Wine - Morocco

The Wine 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 shown an increasing interest in wine, with a growing number of people incorporating it into their social and cultural activities. Wine is no longer seen as a luxury product reserved for special occasions, but rather as a beverage that can be enjoyed on a regular basis. This shift in consumer behavior has led to a rise in wine consumption across the country.

Trends in the market: One of the key trends in the Moroccan wine market is the growing demand for locally produced wines. Moroccan winemakers have been investing in modernizing their production techniques and improving the quality of their wines, which has resulted in a greater acceptance and appreciation of Moroccan wines both domestically and internationally. This trend is driven by a desire to support local industries and promote Moroccan culture. Another trend in the market is the increasing popularity of wine tourism. Morocco's unique geography and climate make it an ideal destination for wine enthusiasts who want to explore vineyards and wineries. Wine tourism not only boosts the wine industry but also contributes to the overall tourism sector in the country.

Local special circumstances: One of the factors contributing to the growth of the wine market in Morocco is the country's favorable climate for grape cultivation. The diverse geography, with its coastal plains, mountains, and desert regions, provides a variety of microclimates suitable for growing different grape varieties. This allows Moroccan winemakers to produce a wide range of wines with unique flavors and characteristics. Furthermore, Morocco's proximity to Europe has facilitated the exchange of knowledge and expertise in winemaking. Many Moroccan winemakers have received training and education in France and other European countries, which has helped elevate the quality of Moroccan wines and enhance their reputation in the global market.

Underlying macroeconomic factors: The overall economic development in Morocco has also played a role in the growth of the wine market. As the country's middle class continues to expand, more consumers have the disposable income to spend on luxury goods such as wine. Additionally, the government has implemented policies to promote the wine industry, including tax incentives and the establishment of wine appellations, which has further stimulated the market. In conclusion, the Wine market in Morocco is experiencing growth due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The increasing interest in wine, the demand for locally produced wines, the popularity of wine tourism, favorable climate for grape cultivation, proximity to Europe, and overall economic development are all contributing to the expansion 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.