COMPETITIVE LANDSCAPE
Groupe Slaoui Investments maintains its dominance in RTD coffee in 2025
Groupe Slaoui Investments SARL was the leading player in RTD coffee in Morocco in 2025, maintaining significant dominance despite a slight decline in share. The company offers the Starbucks portfolio, including a range of products such as Starbucks Frappuccino Vanilla, the leading SKU, followed by Starbucks Frappuccino and Starbucks Tripleshot Espresso.
Starbucks Frappuccino Vanilla drives growth amid concentrated competition in Morocco
While the share of other players increased slightly in 2025, Starbucks Frappuccino Vanilla recorded the fastest growth at the brand level. Momentum for Starbucks was supported by broader flavour offerings and steady European supply, as Starbucks RTD products for the EMEA region are manufactured by Arla Foods in Denmark.
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Overview:
Understand the latest market trends and future growth opportunities for the RTD 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 RTD 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 RTD 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 RTD Coffee in Morocco?
- To what extent are health considerations impacting consumption of RTD Coffee 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 RTD Coffee in Morocco?
- Which are the leading brands in RTD Coffee in Morocco?
- What potential exists for multinational or domestic soft drinks companies to expand in Morocco?
- How are products distributed in RTD Coffee 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 RTD Coffee?
- 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?
RTD Coffee in Morocco - Category analysis
KEY DATA FINDINGS
Growth is driven by convenience, premium positioning, and modern retail
RTD coffee gains traction as a convenient refreshment in Morocco
RTD coffee grows through premium positioning and convenience
Growth is set to be driven by availability and lifestyle trends in Morocco
Innovation and strategic supply may drive RTD coffee growth in Morocco
Sustainability and packaging trends will influence RTD coffee over the forecast period
Groupe Slaoui Investments maintains its dominance in RTD coffee in 2025
Starbucks Frappuccino Vanilla drives growth amid concentrated competition in Morocco
Hypermarkets and proximity formats drive RTD coffee distribution in Morocco
Hypermarkets is the most dynamic distribution channel, enhancing accessibility
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
RTD Coffee
Includes packaged ready-to-drink coffee, consumed either hot or cold, made using a base of either brewed coffee or coffee extract. Excludes all coffee flavoured milk drinks that primarily target children, or where coffee is one of a number of flavours within the brand range. Leading brands in off-trade volume include Georgia, Nescafé and Suntory Boss.
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 RTD Coffee research and analysis database.
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