This Ramadan is the first Ramadan we see to what extent the total purchase power is going down for all Egyptians across all social economic classes, during the month of highest food and beverage consumption.
Throughout the month of Ramadan 2017, we are tracking those changes in purchase behavior across different categories.
Last week, we asked 100 household decision makers, social economic classes B and C, sharing the changes in purchase behavior for Ghee, Oil, and Sugar. This week we are sharing how their purchase behavior for Milk, Cheese, and Yoghurt is changing this Ramadan compared to the previous ones, and those were the results:
Compared to Ramadan last year, the majority has decreased consumption of dairy products, followed by making them home or buying them lose. This change is a huge red alert for big brands like Juhayna, Danone, Beyti, Almarai, Lamar, Lactel, Americana…and so many others.
If brand managers of the dairy category don’t react instantly to the changing behavior, this transition period will soon result in a permanent shrink in market size, as a result of consumers either settling for the cheaper alternatives, or mastering the art and tools of making something like Yogurt at home.
So, in this post-inflation era, it’s time for Innovation! In terms of new product development, or revamping the product line, guided by Market Research.
Contact us to know how we can support the process of new product innovation through our analytical tools, and methodologies such as Co-creation, Sensory Lab, Concept Product Testing, and our Smart Shopper™ to support brand managers in the post-inflation Era.
Marketeers Plan for Ramadan 2017
Throughout Ramadan 2017, we will share with you quantitative and qualitative insights for how purchase behavior of Egyptian household decision makers has changed across the different food and beverage categories. The first three categories are already published:
- Cooking Oil
- Frozen Vegetables
- Frozen Meat & Poultry
- Soda Drinks
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