Over the forecast period, the shift from un-bottled or tap water to bottled water, is expected to continue, being the result of consumers looking for both quality and convenience. In addition, increasing urbanisation in Morocco will stimulate sales, as tap water in urban areas tends to be of lower quality, sometimes having the odour of chlorine.
Bottled water is largely consolidated, with the competitive landscape dominated by a few local companies. As such, multinationals are expected to mark their entry and follow in the steps of Aquafina by PepsiCo, creating a more competitive, fragmented landscape over the forecast period.
Challenging sales of bottled water across the coming years will be an ongoing decline in disposable income, which will further urge middle and low-income consumers to switch from bottled water to tap water. Despite the bad quality of tap water, many households will purchase water purification systems for their taps or tap water filters, and these may grow in popularity.
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Understand the latest market trends and future growth opportunities for the Bottled Water industry in Morocco 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.
If you're in the Bottled Water industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.
See All of Our DefinitionsThis report originates from Passport, our Bottled Water research and analysis database.
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