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.
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Tables: 136 | Publication date: May 2009
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 by soft drinks in 2008
Sales of soft drinks in Egypt grew strongly in 2008, at a slightly higher rate than the review period CAGR in on- and off-trade volume terms. The growing economy and GDP growth are key factors behind the higher consumer purchasing power and confidence in Egypt’s economy as a whole. Thus, the demand for soft drinks in general increased healthily in 2008, with bottled water and fruit/vegetable juice recording the most impressive total volume and value growth rates.
Changing consumer habits drive demand
Similar to most countries in the region, Egyptian consumers are experiencing lifestyle changes, whereby traditional practices are being replaced with Westernised or ‘modern’ ones. This trend is a result of the increasing wages of high- and middle-income consumers. Local consumers are increasingly influenced by Western habits and consuming products that were traditionally unpopular in the country, such as fruit/vegetable juice, which recorded the second highest total volume and value growth rates, behind bottled water, in 2008.
Multinationals continue to dominate soft drinks in Egypt
Multinationals continued to dominate soft drinks in Egypt in total volume and value share terms in 2008. Pepsi-Cola Egypt / Alkan Bugshan led in off-trade volume terms followed by Coca-Cola Egypt. Both manufacturers constantly invest in high profile satellite TV advertising campaigns throughout the year, together with extensive marketing strategies such as sponsoring popular music events and featuring famous pop stars in their advertisements. The long-established brands offered by these two global giants enjoy high consumer loyalty.
Off-trade sales grow faster than on-trade sales in 2008
The off-trade channel has always recorded higher volume sales than the on-trade channel. In 2008, the retail channel continued to register faster volume and value growth than the foodservice channel. This is attributed to the increasing popularity of supermarkets/hypermarkets among a widening consumer base. This large modern retail format offers one-stop shopping with family-oriented facilities such as children’s play areas and cafés/restaurants, which makes such outlets popular with parents and children. Moreover, the presence of these large grocery retailers has stimulated sales growth, especially in retail volume terms, as these outlets allow for more soft drinks brands to be displayed. This boosts consumer awareness and sales, especially due to the strong promotional campaigns conducted in these outlets all-year-round.
Population growth will continue to boost the demand for soft drinks
Sales of soft drinks are set to maintain their positive development over the forecast period, with healthy growth in volume and constant value terms predicted. There are a number of factors boosting the demand for different soft drinks. Firstly, the annual growth in the Egyptian population, which is approaching 80 million people, with more than 30% of the population comprised of youths, among the key consumers of these products. Secondly, the hot climate and extended summer boost sales of soft drinks, especially bottled water and fruit/vegetable juice. Thirdly, the often heavy Egyptian cuisine necessitates the use of digestion aids such as carbonates, which and this will continue to drive the overall demand for soft drinks.
Table of contents
SOFT DRINKS IN EGYPT : MARKET INSIGHT
EXECUTIVE SUMMARY
Excellent performance by soft drinks in 2008
Changing consumer habits drive demand
Multinationals continue to dominate soft drinks in Egypt
Off-trade sales grow faster than on-trade sales in 2008
Population growth will continue to boost the demand for soft drinks
KEY TRENDS AND DEVELOPMENTS
Positive economic environment boosts the performance of soft drinks
Traffic law amendments increase operating costs
Tourism boosts the soft drinks industry
Urbanisation is a key demand factor for soft drinks
The increasing number of retail outlets impacts sales positively
Marketing support triggers consumer interest
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008
Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013
APPENDIX
Fountain Sales in Egypt
Trends
SECTOR DATA
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013
DEFINITIONS
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 2008
EGYPTIAN CO FOR ADVANCED FOODSTUFF INDUSTRIES (FARAGELLO) - SOFT DRINKS - EGYPT
EGYPTIAN CO FOR ADVANCED FOODSTUFF INDUSTRIES
(FARAGELLO)
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 2008
MIDDLE EAST DAIRY & FOODSTUFF CO - SOFT DRINKS - EGYPT
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Middle East Dairy & Foodstuff Co: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Middle East Dairy & Foodstuff Co: Competitive Position 2008
NILE AGRICULTURAL PRODUCTION (AGA) - SOFT DRINKS - EGYPT
NILE AGRICULTURAL PRODUCTION (AGA)
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Nile Agricultural Production (AGA): Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 13 Nile Agricultural Production (AGA): Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Nile Agricultural Production (AGA): Competitive Position 2008
SOCIéTé NATIONALE D'INDUSTRIES NUTRITIVE (SONUT) - SOFT DRINKS - EGYPT
SOCIÉTÉ NATIONALE D'INDUSTRIES NUTRITIVE SAE (SONUT)
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Société Nationale d'Industries Nutritive SAE (Sonut): Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 16 Société Nationale d'Industries Nutritive SAE (Sonut): Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Société Nationale d'Industries Nutritive SAE (Sonut): Competitive Position 2008
CARBONATES IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Low Calorie Carbonates by Subsector
Table 39 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008
Table 40 Off-trade Sales of Carbonates by Subsector: Value 2003-2008
Table 41 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008
Table 42 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008
Table 43 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008
Table 44 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008
Table 45 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008
Table 47 Company Shares of Carbonates by Off-trade Volume 2004-2008
Table 48 Brand Shares of Carbonates by Off-trade Volume 2005-2008
Table 49 Company Shares of Carbonates by Off-trade Value 2004-2008
Table 50 Brand Shares of Carbonates by Off-trade Value 2005-2008
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013
FRUIT/VEGETABLE JUICE IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008
Table 59 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008
Table 60 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008
Table 61 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008
Table 62 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008
Table 63 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008
Table 64 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008
Table 65 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008
Table 66 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013
BOTTLED WATER IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Institutional Bottled Water Sales
Table 71 Sales of Bottled Water to Institutional Channel 2004-2008
Table 72 Off-trade Sales of Bottled Water: Volume 2003-2008
Table 73 Off-trade Sales of Bottled Water: Value 2003-2008
Table 74 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008
Table 75 Off-trade Sales of Bottled Water: % Value Growth 2003-2008
Table 76 Company Shares of Bottled Water by Off-trade Volume 2004-2008
Table 77 Brand Shares of Bottled Water by Off-trade Volume 2005-2008
Table 78 Company Shares of Bottled Water by Off-trade Value 2004-2008
Table 79 Brand Shares of Bottled Water by Off-trade Value 2005-2008
Table 80 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013
Table 81 Forecast Off-trade Sales of Bottled Water: Value 2008-2013
Table 82 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013
Table 83 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013
FUNCTIONAL DRINKS IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 84 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008
Table 85 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008
Table 86 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008
Table 87 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008
Table 88 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008
Table 89 Company Shares of Functional Drinks by Off-trade Volume 2004-2008
Table 90 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008
Table 91 Company Shares of Functional Drinks by Off-trade Value 2004-2008
Table 92 Brand Shares of Functional Drinks by Off-trade Value 2005-2008
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013
CONCENTRATES IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Concentrates Conversions
Table 97 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 98 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008
Table 99 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008
Table 100 Off-trade Sales of Concentrates by Subsector: Value 2003-2008
Table 101 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008
Table 102 Company Shares of Concentrates by Off-trade Value 2004-2008
Table 103 Brand Shares of Concentrates by Off-trade Value 2005-2008
Table 104 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013
Table 105 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013
Table 106 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013
Table 107 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013
RTD TEA IN EGYPT
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 108 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008
Table 109 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008
Table 110 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008
Table 111 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008
Table 112 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2008
Table 113 Brand Shares of RTD Tea by Off-trade Volume 2005-2008
Table 114 Company Shares of RTD Tea by Off-trade Value 2004-2008
Table 115 Brand Shares of RTD Tea by Off-trade Value 2005-2008
Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013
RTD COFFEE IN EGYPT
TRENDS