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The Ministry of Economy, Finance, and Administration Reform as well as the Moroccan National Police undertook various operations to strengthen controls at drinking venues at the end of the review period to curb the illegal importation of alcohol where the correct taxes, customs fees, and import duties were not paid, as well as cracking down on certain bars and restaurants (some of them illegal) where alcohol sales took place. This general crackdown was targeted at various levels of the illegal a...
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 (2016-2020), 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 2025 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
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on alcoholic drinks
COVID-19 country impact
Company response
Retailing shift
On-trade vs off-trade split
What next for alcoholic drinks?
CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2018-2025
CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2018-2025
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2015-2020TAXATION AND DUTY LEVIES
Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2020OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2015-2020MARKET DATA
Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2015-2020 Table 4 Sales of Alcoholic Drinks by Category: Total Value 2015-2020 Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2015-2020 Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2015-2020 Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2020 Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2020 Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2020 Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2020 Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2016-2020 Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2015-2020 Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2020 Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2020-2025 Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2020-2025 Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2020-2025 Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2020-2025DISCLAIMER
SOURCES
Summary 2 Research SourcesBEER IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Beer sales negatively affected by the pandemic in 2020
Higher taxes impacts sales of beer negatively in 2020
Groupe des Brasseries' commanding lead in beer strengthens in 2020 by increased imports and clampdown on smuggling
RECOVERY AND OPPORTUNITIES
Crackdown on illegal beer will help volume sales over the forecast period
Domestic beers likely to remain popular thanks to popularity and low price during the forecast period
Craft beer unlikely to take hold in Morocco during the forecast period due to red tape
CATEGORY BACKGROUND
Lager price band methodology
Summary 3 Lager by Price Band 2020CATEGORY DATA
Table 18 Sales of Beer by Category: Total Volume 2015-2020 Table 19 Sales of Beer by Category: Total Value 2015-2020 Table 20 Sales of Beer by Category: % Total Volume Growth 2015-2020 Table 21 Sales of Beer by Category: % Total Value Growth 2015-2020 Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2015-2020 Table 23 Sales of Beer by Off-trade vs On-trade: Value 2015-2020 Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2015-2020 Table 26 Sales of Beer by Craft vs Standard 2015-2020 Table 27 GBO Company Shares of Beer: % Total Volume 2016-2020 Table 28 NBO Company Shares of Beer: % Total Volume 2016-2020 Table 29 LBN Brand Shares of Beer: % Total Volume 2017-2020 Table 30 Forecast Sales of Beer by Category: Total Volume 2020-2025 Table 31 Forecast Sales of Beer by Category: Total Value 2020-2025 Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2020-2025 Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2020-2025WINE IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Volume sales negatively impacted by pandemic as tourism is halted in 2020
Morocco remains largest winemaker in Muslim world in 2020
Domestic producers continue to increase their volume and value shares in 2020, with Les Celliers de Meknes maintaining the top position in wine
RECOVERY AND OPPORTUNITIES
Still red wine set to remain popular and increase sales during the forecast period
Increasing adoption of Western lifestyle in Morocco likely to boost wine sales over the forecast period
Sparkling wine set to resume upward trajectory during the forecast period
CATEGORY DATA
Table 34 Sales of Wine by Category: Total Volume 2015-2020 Table 35 Sales of Wine by Category: Total Value 2015-2020 Table 36 Sales of Wine by Category: % Total Volume Growth 2015-2020 Table 37 Sales of Wine by Category: % Total Value Growth 2015-2020 Table 38 Sales of Wine by Off-trade vs On-trade: Volume 2015-2020 Table 39 Sales of Wine by Off-trade vs On-trade: Value 2015-2020 Table 40 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 41 Sales of Wine by Off-trade vs On-trade: % Value Growth 2015-2020 Table 42 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2015-2020 Table 43 Sales of Still Rose Wine by Price Segment: % Off-trade Volume 2015-2020 Table 44 Sales of Still White Wine by Price Segment: % Off-trade Volume 2015-2020 Table 45 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2015-2020 Table 46 GBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 47 NBO Company Shares of Still Light Grape Wine: % Total Volume 2016-2020 Table 48 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2017-2020 Table 49 GBO Company Shares of Champagne: % Total Volume 2016-2020 Table 50 NBO Company Shares of Champagne: % Total Volume 2016-2020 Table 51 LBN Brand Shares of Champagne: % Total Volume 2017-2020 Table 52 GBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 53 NBO Company Shares of Other Sparkling Wine: % Total Volume 2016-2020 Table 54 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2017-2020 Table 55 Forecast Sales of Wine by Category: Total Volume 2020-2025 Table 56 Forecast Sales of Wine by Category: Total Value 2020-2025 Table 57 Forecast Sales of Wine by Category: % Total Volume Growth 2020-2025 Table 58 Forecast Sales of Wine by Category: % Total Value Growth 2020-2025SPIRITS IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Lockdowns and travel restrictions result in negative volume sales growth in 2020
Tax increases leads to decreased demand for spirits in 2020
Chai Andrieux maintains its lead with its popular mahia, while Pernod Richard gains ground in 2020 with numerous recognised brands in spirits
RECOVERY AND OPPORTUNITIES
Lifting of travel restrictions will boost consumption of spirits over the forecast period
Increasing taxes and government clampdown on illicit trade may have opposing effect on demand for spirits over the forecast period
Mahia demand set to decrease while sales of imported spirits brands likely to increase during the forecast period
CATEGORY BACKGROUND
Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2019CATEGORY DATA
Table 59 Sales of Spirits by Category: Total Volume 2015-2020 Table 60 Sales of Spirits by Category: Total Value 2015-2020 Table 61 Sales of Spirits by Category: % Total Volume Growth 2015-2020 Table 62 Sales of Spirits by Category: % Total Value Growth 2015-2020 Table 63 Sales of Spirits by Off-trade vs On-trade: Volume 2015-2020 Table 64 Sales of Spirits by Off-trade vs On-trade: Value 2015-2020 Table 65 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 66 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2015-2020 Table 67 Sales of White Rum by Price Platform: % Total Volume 2015-2020 Table 68 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2015-2020 Table 69 Sales of English Gin by Price Platform: % Total Volume 2015-2020 Table 70 Sales of Vodka by Price Platform: % Total Volume 2015-2020 Table 71 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2015-2020 Table 72 GBO Company Shares of Spirits: % Total Volume 2016-2020 Table 73 NBO Company Shares of Spirits: % Total Volume 2016-2020 Table 74 LBN Brand Shares of Spirits: % Total Volume 2017-2020 Table 75 Forecast Sales of Spirits by Category: Total Volume 2020-2025 Table 76 Forecast Sales of Spirits by Category: Total Value 2020-2025 Table 77 Forecast Sales of Spirits by Category: % Total Volume Growth 2020-2025 Table 78 Forecast Sales of Spirits by Category: % Total Value Growth 2020-2025CIDER/PERRY IN MOROCCO
PRE-COVID-19 PERFORMANCE
RTDS IN MOROCCO
KEY DATA FINDINGS
2020 IMPACT
Spirit-based RTDs remains only RTD category present in Morocco with continuously decreasing demand in 2020
Young adults comprise primary base for RTDs, but overall consumer awareness remains low in 2020
Bourchanin & Cie remains the leader while Bacardi & Co ranks second, but these two players remain the only main players within RTDs in 2020
RECOVERY AND OPPORTUNITIES
Demand set to remain unchanged with volume growth declining during the forecast period
Return of tourists will help increase demand somewhat during the forecast period
Limited availability and lack of advertising will continue restraining demand for RTDs over the forecast period
CATEGORY DATA
Table 79 Sales of RTDs by Category: Total Volume 2015-2020 Table 80 Sales of RTDs by Category: Total Value 2015-2020 Table 81 Sales of RTDs by Category: % Total Volume Growth 2015-2020 Table 82 Sales of RTDs by Category: % Total Value Growth 2015-2020 Table 83 Sales of RTDs by Off-trade vs On-trade: Volume 2015-2020 Table 84 Sales of RTDs by Off-trade vs On-trade: Value 2015-2020 Table 85 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2015-2020 Table 86 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2015-2020 Table 87 GBO Company Shares of RTDs: % Total Volume 2016-2020 Table 88 NBO Company Shares of RTDs: % Total Volume 2016-2020 Table 89 LBN Brand Shares of RTDs: % Total Volume 2017-2020 Table 90 Forecast Sales of RTDs by Category: Total Volume 2020-2025 Table 91 Forecast Sales of RTDs by Category: Total Value 2020-2025 Table 92 Forecast Sales of RTDs by Category: % Total Volume Growth 2020-2025 Table 93 Forecast Sales of RTDs by Category: % Total Value Growth 2020-2025