Executive Summary

Mar 2019
Excise taxes continue to affect consumers’ buying behaviour

The 100% excise taxes on sports drinks and energy drinks, as well as the 50% excise taxes on carbonates, continue to affect consumers’ purchasing behaviour in Saudi Arabia. Consumers perceive these drinks as expensive, as well as being unhealthy drinks, and are accordingly limiting their intake or opting for healthier soft drinks alternatives.

Soft drinks see increased promotional campaigns

Most key soft drinks companies participated in promotional campaigns in leading distribution channels during 2018. Reduced prices on multipacks of single-serve pack sizes, as well as family pack sizes were the most common.

RTD tea and coffee continue to witness the highest growth

Some consumers in Saudi Arabia are switching to RTD tea and coffee as healthier alternatives to carbonates and energy drinks. Moreover, the hot weather conditions in the country encourage consumers to try different soft drinks, especially during the summer, to satisfy their thirst.

Companies emphasise brand diversity

Most soft drinks companies in Saudi Arabia are focusing on extending their product lines to provide consumers with a wider array of products. Examples include Lipton RTD tea’s premium line in glass bottles, Tang’s new Mixed Berries flavour and its new concentrated pack size of 84g for SAR1, producing one litre, Nescafé extending its iced coffee line to include concentrated powder format in two limited edition flavours, Almarai long-life juice line Joosy in folding cartons and metal cans, and Berain carbonated purified water in glass bottles.

Health and wellness to support soft drinks demand

Soft drinks companies are expected to continue to develop products in line with the health and wellness trend in Saudi Arabia. Examples include reduced sugar content, natural ingredients, organic products, added vitamins and minerals, and smaller pack sizes.

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Soft Drinks in Saudi Arabia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks industry in Saudi Arabia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Soft Drinks industry in Saudi Arabia, our research will save you time and money while empowering you to make informed, profitable decisions.

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The Soft Drinks in Saudi Arabia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Soft Drinks in Saudi Arabia?
  • What are the major brands in Saudi Arabia?
  • What potential exists for multinational vs. local soft drinks companies looking to increase market share?
  • How have changing social attitudes affected soft drink sales?
  • How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Soft Drinks in Saudi Arabia

EXECUTIVE SUMMARY

Excise taxes continue to affect consumers’ buying behaviour
Soft drinks see increased promotional campaigns
RTD tea and coffee continue to witness the highest growth
Companies emphasise brand diversity
Health and wellness to support soft drinks demand

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 18 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 19 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 20 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 30 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 31 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Saudi Arabia
Trends

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Saudi Arabia

PROSPECTS

Bottled Water in Saudi Arabia

HEADLINES

PROSPECTS

Increased health awareness promotes bottled water
Bottled water to gain share from other soft drinks
Consumers in Saudi Arabia favour home delivery

COMPETITIVE LANDSCAPE

Safa leads off-trade bottled water
Bottled water companies emphasise product packaging
Aggressive promotional campaigns take place

CATEGORY DATA

Table 32 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 33 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 34 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 35 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 36 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 37 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 38 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 39 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 40 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 42 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Saudi Arabia

HEADLINES

PROSPECTS

Excise taxes and VAT greatly impact consumers’ buying behaviour
Reduced sugar and calories expected to support carbonates
Lime continues to dominate non-cola carbonates flavours

COMPETITIVE LANDSCAPE

PepsiCo continues to dominate off-trade sales of carbonates
New product developments are projected to rise
Extensive promotional campaigns support carbonates

CATEGORY DATA

Table 44 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 45 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 46 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 47 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 48 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 49 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 50 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 51 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 52 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 53 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 54 Leading Flavours for Non-cola Carbonates: % Volume 2013-2018
Table 55 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 56 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 57 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 58 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 59 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 60 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 61 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 63 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 64 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Saudi Arabia

HEADLINES

PROSPECTS

The holy month of Ramadan continues to support concentrates
Juice expected to affect concentrates growth
Fruit flavours dominate concentrates

COMPETITIVE LANDSCAPE

Vimto continues to lead off-trade concentrates
Tang maintains its prime position in powder concentrates
Nescafé launches a powder concentrate

CATEGORY DATA

Concentrates Conversions
Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 65 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 66 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 67 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 68 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 69 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2013-2018
Table 70 Leading Flavours for Off-trade Powder Concentrates: % Volume 2013-2018
Table 71 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 72 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 73 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 74 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 75 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 76 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 77 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 78 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 79 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 80 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 81 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 82 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Saudi Arabia

HEADLINES

PROSPECTS

Excise taxes continue to impact consumers’ buying behaviour
Energy drinks continue to endure strict regulations

COMPETITIVE LANDSCAPE

Code Red continues to lead off-trade energy drinks
Promotional campaigns and new product developments to support energy drinks

CATEGORY DATA

Table 83 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 84 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 85 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 86 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 87 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 88 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 89 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 90 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 91 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 92 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 93 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 94 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Saudi Arabia

HEADLINES

PROSPECTS

Healthy eating habits and lifestyles support juice demand
Health and wellness influences consumers’ buying behaviour
Orange, apple and mango lead juice flavours

COMPETITIVE LANDSCAPE

Almarai Co Ltd continues to lead off-trade juice
Continued new product development
Children’s long-life juice emerges in the Saudi market

CATEGORY DATA

Table 95 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 96 Off-trade Sales of Juice by Category: Value 2013-2018
Table 97 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 98 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 99 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018
Table 100 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2013-2018
Table 101 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2013-2018
Table 102 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 103 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 104 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 105 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 106 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 107 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 108 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 109 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Saudi Arabia

HEADLINES

PROSPECTS

RTD coffee continues to evolve in the Saudi market
Increased RTD coffee awareness to drive demand

COMPETITIVE LANDSCAPE

Nescafé continues to lead off-trade RTD coffee
New entrants and new product developments to support growth
Lower priced RTD coffee companies continues to emerge

CATEGORY DATA

Table 110 Off-trade Sales of RTD Coffee: Volume 2014-2018
Table 111 Off-trade Sales of RTD Coffee: Value 2014-2018
Table 112 Off-trade Sales of RTD Coffee: % Volume Growth 2014-2018
Table 113 Off-trade Sales of RTD Coffee: % Value Growth 2014-2018
Table 114 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 115 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 116 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 117 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 118 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 119 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 120 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 121 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Saudi Arabia

HEADLINES

PROSPECTS

RTD tea continues benefiting from excise taxes
Health and wellness perceived to influence consumers’ buying behaviour

COMPETITIVE LANDSCAPE

Lipton continues to dominate off-trade RTD tea
New product developments are projected to support growth
RTD tea witnesses premiumisation in the Saudi market

CATEGORY DATA

Table 122 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 123 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 124 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 125 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 126 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 127 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 128 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 129 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 130 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 131 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 132 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 133 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 134 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Saudi Arabia

HEADLINES

PROSPECTS

Excise taxes continue to influence consumers’ buying behaviour
Competition from other products
Sports drinks continues to lack consumer awareness

COMPETITIVE LANDSCAPE

Gatorade continues to dominate off-trade sports drinks
Companies are to educate consumers about sports drinks

CATEGORY DATA

Table 135 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 136 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 137 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 138 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 139 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 140 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 141 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 142 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 143 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 144 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 145 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 146 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

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