Yoghurt and Sour Milk Products in Saudi Arabia

PROSPECTS

Ramadan influences the category

Saudi Arabia experienced many tricky economic situations over the past few years, but 2018 was considered to be the toughest year for the country to date. Many factors led to this turbulence such as VAT implementation and the huge number of expatriates leaving the country.

Plain yoghurt accounts for the largest sales

Plain yoghurt experienced the strongest value share in 2018, driven by the growing health consciousness of Saudi Arabian consumers. Plain yoghurt is widely consumed in many different ways from as it is and also in many cooking recipes.

Healthy product launches are key in Saudi Arabia

Throughout the years, yoghurt manufacturers tried to bring new concepts and innovation to the yoghurt category to make it more interesting and attractive for consumers, hence maintaining their dynamic presence in the country despite the tough economic situation the country experienced. At the forefront of these companies is Al Othman Agricultural & Processing Co, which introduced Nada Greek-style yoghurt in 2017 that was much cheaper than other imported Greek yoghurt products currently available in Saudi Arabia.

COMPETITIVE LANDSCAPE

Almarai Co remains in top position

Almarai Co Ltd led yoghurt and sour milk products in 2018. With its well-known Almarai brand it enjoyed strong loyalty among local consumers thanks to the popularity of its high-quality and innovative products.

Nada Greek yoghurt is the biggest innovation

Al Othman Agricultural & Processing Co introduced Nada Greek yoghurt in 2017, which was much cheaper compared to other imported Greek yoghurt products currently available in the country. In 2018 it launched the zero per cent fat Nada Greek yoghurt which is a better option for those who are interested in healthier eating.

NADEC acquires Al Safi Danone Ltd

In 2018 The National Agricultural Development Company (NADEC) announced that it acquired Al Safi Danone Company (ASD) in a transformative transaction that will reinforce its position as a leading regional dairy and beverage player. Al Safi Danone Ltd is a producer of dairy and juice products and a joint venture between Saudi Arabia’s Al Safi Group of Companies and French food company Danone.

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