Table of Content

Rtds in Morocco
Euromonitor International
November 2020

List OF CONTENTS AND TABLES

HEADLINES
PRE-COVID-19 PERFORMANCE
Spirit-based RTDs remains the only RTD category present in Morocco, where it continues to see declining volume and value sales in 2019
Young adults comprise the primary base for RTDs, but overall consumer awareness remains low due to limited advertising and the category remains untapped in 2019
Bourchanin & Cie and Bacardi & Co remain the dominant players within RTDs in 2019 on the strength of their wider distribution and strong advertising
2020 AND BEYOND
COVID-19 impact
Affected products within RTDs
Recovery and opportunities
CATEGORY DATA
Table 1 Sales of RTDs by Category: Total Volume 2014-2019
Table 2 Sales of RTDs by Category: Total Value 2014-2019
Table 3 Sales of RTDs by Category: % Total Volume Growth 2014-2019
Table 4 Sales of RTDs by Category: % Total Value Growth 2014-2019
Table 5 Sales of RTDs by Off-trade vs On-trade: Volume 2014-2019
Table 6 Sales of RTDs by Off-trade vs On-trade: Value 2014-2019
Table 7 Sales of RTDs by Off-trade vs On-trade: % Volume Growth 2014-2019
Table 8 Sales of RTDs by Off-trade vs On-trade: % Value Growth 2014-2019
Table 9 GBO Company Shares of RTDs: % Total Volume 2015-2019
Table 10 NBO Company Shares of RTDs: % Total Volume 2015-2019
Table 11 LBN Brand Shares of RTDs: % Total Volume 2016-2019
Table 12 Forecast Sales of RTDs by Category: Total Volume 2019-2024
Table 13 Forecast Sales of RTDs by Category: Total Value 2019-2024
Table 14 Forecast Sales of RTDs by Category: % Total Volume Growth 2019-2024
Table 15 Forecast Sales of RTDs by Category: % Total Value Growth 2019-2024
EXECUTIVE SUMMARY
COVID-19 impact on alcoholic drinks
COVID-19 country impact
Ongoing efforts to curb illicit trade and promotion of the Green Moroccan plan boost prospects and productivity of local retailers, companies and importers in 2019
Groupe des Brasseries du Maroc remains the leading player with alcoholic drinks in 2019, with a monopoly in the largest category of beer
Post-pandemic, volume and value sales are set grow incrementally the forecast period, but CAGRs will be slower compared to that of the review period
CHART 1 Alcoholic Drinks Off-Trade Volume Sales Growth Scenarios: 2017-2024
CHART 2 Alcoholic Drinks On-Trade Volume Sales Growth Scenarios: 2017-2024
CHART 3 Alcoholic Drinks Impact of Soft Drivers on Off-Trade Volume Sales: 2016-2024
CHART 4 Alcoholic Drinks Impact of Soft Drivers on On-Trade Volume Sales: 2016-2024
MARKET BACKGROUND
Legislation
Legal purchasing age and legal drinking age
Drink driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Summary 1 Number of On-trade Establishments by Type 2014-2019
TAXATION AND DUTY LEVIES
Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2019
OPERATING ENVIRONMENT
Contraband/parallel trade
Duty free
Cross-border/private imports
KEY NEW PRODUCT LAUNCHES
Outlook
MARKET INDICATORS
Table 16 Retail Consumer Expenditure on Alcoholic Drinks 2014-2019
MARKET DATA
Table 17 Sales of Alcoholic Drinks by Category: Total Volume 2014-2019
Table 18 Sales of Alcoholic Drinks by Category: Total Value 2014-2019
Table 19 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2014-2019
Table 20 Sales of Alcoholic Drinks by Category: % Total Value Growth 2014-2019
Table 21 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2019
Table 22 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2019
Table 23 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2019
Table 24 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2019
Table 25 GBO Company Shares of Alcoholic Drinks: % Total Volume 2015-2019
Table 26 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2014-2019
Table 27 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2019
Table 28 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2019-2024
Table 29 Forecast Sales of Alcoholic Drinks by Category: Total Value 2019-2024
Table 30 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2019-2024
Table 31 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2019-2024
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 3 Research Sources