The population of young men and women is seeing fast growth in Saudi Arabia and with the increased use of social media and influence of Western lifestyles, youngsters of legal drinking age are the key drivers in the sales of non/low alcohol beer in the Kingdom. Factors like increasing Saudisation and rising levels of female employment provide ample support and advantages to this area of the industry due to higher disposable incomes and a sense of trying out new exotic flavours and formats.
In Saudi Arabia, the leading brands have a variety of fruit and sweet flavoured non/low alcohol beer, and these are the products that are most popular. Moussy, the leading brand, is marketed as a refined and classy drink, offering new and unique flavours, and stands out as a unique product among its competitors in non-alcoholic cocktails.
Carlsberg maintained its leading position in alcoholic drinks at GBO level in 2018, owing to the popularity of its Moussy brand. Moussy is widely available in all major and minor retail channels.
Supermarkets and hypermarkets remained the key distribution channels for non-alcoholic beer in 2018. The number of these modern grocery retail outlets is on the rise.
Owing to the economic crunch, resulting in lower oil prices, and price hikes like the SUGAR TAX (post December 2019), growth is expected to be weaker over the forecast period. In addition, the dependent fees will be doubled in 2020, so it is expected that there will be a further exodus of expatriates from the country, resulting in a hit to sales.
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This industry report originates from Passport, our Alcoholic Drinks market research database.