Organic Packaged Food in Egypt

PROSPECTS

Demand for organic packaged food declines sharply due to steep price increases

Following the devaluation of the Egyptian pound in late 2016, Egypt experienced high inflation throughout the remainder of the review period, which caused prices for many types of goods to surge rapidly. This further widened the price gap between organic packaged food products and standard alternatives, which was already substantial to begin with.

Government approves Egypt’s first organic farming bill

Towards the end of the review period, the government of Egypt approved the country’s first organic farming bill. This legislation aims to prevent food producers from falsely claiming that their products are organic.

Despite challenges, organic packaged food offers potential for expansion

The development potential of organic packaged food in Egypt is constrained by multiple factors. These include low domestic production, very high unit prices and a general lack of education about the benefits of organic products among consumers.

COMPETITIVE LANDSCAPE

Isis Co extends its share in organic packaged food

Isis Co remained the clear leader in organic packaged food and extended its retail value share significantly in 2019 as its major competitor, Mediterranean Garden, seemed to withdraw its organic olive oil and therefore leave organic packaged food. Offering a wide variety of products under its eponymous brand, Isis Co holds strong positions in organic olive oil, rice, spreads and fruit snacks, as well as in organic honey, in which it introduced a new 32g pack at an attractive price in 2019.

Isis brand continues to benefit from strong consumer loyalty

As a local brand, Isis has the advantage of being more affordable than many of its imported competitors in organic packaged food. Products in the Isis range are also attractively packaged and renowned for being both tasty and highly nutritious.

Fresh organic produce becomes more widely available in Egypt

In recent years, Egypt has witnessed the emergence of organic farms which allow consumers to place online orders and have baskets of seasonal fresh organic produce delivered to their homes on a weekly basis. This type of service is popular among more affluent and health-conscious consumers who have limited time for grocery shopping due to busy lifestyles.

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