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Pricing sensitive, retail expansion and the resilience of tea shapes hot drinks in 2025
In 2025, the hot drinks in Morocco recorded value growth, primarily driven by high global input costs, the expansion of discount and proximity retail, and a strong tourism sector that boosted both on-trade and premium take-home purchases. Tea emerged as the most dynamic category, supported by consistent household demand, wellness trends, and significant consumption by tourists. Meanwhile, coffee saw an increase in at-home café-style preparation through machines and capsules. As consumers became more price-sensitive, premium opportunities narrowed, prompting brands to focus on affordable formats and cost-efficient sustainability practices.
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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
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
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Coffee in Morocco
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
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Tea in Morocco
KEY DATA FINDINGS
Green tea and wellness trends drive value growth of tea in Morrocco
Low inflation and tourism supports value sales of tea in Morocco in 2025
Green tea leads growth as health habits and wellness trends intensify
Tea is set for stable growth as proximity strength, competitive pricing and lifestyle trends reinforce demand
Digital and packaging shifts are set to reshape how Moroccan consumers access tea
Wellness, value-led sustainability and quality assurance will influence tea
Sultan strengthens its lead as deep distribution and brand heritage drive its competitive advantage
Rising demand for green tea supports growth for Excelo SA in 2025
Small local grocers lead sales of tea due to proximity and convenience
The expansion of discounters drives tea accessibility and promotions
Table 37 Retail Sales of Tea by Category: Volume 2020-2025
Table 38 Retail Sales of Tea by Category: Value 2020-2025
Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Other Hot Drinks in Morocco
KEY DATA FINDINGS
Affordability and health concerns constrain growth of other hot drink in 2025
Trading-down limits growth as other hot drinks face subdued demand in 2025
Budget and health pressures challenge sales of chocolate-based flavoured powder drinks
Other hot drinks faces a gradual decline amid changing demographics and health awareness
Value-focused innovation is set to sustain sales of other hot drinks
VAT, health, and sustainability trends are set to shape other hot drinks in Morocco
Nestlé Maroc SA leads Morocco’s other hot drinks through visibility, innovation, and promotions
Private label drives growth as retailers expand proximity formats in Morocco
Small local grocers maintains its lead as routine purchases support other hot drinks
Hypermarkets drive growth through neighbourhood expansion and promotions
Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
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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This report originates from Passport, our Hot Drinks research and analysis database.
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