Spirits - Morocco

The Spirits market in Morocco has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Moroccan consumers have been increasingly drawn to spirits, especially whiskey and vodka, as they seek out new and unique drinking experiences. This shift in preferences can be attributed to a growing middle class and a desire for more sophisticated and cosmopolitan lifestyles. Additionally, the younger generation has shown a particular interest in experimenting with different spirits and cocktails, contributing to the overall growth of the market.

Trends in the market: One of the key trends in the Spirits market in Morocco is the rise of premium and craft spirits. Consumers are becoming more discerning and are willing to pay a premium for high-quality and artisanal products. This trend is driven by a desire for authenticity, craftsmanship, and unique flavor profiles. As a result, both domestic and international spirits brands have been introducing new premium offerings to cater to this demand. Another trend in the market is the increasing popularity of cocktails. Moroccan consumers are embracing the cocktail culture and are seeking out innovative and creative drink options. This trend has led to a rise in cocktail bars and lounges across the country, creating new opportunities for spirits brands to showcase their products and engage with consumers.

Local special circumstances: Morocco has a rich cultural heritage and a tradition of hospitality, which includes the consumption of spirits during social gatherings and celebrations. This cultural context has contributed to the growth of the Spirits market in the country. Additionally, the tourism industry in Morocco has been booming, attracting a large number of international visitors who are interested in experiencing the local food and drink culture. This influx of tourists has further fueled the demand for spirits in the country.

Underlying macroeconomic factors: The economic growth in Morocco has had a positive impact on the Spirits market. As the country's economy continues to develop, disposable incomes have been rising, allowing consumers to spend more on luxury goods, including spirits. Furthermore, the government has implemented policies to promote foreign investment and improve the business environment, which has attracted international spirits brands to enter the Moroccan market. In conclusion, the Spirits market in Morocco is experiencing growth due to changing customer preferences, the rise of premium and craft spirits, the popularity of cocktails, local cultural traditions, and the country's strong economic performance. As these trends continue to evolve, there are ample opportunities for both domestic and international spirits brands to capitalize on the growing demand in the Moroccan 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.