The shift from tap water to bottled water is expected to persist over the forecast period, driven by consumer demand for higher-quality and more convenient hydration options. The increasing urbanisation of Morocco will also play a pivotal role, as urban residents often encounter lower-quality tap water, which may carry the odour of chlorine.
Bottled water in Morocco remains highly consolidated, dominated by a small number of local players. However, the success of Aquafina by PepsiCo has signalled an opportunity for multinational companies to enter and disrupt the market.
The adoption of in-home water purification systems is expected to grow, posing a significant threat to the off-trade bottled water market. While Moroccans are highly price-sensitive, the long-term cost savings and convenience offered by these systems are becoming increasingly attractive to consumers.
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Understand the latest market trends and future growth opportunities for the Bottled Water 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 Bottled Water 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.
Bottled Water
This category is the aggregation of still bottled water (spring, mineral & purified), carbonated bottled water (spring, mineral & purified), flavoured bottled water and functional bottled water. Bulk bottled water is split out separately. It is defined as packaged drinking water – purified, spring or mineral – that is packaged in a container of 8 litres or larger. The bulk bottled water data types apply to Still Bottled Water and Carbonated Bottled Water but do not apply to functional or flavoured bottled water. Bulk water is classified according to the new Bulk retail volume and Bulk retail value data type regardless of channel of sale: bulk water sold via retail locations and bulk water delivered direct to a consumer’s home is included. Bulk water sold to institutions (offices, schools etc.) remains excluded.
See all of our definitionsThis report originates from Passport, our Bottled Water research and analysis database.
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