Moroccan households are expected to spend around 13 billion dirhams on coffee products, according to a study by Fitch Solution.
Morocco is the second largest retail market for coffee in the Middle East and North Africa (MENA) region. Moroccan household spending on coffee will increase by an average of 3.3% per year (in US dollars), reaching 16 billion dirhams in 2026, considering that the average consumer spends 350 dirhams per year on coffee.
Morocco, which does not produce coffee, has always imported most of its coffee from Indonesia and Vietnam. But Moroccan imports of Ugandan coffee have increased significantly, from 3.6% of total imports in 2012 to 25.7% in 2021 and reaching 320 million dirhams. Thus, Uganda has become the largest supplier of coffee to Morocco, with 31.8% of the total tonnes imported in 2021.
In addition to coffee, whose share is decreasing in overall household spending on hot and soft drinks (32% in 2022), Moroccan households should also increase their spending on soft drinks, which will reach 41.3 billion dirhams this year, representing an annual growth of 7.3%.
Over the next five years, Moroccan household spending on non-alcoholic beverages will average 4.6% year-on-year and stand at 48.1 billion dirhams by 2026, according to Fitch Solution. The share of spending on soft drinks is expected to increase from 1.3% in 2012 to 2.8% in 2026.