Soft Drinks in Morocco

December 2023 | 69 pages | ID: S18692ECB7FEN
Euromonitor International Ltd

Abstracts

In 2023, the soft drinks landscape was challenged by rising inflation, drought, high levels of unemployment and lower disposable income. The price of raw materials and consumer goods increased, with energy prices soaring. As a result, consumer spending confidence declined, with many readjusting their budgets in line with reduced disposable incomes.

Euromonitor International's Soft 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, packaging or pricing issues. Forecasts to 2027 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Soft 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.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.

Contents

Soft Drinks in Morocco
Euromonitor International
December 2023

LIST OF CONTENTS AND TABLES

SOFT DRINKS IN MOROCCO
EXECUTIVE SUMMARY
Soft drinks in 2023: The big picture

2023 KEY TRENDS

Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2022
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2022
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2022
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2022
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
APPENDIX
Fountain sales in Morocco
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN MOROCCO
KEY DATA FINDINGS

2023 DEVELOPMENTS

Hot weather and the return of social occasions aid retail volume sales
Rising health trends drive demand for reduced sugar carbonates in 2023
Carbonate players keep costs low and run promotions to maintain volume sales
PROSPECTS AND OPPORTUNITIES
Shifts to healthier soft drink options challenge sales for carbonates
Changes in the competitive landscape impact the forecast period
Potential price hikes set to threaten retail volume sales across the coming years
CATEGORY DATA
Table 27 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 28 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 29 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 30 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 31 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 32 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 33 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 34 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 35 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 36 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 37 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 38 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 39 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 40 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 41 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 42 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
JUICE IN MOROCCO
KEY DATA FINDINGS

2023 DEVELOPMENTS

Juice gains ground as consumers switch from homemade juice to packaged alternatives
Consumers trade down to economy offerings as players opt not to offer discounts
Players launch organic products to align with the rising health and wellness trends
PROSPECTS AND OPPORTUNITIES
The rising interest in health boosts sales of juice over the coming years
Homemade juice and small juice kiosks challenge sales for packaged juice
Nectars lose retail volume sales to cheaper juice drink options
CATEGORY DATA
Table 43 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 44 Off-trade Sales of Juice by Category: Value 2018-2023
Table 45 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 46 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 47 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 48 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 49 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 50 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 51 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 52 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 53 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 54 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028
BOTTLED WATER IN MOROCCO
KEY DATA FINDINGS

2023 DEVELOPMENTS

Positive growth driven by extreme heat and the return of tourists
Still purified and carbonated water drive growth, with trading down and foodservice boosting sales
Sales of larger formats decline and players focus on profitable smaller options
PROSPECTS AND OPPORTUNITIES
Consumers increasingly shift to bottled water, searching for better quality
Competition is set to increase, driving retail volume sales of bottled water
Water purification systems set to challenge retail volume sales
CATEGORY DATA
Table 55 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 56 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 57 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 58 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 59 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 60 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 61 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 62 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 63 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 64 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 65 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 66 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028
SPORTS DRINKS IN MOROCCO

2023 DEVELOPMENTS

ENERGY DRINKS IN MOROCCO
KEY DATA FINDINGS

2023 DEVELOPMENTS

Rising urbanisation and significant advertising boosts sales of energy drinks
On-trade sales lead as consumers reach for energy drinks on evenings out
Red Bull maintains its lead thanks to strong advertising and consumer awareness
PROSPECTS AND OPPORTUNITIES
Urbanisation and increasing availability boost retail volume growth
Falling unit prices as the entry of economy products drive volume sales
On-trade sales continue to thrive as consumers enjoy energy drinks on evenings out
CATEGORY DATA
Table 67 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 68 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 69 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 70 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 71 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 72 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 73 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 74 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 75 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 76 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 77 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 78 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028
CONCENTRATES IN MOROCCO
KEY DATA FINDINGS

2023 DEVELOPMENTS

Sales benefit from affordable prices and rising health trends
Players develop health-focused products to boost retail volume sales
Health concerns and negative perceptions impact sales of powder concentrates
PROSPECTS AND OPPORTUNITIES
Liquid concentrates benefit from its affordability across the forecast period
Lack of innovation and advertising stifles sales in liquid concentrates
Manufacturers set to focus on increasing their health and wellness offerings
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 79 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 80 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 81 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 82 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 83 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 84 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 85 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 86 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 87 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 88 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 89 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 90 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 91 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 92 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 93 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028
RTD TEA IN MOROCCO
KEY DATA FINDINGS

2023 DEVELOPMENTS

Increasing visibility aids off-trade volume growth for RTD tea
Health trends and high temperatures see consumers reach for RTD tea
Lipton maintains its lead, however, affordable players gain ground
PROSPECTS AND OPPORTUNITIES
Increasing product availability and rising health trends aid retail sales of RTD tea
Players look to innovate through taste and flavour as local players enter
The popularity of freshly brewed tea continues to challenge sales
CATEGORY DATA
Table 94 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 95 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 96 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 97 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 98 Leading Flavours for Off-trade RTD Tea: % Volume 2018-2023
Table 99 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 100 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 101 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 102 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 103 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 104 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 105 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 106 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028
RTD COFFEE IN MOROCCO
KEY DATA FINDINGS

2023 DEVELOPMENTS

Double-digit volume sales growth as the landscape rises from a low base
Sales benefit from the hot climate as consumers migrate from hot coffee options
Starbucks offers a variety of flavours to the RTD coffee landscape
PROSPECTS AND OPPORTUNITIES
Rising availability and product awareness drive off-trade volume growth
Traditional coffee players look to launch RTD coffee to boost sales during summer