Free from category is increasingly considered an important concept in Saudi Arabia, and the category is gaining popularity quite fast. This development is related to the general rise in health awareness among local consumers.
As awareness of the concept and importance of free from continues to grow in packaged food, more manufacturers are investing in new product development and retailers are increasing the shelf space offered to such products. While some companies were forced to postpone or eschew innovation and new launches in 2020, due to the added pressures on production, distribution and operations more generally, free from in Saudi Arabia witnessed some dynamism in this direction in 2021.
In 2021, the focus remained on free from allergens in the form of HA powder milk formula. The liquid format remained negligible, and HA powder milk formula continued to dominate retail volume and current value sales in free from in Saudi Arabia in 2021.
The growing focus on healthy eating, and health and wellness more broadly, is set to drive interest in free from packaged food in Saudi Arabia. Therefore, free from is projected to see further healthy retail volume and value (constant 2021 prices) growth through the forecast period.
Since consumers remain cautious about spending in light of higher prices, due to developments like higher inflation and a spike in VAT, retailers are predicted to take the opportunity to increase their offer of and expand the shelf space for private label. As consumers shop for quality and competitive or lower prices, private label could steal a march on some brands due to the strong economic pressures on household budgets.
That free from packaged food offers strong development and growth potential, as the incidence of food intolerance/allergies grows and consumers look for more natural, healthier options, is evinced by the government’s recent investments in health awareness and advances in technology that test for food allergies, especially in babies. Thus, retail value sales of free from packaged food are rising fast.
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This category includes free from gluten, free from lactose, free from allergens, free from dairy and free from meat products. This excludes foods which are certified ‘free’ of a specific product when this is based on use of sterilised equipment.See All of Our Definitions
This report originates from Passport, our Food Intolerance research and analysis database.
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