Snacks in 2025: The big picture
Snacks in Saudi Arabia saw a significant increase in retail current value terms in 2025, driven by factors such as changing lifestyles, a growing consumer base, and rising demand for convenience. Population growth in major cities, combined with a recovering economy and the implementation of Vision 2030 initiatives, boosted consumer spending. The return of expatriate populations and a surge in tourism led to more frequent snacking occasions, especially in workplaces, social gatherings, events, and entertainment venues.
Key trends in 2025
Snacking in Saudi Arabia is increasingly shaped by emotional drivers and social habits. Consumers are turning to snacks not just to satisfy hunger, but as small moments of joy, gestures of hospitality, and celebratory treats. The trend towards premiumisation is evident, with consumers willing to pay more for elevated snacking experiences, particularly in formats such as chocolate confectionery, filled biscuits, and speciality nuts. Premium products are frequently chosen for social occasions and gifting, especially during Eid and family gatherings. This shift has encouraged manufacturers to expand their premium lines and introduce seasonal or limited-edition formats, complete with premium packaging and ingredients.
Competitive landscape
Mars Saudi Arabia Ltd maintained its leading position in snacks in Saudi Arabia in retail value terms in 2025, primarily due to its strong presence in chocolate confectionery, although it also had a presence in ice cream and snack bars. Impulse brands such as Galaxy and Snickers contributed significantly to its success, bolstered by robust shelf visibility across modern trade channels. The company’s strategic investments in localised product innovations further solidified its lead. Additionally, Mars’s rollout of better-for-you formats, including high protein and lower sugar options, aligned well with the consumer trend towards permissible indulgence. The company capitalised on seasonal gifting opportunities by introducing attractive multipacks and limited editions, ensuring its relevance during key occasions such as Ramadan and Eid.
Channel developments
Supermarkets maintained its lead in snacks distribution in Saudi Arabia in retail value terms in 2025, benefiting from a broad product assortment, regular promotions, and increasing shopper traffic. These outlets are particularly effective at capturing everyday snack purchases due to their convenience, variety, and the high level of trust consumers place in the quality of their products. Notably, leading supermarket chains such as Panda and Al Othaim have increasingly allocated dedicated shelf space to trending products like filled biscuits, nuts, seeds and trail mixes, and chocolate confectionery, enhancing in-store visibility and encouraging sampling.
What next for snacks?
Snacks in Saudi Arabia is forecast to witness significant retail current value growth in the forecast period, primarily driven by the country’s expanding population, increasing disposable incomes, and evolving consumer lifestyles. Young consumers, in particular, are expected to drive this trend by incorporating snacking into their modern, on-the-go routines. Despite maturity, demand is expected to remain robust, thanks to a diverse array of products and formats that cater to various consumption occasions, from school breaks to office hours and late-night social gatherings.
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Overview:
Understand the latest market trends and future growth opportunities for the Snacks industry in Saudi Arabia 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 Saudi Arabia, 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 Saudi Arabia 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 Saudi Arabia?
- Which are the leading brands in Snacks in Saudi Arabia?
- How are products distributed in Snacks in Saudi Arabia?
- 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 Saudi Arabia?
- 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 Saudi Arabia
Snacks in 2025: The big picture
Key trends in 2025
Competitive landscape
Channel developments
What next for snacks?
DISCLAIMER
Chocolate Confectionery in Saudi Arabia
KEY DATA FINDINGS
Chocolate confectionery sees growth as core categories drive a solid performance
International and local players shape the competitive landscape
Supermarkets and hypermarkets continue to lead, while retail e-commerce grows rapidly
Continued growth for chocolate confectionery over the forecast period, driven by core formats and gifting
Innovation and digital channels will set the tone for future growth
Navigating health and wellness expectations
Gum in Saudi Arabia
KEY DATA FINDINGS
Sales growth driven by bubble gum, although chewing gum still dominates sales
Batook extends its lead thanks to its broad products range in chewing gum
Although supermarkets maintains its lead, retail e-commerce sees dynamism
Steady growth expected, driven by variety, availability, and routine use
Digital touchpoints likely to shape brand visibility
Pressure to meet health and packaging demands
Sugar Confectionery in Saudi Arabia
KEY DATA FINDINGS
Sales of sugar confectionery grow as indulgence and gifting remain strong
Local leader holds its ground, while Perfetti Van Melle sees dynamic growth
Offline dominance persists, but retail e-commerce gains momentum
Growth set to continue, but health and wellness will reshape demand
Innovation will remain limited, but packaging and digital visibility set to evolve
Health scrutiny and future sugar regulation are the biggest watchpoints
Ice Cream in Saudi Arabia
KEY DATA FINDINGS
Ice cream grows in 2025 as Saudis mix indulgence with health
SADAFCO leads in market reach, while IFFCO gains momentum in premium formats
Small local grocers remains dominant, while retail e-commerce picks up pace
Sales of ice cream expected to rise as daily indulgence becomes more embedded in Saudis’ lifestyles
Digital commerce and packaging innovations will reshape accessibility and shelf presence
Health-focused variants will expand as consumers seek guilt-free indulgence
Savoury Snacks in Saudi Arabia
KEY DATA FINDINGS
Everyday snacking and indulgence continue driving growth for savoury snacks
Saudi Snack Foods (PepsiCo) continues to lead savoury snacks in 2025
Small local grocers remains the leading channel, while retail e-commerce gains relevance
Growth in savoury snacks to be driven by flavour diversity and wider reach
Digitalisation to enhance innovation and consumer connection
Health trends and sustainability to shape future product strategies
Sweet Biscuits, Snack Bars and Fruit Snacks in Saudi Arabia
KEY DATA FINDINGS
Health and indulgence shape trends and fuel growth
Loacker maintains its lead, while health-focused Quest gains ground
Supermarkets and hypermarkets still lead sales, while retail e-commerce sees dynamic growth from a low base
Steady growth expected, driven by health and convenience
Innovation and digitalisation set to drive sales
Health trend will guide future product launches and fuel growth
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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