Sweet spreads witnessed slow volume growth again in 2019 as the category struggled to attract the attention of consumers at a time of widespread financial hardship. Due to the combination of high prices and the inherently non-essential status of most of these products, consumers are increasingly struggling to justify purchases of sweet spreads.
Glass jars with screw tops remained the major packaging format in all sweet spreads categories in 2019. In particular, glass tends to denote an air of class and sophistication, an important aspect in a category of mainly non-essential products that are generally favoured by high-income consumers and purchased by less affluent people only rarely as luxuries.
Honey remained exceptional in sweet spreads in 2019 due to its essential status. While nut and seed based spreads, chocolate spreads and jams and preserves are all seen as non-essential luxuries, honey is widely regarded as a must-have item in every Egyptian kitchen.
Hero Middle East & Africa remained the leading player in sweet spreads in 2019 and this can be attributed mainly to its dominant position in jams and preserves, the country’s largest sweet spreads category. In addition to its leading brand Vitrac, the company also offers the Hero brand and these brands are offered at different price points, with each one appealing to a different consumer base.
2019 saw Imtenan for Trade & Export Co remain the leading name in honey. The company’s Imtenan brand remains popular due to the wide variety of products it offers and high levels of consumer trust in its quality and taste.
With the cost of doing business likely to continue increasing in Egypt throughout forecast period, further unit price increases can be expected in all sweet spreads categories. With most Egyptian households already under considerable financial pressure due to the aggressive economic reforms being undertaken by the current government, it is likely that consumers will remain circumspect about purchasing sweet spreads.
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This industry report originates from Passport, our Packaged Food market research database.