Soft Drinks in Morocco

December 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks 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.

The Soft Drinks in Morocco report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in Morocco?
  • To what extent are health considerations impacting consumption of Soft Drinks in Morocco?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Morocco?
  • Which are the leading brands in Soft Drinks in Morocco?
  • What potential exists for multinational or domestic soft drinks companies to expand in Morocco?
  • How are products distributed in Soft Drinks in Morocco?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
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Soft Drinks in Morocco

Soft drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2023
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2023
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2023
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2023
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
Fountain sales in Morocco

DISCLAIMER

Summary 1 Research Sources

Bottled Water in Morocco

KEY DATA FINDINGS

Positive growth driven by extreme heat and the return of tourists
Still purified and carbonated water drive growth, with trading down and foodservice boosting sales
Sales of larger formats decline and players focus on profitable smaller options
Consumers increasingly shift to bottled water, searching for better quality
Competition is set to increase, driving retail volume sales of bottled water
Water purification systems set to challenge retail volume sales
Table 27 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 28 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 29 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 30 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 31 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 32 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 33 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 34 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 35 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 36 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 37 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 38 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028

Carbonates in Morocco

KEY DATA FINDINGS

Hot weather and the return of social occasions aid retail volume sales
Rising health trends drive demand for reduced sugar carbonates in 2023
Carbonate players keep costs low and run promotions to maintain volume sales
Shifts to healthier soft drink options challenge sales for carbonates
Changes in the competitive landscape impact the forecast period
Potential price hikes set to threaten retail volume sales across the coming years
Table 39 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 40 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 41 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 42 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 43 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 44 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 45 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 46 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028

Concentrates in Morocco

KEY DATA FINDINGS

Sales benefit from affordable prices and rising health trends
Players develop health-focused products to boost retail volume sales
Health concerns and negative perceptions impact sales of powder concentrates
Liquid concentrates benefit from its affordability across the forecast period
Lack of innovation and advertising stifles sales in liquid concentrates
Manufacturers set to focus on increasing their health and wellness offerings
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 55 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 56 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 57 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 58 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 59 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 60 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 61 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 62 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 63 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 64 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 65 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 66 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 67 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 68 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 69 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028

Juice in Morocco

KEY DATA FINDINGS

Juice gains ground as consumers switch from homemade juice to packaged alternatives
Consumers trade down to economy offerings as players opt not to offer discounts
Players launch organic products to align with the rising health and wellness trends
The rising interest in health boosts sales of juice over the coming years
Homemade juice and small juice kiosks challenge sales for packaged juice
Nectars lose retail volume sales to cheaper juice drink options
Table 70 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 71 Off-trade Sales of Juice by Category: Value 2018-2023
Table 72 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 73 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 74 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 75 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 76 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 77 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 78 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 79 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 80 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 81 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028

RTD Coffee in Morocco

KEY DATA FINDINGS

Double-digit volume sales growth as the landscape rises from a low base
Sales benefit from the hot climate as consumers migrate from hot coffee options
Starbucks offers a variety of flavours to the RTD coffee landscape
Rising availability and product awareness drive off-trade volume growth
Traditional coffee players look to launch RTD coffee to boost sales during summer

RTD Tea in Morocco

KEY DATA FINDINGS

Increasing visibility aids off-trade volume growth for RTD tea
Health trends and high temperatures see consumers reach for RTD tea
Lipton maintains its lead, however, affordable players gain ground
Increasing product availability and rising health trends aid retail sales of RTD tea
Players look to innovate through taste and flavour as local players enter
The popularity of freshly brewed tea continues to challenge sales
Table 82 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 83 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 84 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 85 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 86 Leading Flavours for Off-trade RTD Tea: % Volume 2018-2023
Table 87 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 88 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 89 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 90 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 91 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 92 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 93 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 94 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028

Energy Drinks in Morocco

KEY DATA FINDINGS

Rising urbanisation and significant advertising boosts sales of energy drinks
On-trade sales lead as consumers reach for energy drinks on evenings out
Red Bull maintains its lead thanks to strong advertising and consumer awareness
Urbanisation and increasing availability boost retail volume growth
Falling unit prices as the entry of economy products drive volume sales
On-trade sales continue to thrive as consumers enjoy energy drinks on evenings out
Table 95 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 96 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 97 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 98 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 99 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 101 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 102 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 103 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 104 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 105 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 106 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028

Sports Drinks in Morocco

2023 DEVELOPMENTS

The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Coconut and Other Plant Waters
    • Juice Drinks (up to 24% Juice)
    • Nectars
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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This report originates from Passport, our Soft Drinks research and analysis database.

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