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COVID-19 had a positive effect on retail volume sales of health and wellness beverages in Egypt during 2020, but its impact on health and wellness packaged food was negative. There was some stockpiling of such products as naturally healthy bottled water and juice during the early stages of the pandemic, as consumers feared supply-chain disruption. However, these fears quickly subsided, as stores shelves remained well stocked. More generally, demand for health and wellness beverages was boosted b...
Euromonitor International's Health and Wellness in Egypt report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2016-2020, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2025 illustrate how the market is set to change.
Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Prime Positioning, Health and Wellness by Type.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Health and Wellness market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesBETTER FOR YOU BEVERAGES IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
COVID-19 shifts demand from foodservice to retail and heightens consumer interest in health and wellness
BFY beverages dominated by reduced sugar cola carbonates
Coca-Cola Egypt launches redesigned Coca-Cola Zero Sugar can that mirrors the regular Coca-Cola design
RECOVERY AND OPPORTUNITIES
Re-opening of foodservice outlets will undermine retail demand for BFY beverages
Manufacturers of soft drinks will launch more BFY beverages
Egypt's increasingly cosmopolitan youth will be the main driver of demand growth for BFY beverages
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025FORTIFIED/FUNCTIONAL BEVERAGES IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Pandemic helps to widen consumer interest in FF beverages
Alkaline FF bottled water continues to resonate with local consumers
Boosted by COVID-19, retail volume sales of FF energy drinks increased for the first time in four years during 2020
RECOVERY AND OPPORTUNITIES
Growth in retail volume sales will begin to slow due to affordability issues
FF bottled water will remain the main growth driver
If COVID-19 persists, it could fuel new product development in FF soft drinks and hot drinks
CATEGORY DATA
Table 24 Sales of Fortified/Functional Beverages by Category: Value 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 27 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 28 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 29 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 30 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025NATURALLY HEALTHY BEVERAGES IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Heightened consumer interest in health and wellness drives increased demand for naturally healthy beverages
NH natural mineral bottled water is a popular alternative to tap water, which is regarded as unsafe by most
Societe des Eaux Minerales Vittor SAE's venerable Bakara bottled water brand continues to lead in NH beverages
RECOVERY AND OPPORTUNITIES
Affluent consumers may begin to consume NH beverages more systematically
Improved economic performance should help to make NH bottled water more affordable to local consumers
NH 100% juice will grow in popularity as more consumers seek healthier alternatives to carbonated beverages
CATEGORY DATA
Table 31 Sales of NH Beverages by Category: Value 2015-2020 Table 32 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 33 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 34 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 35 Distribution of NH Beverages by Format: % Value 2015-2020 Table 36 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 37 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025ORGANIC BEVERAGES IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
COVID-19 drives increased consumer interest in health and wellness, boosting demand for organic beverages
Wide distribution network helps Isis Co maintain its dominance
Lipton has yet to make an impact but has significant potential for growth
RECOVERY AND OPPORTUNITIES
Demand for organic tea will suffer a post-pandemic slump
Organic tea will remain a niche product
With local consumers becoming more comfortable with online shopping, e-commerce will grow in importance as a distribution channel
CATEGORY DATA
Table 38 Sales of Organic Beverages by Category: Value 2015-2020 Table 39 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 40 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 41 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 42 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 43 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 44 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025BETTER FOR YOU PACKAGED FOOD IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Reduced purchasing powers result in slowed growth in 2020
Cadbury continue to lead thanks to popular brand Trident
Consumers abandoned their healthy lifestyles at the beginning of the pandemic
RECOVERY AND OPPORTUNITIES
Slowed growth expected over the duration of the forecast period as the economy continues to suffer
E-commerce continues to gather pace as anxieties surrounding the virus linger
Better for you packaged food will remain niche and underdeveloped
CATEGORY DATA
Table 45 Sales of BFY Packaged Food by Category: Value 2015-2020 Table 46 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 47 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 48 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 49 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 50 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 51 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025FREE FROM IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Free from remains underdeveloped and niche in 2020, regardless of the pandemic
International travel restrictions result in supply chain shortages
Aver unit prices rise marginally as the government forbids high inflation
RECOVERY AND OPPORTUNITIES
Free from baby food drives growth as more babies are born per year
On- and off- trade availability of free from expected to improve
Manufacturers focus on social media as main marketing tool
CATEGORY DATA
Table 52 Sales of Free From by Category: Value 2015-2020 Table 53 Sales of Free From by Category: % Value Growth 2015-2020 Table 54 NBO Company Shares of Free From: % Value 2016-2020 Table 55 LBN Brand Shares of Free From: % Value 2017-2020 Table 56 Distribution of Free From by Format: % Value 2015-2020 Table 57 Forecast Sales of Free From by Category: Value 2020-2025 Table 58 Forecast Sales of Free From by Category: % Value Growth 2020-2025FORTIFIED/FUNCTIONAL PACKAGED FOOD IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Unit prices continue to rise, resulting in consumers to favour lower-priced products
Best Cheese Co for Dairy Products continues to lead cheese and overall FF packaged food
Companies increase their value shares via e-commerce
RECOVERY AND OPPORTUNITIES
FF packaged food continues to witness slowed growth until the economy starts to recover
Producers continue to push sales via social media advertising campaigns
Public health initiatives could support interest in fortified/functional packaged food
CATEGORY DATA
Table 59 Sales of Fortified/Functional Packaged Food by Category: Value 2015-2020 Table 60 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 61 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 62 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 63 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 64 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 65 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 66 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 67 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 68 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 69 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025NATURALLY HEALTHY PACKAGED FOOD IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Consumers economise and seek greater value for money
NH honey records the most dynamic growth as consumers aim to improve their immunity health
Unit prices continue to rise, leading to a more restrictive consumer base
RECOVERY AND OPPORTUNITIES
Slowed growth and little recovery expected as the economy worsens
Demand for NH cereal bars recovers as consumers return to their pre pandemic routines
The growing health and wellness trend offers room for expansion
CATEGORY DATA
Table 70 Sales of NH Packaged Food by Category: Value 2015-2020 Table 71 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 72 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 73 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 74 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 75 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 76 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025ORGANIC PACKAGED FOOD IN EGYPT
KEY DATA FINDINGS
2020 IMPACT
Slowed growth as unit prices soar, leaving most consumers unable to purchase organic packaged food
Isis co remains the clear leads thanks to the sales witness in organic olive oil and honey
Despite the government's best efforts, consumers prefer imported organic packaged goods
RECOVERY AND OPPORTUNITIES
Demand will not return to what it was prior to the pandemic as the economy continues to dwindle
Average unit prices expected to continue rising, but at a slower rate
Organic packaged food has room for growth, despite facing many challenges
CATEGORY DATA
Table 77 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 78 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 79 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 80 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 81 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 82 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 83 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025