Beer continued to lead sales of alcoholic drinks in Egypt in 2021. Being among the cheapest and most available products in the category, especially in on-trade establishments where other alcoholic drinks are relatively more expensive, ensures the top spot for beer.
2021 saw Pepsi-Cola Egypt and Al-Ahram Beverages enter into a partnership agreement to ease the distribution of non-alcoholic drinks for Al-Ahram Beverages, including Fayrouz, Birell and Amstel Zero. This has led to much faster delivery for consumers placing both telephone and online orders.
Al Ahram Beverages continued to dominate beer in Egypt in total volume terms in 2021 due to the strong presence of its brands across all three price bands in beer, with Heineken dominating premium lager, Sakara leading mid-priced lager and Stella accounting for almost the entirety of economy lager sales by volume share. Al Ahram Beverages continued to use social media as its main marketing tool, to promote, advertise and introduce new products.
Over the forecast period, there is expected to be greater and easier accessibility of both alcoholic and non alcoholic beers, which will drive growth going forward. This is due to the expansion of retail outlets selling these beverages, along with the development of the delivery fleet the market has experienced and is expected to continue to experience in the future.
The beer market in Egypt is set to continue to witness stability in terms of competition over the forecast period due to the limit in innovation and new products within the category. The existing beer products enjoy strong equity and awareness amongst consumers, which makes it very hard for companies to grow the category via new product developments or new packaging.
During 2021, the market witnessed demand for larger sizes. This is expected to continue over the forecast period, with companies capitalising on size within their marketing efforts to promote beer products.
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Understand the latest market trends and future growth opportunities for the Beer industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.See All of Our Definitions
This report originates from Passport, our Beer research and analysis database.
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