Consumers in Egypt are supporting local products, becoming more ESG conscious and concerned about their data protection, says PwC

13 September 2022: Consumers in Egypt are more supportive of local retailers while making purchasing decisions, becoming more ESG-conscious and concerned about their data protection as per the Middle East findings of PwC’s Global Consumer Insights Survey - Pulse 4, “Agile and ESG conscious – the new post-pandemic Middle East consumer”.

The survey’s results reveal the purchasing habits of consumers in Egypt in terms of choosing retailers, shopping channels and outlets, and products’ features. 

While shoppers in Egypt, along with their regional peers, continue to be more price-conscious amid increasing prices, their desire to support the local market is on the rise. 46% of the region’s respondents (with results from Egypt are broadly the same with UAE, Saudi Arabia) say they are willing to pay more at local retail outlets while 83% are willing, in varying degrees, to pay more than the average price for a purchase that is made or sourced locally. Although the trend of shopping locally might have emerged during the pandemic, 44% of the region’s shoppers report that COVID-19 has encouraged them to buy from local retailers because of the convenience, but the trend is here to stay.

Commenting on Egypt’s results, Maye Ayoub, Deals Partner at PwC Middle East in Egypt, said: "The trends of online shopping, hybrid work models and shopping locally might have emerged during the pandemic, but they certainly are here to stay. Our latest findings discovered the tendency of shoppers in Egypt to continue supporting the local market and shop more locally."

Adding: “The results also explored the freedom of consumers in Egypt given the hybrid work models that have been adopted since the pandemic. More Egyptians are willing to spend more on travel and recreation activities at home. These findings provide insightful guidance to retailers and consumer companies in Egypt to better understand how to, accurately, influence consumers’ purchasing decisions, and provide better shopping experiences.” 

Egyptian consumers are second-highest in considering ESG factors while shopping 

The Pulse 4 results revealed how the region’s shoppers are ahead of the rest of their global peers (31% of Middle East respondents vs.18% globally) in recommending a company or brand with a good environmental record. At a national level, 76% of consumers in Egypt (compared with 82% of UAE and 74% in Saudi Arabia), will pay a higher price for goods that are made from recycled, sustainable or eco-friendly materials.

This reflects how consumers in Egypt are becoming more ESG conscious and their level of awareness on sustainability and social responsibility. Hence, retailers in Egypt are encouraged to consider social considerations and work towards adapting ESG factors to gain their consumers’ trust which ultimately will influence their shopping behaviours.

Egyptian consumers are more concerned about their data protection  

In Egypt, 71% of consumers are concerned about protecting their data (compared with 64% in Saudi Arabia and 53% in the UAE). This difference indicates how Egyptian shoppers view data protection as an essential factor to have trust with retailers in an increasingly digitised world. 

In conclusion, consumers in Egypt are digital savvy, sustainability-conscious who take ESG factors into consideration before making purchasing decisions and concerned about their data protection and good quality. 

Retailers in Egypt should capitalise around the positive shift in consumers' purchasing behaviours towards online shopping, locally sourced or produced goods and sustainable products which are here to stay. Through leveraging new technologies, retailers should ensure their consumers' data is secured and work towards solving supply chain challenges for better shopping experiences.