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Country Report

Soft Drinks in

Soft Drinks in Morocco

Feb 2021

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Executive Summary

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COVID-19 impact on soft drinks

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.

COVID-19 country impact

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.

Company response

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.

Retailing shift

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.

Foodservice vs retail split

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.

What next for soft drinks?

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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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

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

Chart 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
Chart 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
Chart 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020
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 2015-2020
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025

APPENDIX

Fountain sales in Morocco

Trends

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in Morocco

KEY DATA FINDINGS

2020 IMPACT

Negative growth accelerates as COVID-19 drastically undermines demand

Financial pressures due to COVID-19 suppress demand for nonessential products

On trade sales plummet as the quarantine lockdown eliminates sales opportunities

RECOVERY AND OPPORTUNITIES

A partial recovery expected in 2021, followed by a return to steady sales decline

Slow unit price growth a sign of pressure on demand

Strongly rising demand for e-commerce to continue building during forecast period

CATEGORY DATA

Table 27 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020
Table 28 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020
Table 29 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020
Table 30 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020
Table 31 Off-trade Sales of Carbonates by Category: Volume 2015-2020
Table 32 Off-trade Sales of Carbonates by Category: Value 2015-2020
Table 33 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020
Table 34 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020
Table 35 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020
Table 36 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020
Table 37 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020
Table 38 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020
Table 39 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020
Table 40 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025
Table 41 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025
Table 42 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025
Table 43 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025

Juice in Morocco

KEY DATA FINDINGS

2020 IMPACT

The COVID-19 pandemic piles further pressure on demand for juice

Sales are hit by the unfavourable economic environment that unfolds during 2020

On-trade sales decline substantially due to challenges faced in the hospitality sector

RECOVERY AND OPPORTUNITIES

Positive growth slated for 2021 as the category partially recovers from COVID-19

Price promotions and discounting set to suppress unit price growth

Non-essential status of juice expected to work against the category

CATEGORY DATA

Table 44 Off-trade Sales of Juice by Category: Volume 2015-2020
Table 45 Off-trade Sales of Juice by Category: Value 2015-2020
Table 46 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020
Table 47 Off-trade Sales of Juice by Category: % Value Growth 2015-2020
Table 48 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020
Table 49 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020
Table 50 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020
Table 51 NBO Company Shares of Off-trade Juice: % Volume 2016-2020
Table 52 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020
Table 53 NBO Company Shares of Off-trade Juice: % Value 2016-2020
Table 54 LBN Brand Shares of Off-trade Juice: % Value 2017-2020
Table 55 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025
Table 56 Forecast Off-trade Sales of Juice by Category: Value 2020-2025
Table 57 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025
Table 58 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025

Bottled Water in Morocco

KEY DATA FINDINGS

2020 IMPACT

Strong sales growth as bottled water’s essential status stands it in good stead

On-trade sales decline steeply due to challenges faced by hospitality businesses

Category players respond to high demand by ramping up production

RECOVERY AND OPPORTUNITIES

Strong growth expected after a brief dip during 2021 as sales right themselves

Think of that are bottled water to be a key factor in the category’s ongoing success

Shift towards larger packaging sizes set to accelerate as consumers demand value

CATEGORY DATA

Table 59 Off-trade Sales of Bottled Water by Category: Volume 2015-2020
Table 60 Off-trade Sales of Bottled Water by Category: Value 2015-2020
Table 61 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020
Table 62 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020
Table 63 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020
Table 64 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020
Table 65 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020
Table 66 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020
Table 67 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025
Table 68 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025
Table 69 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025
Table 70 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025

Sports Drinks in Morocco

KEY DATA FINDINGS

2020 IMPACT

Negligible sales and non-existent public profile remain the hallmarks of sports drinks

RECOVERY AND OPPORTUNITIES

Sports drinks unlikely to emerge strongly during the forecast period

Energy Drinks in Morocco

KEY DATA FINDINGS

2020 IMPACT

Shutdown of the hospitality industry hits sales of energy drinks hard

Non-essential status of energy drinks further suppresses demand

The closure of Morocco’s borders removes a key consumer base from the equation

RECOVERY AND OPPORTUNITIES

The reopening of late-night bars and nightclubs set to spur sales growth

The recovery of the economy set to be instrumental in rising energy drinks sales

The return of foreign tourists set to spur growth in sales of energy drinks

CATEGORY DATA

Table 71 Off-trade Sales of Energy Drinks: Volume 2015-2020
Table 72 Off-trade Sales of Energy Drinks: Value 2015-2020
Table 73 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020
Table 74 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020
Table 75 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020
Table 76 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020
Table 77 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020
Table 78 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020
Table 79 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025
Table 80 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025
Table 81 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025
Table 82 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025

Concentrates in Morocco

KEY DATA FINDINGS

2020 IMPACT

Negative growth recorded in 2020 as the COVID-19 pandemic takes its toll on sales

Dominance of off-trade consumption helps concentrates to avoid stronger declines

The absence of health and wellness credentials harms category growth in 2020

RECOVERY AND OPPORTUNITIES

A return to positive growth slated for sales of concentrates

The possible appearance of organic concentrates a potential spur on growth

On-trade sales of concentrates likely to remain minimal

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 83 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020
Table 84 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020
Table 85 Off-trade Sales of Concentrates by Category: Value 2015-2020
Table 86 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020
Table 87 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020
Table 88 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020
Table 89 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020
Table 90 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020
Table 91 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020
Table 92 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020
Table 93 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020
Table 94 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020
Table 95 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020
Table 96 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020
Table 97 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025
Table 98 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025
Table 99 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025
Table 100 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025

RTD Tea in Morocco

KEY DATA FINDINGS

2020 IMPACT

The underdeveloped state of RTD tea and its non-essential status make it vulnerable

The adverse economic environment has a negative impact on demand for RTD tea

Limited distribution remains a key factor hindering sales growth in the category

RECOVERY AND OPPORTUNITIES

Positive sales growth to return to RTD tea from 2021 onwards

Slower growth expected as category edges closer to maturity

Limited distribution expected to continue suppressing growth potential of RTD tea

CATEGORY DATA

Table 101 Off-trade Sales of RTD Tea by Category: Volume 2015-2020
Table 102 Off-trade Sales of RTD Tea by Category: Value 2015-2020
Table 103 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020
Table 104 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020
Table 105 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020
Table 106 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020
Table 107 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020
Table 108 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020
Table 109 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020
Table 110 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025
Table 111 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025
Table 112 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025
Table 113 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025

Megatrends

Country Report

Soft Drinks in Morocco

New Report Guarantee

Executive Summary

New Report Guarantee

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

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

COVID-19 impact on soft drinks

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for soft drinks?

MARKET DATA

APPENDIX

Fountain sales in Morocco

Trends

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Carbonates in Morocco

KEY DATA FINDINGS

2020 IMPACT

Negative growth accelerates as COVID-19 drastically undermines demand

Financial pressures due to COVID-19 suppress demand for nonessential products

On trade sales plummet as the quarantine lockdown eliminates sales opportunities

RECOVERY AND OPPORTUNITIES

A partial recovery expected in 2021, followed by a return to steady sales decline

Slow unit price growth a sign of pressure on demand

Strongly rising demand for e-commerce to continue building during forecast period

CATEGORY DATA

Juice in Morocco

KEY DATA FINDINGS

2020 IMPACT

The COVID-19 pandemic piles further pressure on demand for juice

Sales are hit by the unfavourable economic environment that unfolds during 2020

On-trade sales decline substantially due to challenges faced in the hospitality sector

RECOVERY AND OPPORTUNITIES

Positive growth slated for 2021 as the category partially recovers from COVID-19

Price promotions and discounting set to suppress unit price growth

Non-essential status of juice expected to work against the category

CATEGORY DATA

Bottled Water in Morocco

KEY DATA FINDINGS

2020 IMPACT

Strong sales growth as bottled water’s essential status stands it in good stead

On-trade sales decline steeply due to challenges faced by hospitality businesses

Category players respond to high demand by ramping up production

RECOVERY AND OPPORTUNITIES

Strong growth expected after a brief dip during 2021 as sales right themselves

Think of that are bottled water to be a key factor in the category’s ongoing success

Shift towards larger packaging sizes set to accelerate as consumers demand value

CATEGORY DATA

Sports Drinks in Morocco

KEY DATA FINDINGS

2020 IMPACT

Negligible sales and non-existent public profile remain the hallmarks of sports drinks

RECOVERY AND OPPORTUNITIES

Sports drinks unlikely to emerge strongly during the forecast period

Energy Drinks in Morocco

KEY DATA FINDINGS

2020 IMPACT

Shutdown of the hospitality industry hits sales of energy drinks hard

Non-essential status of energy drinks further suppresses demand

The closure of Morocco’s borders removes a key consumer base from the equation

RECOVERY AND OPPORTUNITIES