Sauces, Dressings and Condiments in Egypt

PROSPECTS

New investment boosts tomato paste and purées

Tomato paste and purées is expected to see further strong retail current value growth in 2018. This essential product type benefited from the boost in supply for foodservice and increase in exports.

Players try to stimulate interest and consumption

Heinz Egypt is expected to remain a strong leader of table sauces in retail value share terms in 2018. The company benefited from its understanding of an unstable Egyptian market by producing smaller packages and sachets with lower prices in order to optimise consumption.

Growing demand for tahini

The demand for tahini continues to grow in Egypt, and globally, despite price increases, as sesame is imported from Singapore. Higher consumption was due to increased awareness by its benefits, as tahini is high in vitamins and antioxidants, which claim to aid digestion and reduce cholesterol.

COMPETITIVE LANDSCAPE

Numerous leaders in a fragmented competitive landscape

The competitive landscape of sauces, dressings and condiments is fragmented, with various companies and brands heading different categories. Fine Foods (GBO: Unilever Group) is set to remain the leading brand in stock cubes and powders and dry sauces due to a wide variety of pack sizes and dry sauce flavours.

Modern grocery formats gain ground through wealthier consumers

While traditional grocery retailers continued to dominate the distribution of sauces, dressings and condiments in Egypt, modern formats gained ground over the review period. Modern grocery retailers increasingly appeal to class A and B consumers due to their variety of products, attractive displays and in-store promotional activities.

Shift in packaging

Packaging is important in cost and marketing terms in sauces, dressings and condiments. The use of certain packaging types can deliver an image for a product and stimulate interest and sales.

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