Three brands share the bottled water market in Morocco, namely Sidi Ali, Ain Saïss and Sidi Harazem, according to a study by the Sunergia group.
This study on the notoriety of bottled water brands in Morocco with local domination shows, in fact, that Sidi Ali is leader of the prize list with 51% of citations, while Aïn Saiss and Sidi Harazem are second and third in the ranking with respectively 15 % and 11%.
Also, the top 4 brands on the list belong to two major market operators, namely Eaux Minérale d’Oulmès (Sidi Ali and Bahia) and Sotherma (Aïn Saiss and Sidi Harazem) which have the most market share and are also the oldest on the market, specifies the study, carried out as part of a series devoted to Top-Of-Mind brands. Ciel and Aquafina are the only foreign brands present in this ranking and two out of 10 brands are table waters, namely Bahia and Ciel, the same source specifies.
By profile and region, the study shows that men, 18-24 year olds, 45-54 year olds, socio-professional categories (CSP) A and B, the inhabitants of the Béni Mellal-Khénifra region cite Sidi Ali more. .
In addition, women, 25-34 year olds and people (Bac +2) cite Ain Saïss more than other segments, Sunergia says.
In terms of packaging, the Sidi Ali brand has different types of formats: 2 liters, 1.5 liters, 1 liter, 50 cl, 33 cl in plastic. In glass, the brand distributes two formats: 75 cl and 50 cl, rather intended for the high-end, “which perhaps explains that the CSP A and B cite more the mark”, estimates Sunergia.
Ain Saïss who comes in second with 15% of citations owes the marketing of his brand to Sotherma and Centrale Danone. The advantage that Ain Saïss presents to the Moroccan consumer is “the low mineralization of its water”, which means that Ain Saïss can be consumed by the whole family, including infants.
This represented “a strong selling point” for the brand, which used it throughout its communication campaign. Moreover, women cite Aïn Saïss more, notes the study.
In terms of the marketed format, Sidi Harazem is only available in three formats: 0.5 liter, 1.5 liter and 5 liters. The brand strongly emphasizes “the uniqueness of its taste and its natural components, which distinguish Sidi Harazem from its competitors”, notes the study.
And to add that like Sidi Ali, Sidi Harazem has an e-shop offering the delivery of its products in 24 hours.