COMPETITIVE LANDSCAPE
Sultan strengthens its lead as deep distribution and brand heritage drive its competitive advantage
Mido Food Company remained the leading tea player in Morocco in 2025, increasing its share and maintaining a clear lead over rivals. Its flagship brand, Sultan, continues to serve as the benchmark in tea, consistently ranked first in independent business sources and long regarded as Morocco’s reference brand.
Rising demand for green tea supports growth for Excelo SA in 2025
Mido Food Company recorded the strongest uplift in share in 2025, further consolidating its leadership position in tea in Morrocco. Excelo SA delivered the fastest value growth, supported by the strong performance of its Lahdia brand, which benefited from sustained consumer demand for green tea.
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Overview:
Understand the latest market trends and future growth opportunities for the Tea 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 Tea 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 Tea 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 Tea in Morocco?
- To what extent are health considerations impacting consumption of Tea in Morocco?
- What are the traditional preferences in Tea 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 Tea in Morocco?
- Which are the leading brands in Tea in Morocco?
- How are products distributed in Tea 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 Tea?
- Where is future growth expected to be most dynamic?
Tea in Morocco - Category analysis
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
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:
Tea
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
Tea
This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.
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 Tea research and analysis database.
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