Snacks in 2025: The big picture
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.
Key trends in 2025
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.
Competitive Landscape
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.
Channel developments
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.
What next for snacks?
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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Overview:
Understand the latest market trends and future growth opportunities for the Snacks 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 a comprehensive range of core packaged food categories.
If you're in the Snacks 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 Snacks 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 Snacks in Oman?
- Which are the leading brands in Snacks in Oman?
- How are products distributed in Snacks in Oman?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Snacks?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Oman?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Snacks in Oman
Snacks in 2025: The big picture
Key trends in 2025
Competitive Landscape
Channel developments
What next for snacks?
Key Data Findings
2025 Developments
Value sales of confectionery grow as consumers increasingly favour regional and local brands
Global brands continue to hold significant brand equity though consumers increasingly flavour regional and local alternatives
Hypermarkets and supermarkets remain the most important channels for confectionery in Oman
Prospects and Opportunities
Growing interest in healthy snacks gains traction over the forecast period
Cultural pride and a growing preference for local flavours favour local and regional industry players
Ongoing progression of family-orientated consumption and shared indulgence
Category Data
Key Data Findings
2025 Developments
Sales of sweet biscuits, snack bars and fruit snacks rise in 2025 thanks to the enduring popularity of sweet biscuits
Britannia Industries retains the leading spot in sweet biscuits, snack bars and fruit snacks with its eponymous brand
Small local grocers remains the leading channel for sweet biscuits, snack bars and fruit snacks
Prospects and Opportunities
Forecast period growth of sweet biscuits, snack bars and fruit snacks
Digital and technological advancements reshape the sweet biscuits, snack bars and fruit snacks category
Retailers expand their multipack offers while the category benefits from wider availability and greater assortment
Category Data
Key Data Findings
2025 Developments
Sales of ice cream rise in 2025 thanks to the growing popularity of regional brands, flavour innovation and competitive pricing
Saudi Ice-Cream Factory leads just ahead of IFFCO Group with their respective Kwality and Igloo brands
Modern grocery retailers retain the lead in sales of ice cream while technological advancements boost demand via retail e-commerce
Prospects and Opportunities
Forecast period sales growth of ice cream thanks to demographic and retail-driven factors
Flavour innovation around premium indulgence shapes forecast period sales
Demand for healthier alternatives gathers momentum over the forecast period driven by urban youth
Category Data
Key Data Findings
2025 Developments
Sales growth of savoury snacks due to rising demand for affordable, everyday indulgences
Lay’s retains the outright lead though its share is declining as it faces intensifying competition from Ali Shaihani Group of Industries LLC
Small local grocers remains the leading channel but faces increasing competition from supermarkets and hypermarkets
Prospects and Opportunities
Savoury snacks sees steady growth over the forecast period
Increased digitisation in savoury snacks in both delivery and product innovation
Health and wellness and environmental awareness increasingly characterise savoury snacks
Category Data
The following categories and subcategories are included:
Snacks
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- Chocolate Pouches and Bags
- Boxed Assortments
- Chocolate with Toys
- Countlines
- Seasonal Chocolate
- Tablets
- Other Chocolate Confectionery
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- Bubble Gum
- Chewing Gum
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- Boiled Sweets
- Chewy Candies
- Gummies and Jellies
- Liquorice
- Lollipops
- Medicated Confectionery
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- Power Mints
- Standard Mints
- Toffees, Caramels and Nougat
- Other Sugar Confectionery
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- Frozen Yoghurt
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- Single Portion Dairy Ice Cream
- Single Portion Water Ice Cream
- Plant-based Ice Cream
- Unpackaged Ice Cream
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- Bulk Dairy Ice Cream
- Ice Cream Desserts
- Multi-Pack Dairy Ice Cream
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- Bulk Water Ice Cream
- Multi-Pack Water Ice Cream
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- Nuts, Seeds and Trail Mixes
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- Potato Chips
- Tortilla Chips
- Puffed Snacks
- Rice Snacks
- Vegetable, Pulse and Bread Chips
- Savoury Biscuits
- Popcorn
- Pretzels
- Meat Snacks
- Seafood Snacks
- Other Savoury Snacks
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- Dried Fruit
- Processed Fruit Snacks
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- Cereal Bars
- Protein/Energy Bars
- Fruit and Nut Bars
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- Chocolate Coated Biscuits
- Cookies
- Filled Biscuits
- Plain Biscuits
- Wafers
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This report originates from Passport, our Snacks research and analysis database.
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