Soft Drinks in Morocco - Research and Markets

In 2022, the Moroccan economy was negatively impacted by the fallout from the COVID-19 pandemic, which has led to increased unemployment across the country, resulting in lower disposable incomes. Since most Moroccans become price sensitive during hard economic conditions, many are looking to switch to cheaper alternatives when it comes to soft drinks, including home-made freshly squeezed juices. Another tactic consumers have used to save costs, is to install a purification system for tap water.

The 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 (2017-2021), 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 2026 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.

SOFT DRINKS IN MOROCCO

EXECUTIVE SUMMARY

Soft drinks in 2022: The big picture
2022 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 2017-2022
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2021
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2021
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2021
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2021
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2022
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2022
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2018-2022
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2019-2022
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2017-2022
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2022
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2022-2027
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2022-2027
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2022-2027
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2022-2027
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2022-2027
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2022-2027
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2022-2027
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2022-2027

APPENDIX

Fountain sales in Morocco

DISCLAIMER

SOURCES

Summary 1 Research Sources

CARBONATES IN MOROCCOKEY DATA FINDINGS

2022 DEVELOPMENTS

Rising prices and a shift to healthier options challenges sales in 2022
Players focus on reduced sugar offerings to align with health trends
Major players focus on above-the-line marketing as smaller brands look to social media

PROSPECTS AND OPPORTUNITIES

Juice and bottled water challenge growth due to their alignment with health trends
Players invest in launching healthier versions with natural ingredients
Unit prices continue to rise, presenting a further challenge for carbonates

CATEGORY DATA

Table 27 Off-trade vs On-trade Sales of Carbonates: Volume 2017-2022
Table 28 Off-trade vs On-trade Sales of Carbonates: Value 2017-2022
Table 29 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2017-2022
Table 30 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2017-2022
Table 31 Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 32 Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 33 Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 34 Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 35 NBO Company Shares of Off-trade Carbonates: % Volume 2018-2022
Table 36 LBN Brand Shares of Off-trade Carbonates: % Volume 2019-2022
Table 37 NBO Company Shares of Off-trade Carbonates: % Value 2018-2022
Table 38 LBN Brand Shares of Off-trade Carbonates: % Value 2019-2022
Table 39 Forecast Off-trade Sales of Carbonates by Category: Volume 2022-2027
Table 40 Forecast Off-trade Sales of Carbonates by Category: Value 2022-2027
Table 41 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2022-2027
Table 42 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2022-2027

JUICE IN MOROCCOKEY DATA FINDINGS

2022 DEVELOPMENTS

A decline in off-trade volume sales as consumers reach for fresh juice
Major players cut production costs and invest less in innovation
Vegetable juices launch, aligning with growing organic and health trends

PROSPECTS AND OPPORTUNITIES

Home-made and on-trade fresh juice challenge growth
High prices and declining disposable incomes challenge forecast sales
100% juice and nectars lose sales to cheaper juice drinks

CATEGORY DATA

Table 43 Off-trade Sales of Juice by Category: Volume 2017-2022
Table 44 Off-trade Sales of Juice by Category: Value 2017-2022
Table 45 Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 46 Off-trade Sales of Juice by Category: % Value Growth 2017-2022
Table 47 NBO Company Shares of Off-trade Juice: % Volume 2018-2022
Table 48 LBN Brand Shares of Off-trade Juice: % Volume 2019-2022
Table 49 NBO Company Shares of Off-trade Juice: % Value 2018-2022
Table 50 LBN Brand Shares of Off-trade Juice: % Value 2019-2022
Table 51 Forecast Off-trade Sales of Juice by Category: Volume 2022-2027
Table 52 Forecast Off-trade Sales of Juice by Category: Value 2022-2027
Table 53 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2022-2027
Table 54 Forecast Off-trade Sales of Juice by Category: % Value Growth 2022-2027

BOTTLED WATER IN MOROCCOKEY DATA FINDINGS

2022 DEVELOPMENTS

Heat waves and health trends boost sales of bottled water in 2022
Domestic players lead the landscape as foreign offerings are challenged by tax
Players focus on their unique features while offering packaging to suit all consumers

PROSPECTS AND OPPORTUNITIES

Positive growth as players focus on promotional deals and discounts
Rejected licences and the rising awareness of purification systems damages sales
The landscape is set to remain consolidated, however, new players enter

CATEGORY DATA

Table 55 Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 56 Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 57 Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 58 Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022
Table 59 NBO Company Shares of Off-trade Bottled Water: % Volume 2018-2022
Table 60 LBN Brand Shares of Off-trade Bottled Water: % Volume 2019-2022
Table 61 NBO Company Shares of Off-trade Bottled Water: % Value 2018-2022
Table 62 LBN Brand Shares of Off-trade Bottled Water: % Value 2019-2022
Table 63 Forecast Off-trade Sales of Bottled Water by Category: Volume 2022-2027
Table 64 Forecast Off-trade Sales of Bottled Water by Category: Value 2022-2027
Table 65 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2022-2027
Table 66 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2022-2027

ENERGY DRINKS IN MOROCCOKEY DATA FINDINGS

2022 DEVELOPMENTS

Young adult consumers boost sales, primarily through the on-trade
Volume sales benefit from new players who retail at lower price-points
Red Bull retains its lead, benefiting from heavy advertising and sponsorships

PROSPECTS AND OPPORTUNITIES

Urbanisation and increasing availability boost volume growth
Falling unit prices as the entry of economy products drive volume sales
On-trade sales drive total sales, as venues achieve higher sales than retail

CATEGORY DATA

Table 67 Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 68 Off-trade Sales of Energy Drinks: Value 2017-2022
Table 69 Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 70 Off-trade Sales of Energy Drinks: % Value Growth 2017-2022
Table 71 NBO Company Shares of Off-trade Energy Drinks: % Volume 2018-2022
Table 72 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2019-2022
Table 73 NBO Company Shares of Off-trade Energy Drinks: % Value 2018-2022
Table 74 LBN Brand Shares of Off-trade Energy Drinks: % Value 2019-2022
Table 75 Forecast Off-trade Sales of Energy Drinks: Volume 2022-2027
Table 76 Forecast Off-trade Sales of Energy Drinks: Value 2022-2027
Table 77 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2022-2027
Table 78 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2022-2027

CONCENTRATES IN MOROCCOKEY DATA FINDINGS

2022 DEVELOPMENTS

Consumers choose healthier options, dampening volume sales
Major players retain their leads despite the entrance of new brands
Flavour innovations underperform as locals prefer traditional flavours

PROSPECTS AND OPPORTUNITIES

On-trade boosts sales of liquid concentrates while powder concentrates struggle
Lack of innovation and advertising stifles sales in liquid concentrates
Manufacturers will focus on 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 2017-2022
Table 80 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 81 Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 82 Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022
Table 83 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2019-2022
Table 84 NBO Company Shares of Off-trade Concentrates: % Value 2018-2022
Table 85 LBN Brand Shares of Off-trade Concentrates: % Value 2019-2022
Table 86 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2022
Table 87 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2022
Table 88 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2022
Table 89 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2022
Table 90 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2022-2027
Table 91 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2022-2027
Table 92 Forecast Off-trade Sales of Concentrates by Category: Value 2022-2027
Table 93 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2022-2027

RTD TEA IN MOROCCOKEY DATA FINDINGS

2022 DEVELOPMENTS

Health trends and increasing visibility aids off-trade volume growth
Lipton faces rising competition from new brands at lower price points
Packaging trends favour larger formats, moving away from metal cans

PROSPECTS AND OPPORTUNITIES

Wider availability and ongoing health awareness drive retail volume growth
Players look to innovate through taste and flavour
The popularity of freshly brewed tea continues to challenge sales

CATEGORY DATA

Table 94 Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 95 Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 96 Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 97 Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022
Table 98 Leading Flavours for Off-trade RTD Tea: % Volume 2017-2022
Table 99 NBO Company Shares of Off-trade RTD Tea: % Volume 2018-2022
Table 100 LBN Brand Shares of Off-trade RTD Tea: % Volume 2019-2022
Table 101 NBO Company Shares of Off-trade RTD Tea: % Value 2018-2022
Table 102 LBN Brand Shares of Off-trade RTD Tea: % Value 2019-2022
Table 103 Forecast Off-trade Sales of RTD Tea by Category: Volume 2022-2027
Table 104 Forecast Off-trade Sales of RTD Tea by Category: Value 2022-2027
Table 105 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2022-2027
Table 106 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2022-2027

RTD COFFEE IN MOROCCO