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The overall sales performances recorded in Morocco's soft drinks industry in 2020 varied substantially between the on-trade and the off-trade. In the off-trade, sales increased over the course of the year, with growth rates accelerating significantly from what was registered in 2019. Among the main reasons for this strong sales increase was the widespread and substantial stockpiling that was seen and hypermarkets and supermarkets throughout the country during the early stages of the COVID-19 pan...
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 (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, packaging or pricing issues. Forecasts to 2025 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.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on soft drinks
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for soft drinks?
CHART 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
CHART 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020 Table 14 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020 Table 15 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020 Table 16 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020 Table 17 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020 Table 18 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020 Table 19 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025 Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025 Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025 Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025 Table 23 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025 Table 24 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025 Table 25 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025 Table 26 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025APPENDIX
Fountain sales in Morocco
Trends
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Negative growth accelerates as COVID-19 drastically undermines demand
Financial pressures due to COVID-19 suppress demand for nonessential products
On trade sales plummet as the quarantine lockdown eliminates sales opportunities
RECOVERY AND OPPORTUNITIES
A partial recovery expected in 2021, followed by a return to steady sales decline
Slow unit price growth a sign of pressure on demand
Strongly rising demand for e-commerce to continue building during forecast period
CATEGORY DATA
Table 27 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020 Table 28 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020 Table 29 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020 Table 30 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020 Table 31 Off-trade Sales of Carbonates by Category: Volume 2015-2020 Table 32 Off-trade Sales of Carbonates by Category: Value 2015-2020 Table 33 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020 Table 34 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020 Table 35 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020 Table 36 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020 Table 37 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020 Table 38 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020 Table 39 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020 Table 40 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025 Table 41 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025 Table 42 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025 Table 43 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
The COVID-19 pandemic piles further pressure on demand for juice
Sales are hit by the unfavourable economic environment that unfolds during 2020
On-trade sales decline substantially due to challenges faced in the hospitality sector
RECOVERY AND OPPORTUNITIES
Positive growth slated for 2021 as the category partially recovers from COVID-19
Price promotions and discounting set to suppress unit price growth
Non-essential status of juice expected to work against the category
CATEGORY DATA
Table 44 Off-trade Sales of Juice by Category: Volume 2015-2020 Table 45 Off-trade Sales of Juice by Category: Value 2015-2020 Table 46 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020 Table 47 Off-trade Sales of Juice by Category: % Value Growth 2015-2020 Table 48 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020 Table 49 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020 Table 50 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020 Table 51 NBO Company Shares of Off-trade Juice: % Volume 2016-2020 Table 52 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020 Table 53 NBO Company Shares of Off-trade Juice: % Value 2016-2020 Table 54 LBN Brand Shares of Off-trade Juice: % Value 2017-2020 Table 55 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025 Table 56 Forecast Off-trade Sales of Juice by Category: Value 2020-2025 Table 57 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025 Table 58 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Strong sales growth as bottled water's essential status stands it in good stead
On-trade sales decline steeply due to challenges faced by hospitality businesses
Category players respond to high demand by ramping up production
RECOVERY AND OPPORTUNITIES
Strong growth expected after a brief dip during 2021 as sales right themselves
Think of that are bottled water to be a key factor in the category's ongoing success
Shift towards larger packaging sizes set to accelerate as consumers demand value
CATEGORY DATA
Table 59 Off-trade Sales of Bottled Water by Category: Volume 2015-2020 Table 60 Off-trade Sales of Bottled Water by Category: Value 2015-2020 Table 61 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020 Table 62 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020 Table 63 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020 Table 64 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020 Table 65 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020 Table 66 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020 Table 67 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025 Table 68 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025 Table 69 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025 Table 70 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Negligible sales and non-existent public profile remain the hallmarks of sports drinks
RECOVERY AND OPPORTUNITIES
Sports drinks unlikely to emerge strongly during the forecast period
KEY DATA FINDINGS
2020 IMPACT
Shutdown of the hospitality industry hits sales of energy drinks hard
Non-essential status of energy drinks further suppresses demand
The closure of Morocco's borders removes a key consumer base from the equation
RECOVERY AND OPPORTUNITIES
The reopening of late-night bars and nightclubs set to spur sales growth
The recovery of the economy set to be instrumental in rising energy drinks sales
The return of foreign tourists set to spur growth in sales of energy drinks
CATEGORY DATA
Table 71 Off-trade Sales of Energy Drinks: Volume 2015-2020 Table 72 Off-trade Sales of Energy Drinks: Value 2015-2020 Table 73 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020 Table 74 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020 Table 75 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020 Table 76 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020 Table 77 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020 Table 78 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020 Table 79 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025 Table 80 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025 Table 81 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025 Table 82 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Negative growth recorded in 2020 as the COVID-19 pandemic takes its toll on sales
Dominance of off-trade consumption helps concentrates to avoid stronger declines
The absence of health and wellness credentials harms category growth in 2020
RECOVERY AND OPPORTUNITIES
A return to positive growth slated for sales of concentrates
The possible appearance of organic concentrates a potential spur on growth
On-trade sales of concentrates likely to remain minimal
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format Table 83 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020 Table 84 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020 Table 85 Off-trade Sales of Concentrates by Category: Value 2015-2020 Table 86 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020 Table 87 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020 Table 88 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020 Table 89 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020 Table 90 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020 Table 91 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020 Table 92 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020 Table 93 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020 Table 94 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020 Table 95 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020 Table 96 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020 Table 97 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025 Table 98 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025 Table 99 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025 Table 100 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
The underdeveloped state of RTD tea and its non-essential status make it vulnerable
The adverse economic environment has a negative impact on demand for RTD tea
Limited distribution remains a key factor hindering sales growth in the category
RECOVERY AND OPPORTUNITIES
Positive sales growth to return to RTD tea from 2021 onwards
Slower growth expected as category edges closer to maturity
Limited distribution expected to continue suppressing growth potential of RTD tea
CATEGORY DATA
Table 101 Off-trade Sales of RTD Tea by Category: Volume 2015-2020 Table 102 Off-trade Sales of RTD Tea by Category: Value 2015-2020 Table 103 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020 Table 104 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020 Table 105 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020 Table 106 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020 Table 107 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020 Table 108 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020 Table 109 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020 Table 110 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025 Table 111 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025 Table 112 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025 Table 113 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Sales of RTD coffee remain non-existent in Morocco
RECOVERY AND OPPORTUNITIES
Little to no chance of RTD coffee emerging as a mainstream soft drinks category