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Tobacco in Morocco
July 2022
Tobacco in 2021: The big picture
Since the outbreak of COVID-19 in early 2020, a lockdown was introduced in Morocco on 20 March, and borders were closed accordingly. The confinement and health emergency were in place until November 2020 when the country was ravaged by a second wave in the autumn, followed by a third wave resulting from the Delta variant in June 2021.
2021 key trends
Tobacco in Morocco is different in that regionally it has a high smoking prevalence with just under 40% amongst the male adult population. Morocco’s ranking falls just under Saudi Arabia.
Competitive landscape
Société Marocaines des Tabacs remained the dominant player in cigarettes in Morocco in 2021 in retail volume terms, whilst it also enjoys a strong presence in cigars. However, second-ranked North Africa Tobacco was the only player to gain share in 2021.
Retailing developments
Newsagents-tobacconists/kiosks remained the dominant distribution channel for cigarettes in 2021. However, independent small grocers gained share since the slow economy and consumers’ declining purchasing power prompted several small grocers to also include tobacco in their offer to increase their revenues and benefit from the 6% commission on cigarette sales.
What next for tobacco?
Over the forecast period, tobacco in Morocco is predicted to continue to register declining value sales amid difficult economic conditions and declining purchasing power. This will result in a drop in daily consumption of cigarettes via retail, with some consumers either downtrading to more affordable options, including illicit trade.
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Overview:
Understand the latest market trends and future growth opportunities for the Tobacco 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:
Cigarettes
Cigars, Cigarillos and Smoking Tobacco
Smokeless Tobacco, E-Vapour Products and Heated Tobacco
If you're in the Tobacco 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 Tobacco 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 Tobacco in Morocco?
Which are the leading brands in Tobacco in Morocco?
How are products distributed in Tobacco in Morocco?
Which category is the most heavily taxed in Morocco?
How is the operating environment for Tobacco changing?
What are the current legislative restrictions applicable to the sale of Tobacco products in Morocco?
How has COVID-19 impacted demand?
How have national lockdown and enforced home seclusion following COVID-19 impacted sales?
Where is future growth expected to be most dynamic?
Tobacco in Morocco
EXECUTIVE SUMMARY
Tobacco in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for tobacco?
OPERATING ENVIRONMENT
Legislation
Legislative overviewSummary 1 Legislation Summary at a Glance
Minimum legal smoking age
Smoking prevalence
Tar levels
Health warnings
Plain packaging
Advertising and sponsorship
Point-of-sale display bans
Smoking in public places
Flavoured tobacco product ban
Vapour products
PRODUCTION/IMPORTS/EXPORTS
MARKET INDICATORS
Table 1 Number of Adult Smokers by Gender 2016-2021
MARKET DATA
Table 2 Sales of Tobacco by Category: Volume 2016-2021Table 3 Sales of Tobacco by Category: Value 2016-2021Table 4 Sales of Tobacco by Category: % Volume Growth 2016-2021Table 5 Sales of Tobacco by Category: % Value Growth 2016-2021Table 6 Forecast Sales of Tobacco by Category: Volume 2021-2026Table 7 Forecast Sales of Tobacco by Category: Value 2021-2026Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2021-2026Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
Cigarettes in Morocco
KEY DATA FINDINGS
2021 DEVELOPMENTS
Price hikes and declining disposable incomes place pressure on retail volume sales
Illicit trade another negative factor behind falling retail sales of cigarettes
Mid-priced segment remains dominant
Rising number of female smokers favour slim cigarettes
Société Marocaines des Tabacs retains dominance, while North Africa Tobacco Co is strongest performer
High-tar cigarettes lose ground
PROSPECTS AND OPPORTUNITIES
Tax increases set to further restrict retail volume sales
High-tar cigarettes will eventually decline over the forecast period
Illicit trade to continue gaining notable share despite expected government efforts to control it
Heightened health concerns anticipated to encourage consumers to seek alternatives
TAXATION AND PRICING
Taxation rates
Table 10 Taxation and Duty Levies 2016-2021
Average cigarette pack price breakdown
Summary 3 Average Cigarette Pack Price Breakdown: Brand Examples
CATEGORY DATA
Table 11 Sales of Cigarettes: Volume 2016-2021Table 12 Sales of Cigarettes by Category: Value 2016-2021Table 13 Sales of Cigarettes: % Volume Growth 2016-2021Table 14 Sales of Cigarettes by Category: % Value Growth 2016-2021Table 15 Sales of Cigarettes by Blend: % Volume 2016-2021Table 16 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2016-2021Table 17 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2016-2021Table 18 Sales of Cigarettes by Pack Size: % Volume 2016-2021Table 19 Sales of Cigarettes by Price Band: % Volume 2016-2021Table 20 NBO Company Shares of Cigarettes: % Volume 2017-2021Table 21 LBN Brand Shares of Cigarettes: % Volume 2018-2021Table 22 Sales of Cigarettes by Distribution Format: % Volume 2016-2021Table 23 Illicit Trade Estimate of Cigarettes: Volume 2016-2021Table 24 Forecast Sales of Cigarettes: Volume 2021-2026Table 25 Forecast Sales of Cigarettes by Category: Value 2021-2026Table 26 Forecast Sales of Cigarettes: % Volume Growth 2021-2026Table 27 Forecast Sales of Cigarettes by Category: % Value Growth 2021-2026Table 28 Forecast Sales of Cigarettes by Blend: % Volume 2021-2026Table 29 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2021-2026Table 30 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2021-2026Table 31 Forecast Sales of Cigarettes by Pack Size: % Volume 2021-2026Table 32 Forecast Sales of Cigarettes by Price Band: % Volume 2021-2026
Cigars, Cigarillos and Smoking Tobacco in Morocco
KEY DATA FINDINGS
2021 DEVELOPMENTS
Cigars and pipe tobacco severely hit by closure of cafés and bars
Price hikes prompt consumers to switch to duty free sales
Strict prohibition of pipe tobacco both outdoors and indoors behind low sales
High prices of pipe tobacco encourage consumers to switch to illicit trade
North Africa Tobacco dominates pipe tobacco with its well-established brands
PROSPECTS AND OPPORTUNITIES
Cigars set for sluggish growth due to weak economy
Smoking bans in HORECA will continue to limit sales of pipe tobacco
Société Marocaines des Tabacs and North Africa Tobacco will continue to dominate cigars and pipe tobacco, respectively
CATEGORY DATA
Table 33 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2016-2021Table 34 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2016-2021Table 35 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2016-2021Table 36 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2016-2021Table 37 Sales of Cigars by Size: % Volume 2016-2021Table 38 NBO Company Shares of Cigars and Cigarillos: % Volume 2017-2021Table 39 LBN Brand Shares of Cigars and Cigarillos: % Volume 2018-2021Table 40 NBO Company Shares of Cigars: % Volume 2017-2021Table 41 LBN Brand Shares of Cigars: % Volume 2018-2021Table 42 NBO Company Shares of Smoking Tobacco: % Volume 2017-2021Table 43 LBN Brand Shares of Smoking Tobacco: % Volume 2018-2021Table 44 NBO Company Shares of Pipe Tobacco: % Volume 2017-2021Table 45 LBN Brand Shares of Pipe Tobacco: % Volume 2018-2021Table 46 Distribution of Cigars and Cigarillos by Format: % Volume 2016-2021Table 47 Distribution of Smoking Tobacco by Format: % Volume 2016-2021Table 48 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2021-2026Table 49 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2021-2026Table 50 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2021-2026Table 51 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2021-2026
Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Morocco
KEY DATA FINDINGS
2021 DEVELOPMENTS
Philip Morris launches first heated tobacco in Morocco
Economic turbulence encourages consumers to switch from cigarettes to e-vapour products
Illicit products curb higher retail sales of e-liquids
E-commerce remains dominant channel and benefits from lockdown
PROSPECTS AND OPPORTUNITIES
Dynamic growth expected for e-vapour products as greater product penetration is anticipated
Heated tobacco likely to gain consumers from cigarettes
Potential threat to e-vapour products from illicit trade
CATEGORY INDICATORS
Table 52 Number of Adult Vapers 2016-2021
CATEGORY DATA
Table 53 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2016-2021Table 54 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2016-2021Table 55 Sales of E-Liquids by Nicotene Strength: % Value 2019-2021Table 56 Distribution of E-Vapour Products by Format: % Value 2016-2021Table 57 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2021-2026Table 58 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Tobacco
Fine Cut Cigarettes
Cigars
Cigarillos
Pipe Tobacco
Fine Cut Tobacco
Chewing Tobacco
Loose US-Style Moist Snuff
Portion US-Style Moist Snuff
Swedish-Style Snus
Closed System Single Use
Closed System Rechargeable (including starter kits)
Closed System Cartridges
Open Vaping Systems Charging and Vapourising Devices
E-liquids
Tobacco Heating Devices
Heated Tobacco
Nicotine Pouches
Tobacco
Passport Tobacco covers the seven major tobacco categories: Cigarettes, Cigars & Cigarillos, Smoking tobacco (made up of Pipe tobacco and RYO tobacco), Smokeless Tobacco (snuff and chewing tobacco), E-Vapour Products (closed and open); Heated Tobacco; and Tobacco Free Oral Nicotine. Smoking paraphernalia such as pipes, rolling papers, lighters or matches, etc., are not included, nor are nicotine replacement therapy (NRT) products, which are part of Euromonitor's Passport Consumer Healthcare database.