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Cheese Market Review Egypt

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Cheese Market Review Egypt Cheese Market Review Egypt Pillars Consultancy www.PILLARS-EG.COM [email protected] Table of Contents Food Market Egypt Local Food Market: (Grocery) Competition Landscape • Milk - Local Market Overview Local Market : Competitive Benchmarking – 2009 • Bel Egypt • Milk - Local Market Overview Local Market : Volume & Value Growth • Arab Dairy • Cheese Market - Egypt Total Market:(Local & Export) / Split by Category 2009 • Juhayna • Domty • Cheese Market - Egypt Total Market: (Local & Export)- Top Producers/Split by Sub-Category • Sakr Group • Royal Pack Export Market (Egypt) • Riyada • Cheese Market - Egypt Export Market (Top Producers / Split by Sub-Category) • Labanita Seclam (Mansour Group) • Cheese Market - Egypt Export Market (Top Producers / Rank by Volume Share • Halayeb • Brego • Cheese Market - Egypt Processed Cheese :(Local & Export) / Market Growth • Ramy for Dairy Products • Cheese Market - Egypt Processed Cheese – (Local Market) Review 2009 • ICFI • Food Market Egypt Focus Categories (Processed Cheese) : • Beyti • Dimo Lactalis Group Company Profile • Green Fields • Royal Land • Lactel Int’l History 1933-Date • Mashreq • Company Profile : President • El-Misrieen • President - Products • Khaled Khoshala • (Teama/Teama Milk)- Company Profile • Faragalla • Teama/Teama Milk – Products • Halwani Brothers • Happy land • Factories : Overview • El-Nada • Exports by Factory 2006-2010 • Green Land - (Americana) • Factories : Factory : Al Nour for Dairy Products • Mobi • Factories : Factory : Best Cheese – President • Farm Cheese • Others Cheese Producers - Volumes Export /Local 2009 Exports : Volume/Value Growth 2006-2010 • Exports : Export Volume & Value - by Category 06-10 • Exports Top 20 Export Markets (2006-2010) • Factories Factory : Best Cheese Co • Factories Factory : Al-Nour For Dairy • Factories Factory : Best of France • Exports Comparison Best Cheese • Exports Comparison Bel • Best Cheese (President) Weighted Distribution Table of Contents Food Market Egypt Food Market - Egypt Local Food Market: (Grocery) : Milk - Local Market Overview - Volume Shares by Category - Volume Shares by Company - Sub Category Volume Share by Player - Local : Volume & Value Growth - Cheese Market Total Market Total Market:(Local & Export) / Split by Category 2009 Total Market: (Local & Export)- Top Producers/Split by Sub-Category Export Market Export Market (Top Producers / Split by Sub-Category) Export Market (Top Producers / Rank by Volume Share Processed Cheese :(Local & Export) / Market Growth 2006-2010 Processed Cheese – (Local Market) Review 2009 Food Market Egypt Local Food Market: (Grocery) Egypt FROZEN Grocery Volume and Value (Egypt 2009) CHICKEN 4% MEAT 10% Cheese Category Volume Value WHITE CHEESE 132,165 179 WHITE PROCESSED CHEESE 35,158 877 TUNA CHEESE 5% 22% Total 167,322 1,057 28.2% 6.4% PROCESSED GHEE CHEESE 15% 6% MAYONNAISE YOGHURT & RTE DESSERTS 2% BOUILLON 19% 2% TOMATO PASTE 2% KETCHUP BREAD 1% JAM HALAWA 3% BEANS 4% TEHINA TEHINIA 1% 1% 4% Other Grocery Volume Value BOUILLON 10,127 323 YOGHURT & RTE DESSERTS 113,224 1,113 BREAD 15,561 134 HALAWA TEHINIA 25,428 405 TEHINA 6,156 144 BABY FOOD 2,481 99 JAM 22,970 212 BEANS 3,010 27 KETCHUP 8,504 106 TOMATO PASTE 10,149 123 MAYONNAISE 11,271 26 GHEE 87,123 10,368 TUNA 29,059 728 FROZEN CHICKEN 23,018 609 MEAT 58,813 973 Total 426,894 15,391 Volume Value Total Grocery 594,216 16,447 Table of Contents Section 1 : Food Market/ Cheese Market Food Market Egypt Food Market - Egypt Local Food Market: (Grocery) : Milk - Local Market Overview - Volume Shares by Category - Volume Shares by Company - Sub Category Volume Share by Player - Local : Volume & Value Growth - Cheese Market Total Market Total Market:(Local & Export) / Split by Category 2009 Total Market: (Local & Export)- Top Producers/Split by Sub-Category Export Market Export Market (Top Producers / Split by Sub-Category) Export Market (Top Producers / Rank by Volume Share Processed Cheese :(Local & Export) / Market Growth 2006-2010 Processed Cheese – (Local Market) Review 2009 Milk - Local Market Overview Local Market : Competitive Benchmarking – 2009 (1/2) Egypt Milk Categories Milk Volume Share Flavored Mashreq Milk (Tons) By vol. Rayeb Labanita Masreyee Bel Faragello Des Prod 3% (Tons) • White Cheese is the 3% n 2% 1% 0% 1% dominating Category with 32% 3% • xxxx Beyti Domty Processed (Excluding Artisanal) 4% 4% Cheese Tons • Processed Cheese Ranked 5th 9% Juhayna White Arab 27% Ice Cream Cheese (Tons) Diary 12% Co. 32% 6% Lactalis 8% Yoghurt Nestle (Tons)* Danone 15% 19% Milk (Tons) 8% 24% Enjoy Green 9% Land 10% Dairy Retail Values 2009 Processed Cheese White Cheese Milk Flavoured Milk Rayeb Yoghurt Ice Cream (Tons) (Tons) (Tons) (Tons) (Tons) (Tons)* (litres) Total Industrial 35,700 120,300 90,000 9,875 3,429 72,848 45,000 Artisinal NA Huge No 750,000 45,092 NA Share of Share Absolute Share Absolute Share Absolute Share Absolute Share Absolute Share Absolute Share Absolute Absolute the Market Danone 33.9% 24,695 24,695 8% Juhayna 5.0% 6,015 46.8% 42,120 69.0% 6,814 81.0% 2,777 36.1% 26,298 84,024 27% Beyti 10.0% 9,000 6.2% 612 4.5% 3,278 12,890 4% Enjoy 28.4% 25,560 12.4% 1,225 2.30% 1,676 28,460 9% Labanita 7.9% 7,110 15.6% 535 2.10% 1,530 9,175 3% Lactalis 47.5% 16,958 8.80% 6,411 23,368 8% Nestle 3.8% 130 12.20% 8,887 85.0% 38,250 47,268 15% Faragello 1.5% 1,350 9.6% 948 2,298 1% Arab Diary Co. 10.4% 3,713 11.9% 14,286 17,999 6% Americana G.land 26.9% 32,317 32,317 10% Domty 10.0% 12,057 12,057 4% Masreyeen 7.0% 8,373 8,373 3% Bel 16.4% 5,855 5,855 2% Mashreq Des Prod 3.50% 1,250 1,250 0% Total Dairy Market 310,029 AC Neilsen. MAT Aug 09 Milk - Local Market Overview Local Market : Competitive Benchmarking – 2009 (2/2) Egypt Juhayna • White Cheese ranked 1st in Misreyeen Bel • Yogurt Ranked xx White Cheese 3% 2% Milk Misr 5% Volume Share estimated at 120 • Dominated by Danone 34% October K Ton Labanita Faragello Mashreq 11% • Dominated by Green Volume Domty 3% 1% Des Prod 4% 0% Arab Share 26.9% with Volume of Beyti Industrial 90,000 32,317 Tones 4% Domty Diary Co. Arab Diary Juhayna Artisinal 750,000 10% 11.9% Share Absolute Share Absolute Co. 27% 6% Juhayna 46.8% 42,120 Juhayna 5.0% 6,015 Beyti 10.0% 9,000 Green Arab Diary Co. 11.9% 14,286 Lactalis 8% Enjoy 28.4% 25,560 Land Americana G.land 26.9% 32,317 Nestle Labanita 7.9% 7,110 Americaa Domty 10.0% 12,057 Enjoy 15% Danone 26.9% Masreyeen 7.0% 8,373 9% Faragello 1.5% 1,350 8% Green Land Mashreq Des Prod 10% Yogurt • Yogurt Ranked xx • Dominated by Danone 34% Processed Cheese • Yogurt Ranked xx Mashreq • Dominated by Danone 34% 5% Lactalis Nestle Industrial 72,848 9% 12% Artisinal 45,092 Danone Share Absolute Arab Diary Labanita 34% Co. Industrial 35,700 Danone 33.9% 24,695 2% 13% Artisinal NA Juhayna 36.1% 26,298 Enjoy Lactalis Share Absolute Beyti 4.5% 3,278 Bel 2% 61% Lactalis 47.5% 16,958 Enjoy 2.30% 1,676 21% Arab Diary 10.4% 3,713 Beyti Labanita 2.10% 1,530 5% Juhayna Bel 16.4% 5,855 Lactalis 8.80% 6,411 36% Mashreq 3.50% 1,250 Nestle 12.20% 8,887 Nestle Rayeb Faragello Flavoured Milk • White Cheese ranked 1st in Volume 4% 10% • Dominated by Danone 24% Industrial 3,429 Industrial 9,875 Artisinal Enjoy Artisinal Labaneta Share Absolute 13% Share Absolute 15% Juhayna 81.0% 2,777 Labanita 15.6% 535 Beyti Juhayna 69.0% 6,814 6% Beyti 6.2% 612 Nestle 3.8% 130 Juhayna Enjoy 12.4% 1,225 Juhayna 81% 71% Faragello 9.6% 948 Sources : Processed Cheese:/White Industrial Cheese: AC Neilsen. MAT Aug 09 Milk:/Flavoured Milk:/Rayeb:/Yoghurt: AC Neilsen, MAT Apr 10 Ice Cream Educated Estimate Sources: Processed Cheese: AC Neilsen. MAT Aug 09 White Industrial Cheese: AC Neilsen. MAT Aug 09 Milk: AC Neilsen. Apr '10 Flavored Milk: AC Neilsen, MAT Apr 10 Rayeb: AC Neilsen, MAT Apr 10 Yoghurt: AC Neilsen, MAT June 10 Ice Cream: (Educated Estimate) Milk - Local Market Overview Local Market : Volume & Value Growth Egypt Sales Volume Growth 2002-2010 in Tones Processed cheese Volume Growth 2002-2010 (in Tons) 2002 2003 2004 2005 2006 2007 2008 2009 YTD 10 YOGHURT & RTE DESSERTS Ton 58,665 70,453 83,369 97,280 123,015 127,471 123,061 113,224 81,224 35,158 WHITE CHEESE Ton 44,648 50,324 56,872 64,569 132,165 112,510 31,588 30,961 31,861 PROCESSED CHEESE Ton 19,160 20,774 20,687 20,992 26,955 31,588 30,961 35,158 31,861 26,955 FERMENTED MILK (1000LTR) 3,828 3,541 2,787 20,774 20,992 PLAIN LIQUID MILK(1000LTR) 78,433 72,547 55,041 19,160 20,687 FLAVORED MILK(1000LTR) 10,549 10,244 8,841 Source AC N : Dated JJ 2010 • Processed Cheese CAGR 2007-2009 11.3% • White Cheese Highest Growth 105% 2002 2003 2004 2005 2006 2007 2008 2009 YTD 10 • Other categories are Stable, No significant growth Source AC N : Dated JJ 2010 Sales Value Growth 2002-2010 in Tones 2002 2003 2004 2005 2006 2007 2008 2009 YTD 10 Processed cheese Value YOGHURT & RTE DESSERTS Ton 2,532 3,183 4,199 4,655 7,646 8,664 10,128 11,132 8,032 Growth 2002-2010 in Tons WHITE CHEESE (Ton 3,424 4,057 5,134 810 1,793 372 PROCESSED CHEESE Ton 2,706 3,044 3,668 4,124 5,472 6,718 7,451 8,774 8,197 877.36 FERMENTED MILK (1000LTR) 292 304 247 819.65 PLAIN LIQUID MILK(1000LTR) 4,591 4,629 3,483 745.11 671.77 FLAVORED MILK(1000LTR) 970 1,081 959 547.21 Source AC N : Dated JJ 2010 412.44 366.76 • Processed Cheese CAGR 2007-2009 by 30% 304.40 270.62 • White Cheese Highest Growth 121% • Other categories are Stable, No significant growth 2002 2003 2004 2005 2006 2007 2008 2009 YTD 10 Source AC N : Dated JJ 2010 Table of Contents Section 1 : Market Overview (Food & Cheese) Food Market Egypt Food Market - Egypt Local Food Market: (Grocery) : Milk - Local Market Overview - Volume Shares by Category - Volume Shares by Company - Sub Category Volume Share by Player - Local : Volume & Value Growth Cheese Market Total Market Total Market Split by Category 2009 Total Market Top Producers/Split by Sub-Category Export Market Export Market (Top Producers / Split by Sub-Category) Export Market (Top Producers / Rank by Volume Share Processed Cheese :(Local & Export) / Market Growth 2006-2010 Processed Cheese – (Local Market) Review 2009 Cheese Market - Egypt Total Market:(Local & Export) / Split by Category 2009 Egypt Total Cheese Volume 2009: (in Ton) Total Cheese Value 2009: (in MM EGP) Vol.
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