Executive Summary

Mar 2019
PROSPECTS
Excise taxes continue to influence consumers’ buying behaviour

The 100% excise tax on sports drinks, as well as the 5% VAT rate and the declining number of expatriates in Saudi Arabia, are resulting in declining demand for sports drinks. Many consumers perceive them as expensive and unhealthy drinks.

Competition from other products

Although Saudis are continuing to engage in sports activities, supported by governmental efforts to promote active lifestyles and reduce obesity, consumers are focusing their expenditure on sports nutrition, like sports protein bars, powder and RTD products, as well as non-protein sports products, which are seeing growing availability in distribution channels, and are being backed by promotional campaigns. As a result, sports drinks are expected to continue witnessing low consumer demand during the forecast period.

Sports drinks continues to lack consumer awareness

Consumers in Saudi Arabia lack awareness of sports drinks, and it remains an immature category, due to the limited number of brands, a lack of promotional campaigns and limited availability in distribution channels in the Saudi market. Sports drinks are mainly found in leading supermarkets, hypermarkets and internet retailers, but in small quantities and not prominently positioned on the shelves.

COMPETITIVE LANDSCAPE
Gatorade continues to dominate off-trade sports drinks

Gatorade continues to dominate off-trade sports drinks in the Saudi market, benefiting from its well-known brand name in sports drinks, and availability in the Saudi market through key supermarkets, hypermarkets and internet retailers, in different flavours and pack sizes. Other sports drinks brands suffer from limited stock and availability in distribution channels.

Companies are to educate consumers about sports drinks

During the forecast period, it is expected that sports drinks companies will start to invest in promotional campaigns, including reduced prices and offers through internet retailers, aiming to distribute their products effectively in off-trade channels and trying to achieve greater visibility. Moreover, sports drinks companies are also anticipated to educate consumers about sports drinks, especially through online media, like their social media platforms, to reduce the effect of the excise taxes on sports drinks, and benefit from the growing number of consumers undertaking sports and exercise.

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Sports Drinks in Saudi Arabia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sports 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 Sports and Energy Drinks industry in Saudi Arabia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sports 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  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports Drinks in Saudi Arabia?
  • What are the major brands in Saudi Arabia?
  • What are key new sports drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports drinks in Saudi Arabia?
  • What time of day are sports drinks most commonly consumed?
  • What trends motivate people to drink sports drinks in Saudi Arabia?

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.

Sports Drinks in Saudi Arabia - Category analysis

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 1 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 3 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

Soft Drinks in Saudi Arabia - Industry Overview

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 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 38 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 42 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 43 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