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.
Starting Ramadan, we asked 100 Egyptian household decision makers, social economic classes B and C about the changes in purchase behavior of food and beverages such as Necessities, Dairy Products, Carbohydrates and Beverages.
This week we are sharing how their purchase behavior for Frozen Poultry and Frozen Vegetables is changing this Ramadan compared to the previous ones, and those were the results:
It seems that the higher cost is not sufficient enough for convenience this Ramadan. 40% are now buying loose poultry, while 48% are buying loose vegetables compared to last Ramadan. Until now, these are the highest numbers in changing behaviors from buying branded poultry and vegetables to buying them loose instead.
Egyptian women are now willing to spend more time and effort in the purchase process, in addition to more preparation time and effort at home, to compensate the increasing cost of poultry and vegetables.
So, in this post-inflation era, it’s time for Innovation!
Brands such as Koki, Atyab, Halawani, Basma, Faragello, and many others in these categories need more innovative strategies for managing the change in purchase behaviors, which would either increase the weight of ‘fast’ and ‘convenient’ in consumers minds, or re-define the perceived value, to justify the increasing cost. Contact us to know more.
Marketeers Plan for Ramadan 2017
Throughout Ramadan 2017, we are continuing to 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:
- Cooking Oil
- Frozen Vegetables
- Frozen Meat & Poultry
- Soda Drinks
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