Ready-to-Drink (RTD) Coffee - Morocco

The Ready-to-Drink (RTD) Coffee market in Morocco has been experiencing significant growth in recent years. Customer preferences for convenient and on-the-go beverages, coupled with the increasing popularity of coffee consumption, have contributed to the development of this market.

Customer preferences: Moroccan consumers have shown a growing preference for ready-to-drink coffee due to its convenience and portability. With the busy and fast-paced lifestyle of modern society, consumers are seeking quick and easy options for their caffeine fix. Ready-to-drink coffee provides a convenient solution for those who are constantly on the move, allowing them to enjoy their favorite beverage without the need for brewing or preparation.

Trends in the market: One of the key trends in the ready-to-drink coffee market in Morocco is the increasing demand for flavored and specialty coffee beverages. Moroccan consumers are becoming more adventurous in their coffee choices and are willing to try new and unique flavors. This trend is driven by the influence of global coffee culture and the desire for a more personalized coffee experience. Another trend in the market is the rise of healthier and functional ready-to-drink coffee options. As consumers become more health-conscious, they are seeking beverages that not only provide a caffeine boost but also offer additional health benefits. This has led to the introduction of ready-to-drink coffee products that are low in sugar, fortified with vitamins, or made with organic ingredients.

Local special circumstances: Morocco has a strong coffee culture, with coffee being an integral part of daily life for many Moroccans. Traditional Moroccan coffee, known as "nus-nus," is a blend of coffee and milk that is often enjoyed with pastries or as a social drink. The popularity of traditional coffee consumption has paved the way for the acceptance and adoption of ready-to-drink coffee products. Additionally, Morocco has a growing young population who are more open to trying new and innovative products. This demographic segment is driving the demand for ready-to-drink coffee, as they seek convenient and trendy options that align with their modern lifestyle.

Underlying macroeconomic factors: The growing middle class in Morocco, coupled with increasing disposable incomes, has contributed to the growth of the ready-to-drink coffee market. As consumers have more purchasing power, they are willing to spend on premium and convenient products, including ready-to-drink coffee. Furthermore, the expansion of modern retail channels, such as supermarkets and convenience stores, has made ready-to-drink coffee more accessible to a wider consumer base. The presence of these retail channels allows for greater product visibility and availability, further fueling the growth of the market. In conclusion, the Ready-to-Drink (RTD) Coffee market in Morocco is experiencing significant growth due to customer preferences for convenience, the influence of global coffee culture, and the rise of healthier and functional beverage options. The strong coffee culture and growing young population in Morocco, coupled with the expansion of modern retail channels, have also played a significant role in the development of this 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 Non-Alcoholic Drinks, 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 Non-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. The market is updated twice a year.