While overall retail volume and current value sales of FF beverages continued to see double-digit growth in 2021, the category remained relatively small, with few significant categories. In 2021, only FF bottled water, FF energy drinks and FF sports drinks registered significant sales in Egypt.
FF beverages in Egypt continued to be dominated by FF soft drinks, although there remained many gaps even in that category, with FF fruit/vegetable juice, carbonates and concentrates, for example, a negligible presence. While FF hot drinks remained absent or negligible, there were signs that consumers were more aware of and paid more attention to hot drinks with potential health benefits.
Prior to Egyptian Saudi Company For Natural Water & Food Industries (ESC)’s launch of FLO Water in the mid-review period, FF beverages in Egypt was dominated by FF energy drinks, with FF sports drinks a marginal presence. FF energy drinks – where Red Bull GmbH remained dominant in 2021 – are particularly popular among younger consumers.
The COVID-19 experience is expected to continue to widen the interest in FF beverages in the forecast period. Retail volume sales of fortified/functional (FF) beverages rose rapidly in Egypt during the review period, with demand further boosted by heightened consumer interest in health and wellness, particularly with regard to weight management, during the pandemic.
Introduced by Egyptian Saudi Company For Natural Water & Food Industries (ESC) via FLO Water in 2018, alkaline water did not perform as strongly as expected in the latter part of the review period. However, over the forecast period, as a result of rising health awareness, especially among higher-income consumers, alkaline water is expected to take off more fully.
The affordability and appeal of FF beverages are predicted to be informed by ongoing economic constraints, which are set to continue to limit the consumer base and availability of products. Over the forecast period, Egypt may have to accept another IMF loan, which would ultimately lead to increases in unit prices for the category by changing the economic dynamics through inflation or an increase in taxes or custom duties.
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This category includes fortified/functional beverages. When identifying fortified/functional products, we focus on products to which health ingredients or/and nutrients have been added as well as brands that are positioned to deliver a certain functionality. To be included here the enhancement has to be highlighted in the label or hold a health claim/nutritional claim. Fortified/functional food and beverages provide health benefits beyond their nutritional value and/or the level of added ingredients wouldn’t normally be found in that product. To merit inclusion in this category, the defining criterion here is that the product must have been actively fortified/enhanced during production. As such, inherently healthy products such as 100% fruit/vegetable juices are only included under "fortified/functional" if additional health ingredients (e.g. calcium, omega-3) have been added. To be included, the health benefit needs to form part of positioning/marketing of the product.See All of Our Definitions
This report originates from Passport, our Fortified/Functional Beverages research and analysis database.
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