Wine in Morocco

July 2022
USD 1,195
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Overview:

Understand the latest market trends and future growth opportunities for the Wine 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.

If you're in the Wine 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 Wine 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 Wine in Morocco?
  • Where is consumer demand for Wine focussed?
  • Which is being consumed more; beer, wine or spirits?
  • Where is demand growing? Stagnating?
  • How is the operating environment for alcoholic drinks changing?
  • Which are the leading brands in Morocco?
  • How are products distributed in Morocco?
  • What are the key trends in new product development?
  • Do consumers want value for money or added value?
  • How will macroeconomic context and shifting cultural values shape future growth?
  • How will COVID-19 and recession impact the alcoholic drinks industry?
  • Where is future growth expected to be most dynamic?

Wine in Morocco - Category analysis

KEY DATA FINDINGS

2021 DEVELOPMENTS

Wine sales heavily impacted by low tourist arrivals and parallel trade
Still red wine remains most popular option in category
Les Celliers de Meknes strengthens leadership of wine with a wide range of products
Value growth outpaces volume performance due to unit price increase
Non-alcoholic wine fails to achieve impressive sales
Increasing number of drinks specialists to topple monopoly of modern grocery retailers
Sales of fortified wine and vermouth remain negligible in Morocco

PROSPECTS AND OPPORTUNITIES

Dismantling of customs duties will lead to further fragmentation
Still red wine to drive forecast period growth
Subdued demand for sparkling wine over the forecast period
Local players will continue to maintain competitive prices

CATEGORY DATA

Table 1 Sales of Wine by Category: Total Volume 2016-2021 Table 2 Sales of Wine by Category: Total Value 2016-2021 Table 3 Sales of Wine by Category: % Total Volume Growth 2016-2021 Table 4 Sales of Wine by Category: % Total Value Growth 2016-2021 Table 5 Sales of Wine by Off-trade vs On-trade: Volume 2016-2021 Table 6 Sales of Wine by Off-trade vs On-trade: Value 2016-2021 Table 7 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2016-2021 Table 8 Sales of Wine by Off-trade vs On-trade: % Value Growth 2016-2021 Table 9 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2016-2021 Table 10 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2016-2021 Table 11 Sales of Still White Wine by Price Segment: % Off-trade Volume 2016-2021 Table 12 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2016-2021 Table 13 GBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021 Table 14 NBO Company Shares of Still Light Grape Wine: % Total Volume 2017-2021 Table 15 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2018-2021 Table 16 GBO Company Shares of Champagne: % Total Volume 2017-2021 Table 17 NBO Company Shares of Champagne: % Total Volume 2017-2021 Table 18 LBN Brand Shares of Champagne: % Total Volume 2018-2021 Table 19 GBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021 Table 20 NBO Company Shares of Other Sparkling Wine: % Total Volume 2017-2021 Table 21 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2018-2021 Table 22 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021 Table 23 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2017-2021 Table 24 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2018-2021 Table 25 Forecast Sales of Wine by Category: Total Volume 2021-2026 Table 26 Forecast Sales of Wine by Category: Total Value 2021-2026 Table 27 Forecast Sales of Wine by Category: % Total Volume Growth 2021-2026 Table 28 Forecast Sales of Wine by Category: % Total Value Growth 2021-2026

Alcoholic Drinks in Morocco - Industry Overview

EXECUTIVE SUMMARY

Alcoholic drinks in 2021: The big picture
Reduction of customs duties offset by rising consumption tax
Companies compete by expanding product offer while maintaining low prices
Players open their own stores to offer competitive prices
Significant decline for on-trade with closure of horeca and limited tourism due to pandemic
What next for alcoholic drinks?
Chart 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2019-2026 Chart 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2019-2026

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age Drink driving Advertising Smoking ban Opening hours On-trade establishments Summary 1 Number of On-trade Establishments by Type 2015-2021

TAXATION AND DUTY LEVIES

IMPORT TAX

TAX INTERIOR DU CONSUMMATION OR INTERNAL CONSUMPTION TAX (TIC)

CUSTOMS TAXES ON ALCOHOLIC DRINKS IMPORTED FROM NON-EUROPEAN COUNTRIES

SPECIFIC VAT ON ALCOHOLIC DRINKS

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2021

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 29 Retail Consumer Expenditure on Alcoholic Drinks 2016-2021

MARKET DATA

Table 30 Sales of Alcoholic Drinks by Category: Total Volume 2016-2021 Table 31 Sales of Alcoholic Drinks by Category: Total Value 2016-2021 Table 32 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2016-2021 Table 33 Sales of Alcoholic Drinks by Category: % Total Value Growth 2016-2021 Table 34 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2021 Table 35 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2021 Table 36 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2021 Table 37 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2021 Table 38 GBO Company Shares of Alcoholic Drinks: % Total Volume 2017-2021 Table 39 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2016-2021 Table 40 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2021 Table 41 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2021-2026 Table 42 Forecast Sales of Alcoholic Drinks by Category: Total Value 2021-2026 Table 43 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2021-2026 Table 44 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2021-2026

DISCLAIMER

SOURCES

Summary 3 Research Sources
The following categories and subcategories are included:

Wine

    • Port
    • Sherry
    • Vermouth
    • Other Fortified Wine
    • Apple Wine
    • Bokbunjaju
    • Cheongju
    • Chinese Wine
    • Economy Rice Wine
    • Fortified Fruit Wine
    • Fruit and Berry Wine
    • Fruit and Herbal Wine
    • Fruit and Honey based Wine
    • Fruit Wine
    • Local Non-Grape Wine
    • Lower Mid-Range Rice Wine
    • Non-Grape Dessert Wine
    • Premium Rice Wine
    • Rice Wine
    • Sake
    • Takju
    • Upper Mid-Range Rice Wine
    • Yakju
    • Yellow Wine
    • Other Non-Grape Wine
    • Champagne
    • Other Sparkling Wine
    • Still Red Wine
    • Still Rosé Wine
    • Still White Wine

Wine

This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).

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This report originates from Passport, our Wine research and analysis database.

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