Soft Drinks in Morocco

Soft Drinks in Morocco


Morocco’s GDP has shown a modest improvement, rising to 2.4% in 2023 and further to 3.3% in 2024. However, the geopolitical tensions stemming from the war in Ukraine have continued to exert upward pressure on energy and raw material prices globally. These same pressures have been acutely felt within Morocco, where inflation stood at 6.2% in 2023, largely driven by the rising costs of food and energy. The resulting strain on household budgets, compounded by declines in agricultural income, has le...

Euromonitor International's Soft 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 (2020-2024), 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, packaging or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

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

Why buy this report?
* Get a detailed picture of the Soft 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.


Soft Drinks in Morocco
Euromonitor International
January 2025
List Of Contents And Tables
SOFT DRINKS IN MOROCCO
EXECUTIVE SUMMARY
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2024
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2024
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2024
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2024
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2020-2024
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2021-2024
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2020-2024
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2021-2024
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2024
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2021-2024
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2020-2024
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2021-2024
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2019-2024
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2019-2024
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2019-2024
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2024
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2024-2029
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2024-2029
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2024-2029
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2024-2029
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2024-2029
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2024-2029
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2024-2029
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2024-2029
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2024-2029
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2024-2029
APPENDIX
Fountain sales in Morocco
DISCLAIMER
SOURCES
Summary 1 Research Sources
CARBONATES IN MOROCCO
KEY DATA FINDINGS
2024 DEVELOPMENTS
Sustained growth driven by hot weather and economic accessibility
Competitive pricing and new entrants boost cola carbonates
Strategic investments and product innovation by key players
PROSPECTS AND OPPORTUNITIES
Economic recovery and changing consumption patterns
Health consciousness as a limiting factor for growth
Innovation in healthier variants and natural ingredients
CATEGORY DATA
Table 37 Off-trade vs On-trade Sales of Carbonates: Volume 2019-2024
Table 38 Off-trade vs On-trade Sales of Carbonates: Value 2019-2024
Table 39 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2019-2024
Table 40 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2019-2024
Table 41 Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 42 Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 43 Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 44 Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 45 Total Sales of Carbonates by Fountain On-trade: Volume 2019-2024
Table 46 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2019-2024
Table 47 NBO Company Shares of Off-trade Carbonates: % Volume 2020-2024
Table 48 LBN Brand Shares of Off-trade Carbonates: % Volume 2021-2024
Table 49 NBO Company Shares of Off-trade Carbonates: % Value 2020-2024
Table 50 LBN Brand Shares of Off-trade Carbonates: % Value 2021-2024
Table 51 Forecast Off-trade Sales of Carbonates by Category: Volume 2024-2029
Table 52 Forecast Off-trade Sales of Carbonates by Category: Value 2024-2029
Table 53 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2024-2029
Table 54 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2024-2029
Table 55 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2024-2029
Table 56 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2024-2029
JUICE IN MOROCCO
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising prices of fresh fruits drive packaged juice consumption
Organic juice gains ground among health-conscious consumers
Expansion into vegetable-based juices targeting premium consumers
PROSPECTS AND OPPORTUNITIES
Health trends to drive sustained juice growth
Impact of rising fruit prices on packaged juice consumption
Domestic players embrace innovation to compete
CATEGORY DATA
Table 57 Off-trade Sales of Juice by Category: Volume 2019-2024
Table 58 Off-trade Sales of Juice by Category: Value 2019-2024
Table 59 Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 60 Off-trade Sales of Juice by Category: % Value Growth 2019-2024
Table 61 NBO Company Shares of Off-trade Juice: % Volume 2020-2024
Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2021-2024
Table 63 NBO Company Shares of Off-trade Juice: % Value 2020-2024
Table 64 LBN Brand Shares of Off-trade Juice: % Value 2021-2024
Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2024-2029
Table 66 Forecast Off-trade Sales of Juice by Category: Value 2024-2029
Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2024-2029
Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2024-2029
BOTTLED WATER IN MOROCCO
KEY DATA FINDINGS
2024 DEVELOPMENTS
Accelerated growth in packaged water consumption
Dominance of still purified water
Price competition in purified water
PROSPECTS AND OPPORTUNITIES
Expansion of bottled water consumption
Potential entry of multinational players
Growing threat from water purification systems
CATEGORY DATA
Table 69 Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 70 Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024
Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2020-2024
Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2021-2024
Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2020-2024
Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2021-2024
Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2024-2029
Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2024-2029
Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2024-2029
Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2024-2029
SPORTS DRINKS IN MOROCCO
2024 DEVELOPMENTS
ENERGY DRINKS IN MOROCCO
KEY DATA FINDINGS
2024 DEVELOPMENTS
Fragmentation and the rise of economy brands
Dominance of on-trade channels
Innovation in health and flavour variety
PROSPECTS AND OPPORTUNITIES
Continued growth driven by urbanisation and brand visibility
Intensifying price competition and market fragmentation
Economic challenges and shifting consumer priorities
CATEGORY DATA
Table 81 Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 82 Off-trade Sales of Energy Drinks: Value 2019-2024
Table 83 Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 84 Off-trade Sales of Energy Drinks: % Value Growth 2019-2024
Table 85 NBO Company Shares of Off-trade Energy Drinks: % Volume 2020-2024
Table 86 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2021-2024
Table 87 NBO Company Shares of Off-trade Energy Drinks: % Value 2020-2024
Table 88 LBN Brand Shares of Off-trade Energy Drinks: % Value 2021-2024
Table 89 Forecast Off-trade Sales of Energy Drinks: Volume 2024-2029
Table 90 Forecast Off-trade Sales of Energy Drinks: Value 2024-2029
Table 91 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2024-2029
Table 92 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2024-2029
CONCENTRATES IN MOROCCO
KEY DATA FINDINGS
2024 DEVELOPMENTS
Resurgence of liquid concentrates amid health and economic pressures
Introduction of premium liquid concentrates
Declining popularity of powder concentrates
PROSPECTS AND OPPORTUNITIES
Sustained growth for liquid concentrates
Expansion of on-trade channels for liquid concentrates
Further decline of powder concentrates
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 93 Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 94 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 95 Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 96 Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024
Table 97 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2021-2024
Table 98 NBO Company Shares of Off-trade Concentrates: % Value 2020-2024
Table 99 LBN Brand Shares of Off-trade Concentrates: % Value 2021-2024
Table 100 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2024
Table 101 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2021-2024
Table 102 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2024
Table 103 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2021-2024
Table 104 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2024-2029
Table 105 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2024-2029
Table 106 Forecast Off-trade Sales of Concentrates by Category: Value 2024-2029
Table 107 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2024-2029
RTD TEA IN MOROCCO
KEY DATA FINDINGS
2024 DEVELOPMENTS
Dynamic growth driven by climatic and behavioural shifts
Price adjustments and distribution expansion
Consolidation of market leadership
PROSPECTS AND OPPORTUNITIES
Sustained growth through increased penetration
Investment from major beverage players
Expansion of flavour offerings
CATEGORY DATA
Table 108 Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 109 Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 110 Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 111 Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024
Table 112 Leading Flavours for Off-trade RTD Tea: % Volume 2019-2024
Table 113 NBO Company Shares of Off-trade RTD Tea: % Volume 2020-2024
Table 114 LBN Brand Shares of Off-trade RTD Tea: % Volume 2021-2024
Table 115 NBO Company Shares of Off-trade RTD Tea: % Value 2020-2024
Table 116 LBN Brand Shares of Off-trade RTD Tea: % Value 2021-2024
Table 117 Forecast Off-trade Sales of RTD Tea by Category: Volume 2024-2029
Table 118 Forecast Off-trade Sales of RTD Tea by Category: Value 2024-2029
Table 119 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2024-2029
Table 120 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2024-2029
RTD COFFEE IN MOROCCO
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rapid growth from a niche base
Climatic influence on consumer preferences
Starbucks’ dominance and flavour innovations
PROSPECTS AND OPPORTUNITIES
Dynamic growth with market expansion
Local players poised to enter the market
Enhanced product range and visibility
CATEGORY DATA
Table 121 Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 122 Off-trade Sales of RTD Coffee: Value 2019-2024
Table 123 Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 124 Off-trade Sales of RTD Coffee: % Value Growth 2019-2024
Table 125 NBO Company Shares of Off-trade RTD Coffee: % Volume 2020-2024
Table 126 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2021-2024
Table 127 NBO Company Shares of Off-trade RTD Coffee: % Value 2020-2024
Table 128 LBN Brand Shares of Off-trade RTD Coffee: % Value 2021-2024
Table 129 Forecast Off-trade Sales of RTD Coffee: Volume 2024-2029
Table 130 Forecast Off-trade Sales of RTD Coffee: Value 2024-2029
Table 131 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2024-2029
Table 132 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2024-2029

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