New Market Research Report: Concentrates in Saudi Arabia

From: Fast Market Research, Inc.
Published: Tue Aug 19 2014

The holy month of Ramadan is the time when food and drink consumption soars to its peak, owing to lavish arrangements at both Suhoor (start of the fast) and Futoor (breaking of fast in the evening). Energy-boosting products, especially dairy, fruit and juice, record high levels of sales. Since the Islamic calendar is based on lunar movements, the months keep shifting accordingly each year. 2013 saw Ramadan coinciding with the hottest part of the summer season: July. Consequently, the demand for thirst-quenching beverages such as juice, carbonates, bottled water and concentrates reached new heights.

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Competitive Landscape

Kraft Foods International led value sales of concentrates in 2013, with a 34% share, up from 33% in 2012. Its strength lies in powder concentrates, which it dominated with an 80% share in volume terms and 78% in value terms (off-trade). The company was aggressive in promoting its flagship brand Tang through a mix of mainstream and digital advertising, alongside a notable PR campaign by the name of "Tang Do Good", which eventually got a place in the Guinness Book of World Records in 2013. These tactics appear to be working, as they helped the company's share to increase in 2013.

Industry Prospects

At the start of the forecast period, the Islamic calendar indicates that Ramadan will keep falling in the hottest months of the year in Saudi Arabia. This is expected to play an important role in the growth of concentrates, as these are largely used as refreshing thirst-quenchers after a long day of fasting. Furthermore, companies are expected to come up with innovative campaign concepts such as the "Tang Do Good" campaign of 2013, along with engaging customers through digital communications, given the rapid growth of internet penetration in the country. For this reason, the forecast period is expected to see the healthy growth of concentrates, with a total value CAGR of 5% at constant 2013 prices and a volume CAGR of 4%.

Report Overview

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

The Concentrates 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

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