In 2025, coffee in Morocco experienced retail value growth driven by high green coffee prices, effective promotions, and an increased reliance on value-driven channels. Fresh ground coffee pods emerged as the fastest-growing category, fuelled by the home-barista trend, greater availability of products, affordable private label options, and premium hospitality standards. In contrast, instant coffee recorded weaker volume growth. The adoption of coffee machines, a wider variety of products, the ri
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Overview:
Understand the latest market trends and future growth opportunities for the Coffee industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Coffee industry in Morocco, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Coffee in Morocco report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Coffee in Morocco?
- To what extent are health considerations impacting consumption of Coffee in Morocco?
- What are the traditional preferences in Coffee in Morocco? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Coffee in Morocco?
- Which are the leading brands in Coffee in Morocco?
- How are products distributed in Coffee in Morocco?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Coffee?
- Where is future growth expected to be most dynamic?
Coffee in Morocco - Category analysis
KEY DATA FINDINGS
Home-barista trends and rising prices support growth for coffee in Morocco in 2025
Price rises, promotions and channel shifts drive retail value growth in coffee
Home-barista culture drives fast value growth for fresh ground coffee pods
Growth is set to remain modest as maturity limits gains, while premium formats accelerate
Logistics, local innovation, and event-driven demand is set to drive growth in coffee
Sustainability and wellness trends are set to influence coffee in Morocco
Cafés Sahara and Nestlé Maroc lead coffee in 2025, driven by diversified portfolios and strong retail presence
Café Dubois drives dynamic growth in 2025 through brand diversification and retail e-commerce expansion
Small local grocers retains its leadership in coffee distribution despite slight share decline
Supermarkets drive dynamic growth in coffee through expanded formats and promotions
Hot Drinks in Morocco - Industry Overview
Pricing sensitive, retail expansion and the resilience of tea shapes hot drinks in 2025
KEY DATA FINDINGS
Pricing pressures and channel shifts drive value growth of hot drinks in Morrocco
Tea is the most dynamic category as staple purchasing, tourism and wellness trends accelerate growth
Price sensitivity narrows premium opportunities as brands focus on affordable sustainability
Heritage strength and nationwide reach reinforce Mido Food Co’s leadership in hot drinks
Marjane Holding SA drives strong growth through private label expansion
Growth is set to be driven by tea resilience, coffee premiumisation and expanding retail channels
Category leaders are set to strengthen distribution and defend value tiers amid evolving consumer expectations
Distribution shifts will reinforce premium growth opportunities as proximity formats anchor volume
Proximity allows small local grocers to retain the lead of hot drinks distribution
Supermarkets outperforms as modern retail evolves and compact formats expand
Tourism-driven café recovery offsets gradual home-shift in premium coffee consumption
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Coffee
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
Coffee
This is the aggregation of fresh coffee and instant coffee. Please note that foodservice sales of coffee are volumes sold to the on-trade (foodservice) sector and not those sold to the consumer.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Coffee research and analysis database.
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