Here's what’s trending in the snacks industry:
- Savoury snacks remains an underdeveloped category in the Middle East and Africa, which accounted for 4% of the world’s value sales in 2017.
- However, the Middle East and Africa records stronger growth than the global average, with a 11% CAGR between 2012 and 2017 in value sales, compared to a 6% CAGR globally.
- Saudi Arabia, the largest market, generated 22% of the region’s value sales in 2017. Iran was among the region’s largest markets, accounting for 11% of total sales.
- Value sales growth in Saudi Arabia was largely driven by potato chips, which accounted for almost half of savoury snacks value sales in 2016. Potato chips sales benefited from PepsiCo’s aggressive advertising strategy, combined with the company’s new product launches, notably Lay's paprika flavour introduced in late 2015.
- In Iran, potato chips and nuts, seeds and trail mixes were the two main product categories driving sales of savoury snacks, thanks to a large variety of products available and a wide availability across retail channels.
- The increase in on-the-go consumption, growing demand for convenience and greater awareness of healthy eating practices were the main trends supporting growth of savoury snacks in 2016 in the United Arab Emirates. Manufacturers responded to these trends by offering more packaging choices to consumers through the introduction of smaller pack formats for many of their popular products, as well as economy and family-size packs and bundles.
- Pastries is a relatively underdeveloped category in the Middle East and Africa, which generated 7% of the world’s value sales in 2017.
- However, the Middle East and Africa records stronger growth than the world average, with a 8% CAGR between 2012 and 2017 in value sales, compared to a 4.5% CAGR globally.
- Saudi Arabia was by far the largest market, generated 50% of the region’s value sales in 2016, followed by Tunisia, which accounted for 11%.
- In Saudi Arabia, value sales of pastries recorded high single digit annual growth between 2011 and 2016, with packaged pastries fuelling growth, due to the strong popularity of products sold in small baqalah outlets, with brands such as Pronto and Kako sold exclusively in this channel rather than in modern grocery retailers.
- In Tunisia, pastries sales were driven by consumers increasingly buying products which were traditionally home-made, including premium brands available in supermarkets.
- In the United Arab Emirates, packaged pastries has been the most dynamic category within baked goods in 2016 with current value growth of 10%. This is due to consumers shifting towards premium baked goods. Consumers are trying out more sophisticated products in addition to the plain bread that they eat.
Packaged Organic food
- Organic packaged food still represents a small part of the health and wellness market, but shows growth opportunities based on the evolution of consumers’ priorities towards the consumption of natural foods and beverages as well as the increasing interest in social and environmental responsibilities. Both trends will keep driving growth over the forecast period.
- Organic packaged food in the United Arab Emirates grew by 12% in 2016 to reach value sales of AED 82 million.
- Naturally Healthy Packaged Food - this category also contains “Nuts, seeds and trail mixes”
- Naturally healthy (NH) packaged food grew by 11% in value terms in 2016 in the United Arab Emirates. The majority of expatriates in the country consume NH packaged food as part of their traditional diet and do not focus on the health benefits. NH nuts, seeds and trail mixes was the most dynamic category in 2016 with 21% value growth. The category benefited from it being a popular inexpensive snack for many United Arab Emirates expatriates. Households, and even some offices, usually stock up on nuts, seeds and trail mixes for quick consumption at any time of the day.