In Morocco, some 400 brands of tea are marketed by around 100 operators. The most important are “Sebaa” and the Moroccan of “Sultan” teas.
A historic drink initially reserved for noble or royal families, tea was considered a sacred drink. But over the centuries, its consumption became widespread until it became a popular drink, Moroccans using it to fill the absence of other drinks such as herbal teas or coffee, too expensive drinks.
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 of brands.
It emerges from this ranking that the “Sebaa” brand is at the top of the top-of-mind 2021 with a reputation 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 most important tea importers for more than 50 years in Morocco.
In second position is Sultan, a brand that promotes the celebration of Moroccan traditions, the nobility and authenticity of its teas, through communication campaigns supported through digital channels. Founded in 1994, Sultan is the first private brand of teas, which appeared after its liberalization and 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, in particular by 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 Babour and Loubane tea brands. Bellar is more popular in the Marrakech-Safi and Casablanca-Settat regions, ”says Sunergia.