Unit prices in tea are likely to continue rising in the short-to-medium term due to the depreciation of the Egyptian pound, import restrictions and the fallout of Russia’s invasion of Ukraine. Nonetheless, overall retail volume sales look set to increase steadily throughout the forecast period, with all categories projected to expand consistently in this respect.
In addition to remaining the dominant category, loose black tea is expected to be the most dynamic performer in retail volume growth terms over the forecast period. This is partly due to the traditional preferences of Egyptian tea drinkers, though the fact that this product type is often more affordable than other varieties should also help to boost demand.
With high inflation set to continue eroding purchasing power for some time, it is likely many Egyptians will become more inclined to trade down to cheaper brands and product types within tea over the forecast period. This bodes well for El Arosa, which is already the clear leader in the category and has a much more competitive price positioning than other major brands such as Lipton Yellow Label and Ahmed Tea.
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Understand the latest market trends and future growth opportunities for the Tea industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This is the aggregation of Black Tea, Fruit/Herbal Tea, Green Tea, Instant Tea, and Other Tea.See All of Our Definitions
This report originates from Passport, our Tea research and analysis database.
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