Other Hot Drinks in Saudi Arabia

PROSPECTS

Lack of innovation constrains expansion of other hot drinks

Similar to coffee and tea, worsening economic conditions and the exodus of foreign workers from Saudi Arabia contributed to a slowdown in retail volume and current value growth rates for other hot drinks in 2019. The development of the category was also constrained by a lack of innovation in terms of flavours and product formats, as well as by limited investment in advertising activities.

Demand for reduced sugar and sugar-free products set to rise

While chocolate-based flavoured powder drinks will remain by far the largest category within other hot drinks over the forecast period, its development is likely to be hampered somewhat by the fact that it is at odds with the growing consumer preference for healthier hot drinks in Saudi Arabia. This is likely to become even more of a hindrance from late 2019, when a new “sin tax” on sugary beverages is due to be implemented in the Kingdom.

Health and wellness trend will create new opportunities for fortification

Many leading brands in other hot drinks are fortified or enriched with vitamins, minerals and other nutrients, and it is expected that steady demand for such products will remain a key driver of growth in retail volume and current value sales over the forecast period. As Saudi consumers become better educated about the links between diet and health, there may be opportunities for manufacturers to gain a competitive advantage by fortifying or enriching products with new and highly nutritious ingredients that provide specific benefits for different consumer groups such as growing children, elderly people, young adults with busy lifestyles etc.

COMPETITIVE LANDSCAPE

Nestlé maintains its overall lead in other hot drinks

Nestlé continued to lead other hot drinks in retail value sales terms in 2019. Thanks to its early mover advantage and enduring consumer loyalty towards well-established and widely distributed brands such as Nesquik and Milo, it remained the leading player in both chocolate-based flavoured powder drinks and malt-based hot drinks.

Most players continue to rely on price-based promotions

The overall retail value shares of most companies in other hot drinks remained stable in 2019, with no significant gains or declines recorded. This was partly due to strong brand loyalty, but also reflected a lack of investment in new product development.

More companies expected to introduce health-oriented products

Health and wellness is likely to be a focal point for innovation in other hot drinks over the forecast period. Growing public concern about rising obesity rates should lead companies to expand their offer of reduced sugar and sugar-free products, particularly after the new sugar tax comes into effect in late 2019.

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