Moderate growth of hot drinks in 2025 with tea achieving the highest growth
In 2025, both retail volume and value sales of hot drinks rose in 2025. Value growth was higher than volume growth highlighting inflation-driven price hikes, largely attributed to higher production and transportation costs. Tea, which was the most dynamic category, continues to hold its place as a cultural mainstay in Oman, widely enjoyed by both Omani nationals and expatriates from the Middle East and Asia. Traditional preferences are centred on black tea, available in both loose leaf and bagged formats, as well as green tea. Among these, black tea bags stood out, with its increase in popularity driven by demand for flavoured variants, such as cardamom and clove, along with instant mixed teas such as karak and masala, which are especially popular among Asian expatriates, notably those from the Indian subcontinent, and increasingly embraced by local and Middle Eastern consumers. Leading brands in this category include Tata Tea Masala Chai and Alitea Classic Karak, while newer entries, such as Alitea Ginseng are helping to expand the category. Meanwhile, niche categories, such as fruit and herbal teas, also gained momentum, albeit from a smaller base. This reflects growing consumer interest in wellness-orientated products, particularly decaffeinated options, and herbal remedies.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks industry in Oman with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot Drinks industry in Oman, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Hot Drinks in Oman report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Hot Drinks in Oman?
- To what extent are health considerations impacting consumption of Hot Drinks in Oman?
- What are the traditional preferences in Hot Drinks in Oman? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Oman?
- Which are the leading brands in Hot Drinks in Oman?
- How are products distributed in Hot Drinks in Oman?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Oman
Moderate growth of hot drinks in 2025 with tea achieving the highest growth
KEY DATA FINDINGS
An easing of inflation relative to earlier years of the review period and a slowdown in unit price rises boost consumption of hot drinks
Coffee premiumisation stalls amid high commodity costs and consumer price sensitivity
Health trends pressure other hot drinks as parents become increasingly nutritionally aware
Despite growing adoption of pod machines, demand for on-trade coffee has the potential to erode off-trade sales
The cultural significance of tea and innovation drive growth in Oman
Cooperative societies emerge and expand over the forecast period
Nestlé Middle East FZE tops hot drinks in 2025, driven by Nescafé and Nespresso
Power Root (M) Sdn Bhd is the most dynamic in hot drinks in 2025
Promotions and pricing provide hypermarkets with an edge in sales of hot drinks
Online sales surge for hot drinks, driven by deals and new entrants
COUNTRY REPORTS DISCLAIMER
Key data findings
2025 developments
Growth in coffee stales stimulated in part by the rising popularity of fresh ground coffee
Industry performance
The coffee culture continues to thrive in Oman
Wide availability of coffee brands, especially in instant coffee
What’s next?
Retail value sales of coffee grow steadily over the forecast period
Coffee pod machine adoption boosts growth in fresh ground coffee pods
Elevated commodity prices threaten coffee premiumisation over the forecast period
Competitive landscape
Nestlé leads with its Nescafé and Nespresso brands
Strong growth of Lebanese player Al Najjar Co and its Café Najjar brand
Channels
Hypermarkets maintains the leading position in the distribution of coffee
Hypermarkets has a strong presence in urban areas where shopping is considered a leisure activity
Category data
Key data findings
2025 developments
The advance of tea sales in 2025 is led by growth in tea bags black
Industry performance
Tea drinking remains a deeply ingrained cultural practice in Oman
Tea bags black records a strong increase in popularity
What’s next?
Forecast period sales growth given the deep rooted popularity of tea
Innovation and cultural trends spur growth of tea in Oman
Health trends support growth of fruit/herbal tea and green tea, although high prices limit mass appeal of the former
Competitive landscape
Lipton Teas & Infusions Gulf FZE leads the category, harnessing the global renown of its Lipton brand
Ahmad Tea is the most dynamic company in 2025
Channels
Hypermarkets leapfrogs supermarkets and small grocers to lead tea
Retail e-commerce records strong dynamism in 2025
Category data
Key data findings
2025 developments
Retail value sales of other hot drinks increase in 2025
Industry performance
Chocolate-based flavoured powder drinks achieves dynamism in 2025
Teenagers, young adults and older consumers comprise the main consumer groups for other hot drinks
What’s next?
Retail value sales of other hot drinks rise over the forecast period
Health awareness stimulates the development and launch of healthier variants
Some consolidation in other hot drinks over the forecast period
Competitive landscape
Nestlé Middle East FZE is the leading company in other hot drinks at the end of the review period
Mondelez Eastern Europe, Middle East & Africa FZE
Channels
Hypermarkets is the leading distribution channel within other hot drinks in 2025
While still a small channel, retail e-commerce records strong growth for sales of other hot drinks
Category data
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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