COVID-19 will not have a significant effect on demand for breakfast cereals in Egypt during 2020: Growth in retail current value sales of breakfast cereals will decelerate slightly during the year, while growth in retail volume sales will accelerate modestly. There were no product shortages or panic buying of breakfast cereals during the early stages of the pandemic.
As a result of Egypt’s relatively high birth rate, growth in retail volume sales of children’s breakfast cereals is particularly strong and was not adversely affected by the pandemic. A growing number of Egyptian parents view children’s breakfast cereals as a convenient source of nutrition, and these products are not yet suffering image problems related to their sugar and salt content, as the now case in many other countries.
International player Kellogg Co dominates breakfast cereals in Egypt. In addition to its eponymous brand, Kellogg Co also owns local player Mass Food Co.
As COVID-19 did not have a significant impact on the growth of retail volume sales of breakfast cereals, a return to normality in 2021 will not impact them either. During the forecast period as a whole, growth in retail volume sales of breakfast cereals will slow modestly.
In general, demand for breakfast cereals remains underdeveloped in Egypt. This makes it attractive to new entrants like Class A Cereal, which offers a wide range of RTE cereals and hot cereals under the Sante and Hahne brands.
E-commerce was a negligible presence in breakfast cereals prior to the pandemic, but COVID-19 provided an ideal opportunity for it to grow, as it led to consumers spending more time at home as they sought to minimise social contact. With a small, but growing, number of consumers now comfortable shopping online, smartphones increasingly ubiquitous and grocery retail chains increasing their investment in e-commerce, there is significant scope for further growth in the retail value share of this channel over the course of the forecast period.
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Understand the latest market trends and future growth opportunities for the Breakfast Cereals industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Breakfast Cereals research and analysis database.
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