Fortified/functional beverages in Egypt is composed mostly of FF energy drinks and a much smaller category of FF sports drinks. FF energy drinks, which are particularly popular amongst younger consumers, have been present in the country far longer than FF sports drinks, have widespread availability and active marketing activity.
In 2018, inflation maintained its double-digit figure due to the continued economic programme that began in late 2016 by the government. In 2018, the continued partial lifting of fuel and utilities subsidisation has resulted in increased production and logistics costs.
Fortified/functional beverages is set to have a positive outlook in the forecast period. In the short to medium term, it is expected for volume growth to be slow, switching to more positive figures as the economic regulations take place.
Red Bull GmbH maintained its lead of fortified/functional beverages in 2018 due to its leading position in FF energy drinks as its Red Bull brand enjoys a good reputation in the country. The company benefits from a loyal consumer base, widespread distribution in different channels, and an extensive marketing campaign.
FF Sports drinks is led by PepsiCo’s Gatorade brand. FF sports drinks are not widely available due to their high prices as they are imported.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Fortified/Functional Beverages industry in Egypt with research from Euromonitor's team of in-country analysts.
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The Fortified/Functional Beverages in Egypt market research report includes:
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