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Market Research Report

Alcoholic Drinks in Morocco

Published by Euromonitor International Product code 969771
Published Content info 65 Pages
Delivery time: 1-2 business days
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Alcoholic Drinks in Morocco
Published: November 5, 2020 Content info: 65 Pages
Description

Throughout the review period and until 2019, just prior to the onset of the COVID-19 pandemic, the alcoholic drinks market in Morocco recorded total volume declines annually in every category except for wine and spirits. As beer remains by far the most popular alcoholic drink in the country, declines in that category had the most negative impact on the market, although steep declines in premium lager and moderately deep declines in the largest (mid-priced) lager segment were mitigated by consist...

Euromonitor International's 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 (2015-2019), 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 2024 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
Product Code: ADMO

TABLE OF CONTENTS

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY

COVID-19 impact on alcoholic drinks

COVID-19 country impact

Ongoing efforts to curb illicit trade and promotion of the Green Moroccan plan boost prospects and productivity of local retailers, companies and importers in 2019

Groupe des Brasseries du Maroc remains the leading player with alcoholic drinks in 2019, with a monopoly in the largest category of beer

Post-pandemic, volume and value sales are set grow incrementally the forecast period, but CAGRs will be slower compared to that of the review period

CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024

CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024

CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024

CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024

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 2014-2019

TAXATION AND DUTY LEVIES

    • Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2019

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 2014-2019

MARKET DATA

  • Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
  • Table 3 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
  • Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
  • Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
  • Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
  • Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
  • Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
  • Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
  • Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
  • Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
  • Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
  • Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
  • Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
  • Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
  • Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

    • Summary 3 Research Sources

HEADLINES

PRE-COVID-19 PERFORMANCE

Beer remains the most highly consumed alcoholic drink in Morocco, with economy lager and non-alcoholic maintaining the highest volume growth rates in 2019

Intensified measures the government initiated in 2018 continue to help protect legitimate players competing against illegal, smuggled beer in 2019

Groupe des Brasseries' commanding lead in beer is strengthened in 2019 by increased imports and clampdown on smuggling

2020 AND BEYOND

COVID-19 impact

Affected products within beer

Recovery and opportunities

CATEGORY BACKGROUND

Lager price band methodology

    • Summary 4 Lager by Price Band 2019

CATEGORY DATA

  • Table 17 Sales of Beer by Category: Total Volume 2014-2019
  • Table 18 Sales of Beer by Category: Total Value 2014-2019
  • Table 19 Sales of Beer by Category: % Total Volume Growth 2014-2019
  • Table 20 Sales of Beer by Category: % Total Value Growth 2014-2019
  • Table 21 Sales of Beer by Off-trade vs On-trade: Volume 2014-2019
  • Table 22 Sales of Beer by Off-trade vs On-trade: Value 2014-2019
  • Table 23 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2014-2019
  • Table 24 Sales of Beer by Off-trade vs On-trade: % Value Growth 2014-2019
  • Table 25 GBO Company Shares of Beer: % Total Volume 2015-2019
  • Table 26 NBO Company Shares of Beer: % Total Volume 2015-2019
  • Table 27 LBN Brand Shares of Beer: % Total Volume 2016-2019
  • Table 28 Forecast Sales of Beer by Category: Total Volume 2019-2024
  • Table 29 Forecast Sales of Beer by Category: Total Value 2019-2024
  • Table 30 Forecast Sales of Beer by Category: % Total Volume Growth 2019-2024
  • Table 31 Forecast Sales of Beer by Category: % Total Value Growth 2019-2024

HEADLINES

PRE-COVID-19 PERFORMANCE

Grape production continues to accelerate in Morocco, where red wine remains the most popular wine and on-trade sales benefit mostly from booming tourism in 2019

Sparkling wine, notably champagne, continues to gain the most traction in Morocco in 2019

Domestic producers continue to increase their volume and value shares in 2019, with Les Celliers de Meknes maintaining the top position in wine

2020 AND BEYOND

COVID-19 impact

Affected products within wine

Recovery and opportunities

CATEGORY DATA

  • Table 32 Sales of Wine by Category: Total Volume 2014-2019
  • Table 33 Sales of Wine by Category: Total Value 2014-2019
  • Table 34 Sales of Wine by Category: % Total Volume Growth 2014-2019
  • Table 35 Sales of Wine by Category: % Total Value Growth 2014-2019
  • Table 36 Sales of Wine by Off-trade vs On-trade: Volume 2014-2019
  • Table 37 Sales of Wine by Off-trade vs On-trade: Value 2014-2019
  • Table 38 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2014-2019
  • Table 39 Sales of Wine by Off-trade vs On-trade: % Value Growth 2014-2019
  • Table 40 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2014-2019
  • Table 41 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2014-2019
  • Table 42 Sales of Still White Wine by Price Segment: % Off-trade Volume 2014-2019
  • Table 43 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2014-2019
  • Table 44 GBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
  • Table 45 NBO Company Shares of Still Light Grape Wine: % Total Volume 2015-2019
  • Table 46 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2016-2019
  • Table 47 GBO Company Shares of Champagne: % Total Volume 2015-2019
  • Table 48 NBO Company Shares of Champagne: % Total Volume 2015-2019
  • Table 49 LBN Brand Shares of Champagne: % Total Volume 2016-2019
  • Table 50 GBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
  • Table 51 NBO Company Shares of Other Sparkling Wine: % Total Volume 2015-2019
  • Table 52 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2016-2019
  • Table 53 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
  • Table 54 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2015-2019
  • Table 55 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2016-2019
  • Table 56 Forecast Sales of Wine by Category: Total Volume 2019-2024
  • Table 57 Forecast Sales of Wine by Category: Total Value 2019-2024
  • Table 58 Forecast Sales of Wine by Category: % Total Volume Growth 2019-2024
  • Table 59 Forecast Sales of Wine by Category: % Total Value Growth 2019-2024

HEADLINES

PRE-COVID-19 PERFORMANCE

Push to get more products into the marketplace, along with sponsored events and parties help boost interest and sales of spirits in 2019

Local companies, importers and retailers benefit from steps Moroccan government has taken to curb distribution of illicit spirits in 2019

While Chai Andrieux maintains a significant lead with its popular mahia, Pernod Richard gains ground in 2019 with numerous recognised brands in spirits

2020 AND BEYOND

COVID-19 impact

Affected products within spirits

Recovery and opportunities

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

    • Summary 5 Benchmark Brands 2019

CATEGORY DATA

  • Table 60 Sales of Spirits by Category: Total Volume 2014-2019
  • Table 61 Sales of Spirits by Category: Total Value 2014-2019
  • Table 62 Sales of Spirits by Category: % Total Volume Growth 2014-2019
  • Table 63 Sales of Spirits by Category: % Total Value Growth 2014-2019
  • Table 64 Sales of Spirits by Off-trade vs On-trade: Volume 2014-2019
  • Table 65 Sales of Spirits by Off-trade vs On-trade: Value 2014-2019
  • Table 66 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2014-2019
  • Table 67 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2014-2019
  • Table 68 Sales of White Rum by Price Platform: % Total Volume 2014-2019
  • Table 69 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2014-2019
  • Table 70 Sales of English Gin by Price Platform: % Total Volume 2014-2019
  • Table 71 Sales of Vodka by Price Platform: % Total Volume 2014-2019
  • Table 72 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2014-2019
  • Table 73 GBO Company Shares of Spirits: % Total Volume 2015-2019
  • Table 74 NBO Company Shares of Spirits: % Total Volume 2015-2019
  • Table 75 LBN Brand Shares of Spirits: % Total Volume 2016-2019
  • Table 76 Forecast Sales of Spirits by Category: Total Volume 2019-2024
  • Table 77 Forecast Sales of Spirits by Category: Total Value 2019-2024
  • Table 78 Forecast Sales of Spirits by Category: % Total Volume Growth 2019-2024
  • Table 79 Forecast Sales of Spirits by Category: % Total Value Growth 2019-2024

PROSPECTS

HEADLINES

PRE-COVID-19 PERFORMANCE

Spirit-based RTDs remains the only RTD category present in Morocco, where it continues to see declining volume and value sales in 2019

Young adults comprise the primary base for RTDs, but overall consumer awareness remains low due to limited advertising and the category remains untapped in 2019

Bourchanin & Cie and Bacardi & Co remain the dominant players within RTDs in 2019 on the strength of their wider distribution and strong advertising

2020 AND BEYOND

COVID-19 impact

Affected products within RTDs

Recovery and opportunities

CATEGORY DATA

  • Table 80 Sales of RTDs by Category: Total Volume 2014-2019
  • Table 81 Sales of RTDs by Category: Total Value 2014-2019
  • Table 82 Sales of RTDs by Category: % Total Volume Growth 2014-2019
  • Table 83 Sales of RTDs by Category: % Total Value Growth 2014-2019
  • Table 84 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
  • Table 85 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
  • Table 86 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
  • Table 87 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
  • Table 88 GBO Company Shares of RTDs: % Total Volume 2015-2019
  • Table 89 NBO Company Shares of RTDs: % Total Volume 2015-2019
  • Table 90 LBN Brand Shares of RTDs: % Total Volume 2016-2019
  • Table 91 Forecast Sales of RTDs by Category: Total Volume 2019-2024
  • Table 92 Forecast Sales of RTDs by Category: Total Value 2019-2024
  • Table 93 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
  • Table 94 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024
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