How Nutritional Supplement Market Is Positioned In The Saudi?

The market has been growing and varying from one product to another. It was observed to be highly mature towards prescription based vitamins and dietary supplements but the potential exists for many functional food and beverages which can easily make their entry in the FMCG sector. Nutraceutical ingredients have positioned as a natural and healthy alternative to traditional medicine. The market size increased from SAR ~ million in 2013 to SAR ~ in 2018 registering a five-year CAGR of ~%. Due to rising lifestyle diseases and changes in dietary intake many consumers are opting for dietary supplements. This has a positive impact on the demand for nutraceutical products leading to an increase in market value from SAR ~ million in 2013 to SAR ~ registering a five-year CAGR of ~%.

Functional beverages register a constant increase in revenue from 2013-2015, before registering a minor decline in 2016 due to a ban on advertising on energy drinks and drastic decline in 2018 due to the imposition of sin tax in 2017. The market declined from SAR ~ million in 2013 to SAR ~ million in 2018. Tang is very popular during the period of Ramadan. International beverage brand such as Pepsi and Coca Cola have a small presence in the fortified beverages segment.  The Saudi Nutritional Supplements market is largely dominated by the sales of functional foods which include dairy products, baby food, breakfast cereals, and other categories. New channels of retail such as internet retailing, the omnipresence of chained convenience stores and others are emerging in the market and have helped in facilitating the sales.

Saudi Arabia Functional Foods Market Segmentation

Functional foods are majorly popular among the city population and ex-pats. Fortified products are being promoted as a healthy alternative to traditional food and the message is easy to communicate in cities with high population density and access to media that can be used for the promotion of such products.

By Type of Functional Foods: The baby food products were the most revenue contributing segment in the Saudi Arabia functional food market with a share of ~% in 2018. Dairy products are the second most consumed they consume high dairy products in the form of cheese, butter, and milk. Breakfast Cereal in terms of revenue contribution captured ~% in 2018, which was followed by vegetable and seed oil and confectionery, snacks and biscuits segment with the collective contribution of ~% in 2018.

By Type of distribution channel: The hypermarkets are the most preferred distribution channel with a share of about ~% in 2018, which is due to the high product variety offered by them and different promotional events around the year. This encourages consumers to visit hypermarkets and supermarkets for purchasing functional foods within Saudi Arabia.

Saudi Arabia Functional Beverages Market Segmentation

By Product Category: Demand for hot beverages in Saudi Arabia is very low as compared to cold beverages. Cold drinks are largely dominated by energy drinks and are very popular among young kids and the working population. There promotion in the past as official sponsors of many adventure sports raising adrenaline levels has been the key reason for their popularity.

By Type of Soft Drinks: Energy Drinks were the most selling product category in the Fortified Soft Drinks market. As these drinks contain high sugar and caffeine content, the government of Saudi Arabia implemented 100% sin tax on these drinks in order to de-motivate consumers from the consumption of these drinks. Fruit and vegetable juice market increased from SAR ~ million in 2013 to SAR ~ million in 2018, energy drinks sales declined to SAR ~ million in 2018 (from ~ in 2013).

By Sales Channel: Supermarkets and hypermarkets remained the biggest source for the sale of functional beverages across Saudi Arabia. Many regular customers maintain a debt account with neighboring grocery stores where they pay after a certain period and are the major reason for people frequenting these shops. As per rough estimates, there are over 54,000 of the licenses are to sell foodstuffs.

Key Segments Covered:-

Vitamins and Dietary Supplements:

By Standard and herbal/Traditional Vitamins & Dietary Supplements

By Type of Dietary Supplements (Standard/Non-Herbal and Herbal/Traditional)

By Positioning of Dietary Supplements (Bone, Joint, Sexual Health, General Health, Immune System, Heart Health, Digestive, Energy and Others)

By Distribution Channel (Drugstores/ Parapharmacies, Direct Selling and Internet Selling, Other Healthcare Specialist Retailers, Supermarkets and Hypermarkets)

Functional Foods:

By Type of Functional Foods (Dairy, Baby Food, Breakfast Cereals, Edible Oil and Confectionary)

By Distribution Channel (Hypermarket and Supermarket, Independent and Small Grocery Retailer, and Other Convenience Stores, Online Retailing, Restaurants, Food Kiosks and Others)

Functional Beverages:

By Product Category (Cold Drinks and Hot Drinks)

By Soft Drinks (Energy Drink, FF Concentrates, Sports Drink, and Vegetable/fruit Juice)

By Distribution Channel (Hypermarket and Supermarket, Independent and Small Grocery Retailer, and Other Convenience Stores, Online Retailing, Restaurants, Food Kiosks and Others

Key Target Audience:-

Nutritional Supplements Manufacturers

Nutritional Supplements Distributors

Nutraceuticals Distributors

Government Agencies

Vitamins and Dietary Supplements Companies

Functional Foods Companies

Functional Beverages Companies

Hypermarkets and Supermarkets

Drug Stores and Pharmacies Chain

Online Sales and Retailing Agencies

Time Period Captured in the Report:-

Historical Period: 2013- 2018

Forecast Period: 2019 -2023

Companies Covered:-

Vitamins and Dietary Supplements:

Pfizer Inc

Bayer AG

Vitabiotics Ltd

Jamjoom Pharma

Procter & Gamble Co, The

Laboratoires Arkopharma SA

General Nutrition Centers Inc


Functional Foods:-

Nestlé SA

Danone, Groupe

Almarai Co Ltd


Abbott Laboratories Inc

PepsiCo Inc

Functional Beverages:-

Abuljadayel Beverages Industries Llc

ALJSR Global Co

Red Bull GmbH

Mondelez International Inc

Spitz GesmbH, S

Nestlé SA

Key Topics Covered in the Report:-

Saudi Arabia Nutritional Supplements Market

Saudi Arabia Nutritional Supplements Industry

Nutritional Supplements Market Saudi Arabia

Nutritional Supplement Industry Saudi Arabia

GCC Functional Food Market

GCC Functional Beverage Market

GCC Vitamins and Dietary Supplements Market

Vitamin producing Companies in the Kingdom

Digestive Dietary Supplements Saudi Arabia

Beauty Dietary Supplement in Saudi Arabia

Dietary Supplements in Saudi Arabia

Soft Drink Companies in KSA

Energy Drinks Market Saudi Arabia

Saudi Arabia Sports Drinks Market

For More Information On The Research Report, Refer To Below Link:-

Saudi Arabia Nutraceuticals Market

Related Reports by Ken Research:-

Indonesia Nutritional Supplements Market Outlook To 2023 – By Vitamins (Single Vitamin And Multi-Vitamin) & Herbal And Standard Dietary Supplements (General Health, Beauty, Digestive, Bone, Heart Health, Memory, Joint), Functional Beverages And Functional Food

Philippines Nutraceuticals Market Outlook to 2022-Composite Herbal Dietary Ingredients, Ginseng, Garlic and Ginkgo Biloba Based Herbal Supplements will Drive the Growth

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Ken Research
Ankur Gupta, Head Marketing & Communications
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