Soft Drinks in Egypt
Euromonitor International's Soft Drinks in Egypt market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.
Tables: 141 | Publication date: Jun 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Excellent performance in year 2007 for soft drinks in Egypt
Soft drinks sales performed well in both volume and value terms in 2007. This is due to the positive economic indicators registering GDP growth of more than 6.7% in 2007 and heading towards 8% in 2008. This has conveyed a more optimistic mood among Egyptian consumers. Confidence in the economy has driven purchasing power during 2007, which had a positive impact on the demand for soft drink. Sales of established sectors such as carbonates grew healthily with other less established sectors like fruit/vegetable juice, energy drinks and bottled water also showing strong growth in 2007.
Improved retail environment stimulates growth
There are positive growth factors behind the improved performance of many sectors in the soft drinks market, in particular, an improved retail environment. Hypermarkets are becoming very attractive outlets for a wide consumer base due to the rising culture of one-stop-shopping for different items. Shopping at hypermarkets is becoming a family outing since these places incorporate food courts, clothing and footwear shops, healthcare outlets, jewellers' and entertainment venues, such as cinema complexes and fun parks. The presence of hypermarkets stimulated growth of soft drinks in terms of volume due to their ability to negotiate higher discounts and very attractive consumer offers all year round. Carbonates, bottled water, fruit/vegetable juice, energy drinks and concentrates benefit from the huge display areas and on-going promotions with discounted prices to move volume sales through hypermarkets.
Carbonates remained the leader in soft drinks sales
Sales of carbonates continued to lead soft drinks expenditure in Egypt, contributing 68% of total soft drinks volume sales in 2007. Bottled water was the most dynamic in the off-trade due to the pollution of tap water in Egypt. The two multinational companies, Coca-Cola Egypt and Pepsi-Cola Egypt appeared most dynamic in terms of advertising and were responsible for introducing new product ideas such as low-calorie carbonates towards the end of the review period. The continuous marketing effort from the two key players kept consumption high.
On-trade sales rise due to changing lifestyles
In the on-trade, sales witnessed strong performance due to the rising number of tourists; reaching more than nine million in 2007. The development of the tourism industry and the rapid expansion in the number of hotels, shopping centres, restaurants, coffee shops and fast food outlets supported this sales increase. Additionally, the changing demographics and lifestyles with increased popularity of eating out due to longer working hours and most importantly, higher wages in different sectors in Egypt, also played a role in the on-trade sales rise. The current development influenced volume growth of soft drinks in Egypt. On-trade sales registered stronger growth rates in volume terms in 2007, than over the review period as a whole. Bottled water was the most dynamic product in terms of volume growth due to the strong demand for bottled water in foodservice outlets.
Sales to maintain momentum over the forecast period
The positive performance is expected to continue over the forecast period. Growth will continue to be driven by population growth of 2% annually, and marketing support and advertising, especially in carbonates and fruit/vegetable juice. Changing lifestyles, with a trend towards Western culture will drive growth and demand for new product ideas such as energy drinks. Rising health awareness among females who are becoming more and more cautious of sugar and calorie content in drinks will drive demand for low-calorie carbonates and juices. Instant powder drinks will also remain the economy drink for low-income consumers and mostly served in three-star hotels.
Table of contents
SOFT DRINKS IN EGYPT : MARKET INSIGHT
EXECUTIVE SUMMARY
Excellent performance in year 2007 for soft drinks in Egypt
Improved retail environment stimulates growth
Carbonates remained the leader in soft drinks sales
On-trade sales rise due to changing lifestyles
Sales to maintain momentum over the forecast period
KEY TRENDS AND DEVELOPMENTS
Egypt's demographics stimulate growth of soft drinks
Tourism will keep driving demand for soft drinks
Developments in the retail environment boost sales of soft drinks
Trade agreements continued to increase diversity of brands
Price increase drives growth of soft drinks value sales in 2007
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Concentrates Conversions
Table 28 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Institutional Bottled Water Sales
Table 29 Sales of Bottled Water to Institutional Channel 2003-2007
Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 36 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 37 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - EGYPT
DREEM SAE - SOFT DRINKS - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Dreem SAE: Key Facts
Summary 3 Dreem SAE: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Dreem SAE: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Dreem SAE: Competitive Position 2007
EGYPTIAN CO FOR ADVANCED FOODSTUFF INDUSTRIES (FARAGELLO) - SOFT DRINKS - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Egyptian Co for Advanced Foodstuff Industries (Faragello): Key Facts
Summary 7 Egyptian Co for Advanced Foodstuff Industries (Faragello): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Egyptian Co for Advanced Foodstuff Industries (Faragello): Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Egyptian Co for Advanced Foodstuff Industries (Faragello): Competitive Position 2007
JUHAYNA DAIRY CORP - SOFT DRINKS - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Juhayna Dairy Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 11 Juhayna dairy Corp: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 12 Juhayna Dairy Corp: Competitive Position 2007
MIDDLE EAST DAIRY & FOODSTUFF CO - SOFT DRINKS - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Middle East Dairy & Foodstuff Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 14 Middle East Dairy & Foodstuff Co: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Middle East Dairy & Foodstuff Co: Competitive Position 2007
NILE AGRICULTURAL PRODUCTION (AGA) - SOFT DRINKS - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Nile Agricultural Production (AGA): Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 17 Nile Agricultural Production (AGA): Production Statistics 2007
COMPETITIVE POSITIONING
Summary 18 Nile Agricultural Production (AGA): Competitive Position 2007
SOCIéTé NATIONALE D'INDUSTRIES NUTRITIVE (SONUT) - SOFT DRINKS - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Société Nationale d'Industries Nutritive (Sonut): Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 20 Société Nationale d'Industries Nutritive (Sonut): Production Statistics 2007
COMPETITIVE POSITIONING
Summary 21 Société Nationale d'Industries Nutritive (Sonut): Competitive Position 2007
CARBONATES IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Low Calorie Carbonates by Subsector
Table 41 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 42 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 43 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 44 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 46 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 47 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 48 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 49 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 50 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 51 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 52 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 56 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 61 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 62 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 63 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 64 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 65 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 66 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 67 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 68 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 74 Off-trade Sales of Bottled Water: Value 2002-2007
Table 75 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 76 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 77 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 78 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 79 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 80 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 81 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 82 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 83 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 84 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Still vs. Carbonated Functional Drinks % Off-Trade Volume 2005-2007
Table 86 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 87 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 88 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 89 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 90 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 91 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 92 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 93 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 98 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 99 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 100 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 101 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 102 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 103 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 104 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 105 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 106 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 107 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 108 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 109 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 110 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 111 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 112 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 113 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 114 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 115 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 116 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN EGYPT
HEADLINES