Affordability, health trends, and on-the-go consumption drives growth for soft drinks
In 2025, soft drinks in Morocco experienced volume growth due to several factors, including easing inflation, improved macroeconomic conditions, and spikes in on-trade consumption driven by events. Households showed a preference for smaller pack sizes and affordable options, while health-conscious trends boosted the demand for low and zero-sugar beverages, functional drinks, and bottled water. The on-trade benefited from the growth in tourism and major events, which encouraged premium products and stimulated retail trials of innovative offerings.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft 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:
- Bottled Water
- Carbonates
- Concentrates
- Juice
- RTD Coffee
- RTD Tea
- Energy Drinks
- Sports Drinks
- Asian Speciality Drinks
If you're in the Soft 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 Soft 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 Soft Drinks in Morocco?
- To what extent are health considerations impacting consumption of Soft Drinks 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 Soft Drinks in Morocco?
- Which are the leading brands in Soft Drinks in Morocco?
- What potential exists for multinational or domestic soft drinks companies to expand in Morocco?
- How are products distributed in Soft Drinks 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 Soft Drinks?
- 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?
Soft Drinks in Morocco
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
Bottled Water in Morocco
KEY DATA FINDINGS
Growth for bottled water is driven by health, climate, and tourism trends
Demand for bottled water rises in Morocco amid hot weather and health consciousness
Still bottled water leads growth as consumers associate it as being a healthier option
Urbanisation, health and climate conditions are set to support ongoing growth for bottled water
Environmental and health trends drive bottled water towards recycled and refillable formats
Water purification systems are set to challenge growth across the forecast period
Les Eaux Minérales d’Oulmès retains its leadership through trusted brands and packaging innovation
Lodep Sarl records double-digit growth through its brand Mondariz
Proximity and affordability drive sales through small local grocers in Morocco
Supermarkets drives growth in bottled water through expanding neighbourhood outlets and promotions
Carbonates in Morocco
KEY DATA FINDINGS
Health awareness and convenience shape carbonates during 2025 in Morocco
Flat off-trade volume growth for carbonates amid economic recovery and rising health awareness
Rising health awareness drives growth in reduced sugar carbonates during 2025
Modest growth is forecast for carbonates amid health awareness and category maturity
Innovate packaging will respond to affordability and sustainability challenges
Taxation, health, and sustainability are expected to shape carbonates across the forecast period
Coca-Cola Morocco maintains its leadership through strategic agility and consumer confidence
Local agility drives growth for Sodalmu SA’s in carbonates during 2025
Small local grocers retains its lead through convenience, while providing single-serving formats
Vending and forecourt retailers drive growth while discounters expands during 2025
Concentrates in Morocco
KEY DATA FINDINGS
Concentrates face a health-driven decline despite strong retail availability
Health concerns and improved fruit availability challenge growth in 2025
Powder concentrates record the weakest decline as low prices slow the shift away from concentrates
Health-driven shifts and improved fruit supply will continue to challenge sales of concentrates
Digital engagement and foodservice are expected to support sales of concentrates
Subsidy reforms and sugar scrutiny are set to accelerate the shift toward lower-sugar concentrates
Bourchanin & Cie SA retains its leadership due to long-standing penetration
M R Renouvo and Teisseire France lead growth in Moroccan concentrates in 2025
Hypermarkets leads distribution of powder concentrates while small local grocers leads liquid concentrates
Supermarkets and retail e-commerce drive growth in concentrates in 2025
Concentrates Conversions
Juice in Morocco
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
RTD Coffee in Morocco
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
RTD Tea in Morocco
KEY DATA FINDINGS
Growth for RTD tea is driven by heightened accessibility and health trends
Off-trade volume sales are driven by strong accessibility and health-conscious choices
Still RTD tea drives growth as consumers reach for trusted, established brands
Steady growth in RTD tea is set to be driven by evolving retail and consumer dynamics
Digital retail is expected to accelerate impulse-driven RTD tea consumption
Health cues and safety assurances reinforce consumer confidence in RTD tea
Consolidation and brand dynamics shape RTD tea in Morocco in 2025
Private label momentum drives growth for Casino France SAS in 2025
Hypermarkets lead RTD tea sales as modern retailers offer ease and variety
Hypermarkets and digital channels support sales of RTD tea in 2025
Energy Drinks in Morocco
KEY DATA FINDINGS
Growth for energy drinks is driven by urban demand and expanding choices
Energy drinks record modest growth in Morocco amid urban trial and on-trade support
Regular energy drinks drive volume growth in Morocco as sugar-free variants gain traction
Urbanisation and nightlife are expected to support ongoing growth for energy drinks
Digital engagement and local production are set to support energy drink growth
Policy and wellness trends are expected to drive sugar-free energy drink innovation
Red Bull maintains its leadership through brand equity and omnichannel availability
PepsiCo gains share with value-focused energy drinks and modern-trade expansion
On-trade drives energy drink consumption while hypermarkets leads retail sales
Specialist and digital channels accelerate energy drink availability in urban Morocco
Sports Drinks in Morocco
Sports drinks is a niche category driven by powders and specialty retail
Sports drinks remain a niche category as consumer preference bottled water and energy drinks
Electrolyte powders and sachets are sold through specialty retailers and online marketplaces
Rising awareness and urban gyms may drive modest growth for sports drinks in Morrocco
Digital and specialty retail are set to support the rise of sachet-based sports drinks
Policy and wellness trends are expected to favour lower-sugar hydration options
A fragmented competitive landscape and limited presence keep sports drinks niche
Energy drinks limit the growth potential of sports drinks in Morocco
Retail e-commerce and specialty retail lead sports drinks distribution in Morocco
Sports specialty retail drives sales of sports drinks in Morocco in 2025
Asian Speciality Drinks in Morocco
Cafés and quick-commerce drive growth and accessibility of Asian specialty drinks
Bubble tea café expansion fuels early-stage growth for Asian specialty drinks
Bubble tea leads growth as cafés broaden menus and delivery access
Youth-oriented cafés are set to sustain momentum despite structural challenges
Digital ecosystems are expected to accelerate visibility and experimentation
Sustainability, safety oversight and wellness trends will shape the evolution of bubble tea cafés
Gong cha consolidates its leadership through scale, visibility and delivery reach
Bubble King emerges as the most dynamic challenger in 2025
Foodservice remains the core channel for Asian specialty drinks in 2025
Quick-commerce accelerates trial and reach for Asian specialty drinks
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Soft Drinks
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- Carbonated Natural Mineral Bottled Water
- Carbonated Spring Bottled Water
- Carbonated Purified Bottled Water
-
- Still Flavoured Bottled Water
- Sparkling Flavoured Bottled Water
- Functional Bottled Water
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- Still Natural Mineral Bottled Water
- Still Spring Bottled Water
- Still Purified Bottled Water
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- Regular Carbonates
- Reduced Sugar Carbonates
-
- Regular Cola Carbonates
- Reduced Sugar Cola Carbonates
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- Regular Non-Cola Carbonates
- Reduced Sugar Non-Cola Carbonates
-
- Regular Lemonade/Lime
- Reduced Sugar Lemonade/Lime
-
- Regular Tonic Water/Mixers/Other Bitters
- Reduced Sugar Tonic Water/Mixers/Other Bitters
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- Regular Orange Carbonates
- Reduced Sugar Orange Carbonates
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- Regular Other Non-Cola Carbonates
- Reduced Sugar Other Non-Cola Carbonates
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- Liquid Concentrates
- Powder Concentrates
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- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
- Coconut and Other Plant Waters
- Juice Drinks (up to 24% Juice)
- Nectars
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- RTD Coffee
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- Carbonated RTD Tea and Kombucha
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- Regular Still RTD Tea
- Reduced Sugar Still RTD Tea
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- Regular Energy Drinks
- Reduced Sugar Energy Drinks
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- Regular Sports Drinks
- Reduced Sugar Sports Drinks
- Asian Speciality Drinks
Soft Drinks
This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.
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This report originates from Passport, our Soft Drinks research and analysis database.
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