Organic Beverages in Egypt

PROSPECTS

Limited product range in organic beverages in Egypt

Organic beverages consists only of organic tea in Egypt. Organic fruit/herbal tea is by far the most popular, albeit small, category in the country due to its leading brand, Isis from Isis Co, which offers a variety of flavours and is consistently available in most distribution channels, unlike organic black tea, where consumer awareness is considered low and Egyptian consumers are more accustomed to the regular black tea brands.

The majority of green tea is organic

The majority of green tea is generally considered organic in Egypt. The trend towards more healthy alternatives drove moderate retail volume growth over the review period, although inflation and increasing prices led to declines in consumption towards the end of the period.

Future growth for organic beverages

The government has now concluded the lifting of the fuel subsidies, which led to significant price hikes for food and beverages as a whole towards the end of the review period. However, price increases for organic beverages are likely to be slightly lower over the course of the forecast period.

COMPETITIVE LANDSCAPE

Isis Co dominates organic beverages

Isis Co maintained its domination of organic beverages in 2019, a category consisting of only two main companies, namely Isis Co and Imtenan Corp, with other smaller players representing a small joint share. Isis Co dominates organic fruit/herbal and green tea by offering a variety of flavours, although its main advantage is its distribution and wider presence in channels than Imtenan Corp.

Lipton enters organic fruit/herbal tea

Lipton launched its own Lipton herbs portfolio in 2019, with a variety of different herbs in the organic fruit/herbal tea category. It is expected to perform well based on the wide base of loyal consumers that Lipton enjoys, although it will be difficult to compete against the dominance of the Isis brand.

Smaller players gain share

Smaller players enjoyed a significant increase in their combined retail value share in organic beverages in 2019, largely at the expense of Isis Co in organic fruit/herbal tea. Organic fruit/herbal tea is by far the most popular format of organic beverages, and smaller players took advantage of this by launching new products at affordable prices, which resonated well among Egyptian consumers, given the high rate of inflation in the country.

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