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Alcoholic Drinks in Morocco

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    Report

  • 61 Pages
  • June 2024
  • Region: Morocco
  • Euromonitor International
  • ID: 2698241
Morocco’s economy has come under pressure in recent years, with drought causing issues for agriculture and reducing local wine production significantly in 2022. The war in Ukraine continued to leave its impact with energy and raw material prices still elevated and Morocco facing a second year of high inflation in 2023. The high price of food and energy was felt by consumers with household consumption remaining under pressure in 2023.

The Alcoholic Drinks in Morocco report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2019-2023), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Alcoholic Drinks market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Alcoholic drinks in 2023: The big picture
  • 2023 key trends
  • Competitive landscape
  • Retailing developments
  • On-trade vs off-trade split
  • What next for alcoholic drinks?
MARKET BACKGROUND
  • Legislation
  • Legal purchasing age and legal drinking age
  • Drink driving
  • Advertising
  • Smoking ban
  • Opening hours
  • On-trade establishments
  • Summary 1 Number of On-trade Establishments by Type 2017-2023
TAXATION AND DUTY LEVIES
  • Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2023
OPERATING ENVIRONMENT
  • Contraband/parallel trade
  • Duty free
  • Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
  • Outlook
MARKET INDICATORS
  • Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2018-2023
MARKET DATA
  • Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
  • Table 3 Sales of Alcoholic Drinks by Category: Total Value 2018-2023
  • Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
  • Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023
  • Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023
  • Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023
  • Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023
  • Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023
  • Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023
  • Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023
  • Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023
  • Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028
  • Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028
  • Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028
  • Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028
DISCLAIMER
SOURCES
  • Summary 3 Research Sources
BEER IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Beer registers strong performance with on-trade seeing full recovery to pre-pandemic levels
  • Influx of imported beers leads to fragmentation
  • Groupe des Brasseries du Maroc SA announces end of Heineken license
PROSPECTS AND OPPORTUNITIES
  • Fragmentation to continue as imported brands flood market
  • Non-alcoholic beer to perform well from low base
  • Competition to intensify in beer category
CATEGORY BACKGROUND
  • Lager price band methodology
  • Summary 4 Lager by Price Band 2023
  • Table 17 Number of Breweries 2018-2023
CATEGORY DATA
  • Table 18 Sales of Beer by Category: Total Volume 2018-2023
  • Table 19 Sales of Beer by Category: Total Value 2018-2023
  • Table 20 Sales of Beer by Category: % Total Volume Growth 2018-2023
  • Table 21 Sales of Beer by Category: % Total Value Growth 2018-2023
  • Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023
  • Table 23 Sales of Beer by Off-trade vs On-trade: Value 2018-2023
  • Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023
  • Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023
  • Table 26 Sales of Beer by Craft vs Standard 2018-2023
  • Table 27 GBO Company Shares of Beer: % Total Volume 2019-2023
  • Table 28 NBO Company Shares of Beer: % Total Volume 2019-2023
  • Table 29 LBN Brand Shares of Beer: % Total Volume 2020-2023
  • Table 30 Forecast Sales of Beer by Category: Total Volume 2023-2028
  • Table 31 Forecast Sales of Beer by Category: Total Value 2023-2028
  • Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028
  • Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028
WINE IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Wine sales boosted by higher tourism levels
  • Non-alcoholic wine enjoys strong growth
  • Local wine loses out to imported options
PROSPECTS AND OPPORTUNITIES
  • Promising outlook for wine category
  • Growing range of imported wines to boost consumer choice
  • Still red wine to shine among locals
CATEGORY DATA
  • Table 34 Sales of Wine by Category: Total Volume 2018-2023
  • Table 35 Sales of Wine by Category: Total Value 2018-2023
  • Table 36 Sales of Wine by Category: % Total Volume Growth 2018-2023
  • Table 37 Sales of Wine by Category: % Total Value Growth 2018-2023
  • Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2018-2023
  • Table 39 Sales of Wine by Off-trade vs On-trade: Value 2018-2023
  • Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2018-2023
  • Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2018-2023
  • Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2018-2023
  • Table 43 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2018-2023
  • Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2018-2023
  • Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2018-2023
  • Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023
  • Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023
  • Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2020-2023
  • Table 49 GBO Company Shares of Champagne: % Total Volume 2019-2023
  • Table 50 NBO Company Shares of Champagne: % Total Volume 2019-2023
  • Table 51 LBN Brand Shares of Champagne: % Total Volume 2020-2023
  • Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023
  • Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023
  • Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2020-2023
  • Table 55 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023
  • Table 56 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023
  • Table 57 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2020-2023
  • Table 58 GBO Company Shares of Non-grape Wine: % Total Volume 2019-2023
  • Table 59 NBO Company Shares of Non-grape Wine: % Total Volume 2019-2023
  • Table 60 LBN Brand Shares of Non-grape Wine: % Total Volume 2020-2023
  • Table 61 Forecast Sales of Wine by Category: Total Volume 2023-2028
  • Table 62 Forecast Sales of Wine by Category: Total Value 2023-2028
  • Table 63 Forecast Sales of Wine by Category: % Total Volume Growth 2023-2028
  • Table 64 Forecast Sales of Wine by Category: % Total Value Growth 2023-2028
SPIRITS IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Spirits register stagnant performance
  • Cheap imported spirits brands resonate with locals
  • White rum reports fastest volume growth
PROSPECTS AND OPPORTUNITIES
  • Positive outlook as tourism fuels sales in the on trade
  • Mahia to remain the firm favourite among Moroccans
  • Vodka enjoys strong appeal due to affordability
CATEGORY BACKGROUND
  • Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
  • Summary 5 Benchmark Brands 2023
CATEGORY DATA
  • Table 65 Sales of Spirits by Category: Total Volume 2018-2023
  • Table 66 Sales of Spirits by Category: Total Value 2018-2023
  • Table 67 Sales of Spirits by Category: % Total Volume Growth 2018-2023
  • Table 68 Sales of Spirits by Category: % Total Value Growth 2018-2023
  • Table 69 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023
  • Table 70 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023
  • Table 71 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023
  • Table 72 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023
  • Table 73 Sales of Dark Rum by Price Platform: % Total Volume 2018-2023
  • Table 74 Sales of White Rum by Price Platform: % Total Volume 2018-2023
  • Table 75 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2018-2023
  • Table 76 Sales of English Gin by Price Platform: % Total Volume 2018-2023
  • Table 77 Sales of Vodka by Price Platform: % Total Volume 2018-2023
  • Table 78 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2018-2023
  • Table 79 GBO Company Shares of Spirits: % Total Volume 2019-2023
  • Table 80 NBO Company Shares of Spirits: % Total Volume 2019-2023
  • Table 81 LBN Brand Shares of Spirits: % Total Volume 2020-2023
  • Table 82 Forecast Sales of Spirits by Category: Total Volume 2023-2028
  • Table 83 Forecast Sales of Spirits by Category: Total Value 2023-2028
  • Table 84 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028
  • Table 85 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028
RTDS IN MOROCCOKEY DATA FINDINGS
2023 DEVELOPMENTS
  • Limited offering and consumer appeal holds back RTDs
  • On-trade recovery provides some optimism
  • Flavoured vodkas create strong competition for RTDs
PROSPECTS AND OPPORTUNITIES
  • Tourism will dictate sales performance in RTDs
  • Preference for blending own drinks hinders category development
CATEGORY DATA
  • Table 86 Sales of RTDs by Category: Total Volume 2018-2023
  • Table 87 Sales of RTDs by Category: Total Value 2018-2023
  • Table 88 Sales of RTDs by Category: % Total Volume Growth 2018-2023
  • Table 89 Sales of RTDs by Category: % Total Value Growth 2018-2023
  • Table 90 Sales of RTDs by Off-trade vs On-trade: Volume 2018-2023
  • Table 91 Sales of RTDs by Off-trade vs On-trade: Value 2018-2023
  • Table 92 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2018-2023
  • Table 93 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2018-2023
  • Table 94 GBO Company Shares of RTDs: % Total Volume 2019-2023
  • Table 95 NBO Company Shares of RTDs: % Total Volume 2019-2023
  • Table 96 LBN Brand Shares of RTDs: % Total Volume 2020-2023
  • Table 97 Forecast Sales of RTDs by Category: Total Volume 2023-2028
  • Table 98 Forecast Sales of RTDs by Category: Total Value 2023-2028
  • Table 99 Forecast Sales of RTDs by Category: % Total Volume Growth 2023-2028
  • Table 100 Forecast Sales of RTDs by Category: % Total Value Growth 2023-2028