During the COVID-19 pandemic, Egyptian authorities introduced a number of measures to prevent the spread of the virus in the country. This included the closure of on-trade outlets to dine-in or drink-in consumption, limited opening hours and curfews.
With the loss of on-trade sales for much of 2020, companies were prompted to shift their attention to off-trade sales in order to soften the blow of the COVID-19 pandemic. To encourage sales, therefore, companies introduced package deals which allow consumers to purchase larger quantities for cheaper unit prices.
Domestically manufactured products were the only RTDs available in Egypt in 2020, with no imported varieties in either on-trade or off-trade channels. This principally reflected the high levies imposed on imported alcohol products and the challenges of competing with the country’s established domestic brands.
As the threat of COVID-19 subsides, authorities in Egypt are expected to ease social distancing restrictions in the country, which means that on-trade outlets should be able to return to full scale operations within the first half of the forecast period. This will aid the recovery of on-trade sales of RTDs, with strong growth expected in 2021 as the category begins its recovery and moderate growth projected for the rest of the forecast period.
Once the category recovers from the impact of the COVID-19 pandemic, RTDs is expected to benefit from the increasingly westernised lifestyles led by consumers in Egypt. These lifestyle shifts are expected to impact consumers’ drinking habits, with alcoholic drinks products that are popular in Western countries expected to gain considerable traction in Egypt in the coming years.
Over the forecast period, manufacturers of RTDs in Egypt are expected to continue to engage heavily in new product development, offering an ever-expanding range of flavours to maintain consumer interest in the category. Manufacturers are also expected to offer new product formats in the coming years.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the RTDs 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.
If you're in the RTDs 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
This report originates from Passport, our RTDs research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page