Health and Wellness in Egypt

Health and Wellness in Egypt

EXECUTIVE SUMMARY

COVID-19 impact on health and wellness

COVID-19 country impact

Company response

Retailing shift

Foodservice vs retail split

What next for health and wellness?

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2015-2020
Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020
Table 3 Sales of Health and Wellness by Category: Value 2015-2020
Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020
Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020
Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020
Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020
Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025
Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Better For You Beverages in Egypt

KEY DATA FINDINGS

2020 IMPACT

COVID-19 shifts demand from foodservice to retail and heightens consumer interest in health and wellness

BFY beverages dominated by reduced sugar cola carbonates

Coca-Cola Egypt launches redesigned Coca-Cola Zero Sugar can that mirrors the regular Coca-Cola design

RECOVERY AND OPPORTUNITIES

Re-opening of foodservice outlets will undermine retail demand for BFY beverages

Manufacturers of soft drinks will launch more BFY beverages

Egypt’s increasingly cosmopolitan youth will be the main driver of demand growth for BFY beverages

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2015-2020
Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020
Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020
Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020
Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025

Fortified/Functional Beverages in Egypt

KEY DATA FINDINGS

2020 IMPACT

Pandemic helps to widen consumer interest in FF beverages

Alkaline FF bottled water continues to resonate with local consumers

Boosted by COVID-19, retail volume sales of FF energy drinks increased for the first time in four years during 2020

RECOVERY AND OPPORTUNITIES

Growth in retail volume sales will begin to slow due to affordability issues

FF bottled water will remain the main growth driver

If COVID-19 persists, it could fuel new product development in FF soft drinks and hot drinks

CATEGORY DATA

Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020
Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020
Table 26 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020
Table 27 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020
Table 28 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020
Table 29 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025
Table 30 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025

Naturally Healthy Beverages in Egypt

KEY DATA FINDINGS

2020 IMPACT

Heightened consumer interest in health and wellness drives increased demand for naturally healthy beverages

NH natural mineral bottled water is a popular alternative to tap water, which is regarded as unsafe by most

Société des Eaux Minérales Vittor SAE’s venerable Bakara bottled water brand continues to lead in NH beverages

RECOVERY AND OPPORTUNITIES

Affluent consumers may begin to consume NH beverages more systematically

Improved economic performance should help to make NH bottled water more affordable to local consumers

NH 100% juice will grow in popularity as more consumers seek healthier alternatives to carbonated beverages

CATEGORY DATA

Table 31 Sales of NH Beverages by Category: Value 2015-2020
Table 32 Sales of NH Beverages by Category: % Value Growth 2015-2020
Table 33 NBO Company Shares of NH Beverages: % Value 2016-2020
Table 34 LBN Brand Shares of NH Beverages: % Value 2017-2020
Table 35 Distribution of NH Beverages by Format: % Value 2015-2020
Table 36 Forecast Sales of NH Beverages by Category: Value 2020-2025
Table 37 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025

Organic Beverages in Egypt

KEY DATA FINDINGS

2020 IMPACT

COVID-19 drives increased consumer interest in health and wellness, boosting demand for organic beverages

Wide distribution network helps Isis Co maintain its dominance

Lipton has yet to make an impact but has significant potential for growth

RECOVERY AND OPPORTUNITIES

Demand for organic tea will suffer a post-pandemic slump

Organic tea will remain a niche product

With local consumers becoming more comfortable with online shopping, e-commerce will grow in importance as a distribution channel

CATEGORY DATA

Table 38 Sales of Organic Beverages by Category: Value 2015-2020
Table 39 Sales of Organic Beverages by Category: % Value Growth 2015-2020
Table 40 NBO Company Shares of Organic Beverages: % Value 2016-2020
Table 41 LBN Brand Shares of Organic Beverages: % Value 2017-2020
Table 42 Distribution of Organic Beverages by Format: % Value 2015-2020
Table 43 Forecast Sales of Organic Beverages by Category: Value 2020-2025
Table 44 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025

Better For You Packaged Food in Egypt

KEY DATA FINDINGS

2020 IMPACT

Reduced purchasing powers result in slowed growth in 2020

Cadbury continue to lead thanks to popular brand Trident

Consumers abandoned their healthy lifestyles at the beginning of the pandemic

RECOVERY AND OPPORTUNITIES

Slowed growth expected over the duration of the forecast period as the economy continues to suffer

E-commerce continues to gather pace as anxieties surrounding the virus linger

Better for you packaged food will remain niche and underdeveloped

CATEGORY DATA

Table 45 Sales of BFY Packaged Food by Category: Value 2015-2020
Table 46 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020
Table 47 NBO Company Shares of BFY Packaged Food: % Value 2016-2020
Table 48 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020
Table 49 Distribution of BFY Packaged Food by Format: % Value 2015-2020
Table 50 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025
Table 51 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025

Free From in Egypt

KEY DATA FINDINGS

2020 IMPACT

Free from remains underdeveloped and niche in 2020, regardless of the pandemic

International travel restrictions result in supply chain shortages

Aver unit prices rise marginally as the government forbids high inflation

RECOVERY AND OPPORTUNITIES

Free from baby food drives growth as more babies are born per year

On- and off- trade availability of free from expected to improve

Manufacturers focus on social media as main marketing tool

CATEGORY DATA

Table 52 Sales of Free From by Category: Value 2015-2020
Table 53 Sales of Free From by Category: % Value Growth 2015-2020
Table 54 NBO Company Shares of Free From: % Value 2016-2020
Table 55 LBN Brand Shares of Free From: % Value 2017-2020
Table 56 Distribution of Free From by Format: % Value 2015-2020
Table 57 Forecast Sales of Free From by Category: Value 2020-2025
Table 58 Forecast Sales of Free From by Category: % Value Growth 2020-2025

Fortified/Functional Packaged Food in Egypt

KEY DATA FINDINGS

2020 IMPACT

Unit prices continue to rise, resulting in consumers to favour lower-priced products

Best Cheese Co for Dairy Products continues to lead cheese and overall FF packaged food

Companies increase their value shares via e-commerce

RECOVERY AND OPPORTUNITIES

FF packaged food continues to witness slowed growth until the economy starts to recover

Producers continue to push sales via social media advertising campaigns

Public health initiatives could support interest in fortified/functional packaged food

CATEGORY DATA

Table 59 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020
Table 60 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020
Table 61 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020
Table 62 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020
Table 63 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020
Table 64 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020
Table 65 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020
Table 66 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020
Table 67 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020
Table 68 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025
Table 69 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025

Naturally Healthy Packaged Food in Egypt

KEY DATA FINDINGS

2020 IMPACT

Consumers economise and seek greater value for money

NH honey records the most dynamic growth as consumers aim to improve their immunity health

Unit prices continue to rise, leading to a more restrictive consumer base

RECOVERY AND OPPORTUNITIES

Slowed growth and little recovery expected as the economy worsens

Demand for NH cereal bars recovers as consumers return to their pre pandemic routines

The growing health and wellness trend offers room for expansion

CATEGORY DATA

Table 70 Sales of NH Packaged Food by Category: Value 2015-2020
Table 71 Sales of NH Packaged Food by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of NH Packaged Food: % Value 2016-2020
Table 73 LBN Brand Shares of NH Packaged Food: % Value 2017-2020
Table 74 Distribution of NH Packaged Food by Format: % Value 2015-2020
Table 75 Forecast Sales of NH Packaged Food by Category: Value 2020-2025
Table 76 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025

Organic Packaged Food in Egypt

KEY DATA FINDINGS

2020 IMPACT

Slowed growth as unit prices soar, leaving most consumers unable to purchase organic packaged food

Isis co remains the clear leads thanks to the sales witness in organic olive oil and honey

Despite the government’s best efforts, consumers prefer imported organic packaged goods

RECOVERY AND OPPORTUNITIES

Demand will not return to what it was prior to the pandemic as the economy continues to dwindle

Average unit prices expected to continue rising, but at a slower rate

Organic packaged food has room for growth, despite facing many challenges

CATEGORY DATA

Table 77 Sales of Organic Packaged Food by Category: Value 2015-2020
Table 78 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020
Table 79 NBO Company Shares of Organic Packaged Food: % Value 2016-2020
Table 80 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020
Table 81 Distribution of Organic Packaged Food by Format: % Value 2015-2020
Table 82 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025
Table 83 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025

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