2019 saw volume sales decline in all other dairy categories as consumers continued to avoid spending money on non-essential packaged food items. The categories to register the steepest declines were cream and chilled dairy desserts and this is linked to high unit prices in these categories and the competition they face from packaged food categories with lower unit prices.
Plain fromage frais and quark registered the least severe volume sales declines of any category in other dairy in 2019 and this is a reflection of the category’s novelty, which means that affluent middle- and high-income consumers are still interested in purchasing these products in search of something a little different. However, sales of plain fromage frais and quark remain very low in Egypt and these products have not yet achieved widespread appeal.
With sales of other dairy likely to remain under pressure throughout the forecast period, none of the categories in other dairy should be expected to begin registering positive volume growth before the end of the forecast period. The main reason for the expected poor performance of other dairy is that the products within the category are generally considered to be unnecessary luxuries, which limits demand to a relatively small base of affluent middle- and high-income urban consumers.
Danone Egypt remains the dominant player in chilled dairy desserts as its Danette brand has become virtually synonymous with the category in Egypt. This very strong position has been hard-earned however, with Danone having focused heavily on pushing Danette for several years.
Juhayna Food Industries remains the leading player in cream with its brand Juhayna Whipping Cream now available in three different pack sizes ranging from 200g to one litre. The product range is promoted with the cooperation of popular TV chefs, who can often be seen on television and social media preparing recipes using Juhayna Whipping Cream.
The 2016 devaluation of the Egyptian currency led to Pinar Dairy Food Co withdrawing from fromage frais and quark, creating a vacuum in the category. The company’s Pinar brand had been the leading name in the category for a long time and the sudden absence of the brand on retail shelves created opportunities for France-based multinational company Groupe Bel to position its Kiri brand as the obvious replacement products for consumers who had previously favoured Pinar.
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This industry report originates from Passport, our Packaged Food market research database.