COMPETITIVE LANDSCAPE
Leading brands consolidate share through affordability, distribution strength and consumer trust
Agro Juice Processing SA remained the leading company in volume terms in 2025, further increasing its share during the year. Its flagship brand Valencia, spanning 100% juice, nectars and juice drinks (up to 24% juice), continued to perform strongly, with its products in juice drinks (up to 24% juice), in particular, driving the share uplift.
Agro Juice Processing and Schwartauer Werke drive strong growth during 2025
Agro Juice Processing SA was also the most dynamic company overall in 2025, delivering the strongest uplift in share alongside double-digit volume growth. Schwartauer Werke GmbH & Co KGaA likewise recorded a notable improvement in both share and volume, reinforcing its status as a strong competitor.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Juice 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 Juice 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 Juice 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 Juice in Morocco?
- To what extent are health considerations impacting consumption of Juice in Morocco?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Juice in Morocco?
- Which are the leading brands in Juice in Morocco?
- What potential exists for multinational or domestic soft drinks companies to expand in Morocco?
- How are products distributed in Juice in Morocco?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Juice?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Juice in Morocco - Category analysis
KEY DATA FINDINGS
Affordability, health, and organic trends drive modest growth for juice in 2025
Growth reflects affordability pressures and rising interest in premium organic options
Juice drinks (up to 24% juice) records growth through affordability, flavour, and accessibility
Affordability is set to shape growth as health trends and urbanisation lift juice demand
Innovation is expected to accelerate as producers modernise packaging and focus on digital engagement
Health policy and consumer expectations steer juice reformulation and sustainable innovation
Leading brands consolidate share through affordability, distribution strength and consumer trust
Agro Juice Processing and Schwartauer Werke drive strong growth during 2025
Proximity retail remains central to juice purchasing patterns in 2025
Supermarkets drives growth through urban expansion and wider assortments
Soft Drinks in Morocco - Industry Overview
Affordability, health trends, and on-the-go consumption drives growth for soft drinks
KEY DATA FINDINGS
Macroeconomic recovery and evolving retail dynamics drive soft drink sales in 2025
Health consciousness and sugar reduction shape consumer preferences
Trust, sustainability, and packaging influence soft drinks dynamic in 2025
Growth is expected to be driven by economic recovery, urbanisation and health awareness
Innovation and product diversification are expected to meet evolving consumer preferences
Price sensitivity, promotions, and widespread distribution will remain key
Les Eaux Minérales d’Oulmès and Coca-Cola Morocco leads soft drinks in 2025
Les Eaux Minérales d’Oulmès and Agro Juice Processing SA drive growth in 2025
Small local grocers drives sales while discounters continues to expand in Morocco
The on-trade channel outpaces off-trade amid tourism-driven demand and premiumisation
Fountain sales in Morocco
The following categories and subcategories are included:
Juice
-
- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
Juice
This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.
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 Juice research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!