With alcoholic drinks prohibited under Islamic law, on- and off-trade sales in Saudi Arabian remained dependent on non alcoholic beer at the end of the review period. While off-trade sales of non alcoholic beer started to rebound in 2021 and 2022, the economic fallout of Coronavirus (COVID-19) limited the extent of the recovery.
Premium non-alcoholic drinks continued to gain traction in 2022, as consumers searched for more sophisticated options, supported by the ongoing development and growth of e-commerce. In this vein, there was a developing mocktails trend, with consumers looking to mix their own non-alcoholic cocktails at home, following recipes they have found online.
Carlsberg dominated non alcoholic beer in total volume and value terms in 2022, followed by Aujan Industries. These leading companies’ offerings continued to benefit from the widest distribution reach and an established presence in the market, which engender brand loyalty.
Despite strong competition, supermarkets continued to lead distribution in 2022, mainly due to ongoing expansion, wide selections and promotional campaigns. The expansion of this popular channel was evident in the growing number of outlets under the leading brand, Al Othaim; in line with the steady overall increase in the total number of supermarkets in the country through the review period.
In 2022, the on-trade channel recouped some of the ground lost to the off-trade channel in light of the exigencies of the COVID-19 pandemic. The reopening of and return to foodservices outlets, as the COVID-19 situation and related restrictions eased, supported a rebound in on-trade volume and value sales in 2022.
As consumers continue to resume their pre-pandemic lifestyles, such as socialising in foodservice outlets, but also on desert night trips, at BBQ parties, at home with family and friends and among university students, the demand for non alcoholic beer is likely to increase. These consumption occasions lend themselves to investments in marketing and advertising and the offer of convenience packaging formats, such as multipacks designed for social gatherings.
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Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.See All of Our Definitions
This report originates from Passport, our Alcoholic Drinks research and analysis database.
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