Market Insights Consumer Alcoholic Drinks

Spirits - Morocco

Morocco

Revenue, at home (e.g., revenue generated in supermarkets and convenience stores) in the Spirits market amounts to US$101.7m in 2024.
Revenue, out-of-home (e.g., revenue generated in restaurants and bars) amounts to US$11.0m in 2024.
Revenue, combined amounts to US$112.7m in 2024.
The revenue, at home is expected to grow annually by 2.44% (CAGR 2024-2029).
In global comparison, most revenue, at home is generated in China (US$146,400m in 2024).
In relation to total population figures, the average revenue per capita, at home of US$2.66 are generated in 2024.
In the Spirits market, volume, at home is expected to amount to 5,343.0k L by 2024.
Volume, out-of-home is expected to amount to 372.1k L in 2024.
Volume, combined is expected to amount to 5,716.0k L in 2024.
The Spirits market is expected to show a volume growth, at home of 0.1% in 2025.
The average volume per person, at home in the Spirits market is expected to amount to 0.14L in 2024.

Key regions: United States, United Kingdom, Worldwide, United Kingdom, Australia

Definition:

The Spirits market includes alcoholic beverages that have been produced through the distillation of wine, fermented fruits, or grains. Due to the distillation process, the alcohol content of spirits is much higher than that of most wines and beers, typically ranging from 20% to 50% alcohol by volume (ABV).

Structure:

The Spirits market is divided into 8 markets:

The Whisky market encompasses spirits on a grain basis that have been aged in wooden casks for a duration of at least three years.
The Vodka market encompasses spirits based on grain and/or potatoes.
The Rum market encompasses spirits based on sugar cane.
The Gin market encompasses spirits based on juniper berries.
The Brandy market encompasses spirits based on fermented fruit juice.
The Tequila market encompasses spirits made primarily from the blue agave plant (Agave tequilana) in Mexico.
The Soju market encompasses the Korean distilled beverage, Soju, which is traditionally made from rice, barley, or sweet potatoes.
The Liqueurs & Other Spirits market encompasses all other spirits not previously mentioned as well as Ready-to-Drink (RTD) cocktails.

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 Diageo (e.g., Johnnie Walker, Smirnoff, and Tanqueray), Pernod Ricard, and Kweichow Moutai.

Market

Region

Region comparison

Currency

Analyst Opinion

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.

Methodology

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.