Savoury Snacks in Egypt

PROSPECTS

Bright outlook for savoury snacks

Savoury snacks is poised to experience good volume growth over the forecast period thanks to modest price increases and busy lifestyles, with on-the-go snacking ever more popular. Of the major snacks categories, savoury snacks posted the most volume sales growth in 2019, remaining relatively affordable and experiencing milder average unit price rises.

Big packs appeal to price-conscious consumers

Small pack sizes of salty snacks had almost disappeared from the shops by the end of the review period. Even kiosks and traditional channels had begun displaying big pack sizes of potato chips and puffed snacks, which posted the most value sales growth in 2019.

Savoury snacks shows healthy competitive dynamics

As competition rises within savoury snacks, players are using different marketing tactics to maintain their sales shares. Some players are dedicating big budgets to sponsoring some of the most popular football teams, besides participating in trade exhibitions seeking new business opportunities.

COMPETITIVE LANDSCAPE

Chipsy For Food Industries is well placed to retain its leadership

Chipsy For Food Industries continued to lead sales in 2019. It is supported by its long history in Egypt as well as by its reputation for quality, and it increased its value share in 2019 despite increased competition.

The arrival of packaged pretzels reflects rising demand for healthier snacks, while distribution is still limited for rice snacks

Kemet For Natural Food Co is leading pretzels, a new category for Egypt. Its Mixy Healthy pretzels are advertised as being 96% fat free and fully baked with no added colours or preservatives.

Internet retailing is emerging in savoury snacks

Consumers’ use of the internet retailing channel and online supermarkets is growing at a fast pace in Egypt. Acquisitions such as Souq from Amazon late in the review period are set to change the way people shop, and the internet retailing channel made inroads into the savoury snacks category in 2019.

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