Juice in Morocco

Euromonitor International
December 2023
JUICE IN MOROCCO Passport i

LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2023 DEVELOPMENTS ............................................................................................................... 1
Juice gains ground as consumers switch from homemade juice to packaged alternatives ...... 1
Consumers trade down to economy offerings as players opt not to offer discounts ................. 1
Players launch organic products to align with the rising health and wellness trends ................ 1
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
The rising interest in health boosts sales of juice over the coming years ................................. 2
Homemade juice and small juice kiosks challenge sales for packaged juice ............................ 2
Nectars lose retail volume sales to cheaper juice drink options ................................................ 2
CATEGORY DATA ....................................................................................................................... 2
Table 1 Off-trade Sales of Juice by Category: Volume 2018-2023 ........................... 2
Table 2 Off-trade Sales of Juice by Category: Value 2018-2023 .............................. 3
Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023 ........... 3
Table 4 Off-trade Sales of Juice by Category: % Value Growth 2018-2023 .............. 3
Table 5 NBO Company Shares of Off-trade Juice: % Volume 2019-2023 ................ 4
Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023....................... 4
Table 7 NBO Company Shares of Off-trade Juice: % Value 2019-2023 ................... 5
Table 8 LBN Brand Shares of Off-trade Juice: % Value 2020-2023.......................... 6
Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028 ............ 7
Table 10 Forecast Off-trade Sales of Juice by Category: Value 2023-2028 ............... 7
Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth
2023-2028 .................................................................................................... 7
Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-
2028 ............................................................................................................. 8

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JUICE IN MOROCCO
KEY DATA FINDINGS
▪ Off-trade volume sales grow by 3% in 2023 to 54 million litres
▪ Juice drinks (up to 24% juice) is the best performing category in 2023, with off-trade volume
sales growing by 3% to 22 million litres
▪ Moroccan Food Processing is the leading player in 2023, with an off-trade volume share of
24%
▪ Off-trade volume sales are set to grow at a CAGR of 3% over the forecast period to 63 million
litres

2023 DEVELOPMENTS

Juice gains ground as consumers switch from homemade juice to

packaged alternatives
Overall, juice posted positive retail volume and value growth in 2023, with demand driven by
the soaring prices of fresh fruits, mainly oranges. When oranges are abundant and their price
per kg drops, Moroccan consumers often make homemade, natural juice. However, when there
are fewer oranges and prices rise, as in 2023, consumers will switch to the more affordable
option of buying juice in packaged format.
100% juice was the best-performing product area, as most consumers find it the closest
alternative to homemade orange juice. 100% juice is dominated by local brands in Not from
Concentrate 100% Juice, such as Marrakech, Valencia and Al Boustane. Such brands are well-
established, with positive reputations and high levels of brand loyalty. Added to their affordable
prices, especially when compared to imported brands, these players are in a strong position in
the landscape.

Consumers trade down to economy offerings as players opt not to offer

discounts
Unlike other soft drinks categories, such as water and carbonates, juice did not witness a high
volume of deals, price discounts or promotions in 2023. In fact, Mutandis SA was the only player
to run promotions focused solely during the holy month of Ramadan. During this time, the player
offered multipacks at discounted price, including Marrakech Nectar 200 ML and 200 ML
Marrakech 100% juice, as well as packs of 6 units of its 200 ML Marrakech juice drink.
Morocco Food Processing retained its lead of the landscape, due to its impressive
performance in Nectar with its brand Al Boustane. However, the company did not implement
promotional offers due to its low price point compared to competitors. Instead, it benefited from
consumers trading down to economy products during a time of declining disposable income.
The company also launched Al Boustane Orange Light Nectar, which has no preservatives or
colourants.

Players launch organic products to align with the rising health and
wellness trends
At the end of the review period, juice manufacturers attempted to upgrade their offer by
introducing healthier product lines, including organic variants. Key examples include Al

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Boustane orange and Bioitalia Tomato and Casino grape, apple and pomegranate, organic
100% juice. In nectar, Casino introduced its organic Pressade in various flavours such as
orange, apple and multi-fruits. 2023 also saw the entry of new vegetable juices such as
Monoprix, Happy Days and Casino tomato juice, and Don Simon carrot juice. The product,
classified as highly premium with glass packaging, mainly targets upper-income consumers due
to its high price. Local players followed the same steps by introducing organic juice such as Al
Boustane organic apple and orange juice.

PROSPECTS AND OPPORTUNITIES

The rising interest in health boosts sales of juice over the coming years
Juice is set to maintain its positive growth over the forecast period, boosted by the growing
health and wellness trend. Consumers are increasingly shying away from carbonates and
turning to healthier products such as juice, especially with the introduction of organic juice, such
as Casino organic 100% juice and Juver Disfruta 10 fruits juice fortified with added vitamins. In
addition to this, the convenience factor of packaged juice will continue to aid sales.

Homemade juice and small juice kiosks challenge sales for packaged
juice
As the price of fruit lowers, homemade orange juice will start to become trendy again over the
forecast period. This will increase the number of consumers making fresh, natural juice and
challenge packaged juice sales. The prevalence of small on-trade fresh juice kiosks will also
negatively impact packaged juice sales. On-site squeezed fresh juice by non-licensed sellers is
found in open markets, resorts and parks. This is mainly due to lower orange prices and
consumers’ tendency to purchase freshly squeezed juice.

Nectars lose retail volume sales to cheaper juice drink options

Across the forecast period, nectars will see the lowest levels of retail volume growth in favour
of cheap juice drinks, which are gaining popularity. Despite nectar manufacturers' attempts to
upgrade their offering by introducing healthier product lines, such as organic variants, there is
only set to be moderate value growth in the short term due to consumers' tight budgets and
preference for more affordable juice drinks. This stands as the main challenge for category
growth.

CATEGORY DATA
Table 1 Off-trade Sales of Juice by Category: Volume 2018-2023

million litres
2018 2019 2020 2021 2022 2023

Juice 62.9 62.3 56.7 51.6 53.0 54.3

100% Juice 6.4 6.4 5.9 5.5 5.7 5.8
- Not from Concentrate 5.1 5.0 4.7 4.4 4.6 4.7
100% Juice
- Reconstituted 100% 1.3 1.3 1.2 1.1 1.1 1.2
Juice
Juice Drinks (up to 24% 26.0 25.8 22.9 20.6 21.4 22.1
Juice)

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Nectars (25-99% Juice) 30.5 30.1 28.0 25.4 25.9 26.3

Coconut and Other Plant - - - - - -
Waters
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Off-trade Sales of Juice by Category: Value 2018-2023

MAD million
2018 2019 2020 2021 2022 2023

Juice 755.9 747.9 682.4 624.1 692.6 743.9

100% Juice 102.8 101.7 93.6 87.8 97.8 105.8
- Not from Concentrate 82.2 81.3 74.9 70.2 78.2 84.7
100% Juice
- Reconstituted 100% 20.6 20.3 18.7 17.6 19.6 21.1
Juice
Juice Drinks (up to 24% 287.3 284.3 249.7 223.9 251.0 272.0
Juice)
Nectars (25-99% Juice) 365.9 362.0 339.1 312.5 343.8 366.1
Coconut and Other Plant - - - - - -
Waters
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023

% volume growth
2022/23 2018-23 CAGR 2018/23 Total

Juice 2.5 -2.9 -13.7

100% Juice 2.9 -1.8 -8.8
- Not from Concentrate 100% Juice 2.9 -1.6 -7.9
- Reconstituted 100% Juice 2.8 -2.7 -12.6
Juice Drinks (up to 24% Juice) 3.4 -3.2 -15.1
Nectars (25-99% Juice) 1.6 -2.9 -13.6
Coconut and Other Plant Waters - - -
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Off-trade Sales of Juice by Category: % Value Growth 2018-2023

% current value growth

2022/23 2018-23 CAGR 2018/23 Total

Juice 7.4 -0.3 -1.6

100% Juice 8.2 0.6 3.0
- Not from Concentrate 100% Juice 8.3 0.6 3.1
- Reconstituted 100% Juice 7.8 0.5 2.5
Juice Drinks (up to 24% Juice) 8.4 -1.1 -5.3
Nectars (25-99% Juice) 6.5 0.0 0.1
Coconut and Other Plant Waters - - -
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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Table 5 NBO Company Shares of Off-trade Juice: % Volume 2019-2023

% off-trade volume
Company 2019 2020 2021 2022 2023

Moroccan Food Processing 24.5 24.0 23.7 23.1 23.7

Coca-Cola Morocco 13.5 13.5 14.2 18.3 19.7
Mutandis Ltd 14.6 15.1 14.2 15.8 16.2
Agro Juice Processing SA 15.1 15.6 16.9 14.6 14.3
Cooperative COPAG 9.6 9.5 9.1 8.3 6.3
Schwartauer Werke GmbH & 5.4 5.7 5.8 5.1 4.7
Co KGaA
J García Carrión SA 3.6 3.2 3.3 3.1 3.2
Marjane Holding SA 1.6 1.7 1.2 1.0 1.6
Sumol+Compal Distribuição 0.7 0.7 0.7 0.7 0.7
SA
Marin Montejano 1.3 1.0 0.9 0.4 0.3
Rauch Fruchtsäfte GmbH & 0.5 0.5 0.5 0.2 0.2
Co OG
Foods & Goods SA - - - 0.3 0.2
Distribution Casino 0.2 0.2 0.2 0.1 0.1
France SAS
Bradock Corporación 0.4 0.4 0.3 0.1 0.1
Alimentacion
Al Ain National Juice & 0.1 0.1 0.1 0.1 0.1
Refreshment Co
Dimes Gida San ve Ticaret 0.1 0.1 0.1 0.0 0.0
AS
Covem SA 0.1 - - - -
Chaudfontaine Monopole SA - - - - -
Conserves Nora SA - - - - -
Cobomi SA - - - - -
Agrotransformados SA - - - - -
Citruma SA - - - - -
Others 8.8 8.8 8.8 8.8 8.8
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023

% off-trade volume
Brand (GBO) Company (NBO) 2020 2021 2022 2023

Al-Boustane Moroccan Food Processing 19.0 18.9 19.1 20.7

Cappy Pulpy (Coca- Coca-Cola Morocco 13.5 14.2 18.3 19.7
Cola Co, The)
Marrakech Mutandis Ltd 15.1 14.2 15.8 16.2
Valencia Agro Juice Processing SA 15.6 16.9 14.6 14.3
Jaouda Cooperative COPAG 7.1 6.9 6.3 4.9
Juver Disfruta Schwartauer Werke GmbH & 5.4 5.5 4.9 4.5
(Conserve Italia - Co KGaA
Consorzio Cooperative
Conserve Italia scarl)
Forty Moroccan Food Processing 4.2 4.2 3.6 2.8
Don Simón J García Carrión SA 1.8 2.0 1.7 1.7
Produit Economique Marjane Holding SA 1.7 1.2 1.0 1.6

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Jaouda Mon Jus Cooperative COPAG 2.4 2.3 2.0 1.5

Simon Life J García Carrión SA 1.4 1.4 1.4 1.4
Compal (Sumol+Compal Sumol+Compal Distribuição 0.7 0.7 0.7 0.7
SA) SA
mocitos Marin Montejano 1.0 0.9 0.4 0.3
Rauch Happy Day Rauch Fruchtsäfte GmbH & 0.4 0.4 0.2 0.1
Co OG
Les 4 Saisons Moroccan Food Processing 0.5 0.5 0.3 0.1
Juver (Conserve Schwartauer Werke GmbH & 0.2 0.2 0.2 0.1
Italia - Consorzio Co KGaA
Cooperative Conserve
Italia scarl)
Happy Days Foods & Goods SA - - 0.1 0.1
Agadir Moroccan Food Processing 0.2 0.2 0.1 0.1
Casino (Private Label) Distribution Casino 0.2 0.2 0.1 0.1
France SAS
Bravo (Rauch Foods & Goods SA - - 0.2 0.1
Fruchtsäfte GmbH & Co
OG)
3-Soles Bradock Corporación 0.4 0.3 0.1 0.1
Alimentacion
Tiffany Al Ain National Juice & 0.1 0.1 0.1 0.1
Refreshment Co
Rauch Happy Day Rauch Fruchtsäfte GmbH & 0.0 0.1 0.1 0.1
Multivitamin Co OG
Dimes Classic Dimes Gida San ve Ticaret AS 0.1 0.1 0.0 0.0
King Fruit Agrotransformados SA - - - -
Marrakech Citruma SA - - - -
Marrakech Citronnade Citruma SA - - - -
Marrakech Pina Colada Citruma SA - - - -
Kaíss Covem SA - - - -
Maxy Pulp Mutandis Ltd - - - -
Others Others 8.8 8.8 8.8 8.8
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 NBO Company Shares of Off-trade Juice: % Value 2019-2023

% off-trade value rsp

Company 2019 2020 2021 2022 2023

Moroccan Food Processing 23.3 22.9 22.8 21.7 22.8

Mutandis Ltd 15.8 16.6 16.8 17.6 17.8
Coca-Cola Morocco 12.7 11.8 12.3 16.6 17.7
Agro Juice Processing SA 14.2 14.5 14.8 13.8 14.1
Cooperative COPAG 7.1 8.2 8.4 8.4 6.4
Schwartauer Werke GmbH & 6.3 6.6 6.7 5.7 5.2
Co KGaA
J García Carrión SA 4.6 4.3 4.1 3.6 3.7
Marjane Holding SA 1.2 2.6 2.1 1.1 1.6
Sumol+Compal Distribuição 0.8 0.9 0.9 0.9 0.9
SA
Rauch Fruchtsäfte GmbH & 0.5 0.5 0.5 0.4 0.3
Co OG
Foods & Goods SA - - - 0.4 0.2
Marin Montejano 1.9 1.1 1.0 0.7 0.2
Distribution Casino 0.3 0.3 0.3 0.2 0.1
France SAS

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Al Ain National Juice & 0.1 0.1 0.1 0.1 0.1

Refreshment Co
Bradock Corporación 0.6 0.4 0.3 0.1 0.1
Alimentacion
Dimes Gida San ve Ticaret 0.1 0.1 0.1 0.1 0.1
AS
Covem SA 1.6 - - - -
Chaudfontaine Monopole SA - - - - -
Conserves Nora SA - - - - -
Cobomi SA - - - - -
Agrotransformados SA - - - - -
Citruma SA - - - - -
Others 8.7 9.0 8.8 8.8 8.8
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 LBN Brand Shares of Off-trade Juice: % Value 2020-2023

% off-trade value rsp

Brand (GBO) Company (NBO) 2020 2021 2022 2023

Al-Boustane Moroccan Food Processing 19.6 19.6 19.3 20.6

Marrakech Mutandis Ltd 16.6 16.8 17.6 17.8
Cappy Pulpy (Coca- Coca-Cola Morocco 11.8 12.3 16.6 17.7
Cola Co, The)
Valencia Agro Juice Processing SA 14.5 14.8 13.8 14.1
Jaouda Cooperative COPAG 6.1 6.3 6.7 5.1
Juver Disfruta Schwartauer Werke GmbH & 6.0 6.1 5.4 4.9
(Conserve Italia - Co KGaA
Consorzio Cooperative
Conserve Italia scarl)
Don Simón J García Carrión SA 2.7 2.6 2.0 2.1
Forty Moroccan Food Processing 2.6 2.6 2.2 2.0
Simon Life J García Carrión SA 1.6 1.5 1.6 1.6
Produit Economique Marjane Holding SA 2.6 2.1 1.1 1.6
Jaouda Mon Jus Cooperative COPAG 2.1 2.0 1.8 1.3
Compal (Sumol+Compal Sumol+Compal Distribuição 0.9 0.9 0.9 0.9
SA) SA
Juver (Conserve Schwartauer Werke GmbH & 0.6 0.7 0.4 0.3
Italia - Consorzio Co KGaA
Cooperative Conserve
Italia scarl)
Rauch Happy Day Rauch Fruchtsäfte GmbH & 0.4 0.4 0.3 0.2
Co OG
mocitos Marin Montejano 1.1 1.0 0.7 0.2
Happy Days Foods & Goods SA - - 0.1 0.1
Casino (Private Label) Distribution Casino 0.3 0.3 0.2 0.1
France SAS
Agadir Moroccan Food Processing 0.3 0.2 0.1 0.1
Bravo (Rauch Foods & Goods SA - - 0.2 0.1
Fruchtsäfte GmbH & Co
OG)
Les 4 Saisons Moroccan Food Processing 0.4 0.4 0.1 0.1
Tiffany Al Ain National Juice & 0.1 0.1 0.1 0.1
Refreshment Co
Rauch Happy Day Rauch Fruchtsäfte GmbH & 0.1 0.1 0.1 0.1
Multivitamin Co OG
3-Soles Bradock Corporación 0.4 0.3 0.1 0.1

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Alimentacion
Dimes Classic Dimes Gida San ve Ticaret AS 0.1 0.1 0.1 0.1
King Fruit Agrotransformados SA - - - -
Marrakech Citruma SA - - - -
Marrakech Citronnade Citruma SA - - - -
Marrakech Pina Colada Citruma SA - - - -
Kaíss Covem SA - - - -
Maxy Pulp Mutandis Ltd - - - -
Others Others 9.0 8.8 8.8 8.8
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028

million litres
2023 2024 2025 2026 2027 2028

Juice 54.3 55.8 57.4 59.1 61.0 63.0

100% Juice 5.8 6.0 6.2 6.5 6.8 7.1
- Not from Concentrate 4.7 4.8 5.0 5.2 5.5 5.7
100% Juice
- Reconstituted 100% 1.2 1.2 1.2 1.3 1.3 1.3
Juice
Juice Drinks (up to 24% 22.1 22.8 23.6 24.4 25.2 26.1
Juice)
Nectars (25-99% Juice) 26.3 27.0 27.6 28.3 29.1 29.9
Coconut and Other Plant - - - - - -
Waters
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 10 Forecast Off-trade Sales of Juice by Category: Value 2023-2028

MAD million
2023 2024 2025 2026 2027 2028

Juice 743.9 766.0 789.1 812.5 836.7 864.0

100% Juice 105.8 109.2 113.1 117.4 122.1 127.5
- Not from Concentrate 84.7 87.6 90.9 94.5 98.5 103.1
100% Juice
- Reconstituted 100% 21.1 21.6 22.2 22.8 23.6 24.4
Juice
Juice Drinks (up to 24% 272.0 280.8 290.9 300.5 310.1 320.7
Juice)
Nectars (25-99% Juice) 366.1 376.0 385.1 394.6 404.6 415.8
Coconut and Other Plant - - - - - -
Waters
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028

% volume growth
2023/24 2023-28 CAGR 2023/28 Total

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Juice 2.8 3.0 16.0

100% Juice 3.1 3.8 20.7
- Not from Concentrate 100% Juice 3.2 4.1 22.0
- Reconstituted 100% Juice 2.3 3.0 15.7
Juice Drinks (up to 24% Juice) 3.0 3.3 17.8
Nectars (25-99% Juice) 2.5 2.6 13.4
Coconut and Other Plant Waters - - -
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028

% constant value growth

2023/2024 2023-28 CAGR 2023/28 Total

Juice 3.0 3.0 16.1

100% Juice 3.2 3.8 20.5
- Not from Concentrate 100% Juice 3.4 4.0 21.7
- Reconstituted 100% Juice 2.5 2.9 15.6
Juice Drinks (up to 24% Juice) 3.2 3.3 17.9
Nectars (25-99% Juice) 2.7 2.6 13.6
Coconut and Other Plant Waters - - -
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International