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MOROCCAN FRUIT JUICES


Fruit juice in Morocco



In 2010, the consumption of fruit juice in Morocco does not exceed 4 liters per year per capita, against 10 liters in Algeria and Tunisia 8. Fruit juices, with 16 million liters, representing 14% of the market BRSA Morocco.


The juice market in Morocco

The sector in Morocco is divided among 20 industrial operators with approximately 9,000 direct jobs and 80,000 indirect job.

Until a few years ago, the market had three major operators: Citruma, Coca Cola & MFP (Al Bustan) . However, since the coming into play in 2011, Agro Processing and Juice juice Valencia , the situation has changed.

The latter made ​​a meteoric rise and now has approximately 15% market share, while Al Bustan ensures maintain its leading position on the market nectars with 16% of market share.

Morocco Coca-Cola comes in head with the leading brands Coca-Cola, Diet Coke, Coke Zero, Fanta, Sprite, Pom's, Schweppes, Hawaii, Tops, Sky and the Miami Pulpy juice.

It is followed by the company's Mineral Waters of 'Oulmès with Oulmès, Sidi Ali, and Atlas brands Bahia, Varun Beverages Morocco whose products are Pepsi, Mirinda and 7'Up, Sotherma with its brands and Sais Ain Sidi Harazem, Al Karama Company holds Ain Sultan, who sells Citruma Marrakech and the Agro Processing Juice with its juice brand Valencia juice.

In 2012, figures from the Nielsen institute gave a market configuration where Valencia juice held 14.2% market share, behind Boustane , claiming 15.3% , with 20%.

Despite the rise of supermarkets, the distribution is dominated by small shops, most of which are small grocery stores in both rural and urban areas. Over the years, supermarkets are gaining more and more ground, multiplying offers and promotions throughout the year.

Sector of retail trade accounts for 91% of the volume of BRSA in Morocco , or 1, 2 billion liters in 2010, against 114 million liters in CHR.

But according beverage manufacturers, growth is clear: between 10 and 20% per year. It is a growing market for tourism and consumption in cafes, hotels and restaurants grows in Morocco.

Consumption of fruit juice in Morocco

Juice consumption in Morocco is impacted by seasonality. Note that the summer and Ramadan represent a significant share in the consumption of fruit juices packaged. For Ramadan, it represents nearly 25% of annual sales.

In terms of consumption, Moroccans are not very fond of fruit juice industrialized. In comparison with other countries of the Maghreb, the kingdom reaches the bottom of the standings. According to a study by Nielsen in 2010, per capita consumption does not exceed 4 liters per year, against 10 liters in Algeria and Tunisia 8.

Overall, the global consumption of juice packaged does not exceed 108 million liters per year in Morocco. With this score, the kingdom comes very far in the standings after his neighbors. Indeed, in Algeria, we consume 336 million liters against 78 million in Tunisia and Libya 214.

In Morocco, consumers are more likely to pop on the market which is pretty important. All brands, it is estimated at 1 billion liters per year.

However the situation is clearly changing. In the opinion of operators, the juice industry is nibbling market share to soft thanks to the improvement of living standards and changing consumer habits drinks.

Nielsen believes that the sector juice is the branch that is experiencing the most significant growth throughout the region and the entire food industry.

A development attributed primarily to catch up in terms of volume. From 2009 to 2010, the growth rate of this sector was 37% against 28% at the end of the previous season.

Moroccan brands of fruit juices



From Marrakech to Valencia. 5 links