Hot drinks in 2024: The big picture
Morocco’s GDP has experienced slight growth, rising to 2.4% in 2023 and 3.
2024 key trends
Diminished disposable incomes and rising commodity prices, particularly for imported coffee, have slowed the growth of hot drinks while pushing financially constrained consumers to switch from coffee to green tea or forego non-essential items like chocolate-based flavoured powder drinks. Furthermore, many consumers have gravitated towards cheaper, unpackaged products, particularly in categories such as coffee, intensifying the challenge for branded players.
Competitive landscape
The tea category in Morocco is highly fragmented, with over 250 brands competing in the market. As all tea is imported and packaged locally, this has enabled numerous companies to enter the market.
Retailing developments
Supermarkets are experiencing rapid growth as major retailers like Marjane and Carrefour pivot towards smaller-format stores in neighbourhood locations, rather than investing in large hypermarkets. In July 2023, Carrefour launched its Carrefour Partner Programme, the first food distribution franchise initiative in Morocco under the Carrefour Express brand.
Foodservice vs retail split
Foodservice channels have achieved strong performance in 2024, with on-trade volume sales of tea and coffee outpacing off-trade growth. The resurgence of tourism, marked by a significant rise in tourist arrivals in 2023 and 2024, has been a key driver of on-trade sales.
What next for hot drinks?
Consumer confidence is expected to remain subdued over the forecast period, with economic growth projected to stay modest at just above 3% and inflation anticipated to remain high at slightly below 3%. These challenging economic conditions are likely to encourage further economising behaviours among Moroccan consumers, particularly in the early years of the forecast period.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks 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 Hot Drinks 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 Hot Drinks in Morocco?
- To what extent are health considerations impacting consumption of Hot Drinks in Morocco?
- What are the traditional preferences in Hot Drinks 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 Hot Drinks in Morocco?
- Which are the leading brands in Hot Drinks in Morocco?
- How are products distributed in Hot Drinks 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 Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Morocco
Hot drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for hot drinks?
DISCLAIMER
Coffee in Morocco
KEY DATA FINDINGS
Reliance on coffee imports amid rising global prices
Changes in consumption patterns due to economic pressures
The growth of coffee pods and decline of traditional formats
Continued shift towards cheaper alternatives
Price challenges in coffee
Expansion of coffee pods and changing consumer preferences
Tea in Morocco
KEY DATA FINDINGS
Green tea dominance and competitive market dynamics
Innovation in fruit and herbal tea products
Struggles for black tea amid consumer preferences
Sustained growth of green tea as Morocco’s national drink
Upward price pressure driven by reliance on Imports
Health and wellness trends to support niche tea categories
Other Hot Drinks in Morocco
KEY DATA FINDINGS
Limited appeal of chocolate-based flavoured powder drinks amid financial constraints
Lack of innovation and limited advertising stalling growth
Packaging strategies and promotions to sustain interest
Gradual decline in demand for chocolate-based flavoured powder drinks
Persistent challenges of limited availability and low awareness
Rising competition from flavoured milk drinks
The following categories and subcategories are included:
Hot Drinks
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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
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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Why 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 Hot Drinks research and analysis database.
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