Moroccan Tea Market: Top Brands Dominate as National Drink Evolves

A historical drink initially reserved for noble or royal families, tea was considered a sacred beverage. But over the centuries, its consumption has become widespread, to the point of becoming a popular drink, with Moroccans using it to make up for the absence of other beverages such as herbal teas or coffee, which are too expensive.

In a study on the notoriety of tea brands in Morocco, Sungeria ranked the most popular varieties on the consumer market by identifying the Top-Of-Mind brands.

It emerges from this ranking that the "Sebaa" brand is at the top of the 2021 top-of-mind with a notoriety of 28%. "A result that seems logical if we take into account the weight of the Bellakhdar group to which the brand belongs," specifies Sunergia, noting that the latter has been one of the largest tea importers in Morocco for more than 50 years.

In second place is Sultan, a brand that promotes the celebration of Moroccan traditions, the nobility and authenticity of its teas, through sustained communication campaigns using digital channels. Created in 1994, Sultan is the first private tea brand to appear after its liberalization and the nationalization of the sector.

Following these two giants of the Moroccan market, the "El nass" brand is positioned, mainly known in the Marrakech-Safi region, especially among men. For its communication, the brand uses social networks to highlight the tea ritual as practiced by the inhabitants of the Sahara.

Then, "Bellar" which belongs to the ASTA group, the latter also owns the tea brands Babour and Loubane. Bellar is more popular in the Marrakech-Safi and Casablanca-Settat regions," Sunergia points out.