RTD Coffee in Egypt

PROSPECTS

RTD coffee is a niche offering in Egypt, mainly appealing to high-income consumers

RTD coffee in Egypt is associated with high-income consumers, who are more aware of, and receptive to the Westernisation trend. General consumer awareness is low, and as there was no promotional or marketing activity in 2019, the landscape failed to grow, with growth seeing a decline in both off-trade value and volume.

RTD coffee sees a decline in off-trade volume, as high prices do not attract price-conscious consumers

RTD coffee declined in 2019, in both the off-trade and on-trade. This was a direct result of inflation, which has had an impact on spending even among the higher income consumer classes.

RTD coffee has limited distribution that targets middle and high-income consumers

RTD coffee is not widely available in distribution channels, mainly available inconsistently in high-class supermarket chains and hypermarkets - channels to attract the target consumer.

COMPETITIVE LANDSCAPE

Nestlé SA leads with Nescafé, being the most readily available RTD coffee in distribution channels

Nestlé SA continues to lead RTD coffee through Nescafé, which is widely distributed in channels that offer RTD coffee. Out of the limited availability RTD coffee has in distribution channels, Nescafé is the most readily available.

Starbucks RTD coffee sales benefit from a rise in Starbucks coffee outlets

Nescafé is followed by Starbucks RTD coffee drinks, which is gaining popularity in Egypt in line with the Starbucks coffee chain expanding its outlets across the country.

Distribution of RTD coffee is focused on channels which target higher-income consumers

In 2019, there was no notable promotional activity, new product developments or dominant marketing campaigns. Distribution of RTD coffee is focused on chained supermarkets and hypermarkets, which have adequate shelf space to accommodate such niche products.

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