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Retailing in Egypt

March 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Egypt, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Egypt report includes:

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

This report answers:

  • What is the market size of Retailing in Egypt?
  • Which are the leading retailers in Retailing in Egypt?
  • How are products distributed in Retailing in Egypt?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Egypt?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

Retailing in Egypt

EXECUTIVE SUMMARY

COVID-19 impact on retailing
COVID-19 country impact
Franchising grows in popularity
Independent retailers flourish in Upper Egypt, where international brands remain a rarity
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2020
Physical retail landscape
Cash and carry
Seasonality
Holy Month of Ramadan: Feast: Eid El Adha and Eid El-Fitr Christmas Break Back-to-school Mother’s Day Valentine’s Day Black Friday
Payments and delivery
Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020 Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020 Table 3 Sales in Store-based Retailing by Channel: Value 2015-2020 Table 4 Sales in Store-based Retailing by Channel: % Value Growth 2015-2020 Table 5 Store-based Retailing Outlets by Channel: Units 2015-2020 Table 6 Store-based Retailing Outlets by Channel: % Unit Growth 2015-2020 Table 7 Sales in Non-Store Retailing by Channel: Value 2015-2020 Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020 Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 11 Sales in Grocery Retailers by Channel: Value 2015-2020 Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2015-2020 Table 13 Grocery Retailers Outlets by Channel: Units 2015-2020 Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 15 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020 Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 17 Sales in Non-Grocery Specialists by Channel: Value 2015-2020 Table 18 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020 Table 19 Non-Grocery Specialists Outlets by Channel: Units 2015-2020 Table 20 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020 Table 21 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 23 Sales in Mixed Retailers by Channel: Value 2015-2020 Table 24 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020 Table 25 Mixed Retailers Outlets by Channel: Units 2015-2020 Table 26 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 27 Retailing GBO Company Shares: % Value 2016-2020 Table 28 Retailing GBN Brand Shares: % Value 2017-2020 Table 29 Store-based Retailing GBO Company Shares: % Value 2016-2020 Table 30 Store-based Retailing GBN Brand Shares: % Value 2017-2020 Table 31 Store-based Retailing LBN Brand Shares: Outlets 2017-2020 Table 32 Non-Store Retailing GBO Company Shares: % Value 2016-2020 Table 33 Non-Store Retailing GBN Brand Shares: % Value 2017-2020 Table 34 Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 35 Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 36 Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 37 Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 38 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020 Table 39 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020 Table 40 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020 Table 41 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020 Table 42 Mixed Retailers GBO Company Shares: % Value 2016-2020 Table 43 Mixed Retailers GBN Brand Shares: % Value 2017-2020 Table 44 Mixed Retailers LBN Brand Shares: Outlets 2017-2020 Table 45 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020 Table 46 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025 Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025 Table 48 Forecast Sales in Store-based Retailing by Channel: Value 2020-2025 Table 49 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2020-2025 Table 50 Forecast Store-based Retailing Outlets by Channel: Units 2020-2025 Table 51 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025 Table 52 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025 Table 53 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025 Table 54 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 56 Forecast Sales in Grocery Retailers by Channel: Value 2020-2025 Table 57 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2020-2025 Table 58 Forecast Grocery Retailers Outlets by Channel: Units 2020-2025 Table 59 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025 Table 60 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 62 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025 Table 63 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025 Table 64 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025 Table 65 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025 Table 66 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 68 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025 Table 69 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025 Table 70 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025 Table 71 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

SOURCES

Summary 2 Research Sources

Convenience Stores in Egypt

KEY DATA FINDINGS

2020 IMPACT

With more consumers shopping closer to home, the retail current value sales of convenience stores continued to grow, in spite of the economic shock of COVID-19
With stores in high-traffic locations and regular promotions, Quick 24 Hours continues to lead in convenience stores
Imported products increasingly give way to local brands due to government restrictions, higher taxes and inflationary pressure

RECOVERY AND OPPORTUNITIES

Post-pandemic recovery will boost footfall and discretionary spending
Military deal could help Circle K narrow the gap to Quick
Forecourt retailers represent a growing competitive threat to convenience stores

CHANNEL DATA

Table 72 Convenience Stores: Value Sales, Outlets and Selling Space 2015-2020 Table 73 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 74 Convenience Stores GBO Company Shares: % Value 2016-2020 Table 75 Convenience Stores GBN Brand Shares: % Value 2017-2020 Table 76 Convenience Stores LBN Brand Shares: Outlets 2017-2020 Table 77 Convenience Stores LBN Brand Shares: Selling Space 2017-2020 Table 78 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Discounters in Egypt

KEY DATA FINDINGS

2020 IMPACT

In spite of sharp slowdown in new store openings, the retail current value sales growth of discounters remained vigorous
Increased price sensitivity makes discounters more attractive to local consumers and FMCG brands more interested in working with them
Aggressive pricing reinforces Kazyoun’s dominance

RECOVERY AND OPPORTUNITIES

Retail current value sales will moderate as store growth slows
Supermarket chains want a piece of the discount action
Discounters will seek to improve efficiency and leverage technology to boost their margins

CHANNEL DATA

Table 80 Discounters: Value Sales, Outlets and Selling Space 2015-2020 Table 81 Discounters: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 82 Discounters GBO Company Shares: % Value 2016-2020 Table 83 Discounters GBN Brand Shares: % Value 2017-2020 Table 84 Discounters LBN Brand Shares: Outlets 2017-2020 Table 85 Discounters LBN Brand Shares: Selling Space 2017-2020 Table 86 Discounters Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 87 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Hypermarkets in Egypt

KEY DATA FINDINGS

2020 IMPACT

Increase in bulk buying supports hypermarket retail current value sales
Leader Majid Al Futtaim Hypermarkets LLC benefits from synergies between its hypermarkets and shopping malls
Smaller rivals lack economies of scale

RECOVERY AND OPPORTUNITIES

Retail current value sales growth set for a post-pandemic slowdown, as bulk buying trend fades
Rate of new store openings set to slow
Aggressive expansion plan will bring LuLu to the fore

CHANNEL DATA

Table 88 Hypermarkets: Value Sales, Outlets and Selling Space 2015-2020 Table 89 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 90 Hypermarkets GBO Company Shares: % Value 2016-2020 Table 91 Hypermarkets GBN Brand Shares: % Value 2017-2020 Table 92 Hypermarkets LBN Brand Shares: Outlets 2017-2020 Table 93 Hypermarkets LBN Brand Shares: Selling Space 2017-2020 Table 94 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 95 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Supermarkets in Egypt

KEY DATA FINDINGS

2020 IMPACT

COVID-19 provided a significant boost to supermarkets, as consumers stocked up on essentials and ate more meals at home
Aggressive expansion strategy helps Majid Al Futtaim Hypermarkets LLC to consolidate its leadership
Supermarkets benefit from increased female labour force participation

RECOVERY AND OPPORTUNITIES

Post-pandemic normalisation will result in a sharp slowdown in retail current value sales growth
Upmarket banners likely to remain marginal
State-owned supermarkets will remain popular with those on low incomes due to their subsidised prices

CHANNEL DATA

Table 96 Supermarkets: Value Sales, Outlets and Selling Space 2015-2020 Table 97 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 98 Supermarkets GBO Company Shares: % Value 2016-2020 Table 99 Supermarkets GBN Brand Shares: % Value 2017-2020 Table 100 Supermarkets LBN Brand Shares: Outlets 2017-2020 Table 101 Supermarkets LBN Brand Shares: Selling Space 2017-2020 Table 102 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 103 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Traditional Grocery Retailers in Egypt

KEY DATA FINDINGS

2020 IMPACT

Modern grocery retailers continue to eat into the sales of their traditional counterparts
When COVID-19 struck, being close to consumers proved to be a major advantage for traditional grocery retailers
Family-run stores dominate

RECOVERY AND OPPORTUNITIES

As daily life starts to return to normal, traditional grocery retailers will suffer a post-pandemic hangover
Increased female labour force participation will help to shift demand from traditional to modern grocery retail outlets
Ongoing expansion of modern grocery retailers will undermine the key advantage of traditional outlets

CHANNEL DATA

Table 104 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 106 Traditional Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 107 Traditional Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 108 Traditional Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 109 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 110 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 111 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Apparel and Footwear Specialist Retailers in Egypt

KEY DATA FINDINGS

2020 IMPACT

Normal purchasing patterns resumed once lockdown measures were relaxed
With many spending lockdown by the coast, COVID-19 boosted demand for summer clothing and footwear
Apparel and footwear specialist retailers leverage social media to drive online sales during lockdown

RECOVERY AND OPPORTUNITIES

Post-pandemic rebound will be tempered by lingering economic anxiety
Franchising will become more prominent in apparel and footwear specialist retailing, as better capitalised small business owners seek to reduce risk
E-commerce will continue to expand but is unlikely to challenge the supremacy of bricks-and-mortar retail

CHANNEL DATA

Table 112 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 113 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 114 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 115 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 116 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 117 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 118 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 119 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Electronics and Appliance Specialist Retailers in Egypt

KEY DATA FINDINGS

2020 IMPACT

Economic shock of COVID-19 led many consumers to rein in their discretionary spending
Lockdown drives surge in demand for tablet computers and smartphones
A strong brand, a growing store network and local manufacturing facilities help Samsung Corp take the lead in electronics and appliance specialist retailing

RECOVERY AND OPPORTUNITIES

Post-pandemic economic rebound will make consumers more willing to spend
Technological advances will help to maintain vigorous demand for smartphones
E-commerce will grow in importance, as some larger chains move towards omnichannel retail

CHANNEL DATA

Table 120 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 121 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 122 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 123 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 124 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 125 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 126 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 127 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Health and Beauty Specialist Retailers in Egypt

KEY DATA FINDINGS

2020 IMPACT

Lockdown and economic uncertainty take their toll
Restrictions on movement led more consumers to try e-commerce
Higher customers duties continue to weigh on demand for imported cosmetics brands

RECOVERY AND OPPORTUNITIES

Strong rebound in retail current value sales will be driven by easing of pandemic restrictions and economic recovery
Competition from pharmacies and particularly hypermarkets will intensify
E-commerce will continue to expand but remain marginal, as Egyptians retain a strong preference for shopping in person

CHANNEL DATA

Table 128 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 129 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 130 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020 Table 131 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020 Table 132 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 133 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 134 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 135 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 136 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 137 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 138 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025 Table 139 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025

Home and Garden Specialist Retailers in Egypt

KEY DATA FINDINGS

2020 IMPACT

Lockdown and economic uncertainty led to the postponement or delay of many home improvement projects
New licensing requirements leave home maintenance projects tangled in red tape
Already waning, demand for luxury imported furniture is undermined further by the pandemic

RECOVERY AND OPPORTUNITIES

New regulations will impede recovery in demand for home improvement supplies
Franchising will grow in popularity among new business owners seeking to minimise risk by working with an established banner
E-commerce will remain negligible, as local consumers are attached to in-person shopping, particularly for home furnishings

CHANNEL DATA

Table 140 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 141 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 142 Sales in Home and Garden Specialist Retailers by Channel: Value 2015-2020 Table 143 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2015-2020 Table 144 Home and Garden Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 145 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 146 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 147 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 148 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 149 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 150 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2020-2025 Table 151 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2020-2025

Department Stores in Egypt

KEY DATA FINDINGS

2020 IMPACT

Restrictions on movement prove particularly problematic for department stores
Department stores targeting those on middle- and low-incomes particularly badly hit
Department stores struggle to compete with hypermarkets on price

RECOVERY AND OPPORTUNITIES

Hypermarket expansion will rachet up the competitive pressure on department stores
Department stores likely to belatedly embrace e-commerce
Government seeks outside assistance to revive flagging banners

CHANNEL DATA

Table 152 Department Stores: Value Sales, Outlets and Selling Space 2015-2020 Table 153 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 154 Department Stores GBO Company Shares: % Value 2016-2020 Table 155 Department Stores GBN Brand Shares: % Value 2017-2020 Table 156 Department Stores LBN Brand Shares: Outlets 2017-2020 Table 157 Department Stores LBN Brand Shares: Selling Space 2017-2020 Table 158 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 159 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Variety Stores in Egypt

KEY DATA FINDINGS

2020 IMPACT

Lockdown measures led to temporary store closures, driving a decline in retail current value sales
Low barriers to entry result in a large number of small players
Chinese retailer Miniso continues its rapid expansion

RECOVERY AND OPPORTUNITIES

Post-pandemic normalisation will see increased footfall and impulse purchases
Leader Set El Kol Co will continue to be squeezed by Miniso and independent operators
More variety stores will provide courses to build customer loyalty and differentiate themselves from their rivals

CHANNEL DATA

Table 160 Variety Stores: Value Sales, Outlets and Selling Space 2015-2020 Table 161 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 162 Variety Stores GBO Company Shares: % Value 2016-2020 Table 163 Variety Stores GBN Brand Shares: % Value 2017-2020 Table 164 Variety Stores LBN Brand Shares: Outlets 2017-2020 Table 165 Variety Stores LBN Brand Shares: Selling Space 2017-2020 Table 166 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 167 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Warehouse Clubs in Egypt

2020 IMPACT

Direct Selling in Egypt

KEY DATA FINDINGS

2020 IMPACT

In a difficult economic environment where consumers have less need for cosmetics, growth in retail current value sales evaporates
Pandemic reinforces the importance of social media
Beauty and personal care products dominate direct selling

RECOVERY AND OPPORTUNITIES

Post-pandemic economic recovery will boost demand, but social media will remain an important tool for direct sellers
Investment in local manufacturing will give Oriflame Egypt Co a significant cost advantage
Local handicrafts will grow in importance in direct selling

CHANNEL DATA

Table 168 Direct Selling by Category: Value 2015-2020 Table 169 Direct Selling by Category: % Value Growth 2015-2020 Table 170 Direct Selling GBO Company Shares: % Value 2016-2020 Table 171 Direct Selling GBN Brand Shares: % Value 2017-2020 Table 172 Direct Selling Forecasts by Category: Value 2020-2025 Table 173 Direct Selling Forecasts by Category: % Value Growth 2020-2025

Homeshopping in Egypt

KEY DATA FINDINGS

2020 IMPACT

With consumers spending more time at home, COVID-19 provides a modest boost to homeshopping
Homeshopping mainly appeals to women
Negative image undermines consumer trust

RECOVERY AND OPPORTUNITIES

With its core consumer group shrinking, homeshopping will continue to decline
Leading homeshopping players are likely to pivot to e-commerce

CHANNEL DATA

Table 174 Homeshopping by Category: Value 2015-2020 Table 175 Homeshopping by Category: % Value Growth 2015-2020 Table 176 Homeshopping GBO Company Shares: % Value 2016-2020 Table 177 Homeshopping GBN Brand Shares: % Value 2017-2020 Table 178 Homeshopping Forecasts by Category: Value 2020-2025 Table 179 Homeshopping Forecasts by Category: % Value Growth 2020-2025

Vending in Egypt

2020 IMPACT

E-Commerce in Egypt

KEY DATA FINDINGS

2020 IMPACT

Pandemic drives a surge in online shopping
Bricks-and-mortar stores turn to e-commerce in growing numbers
Marketplaces Jumia and Souq.com continue to dominate

RECOVERY AND OPPORTUNITIES

Increased investment by retailers and strong consumer demand will drive vigorous growth
E-commerce will cater to a broader audience
Amazon.com could shake up e-commerce in Egypt

CHANNEL DATA

Table 180 E-Commerce by Channel and Category: Value 2015-2020 Table 181 E-Commerce by Channel and Category: % Value Growth 2015-2020 Table 182 E-Commerce GBO Company Shares: % Value 2016-2020 Table 183 E-Commerce GBN Brand Shares: % Value 2017-2020 Table 184 Forecast E-Commerce by Channel and Category: Value 2020-2025 Table 185 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025

Mobile E-Commerce in Egypt

KEY DATA FINDINGS

2020 IMPACT

Pandemic drives surge in mobile e-commerce
Smartphone apps are the gateway to e-commerce for many consumers
Smaller bricks-and-mortar retailers piggyback on social media app

RECOVERY AND OPPORTUNITIES

As smartphones become more embedded in the daily lives of local consumers, mobile e-commerce will continue to expand
More retailers will launch their own smartphone apps
Faster internet access and new payment methods will facilitate growth in mobile e-commerce

CHANNEL DATA

Table 186 Mobile E-Commerce: Value 2015-2020 Table 187 Mobile E-Commerce: % Value Growth 2015-2020 Table 188 Mobile E-Commerce Forecasts: Value 2020-2025 Table 189 Mobile E-Commerce Forecasts: % Value Growth 2020-2025

Food and Drink E-Commerce in Egypt

KEY DATA FINDINGS

2020 IMPACT

Stockpiling and fear of contagion drive surge in online demand for food and drink
Jumia and Souq.com best placed to exploit this growth
Most bricks-and-mortar grocery retailers struggle to play catch up

RECOVERY AND OPPORTUNITIES

E-commerce demand will continue to grow, but bricks-and-mortar retail will remain dominant
Faster, cheaper delivery could be key to driving growth
More supermarket chains likely to seek e-commerce partnerships

CHANNEL DATA

Table 190 Food and Drink E-Commerce: Value 2015-2020 Table 191 Food and Drink E-Commerce: % Value Growth 2015-2020 Table 192 Food and Drink E-Commerce Forecasts: Value 2020-2025 Table 193 Food and Drink E-Commerce Forecasts: % Value Growth 2020-2025
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