Following the outbreak of COVID-19, consumers grew increasingly interested in supporting their immune system and gut health. This is expected to continue over the forecast period, with many consumers reaching for products offering high protein, fibre, omega 3s and probiotics.
As criticism surrounding artificial ingredients and ultra-processed food rises, natural claims will become increasingly appealing to consumers over the forecast period. Consequently, demand for organic food will grow, with consumers appreciating the lack of pesticides while considering these goods to be more natural.
Across the forecast period, consumers will reach for staple food that offers added benefits, providing an easy and convenient way to increase nutritional intake. The digestive health and probiotic claim will be utilised to support consumers' growing interest in gut health, while high protein will gain ground, which is aligned with rising interest in health and exercise, especially strength training.
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Understand the latest market trends and future growth opportunities for the HW Staple Foods industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of baked goods, breakfast cereals, processed fruit and vegetables, processed meat, seafood and alternatives to meat and rice, pasta and noodles NOTE: Couscous, polenta and quinoa are excluded from staple foods. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Staple Foods research and analysis database.
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