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.
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.
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.
International player Kellogg Co. remains the standout leader in breakfast cereals in Egypt.
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.
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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This industry report originates from Passport, our Packaged Food market research database.