Explore the latest trends, demand drivers and growth opportunitie...
Explore the latest trends, demand drivers and growth opportunities in the Middle East, with in-depth market and data analysis from our in-country field researchers and regional experts.
At the end of 2021, a new law went into effect requiring a deposit of ILS0.3 for all bottles of 1.5 litres and above. This had a direct impact on prices of water in 2022, as 1.5 litres is a very popular size for water bottles. After the tax on…
Bottled water remains by far the largest category of soft drinks in Saudi Arabia with increasing numbers of consumers switching to bottled water. Although tap water in the Kingdom is said to be safe to drink many people prefer to use bottled water,…
With the emerging inflation and competitive landscape being reshaped, private label is starting to regain shelf space in many categories, including bottled water. Since water is considered a basic and affordable product in consumers’ minds, private…
The tax on all sweetened beverages was removed at the end of March 2023, as a result of opposition from the ultra-Orthodox community. The Ministry of Health required retailers to lower prices within three days of the tax being removed, with the…
The hot weather in Saudi Arabia continues to support sales of carbonates, with sales also benefiting from the large number of consumers aged under 30, who are a key target audience for these products. Despite this, consumers in Saudi Arabia continue…
Across carbonates, reduced sugar options are gaining popularity in the United Arab Emirates. This trend is being widely supported by advertising and promotions. Hypermarkets and forecourt retailers are introducing floor and shelf banners advertising…
The tax on all sweetened beverages was removed at the end of March 2023, with the Ministry of Health requiring retailers to lower prices within three days of the tax being removed. The removal of the tax led to the lowering of prices in the…
Vimto (from Aujan Industries Co Ltd) continues to lead liquid concentrates and concentrates overall in Saudi Arabia. The brand saw the launch of Vimto Cordial Zero in 2022, which is sugar-free and contains zero calories, alongside containing no…
Demand for both powder concentrates and liquid concentrates has been declining in the United Arab Emirates for several years. General health awareness and concerns around sugar consumption are discouraging local consumers from purchasing these…
Prime energy drink entered the Israeli market in 2023. Due to its popularity on TikTok, the drink has been very popular from the start. The strong role of social media in the brand’s expansion – and, indeed, its development, in which the YouTube…
Sales of energy drinks continue to decline in off-trade volume terms. Energy drinks incur a 100% “sin tax” in Saudi Arabia, while there are also other initiatives and restrictions aimed at discouraging the consumption of such products with the…
Energy drinks in the United Arab Emirates are often marketed using images depicting young adult consumers as enthusiastic, fit, smart and adventurous. This type of advertising can attract children and teenagers, who are becoming increasingly…
Opposition from the ultra-Orthodox community led to the tax on all sweetened beverages being removed at the end of March 2023. The ultra-Orthodox community includes many heavy users of sugary and artificially sweetened carbonates, along with…
Saudi Arabia’s hot climate ensures there remains a healthy demand for juice in the Kingdom. However, the performances of the different juice categories have been varied in 2023 with demand increasingly being shaped by the growing focus on healthy…
Following global inflation and the challenge for low- and mid-income consumers to manage their expenses, all major private label lines of juice entered the United Arab Emirates, including Carrefour Fresh, Lulu Fresh, Spinneys Food, Spinneys Kitchen…
In 2023, the Israeli supermarket chain, Shufersal, launched its own line of RTD coffee. The private label coffee contains fresh milk, like Tnuva’s launch of Ice Coffee in a cup, and the retailer advertises that it uses 100% Arabica beans. Shufersal…
Sales of RTD coffee rose sharply from a low base over the review period with locals becoming increasingly aware of these products and sales have continued to see dynamic growth in 2023 in off- and on-trade volume terms. Starbucks Iced Coffee has…
Price per litre, RTD coffee is the most expensive category within soft drinks in the United Arab Emirates, followed by energy drinks. Its high price is driven by the premium nature of the product, a relatively small bottle size and the domination of…
The tax on all sweetened beverages was removed at the end of March 2023. With the government claiming that it was looking to lower the cost of living for locals, the Ministry of Health required retailers to lower prices within three days of the tax…
RTD tea is a relatively niche category in Saudi Arabia with it being the smallest soft drinks category in retail volume terms in 2023. Nonetheless, the category has continued to post strong growth both through the off- and on-trade channels. The…