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Country Report

Health and Wellness in

Health and Wellness in Egypt

75 pages, May 2018

US$2,100

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Executive Summary

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Inflation reduces consumer purchasing power

In parallel with the increase in health awareness among Egyptians, health and wellness products are becoming more relevant in the country. With increasing usage of social media and greater connectivity, educated Egyptians in the middle-income class and above are more aware of global trends and increasing health awareness.

Local currency devaluation and its effects

In 2017, new regulations and measures taken by the government resulted in price hikes and a high rate of inflation. This was mainly the result of the increase of the value added tax being raised from 13% to 14% in June 2017.

Manufacturers react to diminished consumer purchasing power

The competitive environment was intense in 2017, and, as inflation raged, the purchasing power of the average consumer diminished and strained budgets led them to prioritise essential household items. Manufacturers thus needed to adapt to declining demand.

Distribution of health and wellness products

Distribution channels for health and wellness products have been limited in Egypt, mainly because these products are targeted at the middle- to upper-income segments. Distribution is largely focused on supermarket chains and boutique grocery stores.

Positive outlook for health and wellness

Health and wellness performance is closely related to inflation and price movements, as consumers tend to be price sensitive. Following the devaluation of the local currency, an agreement was signed with the IMF (International Monetary Fund) for a USD12 billion loan, which included several measures to be taken by the government ranging from the application of value added tax to the lifting of power and fuel subsidies.

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Health and Wellness Research Report Health and Wellness Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Health and Wellness industry in Egypt with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Health and Wellness industry in Egypt, our research will save you time and money while empowering you to make informed, profitable decisions.

The Health and Wellness in Egypt market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Health and Wellness in Egypt?
What are the major brands in Egypt?
Were the sales of health and wellness affected by the global recession?
What functional ingredients in food and drinks are in fashion in Egypt?
Is the organic movement still growing?
Are weight management food and drinks driven by product reformulation?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Health and Wellness market research database.

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Health and Wellness in Egypt

EXECUTIVE SUMMARY

Inflation reduces consumer purchasing power

Local currency devaluation and its effects

Manufacturers react to diminished consumer purchasing power

Distribution of health and wellness products

Positive outlook for health and wellness

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2012-2017
Table 2 Sales of Health and Wellness by Type: % Value Growth 2012-2017
Table 3 Sales of Health and Wellness by Category: Value 2012-2017
Table 4 Sales of Health and Wellness by Category: % Value Growth 2012-2017
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2012-2017
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2012-2017
Table 7 NBO Company Shares of Health and Wellness: % Value 2013-2017
Table 8 LBN Brand Shares of Health and Wellness: % Value 2014-2017
Table 9 Distribution of Health and Wellness by Format: % Value 2012-2017
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2017
Table 11 Forecast Sales of Health and Wellness by Type: Value 2017-2022
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2017-2022
Table 13 Forecast Sales of Health and Wellness by Category: Value 2017-2022
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2017-2022
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2017-2022
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Better For You Beverages in Egypt

HEADLINES

PROSPECTS

Better for you beverages consists of a narrow range

The massive price increases of 2017 set to stabilise

Positive outlook for the forecast period

COMPETITIVE LANDSCAPE

Multinational brands lead

Distribution of better for you beverages

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2012-2017
Table 18 Sales of BFY Beverages by Category: % Value Growth 2012-2017
Table 19 NBO Company Shares of BFY Beverages: % Value 2013-2017
Table 20 LBN Brand Shares of BFY Beverages: % Value 2014-2017
Table 21 Distribution of BFY Beverages by Format: % Value 2012-2017
Table 22 Forecast Sales of BFY Beverages by Category: Value 2017-2022
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2017-2022

Better For You Packaged Food in Egypt

HEADLINES

PROSPECTS

High meat consumption puts Egyptians at greater risk of multiple health problems

Well-educated urban consumers show growing interest in BFY products

Obesity crisis presents opportunities for BFY producers

COMPETITIVE LANDSCAPE

Juhayna leads BFY packaged food in 2017

Top three brands remain unchanged

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2012-2017
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2012-2017
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2013-2017
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2014-2017
Table 28 Distribution of BFY Packaged Food by Format: % Value 2012-2017
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2017-2022
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2017-2022

Fortified/Functional Beverages in Egypt

HEADLINES

PROSPECTS

FF energy drinks the main force

Retail value sales increase due to price rises

FF energy drinks target the young

COMPETITIVE LANDSCAPE

Red Bull with a strong lead

Distribution of fortified/functional beverages

Reduced sugar energy drinks yet to break through

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2012-2017
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2012-2017
Table 33 NBO Company Shares of Fortified/Functional Beverages: % Value 2013-2017
Table 34 LBN Brand Shares of Fortified/Functional Beverages: % Value 2014-2017
Table 35 Distribution of Fortified/Functional Beverages by Format: % Value 2012-2017
Table 36 Forecast Sales of Fortified/Functional Beverages by Category: Value 2017-2022
Table 37 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2017-2022

Fortified/Functional Packaged Food in Egypt

HEADLINES

PROSPECTS

Fortification not widely used as a public health strategy in Egypt

FF breakfast cereals posts the fastest growth in current value sales

Further price hikes could inhibit demand for FF products

COMPETITIVE LANDSCAPE

Wyeth and Nutricia lead FF packaged food in 2017

FF milk formula suppliers record strong performances

International brands dominate, but opportunities open up for local players

CATEGORY DATA

Table 38 Sales of Fortified/Functional Packaged Food by Category: Value 2012-2017
Table 39 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2012-2017
Table 40 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2012-2017
Table 41 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2012-2017
Table 42 Key Functional Ingredients in Fortified/Functional Milk: % Value 2012-2017
Table 43 Sales of Fortified/Functional Dairy-based Yoghurt by Standard Fat vs Reduced Fat: % Value 2012-2017
Table 44 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2013-2017
Table 45 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2014-2017
Table 46 Distribution of Fortified/Functional Packaged Food by Format: % Value 2012-2017
Table 47 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2017-2022
Table 48 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2017-2022

Free From in Egypt

HEADLINES

PROSPECTS

Awareness of food allergies remains low among Egyptians

Growing interest in natural products could benefit the free from category

Availability of free from options in retail and foodservice channels likely to improve

COMPETITIVE LANDSCAPE

Baby food players continue to lead the free from category

Bebelac is the leading free from brand in 2017

Riri Co strengthens its lead in free from gluten dried baby food

CATEGORY DATA

Table 49 Sales of Free From by Category: Value 2012-2017
Table 50 Sales of Free From by Category: % Value Growth 2012-2017
Table 51 NBO Company Shares of Free From: % Value 2013-2017
Table 52 LBN Brand Shares of Free From: % Value 2014-2017
Table 53 Distribution of Free From by Format: % Value 2012-2017
Table 54 Forecast Sales of Free From by Category: Value 2017-2022
Table 55 Forecast Sales of Free From by Category: % Value Growth 2017-2022

Naturally Healthy Beverages in Egypt

HEADLINES

PROSPECTS

Consumption of naturally healthy beverages increases over the review period

Inflation leads to diminished purchasing power

Positive outlook

COMPETITIVE LANDSCAPE

Société des Eaux Minérales Vittor leads

NH superfruit juice flavours

Wide distribution of naturally healthy beverages

CATEGORY DATA

Table 56 Sales of NH Beverages by Category: Value 2012-2017
Table 57 Sales of NH Beverages by Category: % Value Growth 2012-2017
Table 58 NBO Company Shares of NH Beverages: % Value 2013-2017
Table 59 LBN Brand Shares of NH Beverages: % Value 2014-2017
Table 60 Distribution of NH Beverages by Format: % Value 2012-2017
Table 61 Forecast Sales of NH Beverages by Category: Value 2017-2022
Table 62 Forecast Sales of NH Beverages by Category: % Value Growth 2017-2022

Naturally Healthy Packaged Food in Egypt

HEADLINES

PROSPECTS

Rising prices further restrict demand in NH packaged food

Many consumers remain unaware of the potential benefits of NH products

COMPETITIVE LANDSCAPE

ISIS Dates and Al Wadi are the top two NH packaged food brands

CATEGORY DATA

Table 63 Sales of NH Packaged Food by Category: Value 2012-2017
Table 64 Sales of NH Packaged Food by Category: % Value Growth 2012-2017
Table 65 NBO Company Shares of NH Packaged Food: % Value 2013-2017
Table 66 LBN Brand Shares of NH Packaged Food: % Value 2014-2017
Table 67 Distribution of NH Packaged Food by Format: % Value 2012-2017
Table 68 Forecast Sales of NH Packaged Food by Category: Value 2017-2022
Table 69 Forecast Sales of NH Packaged Food by Category: % Value Growth 2017-2022

Organic Beverages in Egypt

HEADLINES

PROSPECTS

Organic tea dominates organic beverages

Organic beverages negatively impacted by inflation

Slow recovery for organic beverages

COMPETITIVE LANDSCAPE

Isis Co leads organic beverages

Different distribution channels and techniques

CATEGORY DATA

Table 70 Sales of Organic Beverages by Category: Value 2012-2017
Table 71 Sales of Organic Beverages by Category: % Value Growth 2012-2017
Table 72 NBO Company Shares of Organic Beverages: % Value 2013-2017
Table 73 LBN Brand Shares of Organic Beverages: % Value 2014-2017
Table 74 Distribution of Organic Beverages by Format: % Value 2012-2017
Table 75 Forecast Sales of Organic Beverages by Category: Value 2017-2022
Table 76 Forecast Sales of Organic Beverages by Category: % Value Growth 2017-2022

Organic Packaged Food in Egypt

HEADLINES

PROSPECTS

Demand for organic rice falls sharply as prices rise

COMPETITIVE LANDSCAPE

Isis Co remains the dominant player in organic packaged food

ISIS Brands Continues to Take Over the Market of Organic Packaged Food in Egypt

Positive outlook for organic baby food bodes well for Riri Co

CATEGORY DATA

Table 77 Sales of Organic Packaged Food by Category: Value 2012-2017
Table 78 Sales of Organic Packaged Food by Category: % Value Growth 2012-2017
Table 79 NBO Company Shares of Organic Packaged Food: % Value 2013-2017
Table 80 LBN Brand Shares of Organic Packaged Food: % Value 2014-2017
Table 81 Distribution of Organic Packaged Food by Format: % Value 2012-2017
Table 82 Forecast Sales of Organic Packaged Food by Category: Value 2017-2022
Table 83 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Health and Wellness in Egypt

New Report Guarantee

Executive Summary

New Report Guarantee

Inflation reduces consumer purchasing power

Local currency devaluation and its effects

Manufacturers react to diminished consumer purchasing power

Distribution of health and wellness products

Positive outlook for health and wellness

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

Want to find out more about this report?

Table of Contents

Health and Wellness in Egypt

EXECUTIVE SUMMARY

Inflation reduces consumer purchasing power

Local currency devaluation and its effects

Manufacturers react to diminished consumer purchasing power

Distribution of health and wellness products

Positive outlook for health and wellness

MARKET DATA

SOURCES

Better For You Beverages in Egypt

HEADLINES

PROSPECTS

Better for you beverages consists of a narrow range

The massive price increases of 2017 set to stabilise

Positive outlook for the forecast period

COMPETITIVE LANDSCAPE

Multinational brands lead

Distribution of better for you beverages

CATEGORY DATA

Better For You Packaged Food in Egypt

HEADLINES

PROSPECTS

High meat consumption puts Egyptians at greater risk of multiple health problems

Well-educated urban consumers show growing interest in BFY products

Obesity crisis presents opportunities for BFY producers

COMPETITIVE LANDSCAPE

Juhayna leads BFY packaged food in 2017

Top three brands remain unchanged

CATEGORY DATA

Fortified/Functional Beverages in Egypt

HEADLINES

PROSPECTS

FF energy drinks the main force

Retail value sales increase due to price rises

FF energy drinks target the young

COMPETITIVE LANDSCAPE

Red Bull with a strong lead

Distribution of fortified/functional beverages

Reduced sugar energy drinks yet to break through

CATEGORY DATA

Fortified/Functional Packaged Food in Egypt

HEADLINES

PROSPECTS

Fortification not widely used as a public health strategy in Egypt

FF breakfast cereals posts the fastest growth in current value sales

Further price hikes could inhibit demand for FF products

COMPETITIVE LANDSCAPE

Wyeth and Nutricia lead FF packaged food in 2017

FF milk formula suppliers record strong performances

International brands dominate, but opportunities open up for local players

CATEGORY DATA

Free From in Egypt

HEADLINES

PROSPECTS

Awareness of food allergies remains low among Egyptians

Growing interest in natural products could benefit the free from category

Availability of free from options in retail and foodservice channels likely to improve

COMPETITIVE LANDSCAPE

Baby food players continue to lead the free from category

Bebelac is the leading free from brand in 2017

Riri Co strengthens its lead in free from gluten dried baby food

CATEGORY DATA

Naturally Healthy Beverages in Egypt