Egyptian consumers are not accustomed to sports drinks, which are usually or targeted at high-income consumers who have greater awareness of their use. Sports drinks have limited availability, and there are only a few brands present in the market.
Before 2016, the economic situation and the scarcity of foreign currency led to sports drinks not being consistently available. The emergence of the black market, with different exchange rates, has led to price discrepancies among imported products, with high prices restricting the already limited consumer base.
Due to the economic measures imposed with the devaluation of the local currency, necessitated by the IMF loan regulations, inflation soared, reaching 33% in 2017. In 2018, it slowed, but remained in the double digits.
Competition in sports drinks is largely restricted to Gatorade, from PepsiCo Inc, and Powerade, from Coca-Cola Co. Gatorade dominates sales, with consumers who are aware of the sports drinks culture associating sports drinks with the brand.
Over the review period, the availability of sports drinks was not stable. This was mainly due to the limited capacity for importing due to the foreign currency situation, as sports drinks are not produced locally.
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Discover the latest market trends and uncover sources of future market growth for the Sports Drinks industry in Egypt with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.