Alcoholic Drinks - Morocco | Statista Market Forecast

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Alcoholic Drinks market amounts to US$1.1bn in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$326.6m in 2024.
Revenue, combined amounts to US$1.4bn in 2024.
The revenue, at home is expected to grow annually by 0.84% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated China (US$208bn in 2024).
In relation to total population figures, the average revenue per capita, at home of US$29.07 are generated in 2024.
In the Alcoholic Drinks market, volume, at home is expected to amount to 142.0m L by 2024.
Volume, out-of-home is expected to amount to 27.4m L in 2024.
Volume, combined is expected to amount to 169.4m L in 2024.
The Alcoholic Drinks market is expected to show a volume growth, at home of -1.6% in 2025.0.
The average volume per person, at home in the Alcoholic Drinks market is expected to amount to 3.72L in 2024.

Definition:

The Alcoholic Drinks market includes all alcoholic beverages that are produced by fermentation or distillation.

Structure:

The Alcoholic Drinks market is divided into 5 markets:

The Beer market encompasses fermented beverages based on malt. The Beer market is further divided into the markets Alcoholic Beer and Non-Alcoholic Beer.
The Spirits market encompasses alcoholic beverages that are produced through the distillation of wine, fermented fruits, or grains. It contains the Whisky, Vodka, Rum, Gin, Brandy, Soju, Tequila, and Liqueurs & Other Spirits markets.
The Wine market encompasses all fermented juices made from grapes. The Wine market is further divided into Still Wine (Red Wine, White Wine, and Rosé Wine), Sparkling Wine, and Fortified Wine.
The Cider, Perry & Rice Wine market encompass all wines made from fruits other than grapes, grains, or other plants.
The Hard Seltzer market encompasses alcoholic beverages made with carbonated water, alcohol, and often fruit flavoring.

Additional information:

The market comprises revenue and average revenue per capita, volume and average volume per capita, price per liter, as well as sales channels. Per capita figures refer to a country’s or region’s whole population.

At-home market data covers retail sales via super- and hypermarkets, eCommerce, convenience stores, and similar sales channels. Out-of-home market data includes all sales in hotels and restaurants, sales by catering companies, as well as sales in cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. All prices are valued at retail selling prices, including all sales and consumption taxes.

Key players include Anheuser-Busch InBev (e.g., Corona, Bud Light, and Michelob), Diageo (e.g., Johnnie Walker, Guinness, and Tanqueray), Heineken, and Molson Coors.

Alcoholic & Non-Alcoholic Beer
Wine
Spirits
Cider, Perry and Rice Wines
Hard Seltzer

Non-Alcoholic Beverages derived from Wine or Spirits

The Alcoholic Drinks market in Morocco has seen significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Moroccan consumers have shown a growing preference for premium and craft alcoholic beverages. This trend is driven by a desire for higher quality products and a willingness to pay a premium for unique and artisanal offerings. Additionally, there has been an increased interest in healthier options, such as low-alcohol or non-alcoholic beverages, as consumers become more health-conscious.

Trends in the market: One major trend in the Alcoholic Drinks market in Morocco is the rise of local breweries and distilleries. This trend is fueled by the growing popularity of craft beers and spirits, as well as an increasing demand for locally-produced products. Moroccan consumers are seeking out unique and authentic experiences, and local breweries and distilleries are able to offer products that cater to these preferences. Another trend in the market is the growing popularity of wine. Morocco has a long history of winemaking, and in recent years, there has been a resurgence in the production and consumption of wine. This trend is driven by a combination of factors, including increasing disposable incomes, changing consumer tastes, and a growing tourism industry. Moroccan wines are gaining recognition both domestically and internationally, and this has contributed to the growth of the wine market in the country.

Local special circumstances: Morocco has a unique cultural and religious context that influences the Alcoholic Drinks market. The country is predominantly Muslim, and Islam prohibits the consumption of alcohol. However, Morocco is also a popular tourist destination, and the government has taken steps to accommodate the preferences of both domestic and international consumers. There are restrictions on the sale and consumption of alcohol, such as limited hours of operation for bars and restaurants, and a ban on the sale of alcohol during certain religious holidays. Despite these restrictions, the Alcoholic Drinks market in Morocco continues to grow, driven by the demand from both domestic and international consumers.

Underlying macroeconomic factors: The growth of the Alcoholic Drinks market in Morocco is also influenced by underlying macroeconomic factors. The country has experienced steady economic growth in recent years, which has led to an increase in disposable incomes and a rise in consumer spending. This has created a larger market for alcoholic beverages, as consumers have more money to spend on discretionary items. Additionally, Morocco has made efforts to attract foreign investment and promote tourism, which has contributed to the growth of the hospitality industry and increased demand for alcoholic drinks. In conclusion, the Alcoholic Drinks market in Morocco is developing in response to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The rise of local breweries and distilleries, the growing popularity of wine, and the unique cultural and religious context in Morocco all contribute to the growth of the market. Additionally, steady economic growth and efforts to promote tourism have created a larger market for alcoholic beverages in the country.

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.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

The alcoholic beverage market is recovering after several years of downturn. Larger forces like the COVID-19 pandemic, the Russian invasion of Ukraine and the ensuing inflation have either been resolved or accepted as part of the current market environment. Regional conditions vary as consumers in some areas of the world are changing their alcohol preferences while other regions are continuing to feel the effects of less discretionary spending from consumers.