Egypt Baby Food Market Outlook to 2023
By Food Category (Milk Formula - (Standard Formula, Follow-on Formula, Growing-up Formula and Special Baby Milk Formula, Dried baby food and Prepared Baby Food) and by Distribution Channel (Health and Beauty Stores, Supermarkets, Independent Small Grocers, Hypermarkets, Convenience Stores and Online Sales)
March 2019
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About the Report
About the Report
Egypt baby food market is still in its growth stage with retail revenue increasing at a positive double digit CAGR during the period 2012-2018. Due to a majority of international players, it has been an import oriented market. There has been a vast demand for innovative products such as camel milk based baby food. Due to high level of malnutrition among infants, increasing number of parents has preferred baby food to fulfill their child’s nutritional requirements. Also, there has been a shift to organic baby food products as they minimize child’s exposure to harmful chemicals and elements.
Albeit government is encouraging breast feeding among new mothers; the baby food market has shown consistent growth over the years due to lack of paid maternity leaves to women in the working sector.
By Food Category (Milk Formula, Dried Baby Food and Prepared Baby Food): Milk formula is the most conventional and trustworthy baby food product in the market and is considered as the prime substitute of mother’s milk, therefore it was the leading market segment in the year 2018 with a considerable revenue share.
By Age Group (0-6 Months, 6-12 Months, 12-36 Months): The leading category has been baby food products for infants that are 0-6 months old as it contributed the majority of the share in terms of retail sales, followed by baby food products for infants in the age groups, 6-12 months old and 12-36 months old respectively in the year 2018(P).
By Channel of Distribution (Health and Beauty Specialist, Supermarkets, Independent Small Grocers, Hypermarkets, Convenience Stores and Online Sales): The supply of baby food in Egypt is taken care of majorly by offline stores like Health and Beauty Specialist Retailers, Supermarkets and Independent Small Grocers. Subsequent purchases after consulting health experts are made from these renowned and trustworthy megastores. Presently, online sales channels such as e-commerce websites, company websites, baby products’ specific websites and websites of offline stores accounted for a very low share in the distribution.
By Milk Formula (Standard Milk Powered Formula, Follow on Milk Powdered Formula, Growing-Up Milk Formula, and Special Baby Milk Formula): The majority of the milk formula sales in Egypt baby food market contributed through standard milk powdered formula products. It held a dominant share in the market. This was followed by Follow on milk powdered formula and Growing-Up milk formula. The remaining segments that contributed to the market were special baby milk formula which is primarily required by infants with special nutritional needs or they are allergic to some specific ingredient.
Competitive Landscape
Competition within the Egypt baby food market was observed as highly concentrated among 4 major manufacturers of baby food which are competing on parameters such as product variant, channels of distribution and price. The leading players in the market are international companies that directly import finished baby food products in Egypt. The domestic companies selling baby food products have negligible market share.
Majority of the market shares were held by Nestle SA, Danone Groupe Hero Group GmbH and Fasska SA. The remaining market share was captured by companies such as Liptis Nutrition Ltd, Riri Co, Ninolac International SA and others.
Egypt Baby Food Market Future Outlook
In future, it is anticipated that the Egypt Baby food market in terms of revenue will increase at a significant double digit CAGR during the period 2018-2023E. The demand for conventional milk formula is expected to fall by the end of the year 2023. In case of types of Milk Formulas, the demand for Standard Milk Powdered Formula is expected to fall slightly from 2018(P) to the end of the year 2023 while the demand for Other Milk Formula such as Follow on Milk Powdered Formula, Growing-Up Milk Formula and especially Special Baby Milk Formula is expected to increase. The Egypt Baby food market is expected to have a positive growth over the forecast period due to increase of women’s participation in the workforce, rising per capita income and GDP of the country and increasing awareness among new parents to complete the nutritional requirements of their children.
Key Segments Covered
Food Category (Milk Formula, Dried Baby Food and Prepared Baby Food)
Types of Milk Formula (Standard Milk Powdered Formula, Follow-on Milk Powdered Formula, Growing-up Milk Formula, Special Baby Milk Formula)
Milk Formula by Age Group (0-6 Months, 6-12 Months, 12-36 Months)
By Channels of Distribution (Health and Beauty Specialist, Supermarkets, Independent Small Grocers, Hypermarkets, Convenience Stores and Online Sales)
Key Target Audience
Baby Product Manufacturers
Baby Product Distributors
Government Agencies
Baby Food Store Retailing
NGO's Supporting Baby Food and Care
Pharmaceutical Stores
Online Sales and Retailing Agencies
Time Period Captured in the Report:
Historical Period: 2012- 2018
Forecast Period: 2019- 2023
Companies Covered:
Nestlé SA (S-26, Nan, Cerelac, Nestogen, Nido and Progress)
Danone Groupe (Nutricia and Aptamil)
Hero Group GmbH (Hero Baby, Hero)
Fasska SA (Biomil)
Liptis Nutrition Ltd (Liptomilk)
Riri Co (Riri)
Ninolac International SA
Abbott Laboratories Inc
Key Topics Covered in the Report
Executive Summary
Research Methodology
Ecosystem in Egypt Baby Food Market
Value Chain Analysis of Egypt Baby Food
Egypt Baby Food Market Overview and Genesis
Egypt Baby Food Market Segmentation
Egypt Baby Food Market on the Basis of Food Category
Egypt Baby Food Market Segmentation of Milk Formula by Type
Egypt Baby Food Market by Age
Egypt Baby Food Market by Outlet Type
Trends and Developments in Egypt Baby Food Market
Issues and Challenges in the Egypt Baby Food Market
Snapshot on Emerging Baby Food Market
Decision Making Criteria for Consumers of Egypt Baby Food Market
Government Regulations for Doing Business for Egypt Baby Food Market
SWOT Analysis of Egypt Baby Food Market
Competitive Scenario of Egypt Baby Food Market
Company Profiles of Major Players
Egypt Baby Food Market Future Outlook and Projections, 2019–2023E
Analyst Recommendations in Egypt Baby Food Market
Products
Products
Food Category (Milk Formula, Dried Baby Food and Prepared Baby Food) Types of Milk Formula (Standard Milk Powdered Formula, Follow-on Milk Powdered Formula, Growing-up Milk Formula, Special Baby Milk Formula) Milk Formula by Age Group (0-6 Months, 6-12 Months, 12-36 Months) By Channels of Distribution (Health and Beauty Specialist, Supermarkets, Independent Small Grocers, Hypermarkets, Convenience Stores and Online Sales)
Companies
Nestlé SA (S-26, Nan, Cerelac, Nestogen, Nido and Progress) Danone Groupe (Nutricia and Aptamil) Hero Group GmbH (Hero Baby, Hero) Fasska SA (Biomil) Liptis Nutrition Ltd (Liptomilk) Riri Co (Riri) Ninolac International SA Abbott Laboratories Inc
Table of Contents
Table of Contents
1. Executive Summary
1.1. Egypt Baby Food Market Overview and Size
1.2. Egypt Baby Food Market Segmentation
1.3. Competition Scenario In Egypt Baby Food Market
1.4. Egypt Baby Food Market Future Outlook and Projections
2. Research Methodology
2.1. Market Definitions
2.2. Abbreviations
2.3. Market Size and Modeling
Consolidated Research Approach
Market Sizing- Egypt Baby Food Market
Variables (Dependent)
Multi-Factor Based Sensitivity Model
Limitations
Final Conclusion
3. Ecosystem In Egypt Baby Food Market
4. Stakeholders In The Egypt Baby Food Market
5. Egypt Baby Food Market Overview and Genesis
6. Value Chain Analysis In The Egypt Baby Food Market
7. Egypt Baby Food Market Size, 2012-2018(P)
8. Egypt Baby Food Market Segmentation, 2012-2018
8.1. By Food Category (Milk Formula, Dried Baby Food, Prepared Baby Food,), 2012-2018(P)
8.1.1. Milk Formula By Type (Standard Milk Powdered Formula, Follow-On Milk Powdered Formula, Growing-Up Milk Formula And Special Baby Milk Formula), 2012-2018(P)
8.1.2. By Age Group (0-6 Months, 6-12 Months, 12-36 Months), 2018(P)
8.2. By Distribution Channel (Health And Beauty Specialist Retailers, Supermarkets, Independent Small Grocers, Hypermarkets, Convenience Stores and Online), 2018
9. Trends And Developments In The Egypt Baby Food Market
9.1. Malnutrition In Egypt
9.2. Shift In The Ingredients Used In Baby Food, 2013-2017
9.3. Lack Of Maternity Leave Allowances
9.4. Subsidies Becoming A Major Problem
9.5. Preferring Supermarkets For Purchase
10. Issues And Challenges In The Egypt Baby Food Market
10.1. Strong Industry Rivalry
10.2. Requires Huge Advertising Expenditure
10.3. Stringent Government And International Regulations
10.4. Encouraging Breastfeeding And Discouraging Motherhood
10.5. Highly Sensitive To Market Rumors
11. Snapshot On Emerging Baby Food In The Egypt Baby Food Market
12. Decision Making Criteria For Consumers
13. Government Regulations For Doing Business
13.1. Documents Required For Importing Baby Products
13.2. Barriers
13.3. Guidelines For Nutritional Value
13.4. Gso Standards For Packaging And Labelling
13.5. Codex Alimentarius Standards To Be Followed
13.6. Guidelines By Egyptian Office Of Standards (EOS)
13.7. Health Certificate For Halal Baby Food
13.8. Guidelines For Manufacturing Baby Food
13.9. Routine And Surprise Inspections
13.10. Objectives of NFSA
13.11. Making Online Complaint
14. SWOT Analysis of Egypt Baby Food Market
15. Competitive Landscape in the Egypt Baby Food Market
15.1. Competition Scenario In The Egypt Baby Food Market
16. Strengths and Weaknesses of Major Players (Nestlé SA, Danone Group, Hero Group GmbH and Fasska SA) Operating in Egypt Baby Food Market
16.1. 4Ps of Major Players (Nestlé SA, Danone Groupe, Hero Group Gmbh And Fasska Sa) Operating in Egypt Baby Food Market
17. Company Profile Of Major Players In Egypt Baby Food Market
17.1. Nestlé SA
Product Profile Of Cerelac
Product Profile Of Nan
Product Profile Of Nido
Product Profile Of S-26
Product Profile Of Nesquik
17.2. Danone Groupe
Nutricia: Aptamil
Danone Dango
Danone UP Plastic Bottle Yoghurt Drink
Danone Activia
Danone Yoghurt
17.3. Hero Group Gmbh
Hero Baby Products
17.4. Fasska Sa
Standard Infant Formulas
Advanced Infant Formulas
Premium Infant Formulas
Special Infant Formulas
Complete Balanced Formula For Children
Infant Cereals
17.5. Other Companies (Riri co., Ninolac International SA)
18. Egypt Baby Food Market Future Outlook and Projections, 2019-2023E
18.1. By Food Categories (Milk Formula, Dried Baby Food and Prepared Baby Food), 2023E
18.2 By Type of Milk Formula (Standard Milk Powdered Formula, Follow-on Milk Formula, Growing-up Milk Formula, 18.3. and Special Baby Milk Formula), 2023E
19. Analyst Recommendations in Egypt Baby Food Market
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List of Figure
Figure 1-1: Egypt Baby Food Market Flowchart on the Basis of Retail Sales Value in EGP Million, 2018(P)
Figure 3-1: Egypt Baby Food Market Ecosystem, 2018
Figure 5-1: Business Cycle of Egypt Baby Food Market
Figure 6-1: Flowchart for Value Chain Analysis of Egypt Baby Food Market
Figure 7-1: Egypt Baby Food Market Size on the Basis of Revenues in EGP Million and Growth Rate in Percentage (%), 2012-2018(P)
Figure 8-1: Egypt Baby Food Market Segmentation by Food Category (Milk Formula, Dried Baby Food, Prepared Baby Food and) on the Basis of Retail Sales in Percentage (%), 2018(P)
Figure 8-2: Egypt Milk Formula Market Segmentation by Type of Milk Formula (Standard Milk Formula, Follow-On Milk Formula, Growing-Up Milk Formula and Special Baby Milk Formula) on the Basis of Retail Sales in Percentage (%), 2018(P)
Figure 8-3: Egypt Milk Formula Market Segmentation by Age Group (Above 12 Months, 6-12 Months and 0-6 Months) on the Basis of Retail Sales in Percentage (%), 2018(P)
Figure 8-4: Egypt Baby Food Market Segmentation on the Basis of Channels of Distribution (Health and Beauty Specialist Retailers, Supermarkets, Independent Small Grocers, Hypermarkets, Convenience Stores, Internet Retailing) for Market Share in Percentage (%), 2018(P)
Figure 17-1: Financial Performance of Nestle SA on the Basis of Retail Sales in EGP Million and Growth Rate in Percentage (%), 2013-2017
Figure 17-2: Financial Performance of Danone Groupe on the Basis of Retail Sales in EGP Million and Growth Rate in Percentage (%), 2013-2017
Figure 17-3: Financial Performance of Hero Group GmbH on the Basis of Retail Sales in EGP Million and Growth Rate in Percentage (%), 2013-2017
Figure 17-4: Financial Performance of Fasska SA on the Basis of Retail Sales in EGP Million and Growth Rate in Percentage (%), 2013-2017
Figure 17-5: Financial Performance of Riri Co. on the Basis of Retail Sales in EGP Million and Growth Rate in Percentage (%), 2013-2017
Figure 17-6: Financial Performance of Ninolac International SA on the Basis of Retail Sales in EGP Million and Growth Rate in Percentage (%), 2013-2017
Figure 18-1: Future Outlook and Projection of Egypt Baby Food Market Size on the Basis of Retail Sales in EGP Million and Growth Rate in Percentage (%), 2018(P)-2023E
Figure 18-2: Egypt Baby Food Market Future Projections by Food Category (Milk Formula, Dried Baby Food and Prepared Baby Food) for Market Share in Percentage (%), 2023E
Figure 18-3: Egypt Milk Formula Market Future Projections by Type of Milk Formula (Growing-up Milk Formula, Follow-on Milk Formula, Standard Milk Powdered Formula and Special Baby Milk Formula) on the Basis of Retail Sales in Percentage (%), 2023E.
List of Table
Table 2-1: Egypt Baby Food Market Definition on the Basis of Parameters and Segments
Table 2-2: Egypt Baby Food Categories and their Types
Table 2-3: Correlation Matrix for Egypt Baby Food Market, 2018
Table 2-4: Regression Coefficients Output for Egypt Baby Food Market, 2018
Table 4-1: List of Major Stakeholders in the Egypt Baby Food Market by Entity Type (Manufacturers, Offline Retailers and Online Retailers)
Table 5-1: Egypt Baby Food Market Overview Including Country Overview, Market Structure, Genesis, Trade Scenario, End User, Best Selling Products, Competitive Scenario and Growth Drivers
Table 5-2: Major Players in Egypt Baby Food Market with their Year of Establishment and Description, 2018(P)
Table 6-1: Value Chain Analysis of Egypt Baby Food Market on the basis of Entity Type (International Manufacturers, International Importers, Domestic Manufacturers, Agents of Manufacturers, Distributors and Offline and Online Retailers)
Table 6-2: Egypt Baby Food Market Value Chain Challenges and How to Overcome Them
Table 7-1: Egypt Baby Food Market Size on the Basis of Revenues in EGP Million, 2012-2018(P)
Table 8-1: Egypt Baby Food Market Segmentation by Food Category (Milk Formula, Dried Baby Food, Prepared Baby Food ) on the Basis of Retail Sales in EGP Million, 2018(P)
Table 8-2: Cross Comparison by Food Category (Milk Formula, Dried Baby Food and Prepared Baby Food) Including Composition, Target Audience, Major Brands, Channel of Distribution and Procurement, 2018(P)
Table 8-3: Egypt Baby Food Market Segmentation by Food Category (Milk Formula, Dried Baby Food and Prepared Baby Food) on the Basis of Retail Sales in EGP Million, 2018(P)
Table 8-4: Egypt Milk Formula Market Segmentation by Types of Milk Formula (Standard Milk Powdered Formula, Follow-On Milk Powdered Formula, Growing-Up Milk Formula and Special Baby Milk Formula) on the Basis of Retail Sales in EGP Million, 2012-2018(P)
Table 8-5: Cross Comparison by Type of Milk Formula (Standard Milk Powdered Formula, Follow-On Milk Powdered Formula, Growing-Up Milk Formula and Special Baby Milk Formula) including Target Audience, Procurement, Revenue Contribution in terms of Percentage, Channels of Distribution and Major Brands, 2018(P)
Table 8-6: Egypt Milk Formula Market Segmentation by Type of Milk Formula (Standard Milk Formula, Follow-On Milk Formula, Growing-Up Milk Formula and Special Baby Milk Formula) on the Basis of Retail Sales in EGP Million, 2018(P)
Table 8-7: Egypt Milk Formula Market Segmentation by Age Group (0-6 Months, 6-12 Months and 12-36 Months) on the Basis of Retail Sales, 2018(P)
Table 8-8: Cross Comparison by Age Group (0-6 Months, 6-12 Months, 12+ Months) Including Existing Market Share, Type of Milk Formula Consumed, Preferred Medium for Purchase and Major Brands, 2018(P)
Table 8-9: Egypt Milk Formula Market Segmentation by Age Group (Above 12 Months, 6-12 Months and 0-6 Months) on the Basis of Retail Sales in EGP Million, 2018(P)
Table 8-10: Egypt Baby Food Market Segmentation on the Basis of Channels of Distribution (Health and Beauty Specialist Retailers, Supermarkets, Independent Small Grocers, Hypermarkets, Convenience Stores and Internet Retailing) for Retail Sales in EGP Million, 2013-2018(P)
Table 8-11: Cross Comparison by Channel of Distribution (Health and Beauty Specialist Retailers, Supermarkets, Independent Small Grocers, Hypermarkets, Convenience Stores, Internet Retailing) Including Types of Products Sold, Target Customers, Stock Inventory, Pricing Strategy, Region where dominant, Other Strategies and Retail Sales Area in Square Meters, 2018(P)
Table 9-1: Ingredients Used in Egypt Baby Food Market on the Basis of Category in Percentage, 2012-2017
Table 11-1: Snapshot on Emerging Baby Food in the Egypt Baby Food Market
Table 12-1: Decision Making Criteria for Consumers in Egypt Baby Food Market Including Advice from Health Experts and Reviews of Other Buyers, Price of the Product, Brand Name, Nutritional Value, Type of Baby Food and Channel of Distribution
Table 14-1: SWOT Analysis of Egypt Baby Food Market
Table 15-1: Competition Scenario in the Egypt Baby Food Market Including Level of Competition, Major Players Operating in the Market and Competing Factors, 2017
Table 15-2: Market Share of Major Companies (Nestlé SA, Danone Groupe, Hero Group GmbH, Fasska SA, Liptis Nutrition Ltd, Riri Co, Ninolac International SA, Abbott Laboratories and Others) on the Basis of Retail Sales in Percentage(%), 2013-2017
Table 15-3: Market Share of Major Companies (Nestlé SA, Danone Groupe, Hero Group GmbH, Fasska SA, Liptis Nutrition Ltd, Riri Co, Ninolac International SA, Abbott Laboratories and Others) on the Basis of Retail Sales in EGP Million, 2013-2017
Table 15-4: Market Share of Major Brands in Egypt Baby Food Market (Nutricia, S-26, Nan, Cerelac, Aptamil, Hero Baby, Biomil, Liptomilk, Riri, Hero, Nestogen, Nido, Progress and Others) on the Basis of Retail Sales in Percentage (%), 2013-2017
Table 15-5: Market Share of Major Brands in Egypt Baby Food Market (Nutricia, S-26, Nan, Cerelac, Aptamil, Hero Baby, Biomil, Liptomilk, Riri, Hero, Nestogen, Nido, Progress and Others) on the Basis of Retail Sales in EGP Million, 2013-2017
Table 16-1: Strengths and Weaknesses of Major Players (Nestlé SA, Danone Group, Hero Group GmbH and Fasska SA) Operating in Egypt Baby Food Market, 2018(P)
Table 16-2: Marketing Mix including Product and Price of Major Players (Nestlé SA, Danone Groupe and Hero Group GmbH) Operating in the Egypt Baby Food Market
Table 16-3: Marketing Mix including Place and Promotion of Major Players (Nestlé SA, Danone Groupe and Hero Group GmbH) Operating in the Egypt Baby Food Market
Table 17-1: Company Profile Of Nestlé Sa including Company Overview, USP, Business Strategy, Distribution And Sales, Market Share And Revenue, Best Selling Brand/Product, Recent Development And Future Plans
Table 17-2: Product Profile of Baby Food Products offered by Nestlé SA under the Brand Cerelac in Egypt
Table 17-3: Product Profile of Baby Food Products offered by Nestlé SA under the Brand Nan in Egypt
Table 17-4: Product Profile of Baby Food Products offered by Nestlé SA under the Brand Nido in Egypt
Table 17-5: Product Profile of Baby Food Products offered by Nestlé SA under the Brand S-26 in Egypt
Table 17-6: Product Profile of Baby Food Products offered by Nestlé SA under the Brand Nesquik in Egypt
Table 17-7: Timeline for Nestlé SA, 1866-2018
Table 17-8: Company Profile of DANONE Groupe Including Company Overview, USP, Business Strategy, Distribution and Sales, Market Share and Revenue, Best Selling Brand/Product, Recent Developments and Future Plans
Table 17-9: Timeline for DANONE Groupe, 1996-2017
Table 17-10: Product Profile of Baby Food Products offered by Danone Groupe under the brand Nutricia in Egypt
Table 17-11: Product Profile of Baby Food Products offered by DANONE Groupe under the brand Dango in Egypt
Table 17-12: Product Profile of Baby Food Products offered by DANONE Groupe under the brand UP Plastic Bottle Yoghurt Drink in Egypt
Table 17-13: Product Profile of Baby Food Products offered by DANONE Groupe under the brand Activia in Egypt
Table 17-14: Product Profile of Baby Food Products offered by DANONE Groupe under the category Yoghurt in Egypt
Table 17-15: Company Profile of Hero Group GmbH Including Company Overview, USP, Procurement, Distribution and Sales, Market Share and Revenue, Best Selling Brand/Product, Recent Developments and Future Plans
Table 17-16: Product Profile of Baby Food Products offered by HERO Group GmbH in Egypt
Table 17-17: Timeline for Hero Group GmbH, 1886 - 2018
Table 17-18: Company Profile of Fasska SA Including Company Overview, USP, Business strategy, Procurement, Distribution and Sales, Market Share and Revenue, Best Selling Brand/Product, Recent Developments and Future Plans
Table 17-19: Standard Infant Formula of Baby Food products offered by Fasska SA in Egypt
Table 17-20: Advanced Infant Formula of Baby Food products offered by Fasska SA in Egypt
Table 17-21: Premium Infant Formula of Baby Food products offered by Fasska SA in Egypt
Table 17-22: Special Infant Formula of Baby Food products offered by Fasska SA in Egypt
Table 17-23: Complete Balanced Formula for Children offered by Fasska SA in Egypt
Table 17-24: Infant Cereals offered by Fasska SA in Egypt
Table 17-25: Company Profiles of Other Companies in Egypt Baby Food Market (Riri Co., Ninolac International SA and Others), 2017
Table 18-1: Rationale for Egypt Baby Food Market Future Projections, 2019-2023E
Table 18-2: Egypt Baby Food Market Future Projections by Food Category (Milk Formula, Dried Baby Food and Prepared Baby Food) on the Basis of Retail Sales in EGP Million, 2023E
Table 18-3: Egypt Milk Formula Market Future Projections by Type of Milk Formula (Growing-up Milk Formula, Follow-on Milk Formula, Standard Milk Powdered Formula and Special Baby Milk Formula) on the Basis of Retail Sales in EGP Million, 2023E
Table 19-1: Analyst Recommendations in the Egypt Baby Food Market
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