Fortified/Functional Packaged Food in Saudi Arabia

PROSPECTS

Rise in health consciousness strengthens demand for FF packaged food

A rise in health-conscious among young consumers in Saudi Arabia strengthened demand for FF packaged food in 2018. Moreover, other factors such as busier lifestyles and the rise in the number of women entering the workforce all benefitted packaged food products that are both convenient and highly nutritious.

FF packaged foods continues to provide affordability and is more widely available

At the end of the review period, FF packaged food remained widely available across multiple modern and traditional retailing channels in Saudi Arabia. Moreover, FF options are priced similarly to regular packaged food products, and therefore proved to be much more affordable than other health and wellness products.

Infants and children remain the main target audience for FF packaged food

It is common knowledge that most parents want the most nutritious food possible for their babies and children. As a result, categories targeting young children and infants remained among the largest within FF packaged food.

COMPETITIVE LANDSCAPE

Nestlé maintains its lead in FF packaged food

Nestlé maintained its leading position in FF packaged food in 2018. This is mainly due to its flagship FF powder milk formula brand, Nido, which has a massive following of brand loyal consumers who appreciate its high quality and consider it to be nutritious.

Fragmented FF packaged food category features a mix of local and international brands

Baby food and dairy producers continued to lead FF packaged food in 2018. Nestlé was the overall leader in value terms, followed by Almarai, RONESCA, Wyeth-Ayerst International and further down the rankings, Al Safi Danone.

Affordability key factor in sales of FF packaged food

A key factor in the success of FF packaged food in Saudi Arabia is their affordability in relation to standard alternatives. Affordability remains the most crucial factor in increasing sales of FF packaged food.

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