Morocco’s Coffee Market Booms: Spending to Hit 16 Billion Dirhams by 2026

Morocco is the second largest retail coffee market 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 by 2026, considering that the average consumer spends 350 dirhams per year on coffee.

Since Morocco does not produce coffee, it has always imported the bulk 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, reaching 320 million dirhams. Thus, Uganda has become the largest supplier of coffee to Morocco, with 31.8% of the total tons imported in 2021.

In addition to coffee, whose share is decreasing in the overall household spending on hot and carbonated beverages (32% in 2022), Moroccan households are also expected to increase their spending on non-alcoholic beverages, which will reach 41.3 billion dirhams this year, a growth of 7.3% per year.

Over the next five years, Moroccan household spending on non-alcoholic beverages will average 4.6% year-on-year and reach 48.1 billion dirhams by 2026, according to Fitch Solution. The share of spending on carbonated beverages is expected to increase from 1.3% in 2012 to 2.8% in 2026.