Hot Drinks in Morocco
Description
In 2025, the hot drinks in Morocco recorded value growth, primarily driven by high global input costs, the expansion of discount and proximity retail, and a strong tourism sector that boosted both on-trade and premium take-home purchases. Tea emerged as the most dynamic category, supported by consistent household demand, wellness trends, and significant consumption by tourists. Meanwhile, coffee saw an increase in at-home café-style preparation through machines and capsules. As consumers became...
Euromonitor International's Hot Drinks in Morocco report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Coffee, Other Hot Drinks, Tea.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report??
* Get a detailed picture of the Hot Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International's Hot Drinks in Morocco report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Coffee, Other Hot Drinks, Tea.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report??
* Get a detailed picture of the Hot Drinks market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
40 Pages
- Hot Drinks in Morocco
- Euromonitor International
- November 2025
- List Of Contents And Tables
- HOT DRINKS IN MOROCCO
- EXECUTIVE SUMMARY
- Pricing sensitive, retail expansion and the resilience of tea shapes hot drinks in 2025
- KEY DATA FINDINGS
- INDUSTRY PERFORMANCE
- 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
- COMPETITIVE LANDSCAPE
- Heritage strength and nationwide reach reinforce Mido Food Co’s leadership in hot drinks
- Marjane Holding SA drives strong growth through private label expansion
- WHAT’S NEXT?
- 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
- CHANNELS
- 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
- MARKET DATA
- Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
- Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
- Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
- Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
- Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
- Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
- Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
- Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
- Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
- Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
- Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
- Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
- Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
- Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
- Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
- Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
- Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
- Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
- Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
- Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
- Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
- Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
- Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
- Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
- Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
- COUNTRY REPORTS DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- COFFEE IN MOROCCO
- KEY DATA FINDINGS
- 2025 DEVELOPMENTS
- Home-barista trends and rising prices support growth for coffee in Morocco in 2025
- INDUSTRY PERFORMANCE
- Price rises, promotions and channel shifts drive retail value growth in coffee
- Home-barista culture drives fast value growth for fresh ground coffee pods
- WHAT’S NEXT?
- Growth is set to remain modest as maturity limits gains, while premium formats accelerate
- Logistics, local innovation, and event-driven demand is set to drive growth in coffee
- Sustainability and wellness trends are set to influence coffee in Morocco
- COMPETITIVE PERFORMANCE
- Cafés Sahara and Nestlé Maroc lead coffee in 2025, driven by diversified portfolios and strong retail presence
- Café Dubois drives dynamic growth in 2025 through brand diversification and retail e-commerce expansion
- CHANNELS
- Small local grocers retains its leadership in coffee distribution despite slight share decline
- Supermarkets drive dynamic growth in coffee through expanded formats and promotions
- CATEGORY DATA
- Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
- Table 27 Retail Sales of Coffee by Category: Value 2020-2025
- Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
- Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
- Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
- Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
- Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
- Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
- Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
- Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
- Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
- COUNTRY REPORTS DISCLAIMER
- TEA IN MOROCCO
- KEY DATA FINDINGS
- 2025 DEVELOPMENTS
- Green tea and wellness trends drive value growth of tea in Morrocco
- INDUSTRY PERFORMANCE
- Low inflation and tourism supports value sales of tea in Morocco in 2025
- Green tea leads growth as health habits and wellness trends intensify
- WHAT’S NEXT?
- 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
- COMPETITIVE LANDSCAPE
- 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
- CHANNELS
- Small local grocers lead sales of tea due to proximity and convenience
- The expansion of discounters drives tea accessibility and promotions
- CATEGORY DATA
- Table 37 Retail Sales of Tea by Category: Volume 2020-2025
- Table 38 Retail Sales of Tea by Category: Value 2020-2025
- Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
- Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
- Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
- Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
- Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
- Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
- Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
- Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
- COUNTRY REPORTS DISCLAIMER
- OTHER HOT DRINKS IN MOROCCO
- KEY DATA FINDINGS
- 2025 DEVELOPMENTS
- Affordability and health concerns constrain growth of other hot drink in 2025
- INDUSTRY PERFORMANCE
- Trading-down limits growth as other hot drinks face subdued demand in 2025
- Budget and health pressures challenge sales of chocolate-based flavoured powder drinks
- WHAT’S NEXT?
- Other hot drinks faces a gradual decline amid changing demographics and health awareness
- Value-focused innovation is set to sustain sales of other hot drinks
- VAT, health, and sustainability trends are set to shape other hot drinks in Morocco
- COMPETITIVE LANDSCAPE
- Nestlé Maroc SA leads Morocco’s other hot drinks through visibility, innovation, and promotions
- Private label drives growth as retailers expand proximity formats in Morocco
- CHANNELS
- Small local grocers maintains its lead as routine purchases support other hot drinks
- Hypermarkets drive growth through neighbourhood expansion and promotions
- CATEGORY DATA
- Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
- Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
- Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
- Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
- Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
- Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
- Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
- Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
- Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
- Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
- COUNTRY REPORTS DISCLAIMER
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