Innovations, AI and trends in the beverage market in Poland and Morocco

During the event, the results of a study devoted to the possibilities of development of the functional beverage segment, in particular isotonic and vitamin-fortified beverages, were discussed. With the participation of Polish industry leaders, as well as thanks to the support of a Polish provider of digital tools based on artificial intelligence (AI Shelf Recognition), this study allowed to identify trends and development potential for Polish companies interested in expanding into the Moroccan market.

Overview of the market in Poland and Morocco

The background to the analysis was an assessment of the state of the markets in both countries and the directions in which they are heading. The Polish beverage market should be considered developed and stable. Its value is estimated at EUR 5.8 billion. The Moroccan market is growing rapidly and currently reaches EUR 651 million. The country is experiencing strong year-on-year growth in the bottled water and energy drink categories, indicating significant potential for growth in these segments.

While in Poland retail sales are dominated by convenience stores, in Morocco the main way of selling are traditional retail outlets. Sales in Morocco are characterized by greater stability of demand over time, while in Poland seasonality is noticeable. Another factor that differs between the two markets are the criteria influencing consumer preferences. In our country, the recipient is interested in innovative products that are in line with trends, while in Morocco, compliance with tradition plays a role, and the price criterion is also of great importance.

Accelerate shelf analysis with AI

A significant element of the study was the use of a tool based on image recognition technology and deep learning, which enables product identification based on photos taken directly in the store. It provides precise data on:

• Shelf share and product visibility
• Price tracking and promotion monitoring
• Compliance with exposure guidelines
• Early detection of the introduction of competitors' products

By automating shelf audits and integrating with business intelligence systems, the tool transforms data from the field into concrete information to support sales decisions and enable faster market responses.

Conclusion: Growth opportunities in Morocco

One of the most important conclusions from the survey was the significant difference in the product range in both countries. Compared to stores in Poland, Moroccan supermarkets offer about 40% fewer products in key beverage categories. This gap is even greater in the case of functional beverages - stores in Morocco offer five times fewer options in this niche than retailers in our country.

Morocco is a promising, fast-growing market with underdeveloped beverage segments and stable macroeconomic conditions. It offers ideal opportunities for Polish exporters, especially in the beverage sector, which is growing year on year (forecast growth of +11% for energy drinks and +10% for bottled water in the period 2024-2025).

The small range of products in the functional drinks category on Moroccan store shelves is particularly noticeable. Given their strong position on the Polish market and the growing popularity of sports and wellness trends in Morocco, there is a great potential for development in this product offering in this market.