Sweet Biscuits, Snack Bars and Fruit Snacks in Egypt

2021 DEVELOPMENTS

Revival in impulse purchasing will boost retail volume sales

There was a modest decline in retail volume sales of sweet biscuits, snack bars and fruit snacks during 2020. While many consumers were forced to rein in their discretionary spending due to the economic shock of the pandemic, sweet biscuits – which account for the bulk of volume sales in this category – are regarded as something of a staple by many Egyptians.

Snacks bars grow in popularity as both a healthy snack and a meal replacement

Snack bars – where cereal bars account for the bulk of retail volume sales – saw the highest rate of growth in retail volume sales in sweet biscuits, snack bars and fruit snacks during the review period as a whole – albeit from a very low base. These products are perceived as a healthy snack by a growing number of affluent urban consumers, with gluten-free, reduced fat/sugar, vegan and low GI offerings all seeing increased consumer interest.

Healthfulness remains a low priority for younger consumers

Consumer health awareness became more acute in the pandemic, especially as they became more aware of the link between obesity and developing severe COVID-19 symptoms. However, while some consumers are seeking to reduce their consumption of sugar and fat, Egypt has a comparatively youthful population, so many maintain a relatively cavalier approach health maintenance.

PROSPECTS AND OPPORTUNITIES

Economic recovery will support modest growth in retail volume sales

The rate of growth in retail current volume sales of sweet biscuits, snack bars and fruit snacks will remain modest throughout the forecast period. Demand is set to be buoyed by a post-pandemic economic rebound, in addition to a more stable economic environment overall.

Accelerating consumer lifestyles will help to boost demand for snack bars

Snack bars will remain the top performer in terms of retail volume sales growth in sweet biscuits, snack bars and fruit snacks during the forecast period, supported by urbanisation and accelerating consumer lifestyles, in addition to heightened consumer interest in health and wellness. Growth in demand for protein/energy bars will be particularly strong – albeit from a very low base – due to their positioning as a healthy snack.

Modern grocery retailers will continue to expand and gain ground on their traditional counterparts

Traditional grocery retailers dominate the distribution of sweet biscuits, snack bars and fruit snacks, but they are steadily losing retail value share to modern grocery retailers – mainly supermarkets and hypermarkets. With the likes of Carrefour set to continue to expand their store footprint during the forecast period – bringing modern grocery retail to the country’s smaller urban centres and opening more stores in residential parts of Cairo and Alexandria – this trend is set to deepen during the forecast period.