Executive Summary

Nov 2019
PROSPECTS
When growth continues to be inhibited by high unit prices

With household incomes still under severe pressure in 2019, breakfast cereals struggled to generate strong volume growth as the high unit prices of these products made them unaffordable for increasing numbers of consumers. In addition, unit prices continue to increase at a time when consumers are becoming more focused on essential products due to low purchasing power in the wake of the 2017 devaluation of the Egyptian pound and rising fuel prices, which have had a negative impact on the affordability of all commodities in the country.

High birth rate supports sales growth in children’s breakfast cereals

Egypt’s population continues to increase rapidly and this is due in no small part to the country’s still high birth rate. This means that there are very high numbers of children among the Egyptian chelation, supporting growth for children’s breakfast cereals.

Healthy image to support sales growth in breakfast cereals over the forecast period

Breakfast cereals is slated for further positive value growth over the forecast period and the main reason is the healthy positioning that most of these products have. Consumers are becoming more aware of the importance of healthy eating, especially when it comes to breakfast, and this is encouraging people to shift away from unhealthy traditional options such as pastries towards breakfast cereals, which are seen as more wholesome, more nutritious and a better option for children, in particular.

COMPETITIVE LANDSCAPE
Kellogg Co leads sales through its ownership of Mass Food Co and Kellogg’s

International player Kellogg Co. remains the standout leader in breakfast cereals in Egypt.

Healthy image boasts sales of muesli and granola, spurring company activity

With rising health awareness comes strong interest in healthy breakfast cereals. During 2019, muesli and granola were the big winners in this respect and this encouraged the category’s leading players to launch new products in an effort to capture rising demand.

New entrants likely due to the category being at an incipient stage of development

Breakfast cereals remains a rather underdeveloped category in Egypt and for this reason new entrants are expected to be seen during the forecast period. The category definitely has strong potential for new players to enter and compete with existing brands and there are some recent examples which prove this point.

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Breakfast Cereals in Egypt

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Overview

Discover the latest market trends and uncover sources of future market growth for the Breakfast cereals industry in Egypt with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Breakfast cereals industry in Egypt, our research will save you time and money while empowering you to make informed, profitable decisions.

The Breakfast cereals in Egypt market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Breakfast cereals in Egypt?
  • What are the major brands in Egypt?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Given mounting concerns over childhood obesity, what does the future hold for children’s breakfast cereal?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Breakfast Cereals in Egypt - Category analysis

HEADLINES

PROSPECTS

When growth continues to be inhibited by high unit prices
High birth rate supports sales growth in children’s breakfast cereals
Healthy image to support sales growth in breakfast cereals over the forecast period

COMPETITIVE LANDSCAPE

Kellogg Co leads sales through its ownership of Mass Food Co and Kellogg’s
Healthy image boasts sales of muesli and granola, spurring company activity
New entrants likely due to the category being at an incipient stage of development

CATEGORY DATA

Table 1 Sales of Breakfast Cereals by Category: Volume 2014-2019
Table 2 Sales of Breakfast Cereals by Category: Value 2014-2019
Table 3 Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
Table 4 Sales of Breakfast Cereals by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Breakfast Cereals: % Value 2015-2019
Table 6 LBN Brand Shares of Breakfast Cereals: % Value 2016-2019
Table 7 Distribution of Breakfast Cereals by Format: % Value 2014-2019
Table 8 Forecast Sales of Breakfast Cereals by Category: Volume 2019-2024
Table 9 Forecast Sales of Breakfast Cereals by Category: Value 2019-2024
Table 10 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2019-2024

Packaged Food in Egypt - Industry Overview

EXECUTIVE SUMMARY

Harsh economic conditions continue to cast a shadow over packaged food
Volume sales bounce back as consumers adjust to the new reality
Steep unit price rises for imported products lead to a revival of local production
Traditional channels continue to dominate as growth in modern grocery retailers stalls
The industry performance likely to depend on the state of the Egyptian economy

FOODSERVICE

Sales to Foodservice
Strong growth in foodservice results in foodservice value sales outperforming retail volume sales
Foodservice supply operations become more of a focus for key packaged food players
Economic recovery, the accelerating pace of life and growth in inbound tourism set to support foodservice growth
Consumer Foodservice
Boom in full-service restaurants linked to rising inbound tourism flows
Social media becomes an important emotional method for consumer foodservice companies
Middle Eastern cuisine remains dominant across consumer foodservice

CATEGORY DATA

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Distribution of Packaged Food by Format: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format and Category: % Value 2019
Table 25 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 26 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources