Small Cooking Appliances in Egypt

PROSPECTS

Busier lifestyles and the increase of younger couples drive the demand for small cooking appliances

Egyptian women became increasingly busy in 2019, and therefore had less time for cooking. This change of lifestyle has boosted sales of small cooking appliances since many of these appliances save time.

The health and wellness trend supports the growth of small cooking appliances

The increased health and wellness trend has seen consumers in Egypt looking for healthier food, drink and cooking methods. This increased interest in health has shifted the landscape, with products that offer healthy cooking methods gaining ground – including electric grills and rice cookers.

Small cooking appliances to record stable retail volume growth as internet retailing increases

The retail volume growth of small cooking appliances is predicted to improve compared to the review period, but due to factors such as an unstable economy, this might be changeable during the forecast period. Consumer demand is likely to continue growing, but with more cautious behaviour expected.

COMPETITIVE LANDSCAPE

De’Longhi SPA retains its leadership as competition increases in small cooking appliances

De’Longhi retained its leadership of small cooking appliances, mostly due to its hold over coffee machines. De’Longhi is a well-known player in Egypt, known for its two offerings, Kenwood and De’Longhi.

Mienta has a positive performance after launching several new products into the landscape

In 2019, Mienta France introduced several new products across different areas in small cooking appliances, with a positive performance from each. The positive performance of the player saw them retaining their volume share in 2019.

As Phillips, Modex and Kenwood discontinue items, Fresh launches new products into the landscape

In 2019, Phillips and Modex discontinued their electric grills, when consumers didn’t respond to them quickly or positively. Following on from this, Kenwood will be exiting kettles during 2020, while Fresh been introducing new products to the landscape.

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