{"id":676209,"date":"2025-11-25T00:00:00","date_gmt":"2025-11-25T00:00:00","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2025\/11\/25\/egyptians-embrace-digital-first-health-focused-food-shopping-pwc\/"},"modified":"2025-11-25T00:00:00","modified_gmt":"2025-11-25T00:00:00","slug":"egyptians-embrace-digital-first-health-focused-food-shopping-pwc","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2025\/11\/25\/egyptians-embrace-digital-first-health-focused-food-shopping-pwc\/","title":{"rendered":"Egyptians embrace digital-first, health-focused food shopping -PwC"},"content":{"rendered":"

? Egyptian<\/strong> consumers are rewriting the rules of food shopping<\/strong>, demonstrating an approach that balances economic realities with health priorities and digital convenience, according to findings from PwC\u2019s 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.<\/p>\n

Digital delivery surges past global norms: <\/strong>Egypt\u2019s 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 \u2014 almost double the 12% global average. <\/p>\n

Health takes center stage:<\/strong> 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. \u201cWhat we\u2019re seeing in Egypt is a digitally empowered consumer base that is increasingly intentional about health and identity,\u201d said Maged Ezzeldeen, country senior partner and deals leader at PwC Egypt. \u201cFor 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\u2019s consumer.\u201d<\/p>\n

While national pride runs strong \u2014 with 35% regularly buying local products to support <\/strong>domestic producers and the national economy \u2014 price sensitivity remains paramount.<\/strong> 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. \u201cEgypt\u2019s food landscape is evolving as consumers prioritize personal health, culture identity, and digital convenience,\u201d noted Maye Ayoub, deals partner at PwC Middle East. \u201cThe industry\u2019s role is no longer to lead, but to listen closely and respond with relevance.\u201d 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.<\/p>\n

Smart shopping in tough times:<\/strong> 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\u2019t everything. Brand loyalty in Egypt is driven more by consistent value than promotions \u2014 only 3% would switch brands for markdowns, compared to 10% globally. Consumers also weigh nutrition, taste, and brand trust alongside affordability.<\/p>\n

Environmental consciousness is high<\/strong>, with 74% of those surveyed concerned about climate change. Egyptian consumers already engage in sustainable behaviors at rates exceeding global averages \u2014 48% actively reduce food waste, 50% eat seasonally, and 42% avoid environmentally harmful products. Critically, 52% are willing to pay more for sustainable food \u2014 higher than the 44% global average \u2014 provided sustainability efforts are visible and meaningful. Key purchase drivers include no-pesticide production, local sourcing, and eco-friendly packaging.<\/p>\n

For retailers and brands, the message is clear:<\/strong> Success in Egypt\u2019s evolving market requires a multi-dimensional approach that delivers nutritious products at competitive prices, while embracing local cultural values and digital convenience. PwC\u2019s 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.<\/p>\n","protected":false},"excerpt":{"rendered":"

Findings from PwC\u2019s 2025 Voice of the Consumer report<\/p>\n","protected":false},"author":1,"featured_media":676210,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[7215],"tags":[514,4248,633,638,7138],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-676209","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-for-your-commute","tag-consumer-finance","tag-consumerism","tag-enterprisepm","tag-for-your-commute","tag-health","wpautop","entry"],"acf":{"mongo_id":"f9d8c894-cd6c-4c24-abbc-24592dc74d89","order":"3","is_powered_by":false,"story_type":"1","photo_url":"https:\/\/ent.news\/2025\/11\/1928.jpg","photo_position":"above","homepage_title":"","full_issue_title":"Egyptians 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