Morocco

Morocco’s economy has come under pressure in recent years, with drought causing issues for agriculture and reducing local wine production significantly in 2022. The war in Ukraine continued to leave its impact with energy and raw material prices…

Retail volume sales of beer in Morocco registered dynamic growth due to several factors. Declining purchasing power prompted consumers to shy away from expensive wine and spirits, with many swapping to beer as it is considered cheaper. The…

Cider/perry was not present in Morocco at the end of the review period, no is data available to suggest the category’s entry over the forecast period.

The RTDs category in Morocco continues to achieve extremely low sales in 2023, but also saw its volume sales fall further during the year. The category struggled throughout the review period, as the number of products on offer remained limited to two…

Spirits in Morocco continued its poor performance with flat volume sales in 2023. Lower disposable incomes continued to be the main barrier to consumption, as most spirits are still expensive for the majority of Moroccans. The main consumers of…

Wine in Morocco saw modest volume growth in 2023, with demand supported by the rise in foreign tourist arrivals. The country’s success at the 2022 FIFA World Cup in Qatar had a noticeable impact on tourism, by attracting more travellers to the…