Egypt

Apparel and footwear specialists in Egypt felt the force of economic and political issues in 2023. Amid the ongoing effects of the COVID-19 pandemic, high inflation, currency devaluation, import restrictions and the fallout of the war in Ukraine and…

Unlike many other home care categories, toilet care only experienced a marginal rise in demand during the first year of the pandemic, as consumers relied on bleach and surface care, both carrying lower average unit prices, for their enhanced hygiene…

Surface care witnessed an increase in prices by an average of 26% in 2023, but maintained positive sales in volume and value terms with respective growth rates of 2% and 28%. The higher prices were driven by currency devaluation, a high inflation…

Except for shoe polish, retail volume sales of polishes continued to decline in 2023, due to high inflation and pressure on disposable incomes. Perceived as discretionary products, floor, metal and furniture polishes suffered significant declines in…

The impact of high inflation on the average unit price of laundry care, with the latter recording a second consecutive year of double-digit growth, led to slower retail volume sales growth in 2023, in particular for automatic detergents, which drives…

Population growth and a rising number of households provided sales drivers for home insecticides at the end of the review period. Demand for home insecticides remained stable in 2023, and was almost unaffected by the increase in unit prices. However,…

The annual inflation rate in Egypt had accelerated to 38% by September 2023, negatively impacting the average

In 2023, demand for dishwashing in Egypt continued to be driven by hand dishwashing, due to habit persistence and affordable prices. In addition, the possession rate of dishwashers in the country is extremely low. Therefore, hand dishwashing…

Perceived as an essential home care product in Egypt, sales volumes of bleach maintained their growth in 2023. In addition to its primary use of bleaching clothes, bleach is also used for other household tasks such as cleaning bathrooms, removing…

Perceived as discretionary products, air care experienced a sharp decline in demand in 2023, as local consumers shifted to more essential commodities. The high inflation rate and currency devaluation forced consumers to limit their expenditure on…

Self-service cafeterias remained the smallest channel within consumer foodservice in Egypt in 2023 in terms of foodservice value sales and number of outlets. The “do it yourself” trend has yet to penetrate Egyptian culture, with consumers still…

Limited-service restaurants registered healthy growth in value sales and also in terms of the opening of new establishments in 2023. It also remained the largest category within consumer foodservice. This was in spite of difficult economic…

Full-service restaurants registered healthy growth in value sales and also in terms of the opening of new establishments in 2023. Despite an inflationary context, demand for eating out was high. Moreover, a new trend emerged in full-service…

The consumer foodservice industry has had a strong year overall. Delivery services have grown and expanded into new regions while new infrastructure developments have opened space for more outlets. Most importantly independent restaurants have grown…

Consumer foodservice through lodging registered among the highest growth rates in current value terms in consumer foodservice by location, as tourism recovered in the wake of the pandemic and the full reopening of society. The industry is betting on…

Homegrown brands providing speciality coffee have taken the market by storm. One example is Seven Fortunes which was created through an interesting story in which the founders were inspired by a man named Sufi Baba Budan who journeyed the world in…

Despite the sharp price increases in cylinder vacuum cleaners, demand remained steady in 2023. Sales volumes witnessed a healthy increase as these are one of the most essential home appliances in Egypt. Indeed, cylinder vacuum cleaners represent more…

Egyptian consumers continue to prefer meeting for coffee at home rather than cafés in 2023, which is driving sales of standard coffee makers. The higher price of standard coffee makers has forced consumers to shift away from espresso and pod coffee…

Since February 2023, there have been repeated currency devaluations in Egypt alongside high inflation rates. This has led to a sharp increase in unit prices of refrigeration appliances, rising by 70% in 2022 and another 45% in 2023. The short-term…

As body shavers are mainly imported as complete products, the category witnessed a sharp increase in retail prices during 2022, followed by a further 40% increase in 2023. With the high cost of living affecting consumers, many shifted away from…

Although the price of microwaves increased by 65% during 2022, retail volume sales witnessed strong double-digit growth as consumers were eager to make purchases before currency devaluations took place. Import restrictions on components and the…

Due to high inflation and the successive currency devaluations that have hit the country since February 2022, the average unit prices of cookers doubled in 2022, followed by a further 38% increase in 2023. The vast majority of cookers in Egypt are…

Automatic washing machines continue to see healthy volume growth in 2023, following the sharp rise in purchases in the year prior. Automatic washing machines witnessed exceptional growth in 2022, as consumers invested in these appliances before…

Food preparation appliances saw retail volume growth slow in 2023. Average unit prices continued to rise amid repeated currency devaluations and higher inflation. In contrast to large cooking appliances, which are mainly dominated by local players,…

Due to currency devaluations, import restrictions and foreign currency shortages, the unit price of dishwashers jumped by some 65% in 2023. Current value sales have skyrocketed since 2022 due to these soaring retail prices. The fear of currency…

Consumer appliances in Egypt witnessed a marked slowdown in retail volume sales in 2023, achieving a stagnant performance overall. High inflation is the main factor behind the dynamic increase in current value sales of consumer appliances. Volume…

Air purifiers have continued to see volume sales decline since 2022. Currency devaluations and foreign currency shortages have affected the prices of all imported goods, together with the further rise of inflation. Indeed, the average unit price of…

Sports drinks are not popular in Egypt, with their penetration in the country having historically been inhibited by a combination of relatively high prices, limited availability and low awareness of their specific benefits. In 2023, retail prices of…

In 2023, soft drinks witnessed moderate retail volume growth and double-digit current value growth, supported by the continuous rise in prices across most categories. Economic uncertainty has been a key challenge for soft drinks manufacturers and…

While RTD tea has performed reasonably well in 2023, it remains very much a niche area in Egypt, with only sports drinks generating lower off-trade volume sales among the main categories in the local soft drinks market. Even with the emergence of…

Egypt is witnessing a growing coffee culture, which is having a knock-on impact on the appeal of RTD coffee. In 2023, RTD coffee sales have been buoyed by rising interest in these products among more affluent Egyptians, particularly younger urban…

The juice category is witnessing strong value growth across most of its categories in 2023, driven by higher unit prices. Overall demand for juice continues to rise, unlike some other non-alcoholic drinks categories, although consumers are switching…

Awareness of energy drinks has traditionally been very low in Egypt with consumption mostly limited to affluent consumers who can afford products like Red Bull, Power Horse, Hype, and other premium brands. However, the launch of Sting from Rockstar…

Concentrates witnessed a slight uplift in retail volume sales in 2023, but overall these soft drinks are losing popularity among consumers in Egypt. The wider availability of juice alternatives, which are an affordable substitute, is drawing people…

Despite cost-cutting measures by producers, high inflation continues to drive up unit prices in carbonates. This is part of a broad trend in price inflation, which is impacting all non-alcoholic products. Early on in the year prices had witnessed a…

As in other soft drinks categories, unit prices continue to rise in bottled water due to the economic uncertainty facing Egypt and its consumers. This was reflected across all brands, with Nestlé hitting a price of EGP5.5 for its 1L bottle and…

Over the review period, there have been significant fluctuations in the supply of tea in Egypt. Imports have come under pressure due to currency devaluations and a deficit in foreign currency, making it hard for importers to bring raw materials into…

Dominated by chocolate-based flavoured powder drinks, the other hot drinks category remains small in Egypt, with slow growth recorded in 2023, despite the arrival of new brands, including Abu Auf’s hot chocolate product. Egyptians are focusing on…

Egypt continues to face significant economic challenges in 2023 led by soaring inflation, a devalued currency and difficulty obtaining foreign currency. Importers are facing major challenges as they struggle to pay import shipments, which has led to…

In 2023, coffee prices rose dramatically in the off-trade, as inflation in Egypt more than doubled on 2022 levels. The lack of global crops, delay in shipping, and the high price of shipments from importers have all driven up coffee prices in 2023,…

Womenswear witnessed a decrease in volume sales in 2023, with retailers hit hard in the first quarter of 2023 as prices soared. The devaluation of the Egyptian pound in December 2022 led to a sharp slowdown in the economy, as input costs skyrocketed.…

Sportswear saw a strong decline in current value sales in 2023, due to the substantial price increases seen in this category. Rising inflation has been exacerbated by the depreciation of the Egyptian pound leaving many consumers stretched…

Menswear sales are decreasing in volume terms in 2023, as substantial price increases of more than 30% curb demand. The rising cost of raw materials, such as cotton, has made menswear more expensive to produce. In addition, the devaluation of the…

Jeans came under pressure in 2023 due to the substantial increases in retail prices. However, volume sales decline was not as pronounced compared to other major apparel categories. As a popular form of apparel in Egypt, demand for jeans has been more…

Soaring prices in the hosiery category led to double-digit value growth in 2023, although volume sales reported a significant decline. High inflation remains an issue fuelled by escalating input costs, including raw materials like cotton. The…

Footwear is witnessing volume sales decline in 2023, due to substantial price increases. As in apparel, footwear has been challenged with rising costs of raw materials like leather. The devaluation of the Egyptian pound and the war in Ukraine has…

Childrenswear is facing the same economic issues as menswear and womenswear in 2023. Retail volume sales have decreased in 2023, due to the high costs of living and soaring childrenswear prices. The rising cost of living has forced parents to make…

Apparel and footwear in Egypt witnessed a challenging year in 2023, with sales volume shifting into strong decline. Demand weakened considerably during the first quarter of the year, as consumers reeled from the huge price increases brought about by…

Apparel accessories in Egypt witnessed a significant decrease in retail volume sales as prices soared in 2023. Prices were pushed up by the escalation of raw material costs, with cotton, leather and threads all soaring. The devaluation of the…

Staple foods in Egypt is projected to see good growth in retail and foodservice volume sales and dynamic growth in retail current value sales over 2023. The steep rise in retail current value sales during 2023 owed much to the increase in prices. The…