Total volume and value sales of bottled water actually benefitted from the COVID-19 pandemic in 2020, and this category recorded growth. This was due to stockpiling and bulk buying of bottled water as the government enforced curfews and implemented periodic lockdowns in major cities, including Makkah and Madinah, in early March.
In early July, the Saudi Cabinet approved the export of bottled water outside the Kingdom, with an imposition fee to export bottled drinking water per cubic meter to the amount of USD10.13.
Bin Zomah Group Trading and Mfg’s brand, Safa, maintained its leading position in 2020 and gained share ahead of its main rival National Plant For Healthy Water’s brand, Hana. Success in 2020 has depended on strong distribution networks across retail grocery channels in the kingdom and good home delivery systems using direct delivery apps.
Bottled water benefits from increased health awareness among the Saudi and expat populations, with greater importance given to drinking the recommended amount of water on a daily basis. The increasingly hot climate also discourages the use of tap water due to desalination, which contributes to the growth of this category, as bottled water is used for both drinking and cooking purposes in Saudi Arabia.
Total volume sales are expected to rise steadily over the forecast period, as bottled water retains its profile amongst consumers as a necessary purchase compared with other soft drinks, while current value growth will be strong in both on-trade and off-trade terms. It is likely that second and third waves of the COVID-19 virus will require ongoing precautionary measures within retail channels and foodservice establishments, and consumers will continue to maintain substantial stocks of bottled water at home as a result.
National Plant For Healthy Water continues to incorporate technology into its business strategy, offer in-store multipack offers, and invest in advertising its brand, Hana, on social media. As a result, it is expected that the company will maintain its strong position in bottled water over the forecast period, attracting consumers who are increasingly online and who seek value for money in economically challenging times.
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