Alcoholic Drinks in Morocco
After a strong recovery in economic activity during 2021 with GDP growth of more than 7%, the performance of Morocco's economy stood at 1.3% in 2022, due to an unfavourable economic situation, especially for the agricultural sector, which was strongly affected by a rainfall deficit. The geopolitical context in Europe linked to the war following the Russian invasion of Ukraine continued to fuel the rise in commodity prices at the international level. These same tensions were also felt at the nati...
Euromonitor International's Alcoholic Drinks in Morocco report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2018-2022), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Alcoholic Drinks in Morocco report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2018-2022), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2027 illustrate how the market is set to change.
Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Alcoholic Drinks market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market’s major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
ALCOHOLIC DRINKS IN MOROCCO
EXECUTIVE SUMMARY
Alcoholic drinks in 2022: The big picture
Removal of customs duties leads to massive influx of imported products
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2016-2022
TAXATION AND DUTY LEVIES
Table 2 Taxation and Duty Levies on Alcoholic Drinks 2022
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 3 Retail Consumer Expenditure on Alcoholic Drinks 2017-2022
MARKET DATA
Table 4 Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 5 Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 6 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 7 Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2022
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2022
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2022
Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2022
Table 12 GBO Company Shares of Alcoholic Drinks: % Total Volume 2018-2022
Table 13 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2017-2022
Table 14 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2022
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2022-2027
Table 16 Forecast Sales of Alcoholic Drinks by Category: Total Value 2022-2027
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2022-2027
Table 18 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
BEER IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Free trade agreements lead to influx of imported beer
New consumption tax presents a challenge
Local player remains dominant
PROSPECTS AND OPPORTUNITIES
Ongoing expansion of imported beer offer
Non alcoholic beer to perform well from low base
Groupe des Brasseries du Maroc SA’s leadership expected to be shaken
CATEGORY BACKGROUND
Lager price band methodology
Summary 2 Lager by Price Band 2022
CATEGORY DATA
Table 19 Sales of Beer by Category: Total Volume 2017-2022
Table 20 Sales of Beer by Category: Total Value 2017-2022
Table 21 Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 22 Sales of Beer by Category: % Total Value Growth 2017-2022
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2017-2022
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022
Table 27 Sales of Beer by Craft vs Standard 2017-2022
Table 28 GBO Company Shares of Beer: % Total Volume 2018-2022
Table 29 NBO Company Shares of Beer: % Total Volume 2018-2022
Table 30 LBN Brand Shares of Beer: % Total Volume 2019-2022
Table 31 Forecast Sales of Beer by Category: Total Volume 2022-2027
Table 32 Forecast Sales of Beer by Category: Total Value 2022-2027
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2022-2027
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2022-2027
WINE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Still red wine still the most popular and a key sales driver of wine
New alcohol-free varieties, but sparkling wine and fortified wine perform poorly
Les Celliers de Meknes remains the largest player
PROSPECTS AND OPPORTUNITIES
More new entrants expected
Economic conditions likely to help to maintain importance of still red wine
Further challenges ahead for sparkling wine and fortified wine
CATEGORY DATA
Table 35 Sales of Wine by Category: Total Volume 2017-2022
Table 36 Sales of Wine by Category: Total Value 2017-2022
Table 37 Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 38 Sales of Wine by Category: % Total Value Growth 2017-2022
Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
Table 40 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2017-2022
Table 44 Sales of Still Ros? Wine by Price Segment: % Off-trade Volume 2017-2022
Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2017-2022
Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2017-2022
Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2019-2022
Table 50 GBO Company Shares of Champagne: % Total Volume 2018-2022
Table 51 NBO Company Shares of Champagne: % Total Volume 2018-2022
Table 52 LBN Brand Shares of Champagne: % Total Volume 2019-2022
Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2019-2022
Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2019-2022
Table 59 Forecast Sales of Wine by Category: Total Volume 2022-2027
Table 60 Forecast Sales of Wine by Category: Total Value 2022-2027
Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027
SPIRITS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Spirits sees flat sales
Consumers trade down to lower-priced vodka and whiskies
A relatively fragmented category
PROSPECTS AND OPPORTUNITIES
Economic conditions to sharpen consumers’ focus on price
Continued demand for mahia
Vodka, gin and whiskies set to perform well
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2022
CATEGORY DATA
Table 63 Sales of Spirits by Category: Total Volume 2017-2022
Table 64 Sales of Spirits by Category: Total Value 2017-2022
Table 65 Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 66 Sales of Spirits by Category: % Total Value Growth 2017-2022
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2017-2022
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2017-2022
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2017-2022
Table 71 Sales of White Rum by Price Platform: % Total Volume 2017-2022
Table 72 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2017-2022
Table 73 Sales of English Gin by Price Platform: % Total Volume 2017-2022
Table 74 Sales of Vodka by Price Platform: % Total Volume 2017-2022
Table 75 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2017-2022
Table 76 GBO Company Shares of Spirits: % Total Volume 2018-2022
Table 77 NBO Company Shares of Spirits: % Total Volume 2018-2022
Table 78 LBN Brand Shares of Spirits: % Total Volume 2019-2022
Table 79 Forecast Sales of Spirits by Category: Total Volume 2022-2027
Table 80 Forecast Sales of Spirits by Category: Total Value 2022-2027
Table 81 Forecast Sales of Spirits by Category: % Total Volume Growth 2022-2027
Table 82 Forecast Sales of Spirits by Category: % Total Value Growth 2022-2027
CIDER/PERRY IN MOROCCO
2022 DEVELOPMENTS
RTDS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Limited product offer faces growing competition from flavoured vodka
Upturn in on-trade volume sales
RTDs solely comprised of imported brands
PROSPECTS AND OPPORTUNITIES
Further decline expected
Little motivation for consumers to change habits
CATEGORY DATA
Table 83 Sales of RTDs by Category: Total Volume 2017-2022
Table 84 Sales of RTDs by Category: Total Value 2017-2022
Table 85 Sales of RTDs by Category: % Total Volume Growth 2017-2022
Table 86 Sales of RTDs by Category: % Total Value Growth 2017-2022
Table 87 Sales of RTDs by Off-trade vs On-trade: Volume 2017-2022
Table 88 Sales of RTDs by Off-trade vs On-trade: Value 2017-2022
Table 89 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 90 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2017-2022
Table 91 GBO Company Shares of RTDs: % Total Volume 2018-2022
Table 92 NBO Company Shares of RTDs: % Total Volume 2018-2022
Table 93 LBN Brand Shares of RTDs: % Total Volume 2019-2022
Table 94 Forecast Sales of RTDs by Category: Total Volume 2022-2027
Table 95 Forecast Sales of RTDs by Category: Total Value 2022-2027
Table 96 Forecast Sales of RTDs by Category: % Total Volume Growth 2022-2027
Table 97 Forecast Sales of RTDs by Category: % Total Value Growth 2022-2027
EXECUTIVE SUMMARY
Alcoholic drinks in 2022: The big picture
Removal of customs duties leads to massive influx of imported products
Competitive landscape
Retailing developments
On-trade vs off-trade split
What next for alcoholic drinks?
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2016-2022
TAXATION AND DUTY LEVIES
Table 2 Taxation and Duty Levies on Alcoholic Drinks 2022
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 3 Retail Consumer Expenditure on Alcoholic Drinks 2017-2022
MARKET DATA
Table 4 Sales of Alcoholic Drinks by Category: Total Volume 2017-2022
Table 5 Sales of Alcoholic Drinks by Category: Total Value 2017-2022
Table 6 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2017-2022
Table 7 Sales of Alcoholic Drinks by Category: % Total Value Growth 2017-2022
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2022
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2022
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2022
Table 11 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2022
Table 12 GBO Company Shares of Alcoholic Drinks: % Total Volume 2018-2022
Table 13 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2017-2022
Table 14 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2022
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2022-2027
Table 16 Forecast Sales of Alcoholic Drinks by Category: Total Value 2022-2027
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2022-2027
Table 18 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
BEER IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Free trade agreements lead to influx of imported beer
New consumption tax presents a challenge
Local player remains dominant
PROSPECTS AND OPPORTUNITIES
Ongoing expansion of imported beer offer
Non alcoholic beer to perform well from low base
Groupe des Brasseries du Maroc SA’s leadership expected to be shaken
CATEGORY BACKGROUND
Lager price band methodology
Summary 2 Lager by Price Band 2022
CATEGORY DATA
Table 19 Sales of Beer by Category: Total Volume 2017-2022
Table 20 Sales of Beer by Category: Total Value 2017-2022
Table 21 Sales of Beer by Category: % Total Volume Growth 2017-2022
Table 22 Sales of Beer by Category: % Total Value Growth 2017-2022
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2017-2022
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2017-2022
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2017-2022
Table 27 Sales of Beer by Craft vs Standard 2017-2022
Table 28 GBO Company Shares of Beer: % Total Volume 2018-2022
Table 29 NBO Company Shares of Beer: % Total Volume 2018-2022
Table 30 LBN Brand Shares of Beer: % Total Volume 2019-2022
Table 31 Forecast Sales of Beer by Category: Total Volume 2022-2027
Table 32 Forecast Sales of Beer by Category: Total Value 2022-2027
Table 33 Forecast Sales of Beer by Category: % Total Volume Growth 2022-2027
Table 34 Forecast Sales of Beer by Category: % Total Value Growth 2022-2027
WINE IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Still red wine still the most popular and a key sales driver of wine
New alcohol-free varieties, but sparkling wine and fortified wine perform poorly
Les Celliers de Meknes remains the largest player
PROSPECTS AND OPPORTUNITIES
More new entrants expected
Economic conditions likely to help to maintain importance of still red wine
Further challenges ahead for sparkling wine and fortified wine
CATEGORY DATA
Table 35 Sales of Wine by Category: Total Volume 2017-2022
Table 36 Sales of Wine by Category: Total Value 2017-2022
Table 37 Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 38 Sales of Wine by Category: % Total Value Growth 2017-2022
Table 39 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
Table 40 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
Table 41 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 42 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
Table 43 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2017-2022
Table 44 Sales of Still Ros? Wine by Price Segment: % Off-trade Volume 2017-2022
Table 45 Sales of Still White Wine by Price Segment: % Off-trade Volume 2017-2022
Table 46 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2017-2022
Table 47 GBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 48 NBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 49 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2019-2022
Table 50 GBO Company Shares of Champagne: % Total Volume 2018-2022
Table 51 NBO Company Shares of Champagne: % Total Volume 2018-2022
Table 52 LBN Brand Shares of Champagne: % Total Volume 2019-2022
Table 53 GBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 54 NBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 55 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2019-2022
Table 56 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 57 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 58 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2019-2022
Table 59 Forecast Sales of Wine by Category: Total Volume 2022-2027
Table 60 Forecast Sales of Wine by Category: Total Value 2022-2027
Table 61 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
Table 62 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027
SPIRITS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Spirits sees flat sales
Consumers trade down to lower-priced vodka and whiskies
A relatively fragmented category
PROSPECTS AND OPPORTUNITIES
Economic conditions to sharpen consumers’ focus on price
Continued demand for mahia
Vodka, gin and whiskies set to perform well
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2022
CATEGORY DATA
Table 63 Sales of Spirits by Category: Total Volume 2017-2022
Table 64 Sales of Spirits by Category: Total Value 2017-2022
Table 65 Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 66 Sales of Spirits by Category: % Total Value Growth 2017-2022
Table 67 Sales of Spirits by Off-trade vs On-trade: Volume 2017-2022
Table 68 Sales of Spirits by Off-trade vs On-trade: Value 2017-2022
Table 69 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 70 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2017-2022
Table 71 Sales of White Rum by Price Platform: % Total Volume 2017-2022
Table 72 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2017-2022
Table 73 Sales of English Gin by Price Platform: % Total Volume 2017-2022
Table 74 Sales of Vodka by Price Platform: % Total Volume 2017-2022
Table 75 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2017-2022
Table 76 GBO Company Shares of Spirits: % Total Volume 2018-2022
Table 77 NBO Company Shares of Spirits: % Total Volume 2018-2022
Table 78 LBN Brand Shares of Spirits: % Total Volume 2019-2022
Table 79 Forecast Sales of Spirits by Category: Total Volume 2022-2027
Table 80 Forecast Sales of Spirits by Category: Total Value 2022-2027
Table 81 Forecast Sales of Spirits by Category: % Total Volume Growth 2022-2027
Table 82 Forecast Sales of Spirits by Category: % Total Value Growth 2022-2027
CIDER/PERRY IN MOROCCO
2022 DEVELOPMENTS
RTDS IN MOROCCO
KEY DATA FINDINGS
2022 DEVELOPMENTS
Limited product offer faces growing competition from flavoured vodka
Upturn in on-trade volume sales
RTDs solely comprised of imported brands
PROSPECTS AND OPPORTUNITIES
Further decline expected
Little motivation for consumers to change habits
CATEGORY DATA
Table 83 Sales of RTDs by Category: Total Volume 2017-2022
Table 84 Sales of RTDs by Category: Total Value 2017-2022
Table 85 Sales of RTDs by Category: % Total Volume Growth 2017-2022
Table 86 Sales of RTDs by Category: % Total Value Growth 2017-2022
Table 87 Sales of RTDs by Off-trade vs On-trade: Volume 2017-2022
Table 88 Sales of RTDs by Off-trade vs On-trade: Value 2017-2022
Table 89 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 90 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2017-2022
Table 91 GBO Company Shares of RTDs: % Total Volume 2018-2022
Table 92 NBO Company Shares of RTDs: % Total Volume 2018-2022
Table 93 LBN Brand Shares of RTDs: % Total Volume 2019-2022
Table 94 Forecast Sales of RTDs by Category: Total Volume 2022-2027
Table 95 Forecast Sales of RTDs by Category: Total Value 2022-2027
Table 96 Forecast Sales of RTDs by Category: % Total Volume Growth 2022-2027
Table 97 Forecast Sales of RTDs by Category: % Total Value Growth 2022-2027
