Health and Wellness in Saudi Arabia

Health and Wellness in Saudi Arabia

EXECUTIVE SUMMARY

Growing health awareness partnered with government initiatives and the Saudi Food and Drug Authority's campaign, boosts sales for health and wellness products

Consumer trends sees positive results for natural ingredients, low-fat products and an increasing awareness of allergies, which benefits free from products

Domestic players have a solid performance in health and wellness, as new products are set to shake up the landscape

Modern grocery retailers lead distribution, benefiting from a wide range of products, frequent discounts and attractive price points

The health and wellness landscape is set to grow over the forecast period, driven by consumer demands, positive economic outlook and ongoing government initiatives

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2014-2019
Table 2 Sales of Health and Wellness by Type: % Value Growth 2014-2019
Table 3 Sales of Health and Wellness by Category: Value 2014-2019
Table 4 Sales of Health and Wellness by Category: % Value Growth 2014-2019
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2014-2019
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2014-2019
Table 7 NBO Company Shares of Health and Wellness: % Value 2015-2019
Table 8 LBN Brand Shares of Health and Wellness: % Value 2016-2019
Table 9 Distribution of Health and Wellness by Format: % Value 2014-2019
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2019
Table 11 Forecast Sales of Health and Wellness by Type: Value 2019-2024
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2019-2024
Table 13 Forecast Sales of Health and Wellness by Category: Value 2019-2024
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2019-2024
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2019-2024
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources

Better For You Beverages in Saudi Arabia

HEADLINES

PROSPECTS

Increasing interest in health and wellness boosts sales for BFY beverages, however a move away from carbonates is set to threaten future success

Consumers become wary of artificial sweeteners as players look to substitute aspartame with natural sweeteners

Reduced-caffeine is gaining ground as consumers look to improve health by limiting their caffeine intake

COMPETITIVE LANDSCAPE

Mondelez International launches low sugar Tang while Al-Rabie offers a premium range of no-sugar nectar juices

Nescafé launches a sugar-free coffee mix, competing in the landscape with an affordable price point

Diet Pepsi retains its lead, as international players benefit from competitive price points and established reputations

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2014-2019
Table 18 Sales of BFY Beverages by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of BFY Beverages: % Value 2015-2019
Table 20 LBN Brand Shares of BFY Beverages: % Value 2016-2019
Table 21 Distribution of BFY Beverages by Format: % Value 2014-2019
Table 22 Forecast Sales of BFY Beverages by Category: Value 2019-2024
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2019-2024

Better For You Packaged Food in Saudi Arabia

HEADLINES

PROSPECTS

Better for you packaged food benefits from government initiatives, aiming to reduce obesity levels across the country

Awareness of the dangers of excessive sugar consumption, continues to grow in 2019

As an increasing amount of consumers look to manage their weight, reduced-fat packaged food posts positive results

COMPETITIVE LANDSCAPE

Domestic player Almarai Co Ltd retains its lead in BFY packaged food, benefiting from its reputation and strong positioning in reduced-fat dairy

McVitie’s continue to offer a favourite low-fat biscuit, as reduced fat ice cream is set to shake up the better for you landscape

Ritz offers the only reduced salt biscuit as modern grocery retailers expand their ranges of imported better for you packaged food

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2014-2019
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2014-2019
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2015-2019
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2016-2019
Table 28 Distribution of BFY Packaged Food by Format: % Value 2014-2019
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2019-2024
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2019-2024

Fortified/Functional Beverages in Saudi Arabia

HEADLINES

PROSPECTS

FF sports drinks benefits from the government's efforts to encourage healthy lifestyles, getting the population active

Growth declines in FF energy drinks, as it sets to battle against negative health perceptions

However, despite high levels of value sales, growth in energy drinks declines in 2019.

FF fruit/vegetable juices remain popular as FF juice drinks (up to 24% juice) showcases strong growth

COMPETITIVE LANDSCAPE

FF energy drinks players continue to retain their strong position in FF beverages, competing with well-established offerings

Al- Rabie are fierce competitors in 2019, introducing an array of new FF beverages to the landscape

Strong presence of domestic players in FF fruit/vegetable juice as local consumers appreciate their investments in new product developments

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2014-2019
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2014-2019
Table 33 Key Functional Ingredients in Fortified/Functional Juice Drinks (up to 24% juice): % Value 2014-2019
Table 34 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2014-2019
Table 35 NBO Company Shares of Fortified/Functional Beverages: % Value 2015-2019
Table 36 LBN Brand Shares of Fortified/Functional Beverages: % Value 2016-2019
Table 37 Distribution of Fortified/Functional Beverages by Format: % Value 2014-2019
Table 38 Forecast Sales of Fortified/Functional Beverages by Category: Value 2019-2024
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2019-2024

Fortified/Functional Packaged Food in Saudi Arabia

HEADLINES

PROSPECTS

Growth is driven by government initiatives and a rise in health-conscious consumers, boosting value sales

The rise in promotional activities positively boosts growth and awareness of FF packaged foods

FF packaged foods benefits from being an affordable choice, while also being widely available

COMPETITIVE LANDSCAPE

Nestlé maintains its lead in FF packaged food, while its Fitness bars encourage growth in FF cereal bars

Fragmented FF packaged food features a mix of local and international players

As new players arrive, growth in FF dairy foods continues to increase

CATEGORY DATA

Table 40 Sales of Fortified/Functional Packaged Food by Category: Value 2014-2019
Table 41 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2014-2019
Table 42 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2014-2019
Table 43 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2014-2019
Table 44 Key Functional Ingredients in Fortified/Functional Milk: % Value 2014-2019
Table 45 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2014-2019
Table 46 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2015-2019
Table 47 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2016-2019
Table 48 Distribution of Fortified/Functional Packaged Food by Format: % Value 2014-2019
Table 49 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2019-2024
Table 50 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2019-2024

Free From in Saudi Arabia

HEADLINES

PROSPECTS

Government funding into food allergies has helped free from to be an active area of growth for BFY packaged food

Baby food remains a growing area in free from, with parents knowledge and early diagnosis of allergies in babies increasing

Free from gluten began to emerge in Saudi Arabia, however value sales were still focused on baby food

COMPETITIVE LANDSCAPE

RONESCA retains its leadership, benefiting from an extensive offering partnered with boosted awareness of allergies

Gluten-free pasta is set to shake up the landscape as Perfetto launches the first of its kind

International players dominate shelf space, however, local players are expected to gradually compete

CATEGORY DATA

Table 51 Sales of Free From by Category: Value 2014-2019
Table 52 Sales of Free From by Category: % Value Growth 2014-2019
Table 53 NBO Company Shares of Free From: % Value 2015-2019
Table 54 LBN Brand Shares of Free From: % Value 2016-2019
Table 55 Distribution of Free From by Format: % Value 2014-2019
Table 56 Forecast Sales of Free From by Category: Value 2019-2024
Table 57 Forecast Sales of Free From by Category: % Value Growth 2019-2024

Naturally Healthy Beverages in Saudi Arabia

HEADLINES

PROSPECTS

Growth is boosted by ongoing economic recovery, and growing awareness of healthier choices, backed by government initiatives

Good prospects for NH superfruit juice as NH RTD green tea continues to create a consumer base

Innovation is seen in FF bottled water and FF dairy drinks, as fruit flavoured fortified dairy beverages attract a consumer base

COMPETITIVE LANDSCAPE

Arrow Juice Factory maintains its lead in NH beverages during 2019, and domestic players benefit from local knowledge and affordable price points

Hana Water Company relaunches its Hana water with a redesign and promotional campaign that promotes the waters new composition

Almarai Co Ltd relaunched its 100% fresh orange juice, providing consumers with a healthier upgraded juice, rich in vitamin C

CATEGORY DATA

Table 58 Sales of NH Beverages by Category: Value 2014-2019
Table 59 Sales of NH Beverages by Category: % Value Growth 2014-2019
Table 60 NBO Company Shares of NH Beverages: % Value 2015-2019
Table 61 LBN Brand Shares of NH Beverages: % Value 2016-2019
Table 62 Distribution of NH Beverages by Format: % Value 2014-2019
Table 63 Forecast Sales of NH Beverages by Category: Value 2019-2024
Table 64 Forecast Sales of NH Beverages by Category: % Value Growth 2019-2024

Naturally Healthy Packaged Food in Saudi Arabia

HEADLINES

PROSPECTS

NH packaged food is an established area that continues to benefit from the expansion of modern grocery retailers

Honey, sour milk, nuts, seeds and trail mixes benefit from local traditions boosting value sales and growth

A rise in the cost of living negatively impacts sales of naturally healthy packaged food

COMPETITIVE LANDSCAPE

Local players benefit from high levels of consumer awareness, leading sales in foods with short shelf lives

General Mills Inc leads NH cereal bars, offering established brand Nature Valley; an on-the-go snack full of natural goodness

Local players compete against global giant Belvita by launching their own emulations of the NH high fibre sweet biscuit

CATEGORY DATA

Table 65 Sales of NH Packaged Food by Category: Value 2014-2019
Table 66 Sales of NH Packaged Food by Category: % Value Growth 2014-2019
Table 67 NBO Company Shares of NH Packaged Food: % Value 2015-2019
Table 68 LBN Brand Shares of NH Packaged Food: % Value 2016-2019
Table 69 Distribution of NH Packaged Food by Format: % Value 2014-2019
Table 70 Forecast Sales of NH Packaged Food by Category: Value 2019-2024
Table 71 Forecast Sales of NH Packaged Food by Category: % Value Growth 2019-2024

Organic Beverages in Saudi Arabia

HEADLINES

PROSPECTS

As consumers awareness on health increases, the organic beverage landscape is gradually developing

A rising number of consumers appreciate clean, natural and organic ingredients

Organic tea and coffee is expected to flourish over the forecast period

COMPETITIVE LANDSCAPE

Al Safi Danone Ltd competes with a range of 100% organic juices, offering four flavours for consumers to choose from

Sun Blast launches two 100% organic juices, both with no added sugar and free from artificial flavourings and preservatives

Nadec and Almarai are set to shake up the landscape as they introduce organic juices over the forecast period

Organic Packaged Food in Saudi Arabia

HEADLINES

PROSPECTS

Despite solid growth, organic food remains a niche area in Saudi Arabia, due to low levels of local production and promotional activity

Organic chocolate confectionery, baby food and dairy hit shelves, however limited distribution of organic packaged food impacts growth

Lack of local players partnered with high prices slows growth over the forecast period

COMPETITIVE LANDSCAPE

International players remain dominant as local players are scarce on the landscape

Meybona brings organic chocolate to the landscape, offering an indulgent organic treat

Distributors increase their investments in marketing and promotions to compete against other packaged food offerings

CATEGORY DATA

Table 72 Sales of Organic Packaged Food by Category: Value 2014-2019
Table 73 Sales of Organic Packaged Food by Category: % Value Growth 2014-2019
Table 74 NBO Company Shares of Organic Packaged Food: % Value 2015-2019
Table 75 LBN Brand Shares of Organic Packaged Food: % Value 2016-2019
Table 76 Distribution of Organic Packaged Food by Format: % Value 2014-2019
Table 77 Forecast Sales of Organic Packaged Food by Category: Value 2019-2024
Table 78 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2019-2024

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