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제목 | 이집트 과일음료 시장동향(2014.11) | ||||
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게시일 | 2016-03-24 | 국가 | 이집트 | 작성자 | 김주선(카이로무역관) |
품목 | 과즙음료 | ||||
품목코드 | 2202902000 | ||||
작성일자: 2014.11.6 작성자: 카이로 무역관 노정민(rho@kotra.or.kr), Pakinam Awad(pakinam.kotra@gmail.com)
1. Competition Trend
○ Investments in Egypt’s beverage and juice industry are worth approximately 8 billion EGP, according to Mr. Ahmed Al-Wakil, Head of the Egyptian Federation of Chamber of Commerce. Mr. Ahmed Al-Wakil added that the sector exported an estimated 180 million USD to foreign markets per year. According to Mr. Ahmed Al-Wakil, the beverage and juice industry grew more than 15% over the last five years, in light of an increasing number of Egyptian consumers.
○ According to Euromonitor International, the world leader in strategy research for consumer markets and provider of reports on industries, consumers and demographics, the unfrozen juice drinks reflected the biggest volume growth in 2013, registering a 9% increase, and nectars (25%-99%) saw 14% growth in current value terms. Unfrozen juice drinks and nectars (25%-99%) together contribute nearly 98% of the total juice market volume in Egypt, with big brands like Juhayna and Faragello increasing their production capacities and distribution networks to meet demand. Unfrozen nectars and unfrozen juice are considered to be cheaper when compared to 100% juice that is mainly targeting premium consumers and accordingly leads to higher growth rates especially with the decline in disposable income witnessed lately.
○ Unpackaged fruit/vegetable juice remains popular, especially in rural areas that have been the most affected by the economic difficulties and decrease in disposable income, making them prefer unpackaged juice over packaged, given the former’s cheaper prices. This made market players keen to introduce cheaper and affordable brands targeting rural areas like Juhayna’s Bekheiro and Faragella’s Easy Mouzuoo.
○ The following table demonstrates the top fruit drink companies, by value, in Egypt and their market shares:
Source: Euromonitor International
□ Leading Fruit Juices’ Brands in the Egyptian Market and their Market Shares
○ The following table demonstrates the leading top fruit juices’ brands, by volume, in the Egyptian market and their market shares from year 2010 to 2013:
Source: Euromonitor International
2. Retail Price Trend
○ In Egypt, domestic brands dominate the juice market given their cheaper prices compared to international brands’ and the strong distribution channels the local companies have which is considered a key factor for the success of any juice brand in the Egyptian market.
○ Some fruit drink manufacturers said that the average unit price increased by 6% in 2013 driven by the increase in raw material prices. The following table demonstrates the prices of some of the fruit drinks available in the Egyptian market:
Source: Carrefour Egypt Hypermarket
3. Distribution Trend
□ Distribution Trend
○ Concerning the locally produced fruit juices, the local fruit juice manufacturers usually have their own distribution networks. These networks are capable of delivering their fruit juices from the factories or warehouses to various distribution points and reaching several retailers, supermarkets, and hypermarkets. For example, Juhayna Food Industries has the largest distribution fleet of any company in Egypt’s juice sector, with many vehicles capable of transporting its juice products, enabling Juhayna Food Industries to deliver its products to clients nationwide efficiently and inexpensively. Juhayna Food Industries has its own sales and distribution team to be able to penetrate the Egyptian market and for that reason Juhayna Food Industry’s brands Juhayna, Pure, and Bekhero have acquired 21.5% market share.
○ Local manufactures, including Juhayna Food Industries, Faragello and other manufacturers, are keen to deliver their products to retailers, supermarkets, and hypermarkets because offer streamlined consumer product assortments as they offer their consumers a wide variety of products.
○ Concerning the imported fruit juices, the foreign manufacturing companies assign Egyptian authorized agents or importers who will be responsible for distributing their products in the market. For example, Rauch Fruchtsäfte GmbH & Co OG assigned the Egyptian company ‘Gourmet Egypt’ to be the authorized importer and Gourmet Egypt is responsible for distributing Rauch Fruchtsäfte GmbH & Co OG’s branded fruit drink ‘Rauch’ to all distribution points, retailers, supermarkets, and hypermarkets. Consequently, foreign manufacturing companies usually assign authorized local Egyptian importers or even agents which have strong distribution networks to be able to reach the mass market.
○ After examining the overview of the fruit drink’s distribution trend in Egypt, one could say that retailers, supermarkets, and hypermarkets are predominately supplied directly by the manufacturers of fruit drinks using the supplier’s own transport. In some cases, this result in several deliveries being made during the same day according to the fruit drinks’ manufacturing companies. Ordering of goods is not centralized, with each shop outlet sending in separate orders to suppliers and this is explained by retailers, supermarkets, and hypermarkets as being due to the high variability of demand which makes individual ordering necessary to avoid holding excess stock or losses from unsold products.
○ To conclude, fruit drinks’ importers and manufacturers suggested that the common distribution trend is that fruit drinks are usually distributed through the manufacturers to other suppliers in the distribution or supply chain. The foreign manufacturers supply their fruit drinks directly to the agents or importers who act as authorized distributors. Subsequently, these agents or importers approach the retailers, supermarkets, and hypermarkets to supply them with their fruit drinks. Finally, the retailers, supermarkets, and hypermarkets display these fruit drinks for the consumers or what so called 'end users.' Concerning the local manufacturers, the same supply chain applies except that local manufacturers approach the retailers, supermarkets, and hypermarkets directly to supply them with their fruit drinks.
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