18 August, 2025 – Looking at food and beverage trends in Saudi Arabia calls for evaluating the various factors that impact demand and catalyze changes. Doing this requires consideration of 39 food and beverage categories. Some of these can be sorted into four bigger groupings: beverages, items for preparing meals, treats and snacks, and special diets, including plant-based. It also is important to examine drivers of consumption patterns and predict new opportunities.
Global Factors Impact Consumers
Several major global factors trickle down to affect consumer behavior. The first is health of the planet. This involves forces such as climate change, which affects food security, the economy, and human health. Companies and consumers are adapting to changes in climate.
Human health itself is important and is the second top issue that worries consumers around the world. The global population of older adults is growing. Rising rates of obesity and mental health crises put stress onto healthcare systems around the world.
Consumers are also worried about slowdowns in global economic growth, they are unsure about the future economy, and they don’t feel secure in their jobs. Another worry they have pertains to corruption.
When asked directly in consumer trends research, one-third of consumers in Saudi Arabia worry about the lack of affordable food that is healthy and nutritious, and they worry about accessing good healthcare.
Additional Factors Drive Consumer Food Trends in Saudi Arabia
Several factors drive the food choices of Saudi consumers. The first is health, which shapes their preferences for food and beverages. Saudi consumers worry about health when they consider food and beverage choices. According to consumer trends research conducted by Innova Market Insights, Saudi consumers want products with less sugar and fat, more protein and fiber, and extra functional benefits. This leads them to be attracted to better-for-you choices in dairy, juices, cereals, and plant-based meat alternatives.
Taste, flavor, and value are important in the food industry in Saudi Arabia.Saudi consumers make decisions based on freshness, flavor, and price, with taste and flavor being the biggest influence. Their quest for new flavors and tastes is driving their preferences for hot drinks and plant-based products. Variety also matters to Saudi consumers, who consider a combination of variety and value when buying meat, breakfast cereals, and snacks.
Consumer trends research shows that Saudi consumers want products that are natural and have a clean label. This combination of features, along with simplicity and transparency, gains the trust of Saudi consumers. When looking for clean features, Saudi consumers want a clean label, real and natural ingredients, and not artificial ingredients. They respond well to organic, local, and non-GMO claims in snacks and baked goods.
Saudi consumers want a combination of high quality and product safety. Food trends in Saudi Arabia indicate that food and beverage products need to be authentic, reliable, and safe. One way that Saudi consumers determine whether a product is reliable is by checking whether it is traditionally made or traditionally crafted. Other claims that enhance credibility are kosher/halal and locally made.
The Saudi Consumer and Beverages
Alcohol is prohibited in Saudi Arabia because of Islamic values so consumers need beverage alternatives that are non-alcoholic. According to consumer trends research, Saudi Arabian consumers consider taste, flavor, brand, health benefits, and cost when shopping for non-alcoholic alternative beverage. In soft drinks, they base their purchase decisions on similar factors. Hot drinks appeal to Saudi consumers for their clean label, safety, quality ingredients, and sugar reduction.
Everyday Staples for Saudi Arabian Consumers
Everyday staples include bread, breakfast cereal, dairy, meat, and fish. Flavor and taste, health benefits, and freshness matter in bread and breakfast cereals. Whole grain and fiber claims also are important. When considering dairy, Saudi Arabian consumers look for taste, flavor, and health in clean label dairy products such as yogurt. Saudi purchasers of meat and fish base decisions on taste and flavor, cost, freshness and shelf life, cost, and functional and ethical claims. Convenience also influences Saudi consumers.
Considerations for Ingredients, Spreads, and Ready Meals
Consumer research trends show that Saudi consumers purchase meal preparation ingredients by considering taste, flavor, cost, and ingredient quality. Clean label also is important. Health benefits matter in addition to these features for sweet spreads. Food trends in Saudi Arabia show that consumers want real ingredients, natural claims, and premium-quality ingredients in all spreads and in ready meals. Organic may matter to some Saudi Arabian consumers.
Preferences for Snacks and Treats are Changing
Promotions and changing preferences drive Saudi consumers to purchase more snacks and treats. A clean label and health benefits matter. Quality claims are important across snack and treat subcategories, including cereal bars and energy bars.
Health Matters in Plant-Based and Special Diets
Health is important to Saudi purchasers of food and beverage products for plant-based and special diets. Food trends in Saudi Arabia show that consumers like meat substitutes and dairy alternatives, which they expect to deliver on taste, flavor, health, and cost. Expectations regarding sports and functional nutrition are for protein, real and natural ingredients, functional claims, and product safety.
What’s Next to Reach Saudi consumers?
Extend product line with functional and nutrient-rich better-for-you options in dairy and dairy alternatives, juices, and breakfast cereals. These can include more protein and fiber, less sugar, and nutrient fortification. One example might be a convenient, drinkable yogurt with added protein and no added sugar. Combine flavor, freshness, and affordability with novelty. Local and seasonal flavors can encourage product trial. One example is a limited-edition spiced chicken wrap with regional herbs, at an affordable price. This can help boost loyalty. Support clean labels with transparency, minimal processing, and organic, local ingredients. Saudi consumers are likely to trust products with ingredients that are natural, transparent, and sourced ethically. Traditionally made and crafted products with local ingredients can appeal as premium. Combine quality, convenience, and longer shelf life, as these are priorities of Saudi Arabian consumers, especially when buying hot beverages, dairy, and baked goods. Kosher or halal certifications are important in meat, dairy, and meals made with these ingredients. Saudi consumers are likely to embrace convenient, ready-to-eat products that are safe and of high quality.
This article is based on Innova’s Category Growth Drivers in Saudi Arabia report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more