Ken research announced recent publication on, “Consumer and Market Insights: Ice Cream in Egypt” This market insights report focuses on the Ice Cream market in Egypt. It sheds light on the ingredient materials, types and closures category level distribution data and brands market shares prevailing in this economy. Market analyse overall market value and volume data with growth analysis for 2010-2020. The category coverage inculcates value and growth analysis for Artisanal Ice Cream, Impulse Ice Cream-Single Serve, and Take-Home and Bulk Ice Cream with inputs on individual segment share within each category and the change in their market share forecast for 2015-2020. Leading player’s market share of various brands and private labels followed by private label growth analysis during 2012-2015 is viewed. The percentage of sales within each category through distribution channels such as Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, On-trade and others is provided followed by the packaging data analysis, which compasses consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for Flexible Packaging, Paper & Board and Rigid Plastics; container data for: Bag/Sachet, Tub and Wrapper etc. are given due importance. Clients can very well identify elevated potential categories and explore further market opportunities based on detailed value and volume analysis. Existing and new players can analyse key distribution channels to identify and evaluate trends and opportunities hence, gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning in Egyptian ice cream market.
It is seen that the Egypt’s Ice Cream market will register high growth in price terms compared to volume terms during 2015-2020. Escalating income and substantial youthful consumer base will drive the growth in Ice Cream market. Ice cream has witnessed stronger volume growth in 2016 than in the previous year, which illustrates that the category has been able to recover from the poor economic conditions that put a strain on both impulse and take-home ice cream sales. Nestlé Egypt SAE is still the frontrunner in ice cream in 2016, with more than seventy percent of value share. The company offers a very large variety of ice cream brands under several different categories. Additionally, these brands have an established presence in the market and they are the subject of significant marketing campaigns, particularly television advertisements. Nestlé is also well placed to develop and introduce further brand extensions, which include more ingredients or different flavour groupings. Artisanal Ice Cream is the largest category in value terms as well as in volume terms, in the Ice Cream market. In the category of Impulse Ice Cream, single serve is calculated to be the greatest growing category in terms of both off-trade and on-trade value and volume during the forecast period.
Egyptian consumers are opting for value for money products in the Ice Cream market. As a result, Kimo, Sqizz Nestle, Dolecca and Hawaii are the leading brands in the Ice Cream market in Egypt. This projected growth is based on the presence of a higher number of brands in the category and the wider variety of flavours, which have been introduced. The leading companies are taking a positive stance in terms of increasing sales through continuous innovations. Additionally, as the country’s political and economic situation improves, consumer confidence is set to increase. Therefore, companies are likely to introduce new brands, specifically ones that appeal to children and that are positioned as inexpensive.
In Egypt, Artisanal Ice cream manufactured by small local producers for sale on the premises. Also includes branded gourmet ice cream and includes both on and off trade consumption. On trade-includes Gourmet ice cream (eaten on premises of small ice cream parlours or local producers and branded gourmet players). Includes all scoops, cups, cones, soft-serve etc. manufactured by artisanal players. Off trade-includes Gourmet ice cream (small ice cream parlours or local producers and branded gourmet players-taken away for consumption and NOT consumed on-premises). Includes any packaged impulse/take-home ice creams manufactured by artisanal players.
IFFCO, Kheir Zaman, Mars, Incorporated , Ragab Sons, Spinneys Egypt Ltd, Unilever plc
Ankur Gupta, Head Marketing & Communications