 Leading Flavours for Off-trade RTD Tea: % Volume 2014-2019
Table 106 NBO Company Shares of Off-trade RTD Tea: % Volume 2015-2019
Table 107 LBN Brand Shares of Off-trade RTD Tea: % Volume 2016-2019
Table 108 NBO Company Shares of Off-trade RTD Tea: % Value 2015-2019
Table 109 LBN Brand Shares of Off-trade RTD Tea: % Value 2016-2019
Table 110 Forecast Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 111 Forecast Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 112 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 113 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024

Megatrends

Country Report

Soft Drinks in Morocco

New Report Guarantee

Executive Summary

New Report Guarantee

Domestic tax on consumption now being gradually implemented

New companies benefit in bottled water

Coca-Cola to push towards low-sugar alternatives

Gold and Kabisa new energy drink products

Forecast CAGR exceeds historic CAGR

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Soft Drinks in Morocco

EXECUTIVE SUMMARY

Domestic tax on consumption now being gradually implemented

New companies benefit in bottled water

Coca-Cola to push towards low-sugar alternatives

Gold and Kabisa new energy drink products

Forecast CAGR exceeds historic CAGR

MARKET DATA

APPENDIX

Fountain sales in Morocco

SOURCES

Asian Speciality Drinks in Morocco

PROSPECTS

Bottled Water in Morocco

HEADLINES

PROSPECTS

Sugar tax benefits bottled water

Global giants take advantage of growing water demand

COMPETITIVE LANDSCAPE

Les Eaux Minérales d'Oulmès diversifying its product range

Competition from Coca-Cola, soon to hit Moroccan market

Aquafina, a new brand in bottled water

CATEGORY DATA

Carbonates in Morocco

HEADLINES

PROSPECTS

Tax causes consumers to switch from cola

Orange carbonate Mirinda still maintains large presence

COMPETITIVE LANDSCAPE

Coca-Cola unwilling to absorb tax itself

Carbonates brand Pepsi surviving market conditions

CATEGORY DATA

Concentrates in Morocco

HEADLINES

PROSPECTS

Liquid concentrates still growing despite high sugar content

Differing unit prices for liquid concentrates affect established brands

COMPETITIVE LANDSCAPE

Teisseire sees growth in sales

Sirop Sport still leading

CATEGORY DATA

Concentrates conversions

Energy Drinks in Morocco

HEADLINES

PROSPECTS

High sugar content to affect consumers because of legislation

New fortified energy drinks make their entrance

Elite clientele to receive new energy drink

COMPETITIVE LANDSCAPE

Premium energy drink Gold to target wealthiest pockets

Exotic flavours and African culture new to the category

Red Bull to face stiff competition

CATEGORY DATA

Juice in Morocco

HEADLINES

PROSPECTS

Juice appeals to many for its perceived health benefits

Nectars (25-99% juice) still highly favoured by nationals

Juice brands enter and leave category

COMPETITIVE LANDSCAPE

Moroccan Food Processing continues to lead

Sumol+Compal in the spotlight

Mutandis maintains second place in juice