In Saudi Arabia, the overall growth of baby food market was strong between 2009-2015. A healthy economy, rise in number of live births, encouragement of government to use supplementary foods like cereals
Ken research announced recent publication titled “Baby Food in Saudi Arabia” concentrates on offering extensive information and highly detailed current and future market trends in the Saudi Arabia market. Saudi Arabian baby food market further incorporates the scope of the market, the market share of different segments also the market profile of the various product sectors with the key features & developments. Furthermore it also examines the consumption data based upon a unique combination of industry research, fieldwork, market sizing work and in-house expertise to offer extensive data about the trends and dynamics affecting the industry. This production examines the prospects of this market and their purchasing patterns or attitudes towards the baby food. This production offers the current and forecast behaviour trends in each category to identify the best opportunities to exploit.
The baby food market in Saudi Arabia is segmented into milk formula, dried, prepared and other baby food. The sales growth of milk formula has been fuelling the sales revenue of the overall baby food industry in the country, which held the largest share in 2012.
Demographics of Saudi Arabia
The population of Saudi Arabia as of January 2016 was 31 million and the growth rate as of 2014 was 1.49%. The fertility rate witnessed in 2014 was 2.17 children born per woman. There was a decline in the fertility rate among Saudi women. It said the birth rate in the previous year dropped by 0.06 births per woman, compared to a year earlier.
Saudi Food Industries Co Ltd is anticipated to lead baby food with 19% of retail value sales in 2016. Operating under international brand owner Nestlé SA, the company has major dominance in dried baby food with a 77% retail value share as of 2016, owing to its flagship brand, Cérélac. Within milk formula, the company’s famous brands such as Nido and Nan are as well immensely popular among mothers. Moreover, the company continues to be aggressive with in-store promotions, launching value packs and introducing various prices off its products through all channels. Lately, the company is also active in social media portals with its brands such as Nido and Cérélac having Facebook and Instagram handle which secures its personal connectivity with mothers.
Notwithstanding the certain barriers faced by women in Saudi Arabia, they have been entering the workforce in massive numbers. Since 2010, employment of women in the country has expanded to 48% which not only includes women working for certain organisations, but also a massive number of entrepreneurs who are setting up their own businesses, whether it is an abaya shop or an e business. What was once considered taboo is turning a norm, with Saudi Arabian men desiring women who are ready to move into the practical world. The thought process is evolving, partially due to exposure to the Western world and the eventual meltdown of old age considerations and due to elevating financial pressure as well which requires dual-income households. This is one of the major reasons why, despite falling birth rates, demand for baby food has continued to expand.
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Ankur Gupta, Head Marketing & Communications
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by Ankur Gupta (a month ago!)