SECTOR CAPSULE: BISCUITS IN EGYPT

17 Mar 2015
HEADLINES
Biscuits sees value grown of 10% and volume growth of 6% due to the larger number of local brands
operating in the category, and the higher distribution which increased the number of options and made it
more accessible for a wider consumer segment
A large number of international brands are currently locally produced, making them more affordable than
before
75% of biscuits volume sales stem from the low price point of EGP0.5-1, due to the weak consumer
purchasing power
Biscuits is predicted to see a value CAGR of 1% at constant 2014 prices, over the forecast period

COMPETITIVE LANDSCAPE
The leader by far in savoury biscuits and crackers is TUC by Groupe Danone, which accounts for 92% of
category value sales.
Egyptian Modern Food Industries is the leader by far in chocolate coated biscuits, with its Pasto and Choco
Pasto brands accounting for 69% of category value sales.

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NATIONAL BRAND OWNERS AND THEIR BRANDS
Company Name (NBO) Brand (GBO)
Alexandria Confectionery & Chocolate Co,
Bimbo (Alexandria Confectionery & Chocolate Co, The (Corona))
The (Corona)
Americana Group Senyorita (Americana Group)
Clara (Arabian Danish Food Industries Co), Classic (Arabian Danish Food
Arabian Danish Food Industries Co
Industries Co), Royal (Arabian Danish Food Industries Co)
Chipsy For Food Industries Co SAE Samba (PepsiCo Inc)
LU Prince (Mondelez International Inc), Tiger (Mondelez International Inc),
Danone, Groupe
TUC (Mondelez International Inc)
Deemah - United Food Industries Corp Ltd Deemah (Lactalis, Groupe)
Bianky (Eastern for Food Industries (Biscato)), Biscato (Eastern for Food
Industries (Biscato)), Choco Digesta (Eastern for Food Industries (Biscato)),
Eastern for Food Industries (Biscato) Jolly (Eastern for Food Industries (Biscato)), Nice (Eastern for Food
Industries (Biscato)), Shato (Eastern for Food Industries (Biscato)), Shorty
(Eastern for Food Industries (Biscato))
Edita Food Industries SAE Freska (Berzy Group)
Bisco Wafers (Egyptian Co for Food (Biscomisr)), Chico Chico (Egyptian
Co for Food (Biscomisr)), Dandosha (Egyptian Co for Food (Biscomisr)),
Date Bars (Egyptian Co for Food (Biscomisr)), Fresh (Egyptian Co for Food
(Biscomisr)), Lux (Egyptian Co for Food (Biscomisr)), Maamoul Bisco Misr
Egyptian Co for Food (Biscomisr)
(Egyptian Co for Food (Biscomisr)), Marie (Egyptian Co for Food
(Biscomisr)), Marie Ica (Egyptian Co for Food (Biscomisr)), Nice (Egyptian
Co for Food (Biscomisr)), Ramsis (Egyptian Co for Food (Biscomisr)), Tak
(Egyptian Co for Food (Biscomisr))
Choco Pasto (Sima Food Industries Group), Marie (Sima Food Industries
Egyptian Modern Food Industries Group), Pasto (Sima Food Industries Group), Petit Beurre (Sima Food
Industries Group)
El Karama Co El Karama (El Karama Co)
El Shamedan (El Shamedan Food Industries), Hanawi (El Shamedan Food
El Shamedan Food Industries Industries), Nawaem (El Shamedan Food Industries), New Kata- Kito (El
Shamedan Food Industries)
Borio (Mondelez International Inc), Nice (Mondelez International Inc),
Family Nutrition SAE
Rasco (Mondelez International Inc)
Halwani Bros SAE Maamoul Halwani (Halwani Bros Co)
International Confectionery Co (SAE) 5x5 (International Confectionery Co (SAE))
Ismaillia For Industrial Investment Honey (Ismaillia For Industrial Investment)
King M For Food Products Delicious Chocolate Chip Cookies (King M For Food Products)
Loacker SpA, A Gardena (Loacker SpA, A)
Master Foods Middle East Galaxy (Mars Inc)

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Company Name (NBO) Brand (GBO)
National Foods Co Americana (Americana Group), Americana Maamoul (National Foods Co)
Ocean Foods Dady (Ocean Foods), Lambada (Ocean Foods)
Biskreem (Yildiz Holding AS), High Life (Yildiz Holding AS), Tempoo
Yildiz Holding AS
(Yildiz Holding AS)
Source: Passport by Euromonitor International

FORECAST

DEFINITIONS AND METHODOLOGY

Biscuits
This is the aggregation of sweet biscuits and savoury biscuits and crackers.

Methodology
This report is derived from Euromonitor International’s Passport information system. Industry
research is carried out by a global team of more than 600 in-country analysts and is based on a core
set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with
national players and market analysis
International-level desk research, multinational company research and analysis, trade interviewing with
international players and market analysis

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