Beer - Morocco

The Beer market in Morocco has been experiencing significant growth in recent years, driven by changing consumer preferences and local special circumstances. Customer preferences in the market are shifting towards premium and craft beers, as consumers seek higher quality and more unique flavors. This trend is in line with the global beer market, where craft beer has been gaining popularity among consumers.

Customer preferences: In Morocco, consumers are increasingly looking for premium and craft beers that offer a more diverse range of flavors and styles. This shift in preferences can be attributed to several factors. Firstly, consumers are becoming more knowledgeable about beer and are seeking out products that offer a unique taste experience. Additionally, the growing middle class in Morocco has more disposable income to spend on higher-end products, including premium beers. Finally, the influence of Western culture and the rise of social media have also contributed to the increased demand for craft beers.

Trends in the market: One of the key trends in the Moroccan beer market is the rise of craft breweries. These breweries focus on producing small-batch, high-quality beers that cater to the preferences of discerning consumers. Craft breweries often experiment with different ingredients and brewing techniques, resulting in a wide variety of flavors and styles. This trend mirrors the global craft beer movement, which has seen exponential growth in recent years. Another trend in the Moroccan beer market is the increasing popularity of non-alcoholic and low-alcohol beers. Health-conscious consumers are seeking alternatives to traditional beer, and non-alcoholic and low-alcohol options provide a lighter and healthier option. This trend is also driven by the growing awareness of the negative health effects of excessive alcohol consumption.

Local special circumstances: Morocco has a predominantly Muslim population, and Islam prohibits the consumption of alcohol. However, the country has a significant non-Muslim population and a growing number of tourists, which has created a demand for alcoholic beverages. The government of Morocco has implemented regulations to control the sale and consumption of alcohol, including restrictions on advertising and the sale of alcohol during certain hours. Despite these regulations, the beer market in Morocco continues to grow, driven by the demand from non-Muslim residents and tourists.

Underlying macroeconomic factors: The growth of the beer market in Morocco is also influenced by underlying macroeconomic factors. The country has experienced steady economic growth in recent years, which has resulted in an increase in disposable income. This has allowed consumers to spend more on discretionary items such as premium and craft beers. Additionally, Morocco has seen a rise in urbanization and a shift towards a more Western lifestyle, which has contributed to the growing demand for beer. In conclusion, the Beer market in Morocco is developing in response to changing customer preferences, local special circumstances, and underlying macroeconomic factors. Consumers are increasingly seeking premium and craft beers that offer unique flavors and styles. The rise of craft breweries and the popularity of non-alcoholic and low-alcohol beers are key trends in the market. The local special circumstances, including the predominantly Muslim population and government regulations, have also shaped the development of the beer market. Finally, the underlying macroeconomic factors, such as economic growth and urbanization, have contributed to the growth of the market.

Data coverage:
The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:
Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on alcoholic beverages, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:
The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.