Organic Beverages in Egypt

PROSPECTS

Organic beverages consists of organic tea in Egypt

Organic beverages consists only of organic tea in Egypt. Organic fruit/herbal tea is the most popular 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 or organic green tea, which can sometimes be difficult to find.

Growth in value despite decline in volume

In 2018, organic beverages grew in terms of retail value, however declined in volume terms due to double-digit inflation in the country resulting from the economic reform programme of the Egyptian government that included the partial lifting of fuel and utilities subsidisation. This meant an increase in production and transportation costs, which ultimately resulted in the price hikes that offset the decline in volume.

Future growth for organic beverages

Organic beverages is expected to maintain its positive growth over the forecast period, however, growth figures will drop. This is due to the fact that the economic regulations already implemented have had their effect, and the upcoming regulations are expected to maintain the inflation but it will not be as severe as in 2018 or during the review period.

COMPETITIVE LANDSCAPE

Isis Co dominates organic beverages

Isis Co maintained its domination of organic beverages, a category consisting of only two companies, namely Isis Co and Imtenan Corp. Isis Co dominates all three organic beverages categories by offering a variety of flavours, however, its main advantage is its distribution and its wider presence in channels than Imtenan Corp.

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