April 14, 2025 – Food in Egypt is more than sustenance; it reflects societal values driven by consumer preferences. Consumers are seeking convenient and nutritious options that align with their values. Innova’s 360 research into these food trends, exploring functional foods, beverages, and everyday staples, highlights shifting preferences and innovation opportunities in the Egypt’s market.
Consumer Beverages Trends
Changing lifestyle preferences and environmental ethical concerns influences alcohol consumption in Egypt. As a result, 1 in 5 consumers actively limited their wine, sparkling wine, and champagne consumption over the past year. Demand for premium non-alcoholic alternative drinks increases, driven by the focus on health and taste. Natural ingredients, no artificial flavors, and reduced sugar are the top claims influencing non-alcoholic drinks consumption.
Food trend research in Egypt shows consumers are increasing their consumption of soft drinks and hot beverages, driven by its taste, ingredients, and premium quality. They prefer hot drinks during breakfast and mid-afternoon.
Everyday Staples in Egypt
In everyday staples, shelf life, health aspects, convenience, and brands are important to consumers in Egypt. Source of protein, fiber, natural, and reduction claims drives consumers’ bread and breakfast cereal choices. Flavor, shelf life, cost and health aspects are the important attributes in bread product consumptions. While health, cost, and flavor in breakfast cereals.
Consumers focus on shelf life, health aspects, and taste in purchasing dairy products. They increase consumption of spoonable yogurt, milk and flavored milk products, and cheese, however less than global average. 1 in 2 consumers in Egypt consume fish/seafood and meat and poultry for its health benefits. The top claims in this category include no artificial flavors or colors, natural ingredients, locally sourced/ produced and kosher/halal.
Meal Preparation Trends
Consumers increase their consumption across all meal preparation categories including bouillons/stocks/seasoning, table and cooking sauces, dips, savory spreads, sweet spreads, and ready meals over the past year. Real ingredients and natural claims are high priority in making purchases. Top claims vary across meal preparation categories, however, main attributes such as taste, health aspects, and shelf life remain constant.
Snacks and Treats Trends
35% of consumers in Egypt value health aspects when choosing snacks and treats. Other notable attributes include taste and shelf life. This health consideration leads to sugar reduction in sweet treats, with 1 in 5 consumers citing it.
Cereal and energy bars display a rise in consumption rate over the past year, driven by health, taste, and lifestyle. Consumers embrace functional ingredients in snacks and treats categories, which is higher than global average.
Plant-Based and Special Diet Trends
Taste and health benefits are key drivers for consumers’ shift towards plant-based foods and sports/functional nutrition. This includes meat substitutes, non-dairy cheese, non-dairy milk/milk drinks, non-dairy spoonable yogurt, and sport and functional nutrition.
The purchase of meat substitutes is higher in Egypt than global average, driven by taste, cost, health, and shelf-life. Product safety is the key claim in meat substitutes and dairy alternatives. Health benefits and taste raise demand for sport and functional nutrition. Claims including product safety, high/source of protein and fiber, functional ingredients, sugar and fat reduction, and scientifically proven drives consumers preferences in purchasing these products.
What’s Next in Consumer Food Trends in Egypt?
Consumer preferences in Egypt are shifting toward healthier, high-quality, culturally aligned, and convenient options. Brands can utilize these trends by creating innovative products that resonate with consumers’ evolving needs and lifestyles. As consumers in Egypt grow more mindful of their health, brands can offer nutritious choices like low-sugar, low-fat, organic, or plant-based products. Functional beverages such as probiotic drinks and smoothies with natural ingredients may appeal to health-conscious individuals.
While consumers are seeking premium products with gourmet ingredients and unique flavors, the economy of Egypt is driving demand for value-driven, budget-friendly options. Brands can launch products balancing between quality and affordability to meet these needs. Understanding local dietary customs and religious practices is key to connecting with consumers in Egypt. Offering halal-certified products and aligning with local tastes, textures, and ingredient preferences, along with special items for occasions like Ramadan, can boost sales and visibility.
As lifestyles become busier, consumers seek ready-to-eat meals, snacks, and drinks that are easy to consume on the go. Brands can tap into this opportunity in launching portable, quality packaging catering both locals and tourists looking for quick, fusion-flavored options.
This article is based on Innova’s Category Growth Drivers in Egypt report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
