This is a comprehensive market research report published by JETRO in July 2025, analyzing consumer trends in Egypt, the largest consumer market in the Middle East and Africa region with a population of approximately 105 million. The survey examines detailed changes in lifestyle and consumption behavior, conducted among 2,500 urban residents primarily in Cairo, Alexandria, and Giza.
Economic environment changes show that Egypt's GDP per capita is approximately ,800 (2024), positioning it at mid-level within the Middle East region. The middle-class population is estimated at about 25 million (approximately 24% of total population). With youth comprising about 60% of the population structure, market vitality is maintained. While Egyptian pound fluctuations have increased import prices, there is also a trend toward domestic products.
Consumer behavior characteristics reveal that food expenses account for about 45% of household expenditures, followed by housing costs at about 20% and transportation at about 12%. In food consumption, bread and cereals (30%), meat (25%), and vegetables and fruits (20%) rank highest, with traditional food culture remaining strong. Dining out frequency averages 2.1 times per week and is increasing, with international fast-food chains expanding particularly among young people.
Digital transformation progress shows smartphone penetration reaching about 78% and internet usage at about 65%. E-commerce experience among consumers stands at about 42%, with main purchase categories being clothing (65%), electronics (48%), and books/educational materials (38%). While cash payments remain dominant (about 70%), mobile payment usage is expanding at approximately 35% annually.
In the housing and real estate market, urban housing prices have risen about 40% over the past five years, making homeownership difficult for young people. Consequently, rental housing demand is expanding, particularly with increased use of shared housing and long-term rentals. Housing selection criteria emphasize location and transportation access (85%), price (78%), and safety (65%).