In this article we will analyse the baby food market in Saudi Arabia which has undergone several changes in the last two years. In 2020 a law was launched encouraging women to breastfeed and stop using baby formula. The government also stopped subsidising formula to enforce the practice. As a result, infant formula has suffered a price increase making it less accessible to the Saudi middle class.
However, other products are enjoying favour with consumers in the kingdom. Organic baby food continues to gain popularity in Saudi Arabia.
New Trends in the market of baby food in Saudi Arabia
Consumers are increasingly focused on providing healthier nutrition for their children. With increasing demand, new players have entered baby food, such as Arla Foods’ new Baby&Me products, while DMK Deutsches Milchkontor offers its Humana brand of organic dry baby food. Organic baby food is becoming increasingly accessible as the range of products in shops and on the internet expands.
In 2021, several new organic brands and products entered the Saudi market, including Gerber cereals, Arla baby food, Holle Organic goat’s milk formula and Gerber Organic no-salt-added snack. These products are available in major modern grocery retailers such as Carrefour.
Competitive Landscape of baby food in Arabia Saudi
Company share of Baby Food in Saudi Arabia
% Share (NBO) – Retail Value RSP – 2022
| Nestlé Saudi Arabia LLC | 35.6% |
| Al Kamal Import Office C… | 14.7% |
| RONESCA | 13.0% |
| Laboratorios Ordesa SL | 8.4% |
| Almarai Co Ltd | 4.4% |
| Binzagr Co | 2.7% |
| Cigalah Group | 2.6% |
| Nutricia SA | 2.4% |
| United Pharmaceuticals S… | 1.8% |
| Hero Group GmbH | 1.1% |
| Bel Middle East FZ LLC | 0.8% |
| Interfoods Ltd | 0.5% |
| Enmaeyat Group | 0.5% |
| Liptis Nutrition Ltd | 0.4% |
| Biofoodnutrition SE | 0.3% |
| Holle Baby Food GmbH | 0.3% |
| Nestlé SA | 0.2% |
| DMK Deutsches Milchkonto… | 0.2% |
| Others | 10.0% |
Health and wellness will continue to influence the competitive environment in Saudi Arabia
The trend towards health and wellness and parents’ growing interest in baby nutrition are creating more opportunities for the development of new baby nutrition products, such as plant-based, dairy-free and gluten-free baby foods. The organic segment is also likely to continue to grow.
Nestlé Saudi Arabia holds a leading position in the baby food industry in the country. This is largely due to the loyalty of consumers who trust the company’s products. The company seeks to consolidate its leadership position by continuing to invest heavily in marketing support for its brands, and is very active on key social media platforms such as Instagram and Facebook.
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