Morocco’s GDP has experienced slight growth, rising to 2.4% in 2023 and 3.
Diminished disposable incomes and rising commodity prices, particularly for imported coffee, have slowed the growth of hot drinks while pushing financially constrained consumers to switch from coffee to green tea or forego non-essential items like chocolate-based flavoured powder drinks. Furthermore, many consumers have gravitated towards cheaper, unpackaged products, particularly in categories such as coffee, intensifying the challenge for branded players.
The tea category in Morocco is highly fragmented, with over 250 brands competing in the market. As all tea is imported and packaged locally, this has enabled numerous companies to enter the market.
Supermarkets are experiencing rapid growth as major retailers like Marjane and Carrefour pivot towards smaller-format stores in neighbourhood locations, rather than investing in large hypermarkets. In July 2023, Carrefour launched its Carrefour Partner Programme, the first food distribution franchise initiative in Morocco under the Carrefour Express brand.
Foodservice channels have achieved strong performance in 2024, with on-trade volume sales of tea and coffee outpacing off-trade growth. The resurgence of tourism, marked by a significant rise in tourist arrivals in 2023 and 2024, has been a key driver of on-trade sales.
Consumer confidence is expected to remain subdued over the forecast period, with economic growth projected to stay modest at just above 3% and inflation anticipated to remain high at slightly below 3%. These challenging economic conditions are likely to encourage further economising behaviours among Moroccan consumers, particularly in the early years of the forecast period.
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Understand the latest market trends and future growth opportunities for the Hot Drinks industry in Morocco with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Hot Drinks
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