New Brand Footprint 2026 report from Worldpanel by Numerator reveals that nearly three in four FMCG purchases in Egypt are for local and regional brands, while 83% of products have yet to reach half of Egyptian households.

Cairo, Egypt – July 2026 – Egyptian consumers continue to show a strong preference for brands with local roots, according to the latest Brand Footprint 2026 report by Worldpanel by Numerator, which ranks the country’s most chosen fast-moving consumer goods (FMCG) brands based on Consumer Reach Points (CRPs)—a metric that measures how often shoppers choose a brand.

The study reveals that 73% of all consumer choices in Egypt are made for local and regional brands, highlighting Egyptian shoppers’ strong preference for brands with local roots and relevance. Local and regional brands also account for nearly three-quarters of all CRPs in the market.

Leading this year’s ranking is Chipsy, which retains its position as Egypt’s most chosen FMCG brand, underscoring the continued strength of the snacks category among Egyptian households. El Arosa Tea, Oxi, Indomie and Juhayna complete the top 5 most chosen brands. Reinforcing the prominence of snacks in Egyptian consumers’ baskets, Crunchy ranks 6 among the country’s most chosen brands.

Despite the dominance of leading brands, the research points to significant room for growth. 83% of FMCG brands in Egypt reach fewer than half of households, highlighting the opportunity for brands to gain new buyers and expand household penetration.

“Egyptian shoppers continue to reward brands that are relevant to their everyday lives, creating a strong advantage for products with local roots. At the same time, our findings reinforce that the biggest opportunity for future growth lies in expanding household penetration. With most FMCG brands still reaching fewer than half of Egyptian households, the brands that can successfully gain new buyers while maintaining purchase frequency will be best positioned for long-term growth,” said Nada El-Marakby, Senior Research Executive Egypt at Worldpanel by Numerator.