RTDs are expected to continue their downward trend in the upcoming period, due mainly to the limited number of products on offer and lack of consumer awareness about such products. RTDs are mainly consumed by visiting tourists and therefore sales will be inextricably linked to the number of tourist arrivals and the seasonality of travel patterns to Morocco.
It is unlikely that local consumers habits will change over the forecast period, since the former prefer rather to blend spirits with fruit juices and other soft drinks to get the same flavours as those offered by RTDs. This will explain the low demand on RTDs, added to the fact that all existing flavours which are not that popular to local tastes unless importers will engage in diversifying their products by introducing a variety of brands and flavours amid declining sales.
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Understand the latest market trends and future growth opportunities for the RTDs industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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RTDs
RTD stands for ‘ready-to-drink’. Other terms which may be used for these products are FABs, alcopops and premixes. The RTDs sector is the aggregation of malt-, wine-, spirit- and other types of premixed drinks. These drinks usually have an alcohol content of around 5% but this can reach as high as 10% ABV. Premixes containing a high percentage of alcohol of around 15%+ combined with juice or any other soft drink are included here. RTDs are usually marketed as products to be drunk neat, with ice, or as a cocktail ingredient. Fruit-flavoured, vodka-based spirits with an alcohol content of between 16-21% are classified here. Examples: Alizé, Ursus Roter, Berentzen Fruchtige, Kleiner Feigling.
See All of Our DefinitionsThis report originates from Passport, our RTDs research and analysis database.
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