The saturation in essential commodities such as drinking milk products allows for only limited expansion within the local market. Therefore, consolidations and other tie-ups are expected.
In 2022, identifying the rising health and wellness trend in the country, Al Rawabi introduced a range of protein milk, with 28g of protein and 50% more calcium, in flavours such as chocolate mocha, vanilla orange blossom, and banana almond; this move was also inspired by the success of its Al Rawabi Super Milk. Soon after, in 2022 Almarai too introduced no fat protein milk, containing 34g of protein, which comes in flavours including chocolate, vanilla, and strawberry banana.
The trend of increasing private label shelf space at modern grocery retailers such as Lulu, Carrefour, and Spinneys is expected to continue in the forecast period. It is highly likely that other retailers will also implement similar strategies to retain and increase their share of consumers’ budgets, as well as increase consumption volumes.
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Drinking Milk Products
This is the aggregation of flavoured milk drinks, milk and powder milk. Note: Plant-based drinking milk products should be excluded from this category and tracked under plant-based milk. Except for plant-based powder milk that should be tracked within the core dairy category of powder milk.See All of Our Definitions
This report originates from Passport, our Drinking Milk Products research and analysis database.
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