Weight Management and Wellbeing in Egypt

PROSPECTS

Unhealthy lifestyles and high-fat diets remain common among the population

Unhealthy lifestyles remain the norm in Egypt and this means that few people in the country are actively engaged in attempts to keep their weight to a healthy level. In addition, Egyptians culture continues to encourage a healthy curvy weight rather than the skinny look that has long been the norm for female beauty in the West.

The preference for traditional and natural weight loss remedies continues to suppress demand

Another factor suppressing the growth potential of weight management and wellbeing is that many consumers are more inclined to try natural ways of losing weight first before turning to commercially manufactured and packaged consumer health products. For this reason, slimming teas continues to struggle as these products are very similar to the natural unpackaged weight loss preparations favoured by much of the Egyptian population.

Cultural preference for plump, curvy woman to continue suppressing demand

Being overweight or having a “roundish” figure is not frowned upon for women in Egyptian culture. On the contrary, it is considered far preferable to being skinny, which is perceived as a sign of sickness.

COMPETITIVE LANDSCAPE

Eva Pharma remains the strong leader in weight management and wellbeing

Eva Pharma maintained its strong leading position in weight management and wellbeing in 2019, followed by Sigma Pharmaceutical Industries. These are the two leading names in OTC obesity, which remains the leading category of weight management and wellbeing.

The ban on marketing and advertising results in lack of dynamism in the category

As with most consumer health categories, the mass marketing and advertising of weight management and wellbeing products is strictly prohibited by the Ministry of Health. Marketing activities are permitted only within chemists/pharmacies outlets, with companies allowed to supply retailers with leaflets, banners and display stands that can be mounted in-store or outside.

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