Apple juice market in Morocco

Earlier Report Observations

The Moroccan apple juice market expanded significantly from 2018 to 2020, with production rising from 5.4 million liters to 9.6 million liters. This growth was fueled by the relaunch of key player Citruma with extended product lines and a €3.6 million loan from the EBRD, alongside the entry of Juice & Nectar Partner into the Holmarcom group, intensifying competition and investment. The implementation of a decree regulating fruit juice production and categorization in 2019 established clear quality standards, supporting market development.

After peaking in 2020, the market contracted in 2021 to 7.8 million liters as increased citrus fruit production lowered prices, encouraging consumers to switch to homemade juices and reducing demand for industrial products. However, growing consumer preference for healthy drinks and bio-juices spurred innovation. By 2022, the market recovered to 8.3 million liters, supported by the enforcement of quality decrees and continued competitive dynamics from new entrants.

In 2023, the market saw a modest adjustment to 8.1 million liters amid a dynamic agri-food sector with numerous new company creations. Government subsidies for seeds and plants aimed at securing national supply indirectly supported the fruit base for juice. Stricter labeling rules requiring clear fruit proportion disclosure, enacted earlier, continued to shape product offerings. The apple sector itself evolved with expanding cultivated areas and investments in processing, indicating potential for future market expansion.

Production apple juice in Morocco

In kind, 2017-2020, K l

Top producers of apple juice, 2017-2020

World map of production of apple juice, 2017-2020

Morocco's apple juice production has grown for the second year in a row. In 2020, the country produced 9 551 thousand liters of apple juice, marking a significant 51.9% increase compared to the previous year. Looking at the period from 2017 to 2020, production rose by 49.7%, which translates to an average annual growth rate of 14.4%. The lowest production level was recorded in 2018 at 5 432 thousand liters, with that year also seeing the largest decline of 14.9%.

Annual dynamics of production in Morocco in kind, 2017-2020, K l

Exports apple juice from Morocco

Exports in kind, K l

Morocco's apple juice exports have decreased for the third consecutive year. In 2020, exports totaled 277 thousand liters, representing a 23.4% drop from the year before. Over the 2017-2020 period, exports fell by 31.9%, averaging an annual decline of 12.0%.

Annual dynamics of product's exports from Morocco in kind, 2017-2020, K l

From 2017 to 2020, France, Côte d'Ivoire, and Gabon were notable buyers of Moroccan apple juice, accounting for 18.1%, 5.6%, and 4.5% of exports in volume, respectively. However, their combined share reached only 28.2% of total exports, indicating they were not dominant in the market.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from Morocco in kind, 2017-2020

Exports in value, K $ US

After two years of decline, Morocco's apple juice exports in value terms showed an increase. In 2020, exports amounted to 228 thousand US dollars, remaining stable compared to 2019. Over the 2017-2020 period, exports decreased by 15.2%, with an average annual decline of 5.3%. The lowest value was recorded in 2019 at 227 thousand US dollars, which also saw the largest drop of 10.4%.

Annual dynamics of product's exports from Morocco in value, 2017-2020, K $ US

An analysis of export values from 2017 to 2020 reveals a broad distribution across many markets. France, Côte d'Ivoire, and Gabon accounted for 17.3%, 6.9%, and 5.3% of exports in value, respectively, totaling just 29.5% of overall flows. The remaining 70.5% was spread among other trading partners.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from Morocco in value, 2017-2020

Imports apple juice to Morocco

Imports in kind, K l

Morocco imported 1 094 thousand liters of apple juice in 2020, down 10.3% from the previous year. Between 2017 and 2020, imports increased by 2.5%, with an average annual growth rate of 0.8%. The lowest import volume was in 2018 at 1 057 thousand liters, while the peak was in 2019 at 1 219 thousand liters, which also recorded the largest increase of 15.3%.

Annual dynamics of product's imports to Morocco in kind, 2017-2020, K l

Throughout 2017-2020, Spain, Portugal, and Turkey were the key partners for Morocco's apple juice imports in volume. Spain accounted for 26.3%, Portugal for 23.6%, and Turkey for 16.6%, together making up 66.4% of total imports.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to Morocco in kind, 2017-2020

Imports in value, K $ US

Morocco's apple juice imports in value terms have declined for the second year in a row. In 2020, imports were approximately 1 634 thousand US dollars, down 13.3% year-on-year. Over the 2017-2020 period, imports increased by 6.9%, with a compound annual growth rate of 2.2%. The highest value was recorded in 2018 at 1 927 thousand US dollars, which also saw the largest increase of 26.0%.

Annual dynamics of product's imports to Morocco in value, 2017-2020, K $ US

From 2017 to 2020, Spain, Portugal, and Turkey were the main sources for Morocco's apple juice imports in value terms. Spain contributed 30.3%, Portugal 21.8%, and Turkey 15.9%, collectively accounting for 67.9% of total import value.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to Morocco in value, 2017-2020