Customs duties levied on imported wine were completely dismantled in 2022, which entailed a considerable influx of imported products and the number of new entrants is expected to continue to increase during the forecast period. This will lead to further fragmentation of the competitive landscape in wine.
Still red wine will continue to be popular as the persisting economic difficulties, along with unemployment and decreasing disposable incomes, will likely lead to further economising over the early part of the forecast period. Moreover, on-trade sales are expected to outpace the off-trade channel due to the rising number of tourist arrivals.
The ongoing challenges facing the Moroccan economy and the declining disposable income of consumers will force price-sensitive consumers to shy away from expensive wines such as sparkling wine and fortified wine during the early part of the forecast period. Despite the reopening of bars and cafés people have yet to return to a more normal and more optimistic lifestyle with a sharp rise in unemployment and several people opting to save money rather than indulging in lavish celebrations.
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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.
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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).
See All of Our DefinitionsThis report originates from Passport, our Wine research and analysis database.
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