Egypt

Carbonates dominate retail value sales of soft drinks in Egypt, with bottled water and juice accounting for most of the remainder. Having risen at their fastest rate in almost a decade during 2020, as COVID-19 led local consumers to stock up on…

While hot tea is widely consumed in Egypt, the distribution of RTD tea is very limited and awareness of it is relatively low. As its pricing is relatively high, RTD tea is mainly targeted at Egyptians with more sophisticated tastes, who are looking…

Having declined during 2020, off-trade volume sales of juice rebounded above their pre-pandemic peak in 2021, with a more stable economic environment and the easing of COVID-19 restrictions playing a significant role in this. During the review…

Childrenswear witnessed strong double-digit growth in 2021 following decline in 2020 due to lockdown and store closures. Growth in the year is attributed to a decline in the number of COVID-19 cases and people being vaccinated. Life was almost back…

Apparel accessories witnessed moderate decline in 2021 due to the strong double-digit decline in other apparel accessories in the year. Sales of cloth face masks, due to the obligation of having to wear a mask, propelled this product area in 2020.…

The rate of growth in retail current value sales of supermarkets has remained stable during the pandemic, with supermarkets effectively acting as the middle-ground between hypermarkets (large one-stop shops, albeit in more remote locations) and…

The retail market in Egypt is currently experiencing heavy penetrated from e-commerce platforms with up-and-coming digital marketplaces continuing to offer and ever-growing list of FMCG products. The impact of COVID-19 and the government’s campaign…

While toilet care benefitted from the pandemic in 2020, its value growth was not as significant as for bleach. Toilet care products are perceived as more luxury products, that also give off a pleasant smell, as well as disinfecting. The relatively…

Following a spike in demand in 2020 that saw off-trade volume sales rise at their fastest rate in a decade, demand growth for bottled water normalised in 2021. During 2020, COVID-19 led some more affluent local consumers to stock up on bottled water…

Sportswear witnessed an increase in both value and volume terms in 2021 due to the reopening of gyms and resumption of sports activities. During and in the wake of COVID-19, consumers have become increasingly health conscious and are keen to boost…

Having exhibited a double-digit rate decline during 2020 (due to the economic shock of the pandemic and consumers reigning in their discretionary spending), direct sellers will make a full retail value sales recovery in 2021. Most direct selling in…

2021 saw no more than marginal growth in retail volume sales of energy drinks. While middle- and high-income consumers remain the main driver of growth in off-trade volume sales of energy drinks, demand is widening as more affordable brands are…

Womenswear witnessed growth in both value and volume terms in 2021 due to the stability of the economy and the decline of cases of COVID-19. While challenges remain with the pandemic still going on keeping inflation not as slow as expected during the…

Menswear recorded double-digit growth in 2021 due to the return of pre-pandemic life, especially in the second quarter of 2021, as there was a decline in the number of COVID-19 cases and many people were vaccinated. Egyptians returned to offices…

Jeans witnessed growth during 2021 due to the stability of the COVID-19 situation. Consumers started to go out again during the year and life returned to normal. The category also benefited from ongoing COVID-19 restrictions and the continuation of…

Footwear increased in both volume and value terms during 2021, especially from Q2, thanks to the decline in the number of COVID-19 cases and the removal of pandemic restrictions in the country. The return to work and school, and resumption of…

The pandemic was a boon for laundry care in 2020, as people washed clothes more often in order to remove any COVID-19 traces. In 2021, value growth is positive but not as high as in 2020, as fears about COVID-19 residue being left on clothes abated…

Dishwashing hugely benefitted from the pandemic and lockdowns in 2020, with healthy double-digit value growth. However, in 2020, the situation reversed and dishwashing was the one of the weakest performers among home care products in 2021. With…

Globally, COVID-19 spurred a surge in sales of disinfection products and in particular bleach, as it was deemed one of the most effective to kill the virus. The same was true in Egypt and it registered healthy double-digit current value growth in…

The rate of growth in retail current value sales of coffee slowed significantly during 2021, while retail volume sales declined. A shift in consumption away from home and towards foodservice as COVID-19 restrictions were eased played a significant…