🛒 Egyptian consumers are rewriting the rules of food shopping, demonstrating an approach that balances economic realities with health priorities and digital convenience, according to findings from PwC’s 2025 Voice of the Consumer report, shared with EnterpriseAM. Based on responses from Egyptian consumers, the report reveals a market transformation, where food is no longer merely sustenance, but an expression of personal identity and aspiration.

Digital delivery surges past global norms: Egypt’s embrace of digital shopping platforms has dramatically outpaced international trends. Nearly half of Egyptian consumers now use on-demand delivery platforms, compared to just 28% globally. More striking still, 23% order weekly — almost double the 12% global average.

Health takes center stage: Over 40% of the survey respondents use health apps or wearables to track their diet and exercise. Perhaps more notably, half of Egyptian consumers now use AI-driven personalized diet and fitness plans. “What we’re seeing in Egypt is a digitally empowered consumer base that is increasingly intentional about health and identity,” said Maged Ezzeldeen, country senior partner and deals leader at PwC Egypt. “For food businesses, the challenge and advantage lies in adapting to this shift by offering products and experiences that align with the evolving needs and values of today’s consumer.”

While national pride runs strong — with 35% regularly buying local products to support domestic producers and the national economy — price sensitivity remains paramount. Some 53% of consumers choose cheaper imported alternatives when price gaps are significant. The challenge for local producers is clear: concerns about poor quality (31%), limited variety (15%), and inadequate nutritional labeling (13%) are holding back greater market penetration. “Egypt’s food landscape is evolving as consumers prioritize personal health, culture identity, and digital convenience,” noted Maye Ayoub, deals partner at PwC Middle East. “The industry’s role is no longer to lead, but to listen closely and respond with relevance.” Higher import costs stemming from the devaluation have created an opening for domestic brands, but only if they can address quality and transparency concerns while remaining competitive on price.

Smart shopping in tough times: With 48% of consumers citing cost of living as a top-three threat, Egyptians have increasingly adopted cost-management strategies. More than half shop at different retailers to find the best offers, almost half buy in bulk, and 44% use up ingredients before restocking. But price isn’t everything. Brand loyalty in Egypt is driven more by consistent value than promotions — only 3% would switch brands for markdowns, compared to 10% globally. Consumers also weigh nutrition, taste, and brand trust alongside affordability.

Environmental consciousness is high, with 74% of those surveyed concerned about climate change. Egyptian consumers already engage in sustainable behaviors at rates exceeding global averages — 48% actively reduce food waste, 50% eat seasonally, and 42% avoid environmentally harmful products. Critically, 52% are willing to pay more for sustainable food — higher than the 44% global average — provided sustainability efforts are visible and meaningful. Key purchase drivers include no-pesticide production, local sourcing, and eco-friendly packaging.

For retailers and brands, the message is clear: Success in Egypt’s evolving market requires a multi-dimensional approach that delivers nutritious products at competitive prices, while embracing local cultural values and digital convenience. PwC’s report identifies several white-space openings, including functional health foods with clear labeling, AI-integrated health offerings that connect with wearables and apps, and high-quality local alternatives with transparent nutritional information.

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