Alcoholic Drinks in Morocco
Alcoholic drinks in 2022: The big picture
Removal of customs duties leads to massive influx of imported products
On-trade vs off-trade split
What next for alcoholic drinks?
Legal purchasing age and legal drinking age
Table 1 Number of On-trade Establishments by Type 2016-2022
Table 2 Taxation and Duty Levies on Alcoholic Drinks 2022
Contraband/parallel trade
Cross-border/private imports
Table 3 Retail Consumer Expenditure on Alcoholic Drinks 2017-2022
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
Summary 1 Research Sources
Beer in Morocco
Free trade agreements lead to influx of imported beer
New consumption tax presents a challenge
Local player remains dominant
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
Lager price band methodology
Summary 2 Lager by Price Band 2022
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
Rtds in Morocco
Limited product offer faces growing competition from flavoured vodka
Upturn in on-trade volume sales
RTDs solely comprised of imported brands
Little motivation for consumers to change habits
Table 35 Sales of RTDs by Category: Total Volume 2017-2022
Table 36 Sales of RTDs by Category: Total Value 2017-2022
Table 37 Sales of RTDs by Category: % Total Volume Growth 2017-2022
Table 38 Sales of RTDs by Category: % Total Value Growth 2017-2022
Table 39 Sales of RTDs by Off-trade vs On-trade: Volume 2017-2022
Table 40 Sales of RTDs by Off-trade vs On-trade: Value 2017-2022
Table 41 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 42 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2017-2022
Table 43 GBO Company Shares of RTDs: % Total Volume 2018-2022
Table 44 NBO Company Shares of RTDs: % Total Volume 2018-2022
Table 45 LBN Brand Shares of RTDs: % Total Volume 2019-2022
Table 46 Forecast Sales of RTDs by Category: Total Volume 2022-2027
Table 47 Forecast Sales of RTDs by Category: Total Value 2022-2027
Table 48 Forecast Sales of RTDs by Category: % Total Volume Growth 2022-2027
Table 49 Forecast Sales of RTDs by Category: % Total Value Growth 2022-2027
Spirits in Morocco
Consumers trade down to lower-priced vodka and whiskies
A relatively fragmented category
Economic conditions to sharpen consumers’ focus on price
Continued demand for mahia
Vodka, gin and whiskies set to perform well
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 3 Benchmark Brands 2022
Table 50 Sales of Spirits by Category: Total Volume 2017-2022
Table 51 Sales of Spirits by Category: Total Value 2017-2022
Table 52 Sales of Spirits by Category: % Total Volume Growth 2017-2022
Table 53 Sales of Spirits by Category: % Total Value Growth 2017-2022
Table 54 Sales of Spirits by Off-trade vs On-trade: Volume 2017-2022
Table 55 Sales of Spirits by Off-trade vs On-trade: Value 2017-2022
Table 56 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 57 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2017-2022
Table 58 Sales of White Rum by Price Platform: % Total Volume 2017-2022
Table 59 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2017-2022
Table 60 Sales of English Gin by Price Platform: % Total Volume 2017-2022
Table 61 Sales of Vodka by Price Platform: % Total Volume 2017-2022
Table 62 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2017-2022
Table 63 GBO Company Shares of Spirits: % Total Volume 2018-2022
Table 64 NBO Company Shares of Spirits: % Total Volume 2018-2022
Table 65 LBN Brand Shares of Spirits: % Total Volume 2019-2022
Table 66 Forecast Sales of Spirits by Category: Total Volume 2022-2027
Table 67 Forecast Sales of Spirits by Category: Total Value 2022-2027
Table 68 Forecast Sales of Spirits by Category: % Total Volume Growth 2022-2027
Table 69 Forecast Sales of Spirits by Category: % Total Value Growth 2022-2027
Wine in Morocco
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
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
Table 70 Sales of Wine by Category: Total Volume 2017-2022
Table 71 Sales of Wine by Category: Total Value 2017-2022
Table 72 Sales of Wine by Category: % Total Volume Growth 2017-2022
Table 73 Sales of Wine by Category: % Total Value Growth 2017-2022
Table 74 Sales of Wine by Off-trade vs On-trade: Volume 2017-2022
Table 75 Sales of Wine by Off-trade vs On-trade: Value 2017-2022
Table 76 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2017-2022
Table 77 Sales of Wine by Off-trade vs On-trade: % Value Growth 2017-2022
Table 78 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2017-2022
Table 79 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2017-2022
Table 80 Sales of Still White Wine by Price Segment: % Off-trade Volume 2017-2022
Table 81 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2017-2022
Table 82 GBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 83 NBO Company Shares of Still Light Grape Wine: % Total Volume 2018-2022
Table 84 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2019-2022
Table 85 GBO Company Shares of Champagne: % Total Volume 2018-2022
Table 86 NBO Company Shares of Champagne: % Total Volume 2018-2022
Table 87 LBN Brand Shares of Champagne: % Total Volume 2019-2022
Table 88 GBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 89 NBO Company Shares of Other Sparkling Wine: % Total Volume 2018-2022
Table 90 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2019-2022
Table 91 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 92 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2018-2022
Table 93 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2019-2022
Table 94 Forecast Sales of Wine by Category: Total Volume 2022-2027
Table 95 Forecast Sales of Wine by Category: Total Value 2022-2027
Table 96 Forecast Sales of Wine by Category: % Total Volume Growth 2022-2027
Table 97 Forecast Sales of Wine by Category: % Total Value Growth 2022-2027