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Country Report

Tobacco in

Tobacco in Morocco

Jul 2019

US$2,100

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Executive Summary

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Continued preference for traditional, low-price tobacco products evident

The tobacco market in Morocco is demonstrating a relatively weak performance in both volume and value terms due to several factors. These include a gradual increase in awareness of the health risks associated with smoking and price rises impacting a consumer base with predominantly low spending power.

Internal Tax on Consumption hike impacts prices, and company shares

The price increases seen among tobacco products in 2018, arising from the hike in the Internal Tax on Consumption, affected consumers’ choice or brands in this market, particularly in cigarettes. As many brands sought to maintain margins and thus passed on the increased cost to consumers in the form of higher retail prices, those that absorbed the hike such as North Africa Tobacco Co gained customers and saw an increase in overall market share.

Société Marocaines des Tabacs remains dominant thanks to domestic production

Domestic player Société Marocaines des Tabacs remains the leader of the industry, being dominant in the cigarettes category. The company is the only domestic producer and distributes its products directly.

Supermarkets and hypermarkets implement merchandising strategies such as checkout displays

While cigarettes in Morocco are predominantly purchased through grocery outlets, the market recently benefitted from hypermarkets and supermarkets being authorised to sell cigarettes. This led to greater accessibility, and offered a potential new way for players to reach consumers.

Buying power and advertising restrictions set to maintain status quo

The forecast period is expected to see a continued strong preference for traditional tobacco products, particularly cigarettes. These products meet the needs of the majority low-income population, are familiar to consumers, widely available, and appeal to price-sensitive Moroccans with their low prices.

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Tobacco Sample Report Tobacco Sample Data

Overview

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.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Tobacco 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 Tobacco 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 Tobacco 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 Tobacco in Morocco?
What are the major brands in Morocco?
Which sector of the tobacco products market is the largest by value sales in Morocco?
Which sector of the tobacco products market has been growing the fastest, by volume and value, in Morocco?
Which sector is the most heavily taxed in Morocco?
Which companies dominate in the total tobacco market in Morocco in terms of market share?
What is the distribution channel split for the tobacco products market in Morocco?

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 Tobacco market research database.

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Tobacco in Morocco

EXECUTIVE SUMMARY

Continued preference for traditional, low-price tobacco products evident

Internal Tax on Consumption hike impacts prices, and company shares

Société Marocaines des Tabacs remains dominant thanks to domestic production

Supermarkets and hypermarkets implement merchandising strategies such as checkout displays

Buying power and advertising restrictions set to maintain status quo

OPERATING ENVIRONMENT

Legislation

Summary 1 Legislation Summary at a Glance

Minimum legal smoking age

Smoking prevalence

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Flavoured tobacco products

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

Table 1 Number of Adult Smokers by Gender 2013-2018

MARKET DATA

Table 2 Sales of Tobacco by Category: Volume 2013-2018
Table 3 Sales of Tobacco by Category: Value 2013-2018
Table 4 Sales of Tobacco by Category: % Volume Growth 2013-2018
Table 5 Sales of Tobacco by Category: % Value Growth 2013-2018
Table 6 Forecast Sales of Tobacco by Category: Volume 2018-2023
Table 7 Forecast Sales of Tobacco by Category: Value 2018-2023
Table 8 Forecast Sales of Tobacco by Category: % Volume Growth 2018-2023
Table 9 Forecast Sales of Tobacco by Category: % Value Growth 2018-2023

SOURCES

Summary 2 Research Sources

Cigars, Cigarillos and Smoking Tobacco in Morocco

HEADLINES

PROSPECTS

Habanos SA wins legal battle with Société Marocaines des Tabacs

Limited consumer base for cigars, while cigarillos remains negligible

Smoking tobacco sees limited demand but offers growth potential

COMPETITIVE LANDSCAPE

Société Marocaines des Tabacs benefits from opening of new production plant

New domestic challenger shakes up the competition

New Al Khayma brand piques consumer interest

CATEGORY DATA

Table 10 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2013-2018
Table 11 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2013-2018
Table 12 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2013-2018
Table 13 Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2013-2018
Table 14 Sales of Cigars by Size: % Volume 2013-2018
Table 15 NBO Company Shares of Cigars and Cigarillos: % Volume 2014-2018
Table 16 LBN Brand Shares of Cigars and Cigarillos: % Volume 2015-2018
Table 17 NBO Company Shares of Cigars: % Volume 2014-2018
Table 18 LBN Brand Shares of Cigars: % Volume 2015-2018
Table 19 NBO Company Shares of Cigarillos: % Volume 2014-2018
Table 20 NBO Company Shares of Smoking Tobacco: % Volume 2014-2018
Table 21 LBN Brand Shares of Smoking Tobacco: % Volume 2015-2018
Table 22 NBO Company Shares of Pipe Tobacco: % Volume 2014-2018
Table 23 LBN Brand Shares of Pipe Tobacco: % Volume 2015-2018
Table 24 Distribution of Cigars and Cigarillos by Format: % Volume 2013-2018
Table 25 Distribution of Smoking Tobacco by Format: % Volume 2013-2018
Table 26 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Volume 2018-2023
Table 27 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: Value 2018-2023
Table 28 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Volume Growth 2018-2023
Table 29 Forecast Sales of Cigars, Cigarillos and Smoking Tobacco by Category: % Value Growth 2018-2023

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Morocco

HEADLINES

PROSPECTS

Perception of reduced harm contributes to vapour products’ growth

Players forced to reduce prices as stocks reach expiry date

Smokeless tobacco falls between a rock and a hard place

COMPETITIVE LANDSCAPE

Players face difficulty attracting consumers due to marketing ban

Many smokers find vapour products unsatisfying

Cost, lack of familiarity and advertising restrictions limit potential

CATEGORY INDICATORS

Table 30 Number of Adult Vapers 2013-2018

CATEGORY DATA

Table 31 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2013-2018
Table 32 Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2013-2018
Table 33 Sales of E-Liquids by Nicotene Strength: % Value 2018
Table 34 Distribution of E-Vapour Products by Format: % Value 2013-2018
Table 35 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: Value 2018-2023
Table 36 Forecast Sales of Smokeless Tobacco, E-Vapour Products and Heated Tobacco by Category: % Value Growth 2018-2023

Cigarettes in Morocco

HEADLINES

PROSPECTS

Consumers unimpressed by price hikes arising from tax increase

Rising health awareness has limited impact on tobacco demand

Supermarkets and hypermarkets implement impulse merchandising strategies

COMPETITIVE LANDSCAPE

Société Marocaines des Tabacs’ dominance remains unchallenged thanks to domestic production and high profile brands

New product developments focus on premium diversification

Consumers attracted by illicit cigarettes’ low prices

TAXATION AND PRICING

Taxation rates

Summary 3 Taxation and Duty Levies 2012-2017

Average cigarette pack price breakdown

Summary 4 Average Cigarette Pack Price Breakdown: Brand Examples

CATEGORY DATA

Table 37 Sales of Cigarettes: Volume 2013-2018
Table 38 Sales of Cigarettes by Category: Value 2013-2018
Table 39 Sales of Cigarettes: % Volume Growth 2013-2018
Table 40 Sales of Cigarettes by Category: % Value Growth 2013-2018
Table 41 Sales of Cigarettes by Blend: % Volume 2013-2018
Table 42 Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2013-2018
Table 43 Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2013-2018
Table 44 Sales of Cigarettes by Pack Size: % Volume 2013-2018
Table 45 Sales of Cigarettes by Price Band: % Volume 2013-2018
Table 46 NBO Company Shares of Cigarettes: % Volume 2014-2018
Table 47 LBN Brand Shares of Cigarettes: % Volume 2015-2018
Table 48 Sales of Cigarettes by Distribution Format: % Volume 2013-2018
Table 49 Illicit Trade Estimate of Cigarettes: Volume 2013-2018
Table 50 Forecast Sales of Cigarettes: Volume 2018-2023
Table 51 Forecast Sales of Cigarettes by Category: Value 2018-2023
Table 52 Forecast Sales of Cigarettes: % Volume Growth 2018-2023
Table 53 Forecast Sales of Cigarettes by Category: % Value Growth 2018-2023
Table 54 Forecast Sales of Cigarettes by Blend: % Volume 2018-2023
Table 55 Forecast Sales of Cigarettes by Standard/Menthol/Capsule: % Volume 2018-2023
Table 56 Forecast Sales of Cigarettes by Regular/Slim/Superslim/Microslim: % Volume 2018-2023
Table 57 Forecast Sales of Cigarettes by Pack Size: % Volume 2018-2023
Table 58 Forecast Sales of Cigarettes by Price Band: % Volume 2018-2023

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Megatrends

Country Report

Tobacco in Morocco

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Executive Summary

New Report Guarantee

Continued preference for traditional, low-price tobacco products evident

Internal Tax on Consumption hike impacts prices, and company shares

Société Marocaines des Tabacs remains dominant thanks to domestic production

Supermarkets and hypermarkets implement merchandising strategies such as checkout displays

Buying power and advertising restrictions set to maintain status quo

Samples

Overview

Why buy this report?

Samples: FAQs about samples

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Table of Contents

Tobacco in Morocco

EXECUTIVE SUMMARY

Continued preference for traditional, low-price tobacco products evident

Internal Tax on Consumption hike impacts prices, and company shares

Société Marocaines des Tabacs remains dominant thanks to domestic production

Supermarkets and hypermarkets implement merchandising strategies such as checkout displays

Buying power and advertising restrictions set to maintain status quo

OPERATING ENVIRONMENT

Legislation

Minimum legal smoking age

Smoking prevalence

Plain packaging

Advertising and sponsorship

Point-of-sale display bans

Flavoured tobacco products

Vapour products

PRODUCTION/IMPORTS/EXPORTS

MARKET INDICATORS

MARKET DATA

SOURCES

Cigars, Cigarillos and Smoking Tobacco in Morocco

HEADLINES

PROSPECTS

Habanos SA wins legal battle with Société Marocaines des Tabacs

Limited consumer base for cigars, while cigarillos remains negligible

Smoking tobacco sees limited demand but offers growth potential

COMPETITIVE LANDSCAPE

Société Marocaines des Tabacs benefits from opening of new production plant

New domestic challenger shakes up the competition

New Al Khayma brand piques consumer interest

CATEGORY DATA

Smokeless Tobacco, E-Vapour Products and Heated Tobacco in Morocco

HEADLINES

PROSPECTS

Perception of reduced harm contributes to vapour products’ growth

Players forced to reduce prices as stocks reach expiry date

Smokeless tobacco falls between a rock and a hard place

COMPETITIVE LANDSCAPE

Players face difficulty attracting consumers due to marketing ban

Many smokers find vapour products unsatisfying

Cost, lack of familiarity and advertising restrictions limit potential

CATEGORY INDICATORS

CATEGORY DATA

Cigarettes in Morocco

HEADLINES

PROSPECTS

Consumers unimpressed by price hikes arising from tax increase

Rising health awareness has limited impact on tobacco demand

Supermarkets and hypermarkets implement impulse merchandising strategies

COMPETITIVE LANDSCAPE

Société Marocaines des Tabacs’ dominance remains unchallenged thanks to domestic production and high profile brands

New product developments focus on premium diversification

Consumers attracted by illicit cigarettes’ low prices

TAXATION AND PRICING

Taxation rates

Average cigarette pack price breakdown

CATEGORY DATA

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