Executive Summary

Nov 2019
PROSPECTS
High prices, unit price growth and non-essential status harm category growth prospects

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 packaging comes to the fore as consumers see it as a sign of high quality

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 maintains its essential status in Egyptian kitchens

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.

COMPETITIVE LANDSCAPE
Hero Middle East & Africa remains dynamic to continue leading sweet spreads

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.

Imtenan maintains its position as the leading player in honey

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.

Further price increases expected to place pressure on all players in sweet spreads

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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Sweet Spreads in Egypt

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Overview

Discover the latest market trends and uncover sources of future market growth for the Spreads industry in Egypt with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Spreads industry in Egypt, our research will save you time and money while empowering you to make informed, profitable decisions.

The Spreads in Egypt market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Spreads in Egypt?
  • What are the major brands in Egypt?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Packaged Food market research database.

Sweet Spreads in Egypt - Category analysis

HEADLINES

PROSPECTS

High prices, unit price growth and non-essential status harm category growth prospects
Glass packaging comes to the fore as consumers see it as a sign of high quality
Honey maintains its essential status in Egyptian kitchens

COMPETITIVE LANDSCAPE

Hero Middle East & Africa remains dynamic to continue leading sweet spreads
Imtenan maintains its position as the leading player in honey
Further price increases expected to place pressure on all players in sweet spreads

CATEGORY DATA

Table 1 Sales of Sweet Spreads by Category: Volume 2014-2019
Table 2 Sales of Sweet Spreads by Category: Value 2014-2019
Table 3 Sales of Sweet Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Sweet Spreads by Category: % Value Growth 2014-2019
Table 5 Sales of Jams and Preserves by Leading Flavours: Rankings 2014-2019
Table 6 NBO Company Shares of Sweet Spreads: % Value 2015-2019
Table 7 LBN Brand Shares of Sweet Spreads: % Value 2016-2019
Table 8 Distribution of Sweet Spreads by Format: % Value 2014-2019
Table 9 Forecast Sales of Sweet Spreads by Category: Volume 2019-2024
Table 10 Forecast Sales of Sweet Spreads by Category: Value 2019-2024
Table 11 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Sweet Spreads by Category: % Value Growth 2019-2024

Packaged Food in Egypt - Industry Overview

EXECUTIVE SUMMARY

Harsh economic conditions continue to cast a shadow over packaged food
Volume sales bounce back as consumers adjust to the new reality
Steep unit price rises for imported products lead to a revival of local production
Traditional channels continue to dominate as growth in modern grocery retailers stalls
The industry performance likely to depend on the state of the Egyptian economy

FOODSERVICE

Sales to Foodservice
Strong growth in foodservice results in foodservice value sales outperforming retail volume sales
Foodservice supply operations become more of a focus for key packaged food players
Economic recovery, the accelerating pace of life and growth in inbound tourism set to support foodservice growth
Consumer Foodservice
Boom in full-service restaurants linked to rising inbound tourism flows
Social media becomes an important emotional method for consumer foodservice companies
Middle Eastern cuisine remains dominant across consumer foodservice

CATEGORY DATA

Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources