Beer is expected to grow well in volume and constant value sales over the forecast period driven by the rising population as well as an improving economy. Although challenging economic conditions in 2024 will limit its performance, the Moroccan economy should fare better from 2025, thus enabling consumers to increase beer consumption.
The niche and small categories of flavoured/mixed lager and premium lager are expected to post the fastest volume growth rates over the forecast period. The successful launch of Desperados in 2020, as well as the good performance of Star Radler, have attracted consumers interested in unique and softer beer flavours, including women.
Volume sales of beer will be driven by the shift to economy lager, which is more affordable, whilst mid-priced lager should also recover. With the expected rise in disposable incomes, middle-income consumers who had switched to cheaper brands will return to their preferred mid-priced lagers.
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Understand the latest market trends and future growth opportunities for the Beer industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See All of Our DefinitionsThis report originates from Passport, our Beer research and analysis database.
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