In 2025, retail value sales of snacks in Oman experienced moderate growth. Snacks is undergoing a dynamic transition shaped by evolving consumer preferences, political sentiment, and retail realignments. The overall market is seeing moderate growth, led by strong demand for savoury snacks, including potato chips, puffed snacks, and biscuits, while traditional categories like confectionery and chewing gum are seeing a slowdown in volume sales due to rising health consciousness and changing snacking routines. A key development impacting the retail landscape is the strong consumer pushback against certain global brands and demand for local products. This has led to tangible shifts in consumer buying behaviour, with brands like Snickers, M&M’s, Orbit, and Trident reportedly experiencing significant drops in sales. This shift triggered a major retail shakeup: Carrefour exited Oman early in 2025, citing declining sales and consumer backlash, making way for HyperMax, a new retail entrant focused on aligning with local values. Other hypermarkets, in contrast, managed by adjusting their shelf mix to highlight local and regional alternatives. For instance, Al Rifai, Ulker, and Nutty Nuts are repositioning global brands more discreetly.
There is a clear tilt towards regional and culturally aligned brands, with many consumers opting for snacks that reflect shared values and ethical sourcing. Halal-certified, locally sourced, and Middle Eastern brands, such as Ulker (Turkey), Al Rifai (Lebanon), and newer entrants like Nutty Nuts (UAE) have gained noticeable shelf presence, especially in Lulu hypermarkets.
The competitive landscape in snacks in Oman is undergoing a clear realignment, with local and regional players and their brands gaining momentum and challenging long-dominant global players. While multinational giants like Mondelez (Cadbury, Toblerone, Oreo), Mars (Galaxy, Extra, Maltesers, Snickers, M&M’s, Twix, Mars, Bounty), and PepsiCo (Lay’s, Cheetos, Doritos) continue to achieve strong brand recognition, their edge has weakened in recent years due to consumer sentiment, price sensitivity, and a growing preference for culturally resonant brands.
Hypermarkets, supermarkets and small local grocers are the leading distribution channels for snacks overall in 2025. Hypermarkets and supermarkets capitalise on their extensive reach and ability to offer a wide variety of products under one roof. Retailers like Lulu Hypermarket led by providing diverse snacks options, from traditional Omani flavours to international brands, catering to a broad consumer base. Their ability to offer promotions, wide product variety, and consistent availability made them the go-to choice for family and bulk snack purchases. These outlets were strongest in categories, such as multipack biscuits, frozen snacks, and chips, where price sensitivity and visibility drive volume sales.
Value sales of snacks in Oman are set to rise steadily over the forecast period, driven by younger demographics, urban convenience lifestyles, and increasing interest in locally relevant and health-conscious products. Growth will be strongest in savoury snacks, nuts, seeds and trail mixes, and multipack biscuits, supported by aggressive promotions and wider availability across hypermarkets and emerging online platforms. Companies like Ülker, IFFCO, and Al Rifai are expected to expand with localised flavours and functional snacking options, while newer players will compete through value pricing and clean-label claims. Although categories like chewing gum may decline due to health shifts, the overall marketplace will benefit from retail e-commerce expansion, digital bundling, and lifestyle-driven consumption, with competition, product variety, and lifestyle trends being the top soft drivers of growth.
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