Egypt flag Egypt: Buying and Selling

Advertising and marketing in Egypt

Marketing opportunities

Consumer Profile
The population of Egypt was around 105.2 million people in January 2022 and is growing at a rate of 1.9% (Data Reportal). 43% of the population lives in cities, and the urbanisation rate is 1.9% annually (CIA World Factbook).

Most of the country is desert, so about 95% of the population is concentrated in a narrow strip of fertile land along the Nile River, which represents only about 5% of Egypt’s land area. Egypt’s rapid population growth stresses limited natural resources, jobs, housing, sanitation, education, and health care.

The median age is 24.8 years; 30.2% of the population is under 13 years, 20.1% of the population is between 13 and 24 years, 28.6% of the population is between 25 and 44 years, 15.6% of the population is between 45 and 64 years old, and 5.5% of the population is 65 years old or over. There are 50.5% of men and 49.5% of women (Data Reportal, 2022). The average household size is 4 people in 2021; 6% of households only count one person, 30% of households count 2 or 3 people, and 43% of households count 4 or 5 people and 2% of  households count 6 or more people (UN, latest data available). Women have significantly lower participation in the labour force than men (15% vs 67%) and lower literacy (66% literacy for women vs 76% of males). 71% of the population aged 15 or over can read and write (World Bank, latest data available).

Education is compulsory for 9 academic years between the ages of 4 and 14. Moreover, all levels of education are free within any government run schools. According to the World Bank, there are great differences in educational attainment of the rich and the poor, also known as the "wealth gap". Egypt has a very extensive higher education system. About 30% of all Egyptians in the relevant age group go to university. However, only half of them graduate. Many schools have poor infrastructure with around 1 in 5 school buildings unfit for use, lacking functional water and sanitation facilities.
Purchasing Power
The Gross Domestic Product per capita (PPP) in Egypt was estimated at USD 12,607 in 2020 (World Bank). The minimum wage is EGP 2,700 per month in the public sector and EGP 2,400 in the private sector (Egytian government). Egypt’s Gini index is 31.5 (World Bank). The 2021 Global Gender Gap Index, which measures disparities between men and women across countries, ranks Egypt at 129th out of 156 countries worldwide. According to estimates by the World Bank, final consumption expenditure accounted for 93.8% of GDP in 2020 (latest data available).
Consumer Behaviour
Egyptian consumer behaviour has changed considerably as the country is mired in a long-term economic recession coupled with currency devaluation. Egyptian consumers have cut down on apparel purchases, reduced out-of-home entertainment and tried to save on gas and electricity. Price, which had traditionally been an important factor in purchase decisions, now takes precedence over other criteria. As such, luxury items and branded products at supermarkets are sold less and less. 71% of Egyptians now say they look for promotions while 35% of them shop less often and 17% have reduced the quantities of their grocery shopping (Nielsen Survey, 2017). Consumers also tend to consume more local product, as they are less expensive than imported products. The Covid-19 pandemic caused further changes. Egyptians have become more digital, and have increased spending on groceries, takeaway food and home entertainment. They have also become more health conscious and concerned about the environment (PwC, 2022).

Consumers face numerous financial challenges, including devalued currency, high inflation and rising food prices, which have significantly affected consumer confidence and, in turn, household spending. However, while most are adapting to a more restricted shopping regimen, affluent households continue to spend. Online shopping has been hampered by low internet penetration rates, but this is projected to change soon. Young Egyptians are driving increased demand in a wide range of consumer segments.

Despite Egypt having the largest population of internet users in the MENA region, electronic commerce lags behind compared to many other Arab countries. However, online shopping soared since the pandemic. More than 50% of consumers purchased a product online in 2020 (Go-Globe). While Egypt's e-commerce market is still in its infancy, many Egyptian businesses have yet to establish an online identity for consumers to interact with them. Further developing the Egyptian e-commerce market relies on the continued online emergence of new products and services, which will provide Egyptian consumers with the goods that they need closer to home. E-Commerce in Egypt is expected to increase by 30% by the end of 2022, according to a report released by BOOST.

Service apps have been growing over the past years in Egypt-especially amongst the younger generation. For example, Egypt is the largest market in the Middle East for Uber. Moreover, Egypt has become one of the region's largest online supermarket markets for supplying and delivering groceries and other household goods.
Consumers Associations
Consumer Protection Agency

Central Egyptian Society for Consumer Protection

Central Egyptian Society for Consumer Protection

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Main Advertising Agencies
Egypt Oxygen Agency
EM Graphic Advertising Agency
Vision Egypt

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Latest Update: June 2024

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