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Coffee in Morocco

Coffee is the most consumed beverage in Morocco, just after water. People associate Morocco with mint tea, but the Moroccans drink much coffee. It is the consumption of coffee plays a major role in the Moroccan social and commercial life.

Moroccan coffee market

Despite the competition, the packaged coffee market is more dynamic than tea or other hot drinks in Morocco, with a volume of total sales up 7% in 2012. Moreover, growth was particularly strong due to the success of pods of ground coffee and lower prices in all categories.

In 2012, Nestlé Morocco has maintained its leading position in the coffee, registering a 29% share in value and increasing its share of the retail value of 2 points , due to the popularity of its Nescafé brand firmly established.

The company invests in advertising and uses celebrities like actors and popular singers Moroccan, to attract young consumers. In addition, Nestlé Morocco continues to benefit from its first-mover advantage in the coffee sector with its brand Nescafe.

For coffee, for duties and import taxes, the cumulative rate rises to 35% for green coffee and about 50% for finished products ready to be consumed.

Today, the price of the product costs used in coffee shops is between 65 and 125 kg DH, roasted sold between 130 and 300 DH and coffee household between 40 and 130 DH.

The most consumed coffee Arabica grown in Côte d'Ivoire.

Not being a coffee producer, Morocco derives all of its supplies of imports. The kingdom is essentially important green coffee. The average imports is about 28000 tonnes.

In the souks of Morocco's small traders earn their living by selling coffee and spices. Each store includes a slightly different mix.

With thirty dirhams you can buy a pound of beans Arabica are then ground with a mixture of up to nine spices. These include nutmeg, black peppercorns, cinnamon bark, sesame and cumin seeds.

Moroccan coffee consumption

In fact, coffee is already the second largest market in volume after drinks tea and is estimated at 28 000 tonnes annually, which represents a half-cup of coffee daily by Morocco.

Domestic coffee market is becoming more scale, both by volume and by changing habits of Moroccans even in rural areas.

Moroccan coffees brands

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