COMPETITIVE LANDSCAPE
Nestlé Maroc SA leads Morocco’s other hot drinks through visibility, innovation, and promotions
Nestlé Maroc SA retained its leadership position in other hot drinks in 2025, increasing its share during the year. The company’s flagship brand, Nesquik, maintained the widest distribution and visibility across large-format retailers, proximity stores, and online channels.
Private label drives growth as retailers expand proximity formats in Morocco
Marjane Holding SA emerged as the most dynamic player in 2025, increasing its share while achieving double-digit retail value growth through its Marjane private label range. Carrefour also recorded a strong performance with its own private label offerings.
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Overview:
Understand the latest market trends and future growth opportunities for the Other 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.
If you're in the Other 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 Other 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 Other Hot Drinks in Morocco?
- To what extent are health considerations impacting consumption of Other Hot Drinks in Morocco?
- What are the traditional preferences in Other 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 Other Hot Drinks in Morocco?
- Which are the leading brands in Other Hot Drinks in Morocco?
- How are products distributed in Other 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 Other Hot Drinks?
- Where is future growth expected to be most dynamic?
Other Hot Drinks in Morocco - Category analysis
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
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:
Other Hot Drinks
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
Other Hot Drinks
This is the aggregation of Flavoured Powder Drinks and Other Plant-based Powder Drinks. Products can be served hot or cold, and can be mixed with water, milk, or other liquids. Bottled, ready-to-drink flavoured milk drinks are NOT included here and are included in Passport Packaged Food.
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 Other Hot Drinks research and analysis database.
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