Naturally Healthy Packaged Food in Saudi Arabia

PROSPECTS

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

Naturally Healthy packaged food is one of the most established areas in health and wellness packaged food, with well-known players available on the landscape, and items available in many areas, such as cereal bars, biscuits and bread. Popular items in naturally healthy packaged food includes bread; known to be a good source of carbohydrates, especially those made of whole wheat and grains, which continues to benefit the rise of consumers seeking foods rich in fibres, minerals and protein.

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

Many NH packaged food types benefit from being traditionally consumed in Saudi Arabia. Olive oil is traditionally used in cooking as part of the typical Middle Eastern diet, as well as being used as a condiment for salads and traditional dips.

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

The rising cost of living and economic slowdown continued to hamper volume and current value growth rates of NH packaged food in 2019. While consumers continued to buy NH products, many altered their purchasing behaviours to save money by swapping their favourite brands for cheaper offerings or private label.

COMPETITIVE LANDSCAPE

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

Almarai continued to lead NH packaged food in 2019, thanks to its flagship bread and pastry brand L'Usine, and leads NH high fibre bread thanks to the high quality and reasonable price points of its offerings. Local manufacturers, such as Almarai, benefit from their affordable products, and have an additional advantage over global offerings in areas such as NH high fibre bread, due to the short shelf lives of these items.

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

General Mills Inc is the leader of NH cereal bars, benefiting from the multinational success of its Nature Valley offering, which is widely available in almost all channels - especially in modern grocery retailers. Nature Valley appeals to consumers through its high quality and flavours, partnered with its health benefits and ingredients such as oats, honey, berries, cinnamon; all naturally beneficial ingredients.

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

Belvita is the leader of both NH high fibre food and NH high fibre sweet biscuits, benefiting from the backing of its multinational giant Mondelez International, partnered with its established positioning, advertising, promotions and consumer loyalty. To compete, local brands launched their own versions of Belvita over the review period.

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