Sales of coffee will continue to be hampered by the popularity of artisanal coffee, which enjoys strong distribution across the whole kingdom, especially in Souk locations. Unpackaged coffee is less expensive than packaged offerings, and budget-squeezed consumers tend to give more importance to quantity than quality.
Demand for coffee pods in Morocco will continue to increase over the forecast period as more affordable machines and capsules become available. Penetration is anticipated to rise further soon, with consumers appreciating rising availability and the entry of affordable substitutes, especially private label brands.
Instant coffee is projected to underperform within the landscape, the result of a shift in consumers' consumption habits as a gradual shift towards coffee pods continues. In addition, the high price points of instant coffee will hinder its growth, making it one of the weakest performers in coffee, and making it a common item only for those with higher disposable incomes.
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Understand the latest market trends and future growth opportunities for the Coffee 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 Coffee 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.
This is the aggregation of fresh coffee and instant coffee. Please note that foodservice sales of coffee are volumes sold to the on-trade (foodservice) sector and not those sold to the consumer.See All of Our Definitions
This report originates from Passport, our Coffee research and analysis database.
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