Egypt: Reaching the Consumers

Consumer Profile | Marketing Opportunities |

Consumer Profile

Population in Figures

Total Population:: 81,121,077
Urban Population:: 42.8%
Rural Population:: 57.2%
Density of Population:: 81 Inhab./km²
Men (in %): 50.3%
Women (in %): 49.8%
Annual Growth Rate of the Population:: 1.75%
Medium Age:: 71.3
Ethnic Origins of the Population:: The Egyptian population is very homogeneous. More than 99% of the population is of Egyptian origin.

Population of main cities (including suburbs)

Name	Population
Cairo	14,800,000
Alexandria	4,500,000
Giza	2,900,000

Source: Citypopulation.de, 2006 - Last Available Data.

Age of the Population

Life Expectancy in Years
Men:	70.9
Women:	74.7

Source: World Bank, last available data., 2009 - Last Available Data.

Distribution of the Population By Age Bracket in %
Under 5:	11.4%
6 to 14:	20.7%
16 to 24:	20.2%
25 to 69:	44.9%
Over 70:	2.8%
Over 80:	0.6%

Source: United Nations, Department of Economic and Social Affairs, Population Division, Prospects 2010 - Last Available Data.

Consumption Expenditure

Purchasing Power Parity	2009	2010	2011	2012 (e)	2013 (e)
Purchasing Power Parity (Local Currency Unit per USD)	2.22	2.42	2.61	2.89	3.16

Definition: Purchasing Power Parity is the Number of Units of a Country's Currency Required to Buy the Same Amounts of Goods and Services in the Domestic Market as USD Would Buy in the United States.

Note: (e) Estimated Data

Household Final Consumption Expenditure	2008	2009	2010
Household Final Consumption Expenditure (Million USD, Constant Price 2000)	106,029	111,627	120,649
Household Final Consumption Expenditure (Annual Growth, %)	5.7	5.3	8.1
Household Final Consumption Expenditure per Capita (USD, Constant Price 2000)	1,354	1,400	1,487
Household Final Consumption Expenditure (% of GDP)	72.3	76.3	80.6

Source: World Bank - Last Available Data.

Consumption Expenditure By Product Category as % of Total Expenditure	2010
Food, beverages and tobacco	41.1%

Source: Zawya, Last Available Data

Information Technology and Communication Equipment, per 100 Inhabitants	2009
Telephone Subscribers	65.4
Main Telephone Lines	14.7
Cellular Mobile Subscribers	50.6
Internet Users	15.4
PCs	3.7

Source: International Telecommunication Union, Last Available Data

Marketing Opportunities

Growing Sectors: In General, the food and electronics (mobile telephones, computers, audio and video products) sectors.
Consumer Behavior: Price continues to be the dominant factor in buying decisions in Egypt. Quality takes the second place even if this fact is beginning to change. The importance of a good after-sales service quality should also be considered.
Consumer Profile and Purchasing Power: The emerging Egyptian market offers good outlets for foreign goods. The rapid growth of the Egyptian population is a major advantage. Moreover, the Egyptians deprived of choice for a long time are constantly demanding new products and equipments in the face of globalization. They show a special taste for new technologies and especially information technology. However, they remain in the low and medium range because of their weak purchasing power. Only the well-to-do, elite class can afford higher range products.
Consumers Associations: Egyptian Consumer Protection Agency

Media in Which to Advertise

Television: Advertising is most dynamic and most efficient on the television media. TV is watched in almost all households, where there is an abundance and sophistication of the advertising market.

Main Televisions
4shbab
Al Haya TV
AhlyEgypt (in Arabic)
Nile News (in Arabic)
Alnas (in Arabic)
CTV (in Arabic)
Press: Newspaper advertising is quite efficient. Egyptians read a lot. It is more developped in the newspapers and magazines of big cities, especially Cairo, and less in regional newspaper where the consummer society is less developped. The daily, Al Ahram is very sought after for advertising.

Main Newspapers
Brandnew Communications
In Transportation Venues: There are many advertising billboards, especially in Cairo.
Radio: Advertising on the radio had developped recently, since the launching of the two semi-private radio stations aimed at a young audience. Advertising to this consummer category is very present.

Main Radios
Nile FM
Radios in Egypt
New Technologies (E-Marketing, SMS, etc.): Advertising is done directly on websites. E-mail advertising is developping.
Main Advertising Agencies: Directory of Advertising Agencies in Egypt
Egypt Oxygen Agency
EM Graphic Advertising Agency

Main Principles of Advertising Regulations

Beverages/Alcohol: Completely forbidden to advertise alcohol.
Cigarettes: There are restrictions on tobacco advertising: public organizations, theatres, cinemas and sports clubs are forbidden from advertising them. Additionally, all advertising should include the sentence "Smoking is dangerous for your health".
Pharmaceuticals/Drugs: Adverts for pharmaceutical and cosmetic products have to show an authorization number from the Ministry of Health.
Use of Foreign Languages in Advertisement: No language restrictions.

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