Overall, awareness of health and wellness among Egyptian consumers increased in the wake of the Coronavirus (COVID-19) crisis. The government made efforts to increase awareness of the importance and potential health benefits of consuming more natural and healthier food and drinks, not least with regard to boosting immunity and offering resistance to COVID-19 variants. Similarly, players increased their use of messages to push the health benefits of their products.
The 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 2017-2021, 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 2026 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 Type, Health Wellness by Prime Positioning.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
The 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 2017-2021, 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 2026 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 Type, Health Wellness by Prime Positioning.
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
EXECUTIVE SUMMARY- Health and wellness in 2021: The big picture
- 2021 key trends
- Competitive landscape
- Retailing developments
- What next for health and wellness?
- Table 1 Sales of Health and Wellness by Type: Value 2016-2021
- Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
- Table 3 Sales of Health and Wellness by Category: Value 2016-2021
- Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
- Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
- Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
- Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
- Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
- Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
- Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
- Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
- Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
- Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
- Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
- Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
- Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026
- Summary 1 Research Sources
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Link between low or no added sugar and quality boosts the demand for reduced sugar beverages
- Reduced caffeine remains a limited option as low demand compounds weak access to these products
- Product awareness and wide distribution support the development of reduced sugar soft drinks
- Higher health awareness to underpin sales growth for BFY beverages
- New product development to widen choice and improve affordability
- Retail developments set to increase the penetration of BFY beverages
- Table 17 Sales of BFY Beverages by Category: Value 2016-2021
- Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
- Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
- Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
- Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
- Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
- Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Affordability remains an obstacle to the development of fortified/functional beverages
- Interest in FF fruit/herbal tea shows signs of heating up
- Clear functionality attracts young consumers to regular energy drinks
- High prices, limited distribution and niche demand set to hamper performances of FF energy drinks and FF sports drinks
- FF bottled water to benefit from clear health and wellness messaging
- Changing economic dynamics likely to exert upward pressure on unit prices and limit demand
- Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
- Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
- Table 26 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
- Table 27 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
- Table 28 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
- Table 29 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
- Table 30 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Health and wellness trend continues to grow the demand for naturally healthy beverages
- Lingering virus threat maintains healthy demand for NH tea, although NH soft drinks dominates
- Smaller brands make inroads in a tough economic climate, while on-trade sales rebound with the opening of new cafés and menu developments
- NH beverages is set to prosper as consumers look for medium to long-term health benefits
- Stronger marketing predicted to boost awareness and availability of naturally healthy beverages
- Naturally healthy fruit/vegetable juice players to tap into shift away from carbonated beverages
- Table 31 Sales of NH Beverages by Category: Value 2016-2021
- Table 32 Sales of NH Beverages by Category: % Value Growth 2016-2021
- Table 33 NBO Company Shares of NH Beverages: % Value 2017-2021
- Table 34 LBN Brand Shares of NH Beverages: % Value 2018-2021
- Table 35 Distribution of NH Beverages by Format: % Value 2016-2021
- Table 36 Forecast Sales of NH Beverages by Category: Value 2021-2026
- Table 37 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026
- KEY DATA FINDINGS
- Organic beverages continue to pique the interest of health-conscious consumers, but remain too expensive for many
- Digitalisation helps to raise the profile of and grow interest in organic beverages
- Isis dominates a weak competitive landscape with a wide product offer and broad distribution
- PROSPECTS AND OPPORTUNITIES
- Speciality stores and independent outlets to fuel awareness and sales growth for organic beverages
- Organic beverages set to benefit from further investments in e-commerce
- Organic beverages to remain a niche due to the wide perception of these products as too expensive
- Table 38 Sales of Organic Beverages by Category: Value 2016-2021
- Table 39 Sales of Organic Beverages by Category: % Value Growth 2016-2021
- Table 40 NBO Company Shares of Organic Beverages: % Value 2017-2021
- Table 41 LBN Brand Shares of Organic Beverages: % Value 2018-2021
- Table 42 Distribution of Organic Beverages by Format: % Value 2016-2021
- Table 43 Forecast Sales of Organic Beverages by Category: Value 2021-2026
- Table 44 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Lingering threat of Coronavirus (COVID-19) sustains interest in better for you packaged food
- BFY reduced sugar packaged food benefits from the consumer search for “guilt-free” desserts and low sugar diets
- Return to on-the-go consumption and wide distribution help Trident recoup lost retail value share in 2021
- Positive but steady growth as economic concerns militate against non-essential purchases
- Shift to modern retailing set to continue as operators cater to niche, but growing demand for BFY imports
- Demand expected to rise but remain concentrated on more affluent urban consumers
- Table 45 Sales of BFY Packaged Food by Category: Value 2016-2021
- Table 46 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
- Table 47 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
- Table 48 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
- Table 49 Distribution of BFY Packaged Food by Format: % Value 2016-2021
- Table 50 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
- Table 51 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Still low awareness of food intolerances continues to limit growth potential
- Health campaigns aim to raise awareness of allergies and food intolerances
- Manufacturers try to limit price increments to widen accessibility for free from milk formulae
- New product development and communication help Juhayna Food Industries to extend its lead
- Manufacturers adapt to stay-at-home consumers with a focus on retail products and TV advertising
- Robust consumer base for free from products for babies to drive growth
- Table 52 Sales of Free From by Category: Value 2016-2021
- Table 53 Sales of Free From by Category: % Value Growth 2016-2021
- Table 54 NBO Company Shares of Free From: % Value 2017-2021
- Table 55 LBN Brand Shares of Free From: % Value 2018-2021
- Table 56 Distribution of Free From by Format: % Value 2016-2021
- Table 57 Forecast Sales of Free From by Category: Value 2021-2026
- Table 58 Forecast Sales of Free From by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- FF packaged food benefits as consumers focus on immune support during the pandemic
- Inflation and higher packaging costs exert upward pressure on unit prices
- Strong marketing pushes health credentials of the leading Président brand
- Growing health prevention trend to boost the demand for fortified/functional packaged food
- Focus on social media to reach a young, modern audience and promotions to push demand
- Health awareness initiatives offer opportunities to improve the image and grow the use of fortified/functional ingredients
- Table 59 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
- Table 60 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
- Table 61 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
- Table 62 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
- Table 63 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
- Table 64 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
- Table 65 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
- Table 66 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
- Table 67 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
- Table 68 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
- Table 69 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Consumers remain price-sensitive due to the economic effects of Coronavirus (COVID-19)
- The demand for healthier snack options rebounds as consumers return to on-the-go lifestyles
- Imtenan for Trade & Export invests heavily to remain ahead of the field
- Wider ranges and greater affordability to win over an increasingly health-conscious population
- Reopening of gyms and on-the-go consumption offer growth opportunities for NH cereal bars and NH fruit and nut bars
- High prices remain an obstacle to shifts from standard to naturally healthy products
- Table 70 Sales of NH Packaged Food by Category: Value 2016-2021
- Table 71 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
- Table 72 NBO Company Shares of NH Packaged Food: % Value 2017-2021
- Table 73 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
- Table 74 Distribution of NH Packaged Food by Format: % Value 2016-2021
- Table 75 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
- Table 76 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026
KEY DATA FINDINGS
2021 DEVELOPMENTS
- Improving business conditions increase availability of imports to drive retail volume growth
- Local players enter the fray, although the consumer preference remains for imports
- Strong investments develop the offer and maintains interest in Isis organic products
- Volume over value growth due to lower prices and population growth
- Younger adults expected to remain the main consumers of organic packaged food
- Health trends and government support provide room for the development of organic packaged food in Egypt
- Table 77 Sales of Organic Packaged Food by Category: Value 2016-2021
- Table 78 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
- Table 79 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
- Table 80 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
- Table 81 Distribution of Organic Packaged Food by Format: % Value 2016-2021
- Table 82 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
- Table 83 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
