Tissue and hygiene in Oman in 2025 demonstrated moderate but resilient 2%?current value growth, with retail sales reaching OMR66.8 million, with this performance notably below the Middle East and Africa average, highlighting a market in which value remains paramount for many households. The continued expansion of the population to 5.5 million, combined with low inflation at 1.0%, supported steady demand, but households are highly price-sensitive and prioritise bulk packs, promotions and lower-co

Menstrual care in 2025 registered retail volume growth of 5%, outpacing the performances in many other Middle Eastern and African countries. This underscored the resilience and dynamism of menstrual care in Oman, despite macroeconomic headwinds and ongoing price sensitivity. However, current value sales increased at a far more modest rate of 2%, as consumers continued to be highly price-conscious due to inflationary pressures and a need for rational household budgeting.

In 2025, wipes in Oman achieved retail sales of OMR3.3 million, reflecting a 3% increase over the previous year. This performance was shaped by the persistently high price sensitivity among Omani households, who continue to prioritise affordability for frequently purchased essentials such as baby wipes. Despite rising income levels, household budgeting remains tight, with a clear preference for bulk packs and retailer private label offerings. This is illustrated by Lulu Hypermarket's extra soft

Retail tissue in 2025 continues its robust trajectory in Oman, outperforming many markets in the wider Middle East and Africa in terms of retail volume growth, which was up 1% on the previous year, with current value sales climbing by 3%. This outpaces the country’s consumer expenditure growth of 2% for the year, reflecting the essential nature of tissue products and their resilient demand even in a price-sensitive environment. The relatively low inflation rate of 1% in 2025 contributed to stabl

The performance of away-from-home tissue and hygiene in Oman in 2025 was characterised by robust current value growth of 8%, with the category reaching sales of OMR4.3 million. This outpaced the broader regional context, as Oman benefited from a resilient non-oil economy and a surge in infrastructure investment, particularly in hospitality and tourism. The country’s total population reached 5.5 million in 2025, supporting higher demand for institutional hygiene products in hotels, offices and pu

In 2025, nappies/diapers/pants in Oman registered robust growth, with retail volume reaching 192 million units, up 4% on the previous year, outpacing many regional peers. This performance was shaped by a combination of demographic stability and high price sensitivity among families, with the total population expanding and the 0-14 age cohort holding steady at 1.8 million.

Retail adult incontinence in Oman continued its robust growth in 2025, up 5% in volume and 10% in current value terms. This performance was notably strong within the Middle East and Africa, reflecting a sustained expansion supported by both demographic and economic factors. Oman’s total population was growing, as was its 60+ age group, which was exceeding 100,000, indicating an expanding consumer base that underpins demand for adult incontinence products.

Home care in Oman is part of a larger regional trend where consumers increasingly seek premium and multifunctional products. In 2025, home care in Oman saw modest retail value growth of 3% driven by low inflation and rising disposable incomes, with median disposable income per household standing at OMR13,551. Home care is attractive due to its stability and growth potential, driven by increasing demand for premium and sustainable products. It is expected to continue growing, with a forecast CAGR

In 2025, laundry care sales in Oman saw a retail sales value of OMR43 million, up 2% from 2024. Laundry care performance in 2025 was shaped by several key drivers. Economic factors, including moderate inflation and cautious consumer spending, led shoppers to balance between value and quality, often favoring trusted local brands and cost-effective formats. Consumer behaviour shifted notably towards convenience and sustainability, with increased demand for quick-wash products and eco-friendly det

In 2025, dishwashing in Oman experienced steady retail value growth, driven by a combination of economic recovery, evolving consumer preferences and sustainability-led innovation. The total retail value of dishwashing reached OMR12 million, representing 2% growth. This growth was largely influenced by the increasing adoption of dishwashers and premium detergents among Omani consumers.

In 2025, surface care in Oman saw steady growth driven by rising health-consciousness, increased urbanisation and a shift toward sustainable products. The retail value of surface care products reached OMR14 million, down 1 percentage point from the previous year.

In 2025, toilet care in Oman experienced slight growth, driven by the health and wellness trend. Consumers increasingly prioritised hygiene, safety and skin-friendly formulations, leading to a rise in demand for antibacterial toilet cleaners, germ-kill rim blocks and products marketed as safe for children and sensitive users. The retail value sales for toilet care reached OMR4 million in 2025, a 0.1% increase from 2024.

In 2025, polishes in Oman demonstrated resiliance, with retail value sales increasing by 5% in current terms to OMR2 million. Polishes was shaped by cautious consumer spending, a strong shift toward multifunctional cleaning products and evolving retail dynamics. Economic recovery under Vision 2040 encouraged value-seeking behaviour, with consumers favoring affordable, time-saving solutions over specialised polishes, especially in urban households The demand for multi-surface polishes and quick-

In 2025, air care in Oman recorded a retail value of OMR3 million, down 1 percentage point from 2024. Air care was strongly influenced by the growing focus on sustainability, as consumers sought products with eco-friendly formulations and packaging. This shift encouraged widespread product redesigns aimed at reducing environmental impact and appealing to environmentally conscious shoppers. Increasing health-consciousness and the popularity of mood-boosting ingredients in air care products were

In 2025, home insecticides in Oman experienced growth, driven by rising consumer demand for safer, low-toxicity solutions due to increased health awareness and concerns over indoor air quality. The retail value of home insecticides reached OMR3 million, representing a 4% growth. This growth is attributed to economic stability and seasonal pest issues, which sustained consistent demand.

In 2025, bleach in Oman experienced modest growth, driven by strong hygiene awareness and price sensitivity. Bleach maintained its role as a staple for disinfection and laundry care, particularly among budget-conscious households and institutional users. The retail value of bleach in Oman was OMR3 million in 2025, representing a 2% growth from the previous year.

Economic and socio-political developments shape the soft drinks industry

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 bagge

Economic freedom is solid and state finances remain sustainable, but authoritarianism restricts political participation. Non-oil sectors are boosting the economy and inflation remains low, but high unemployment, especially amongst women, persists. Urbanisation continues apace and more social assistance has been announced, but men significantly outnumber women. Oman is concentrating on advanced technologies like cloud computing and e-commerce holds solid potential, but innovation could improve.

Retail sales of staple foods in Oman expanded in current value terms in 2025, supported by population growth, economic stability, rising purchasing power, and a diverse expatriate population. Key market dynamics included strengthening health and wellness awareness, increasingly busy urban lifestyles driving convenience-led purchasing, expanding private label activity, and evolving retail distribution structures that improved product availability. Looking ahead, the market is expected to remain r

Retail value sales growth of cooking ingredients and meals thanks to increased health awareness

Value sales of consumer health rose in 2025, reflecting growing consumer education around self-care and increasing demand for targeted health solutions. In Oman, rising stress levels, busy lifestyles and heightened concerns about immunity have fuelled demand across several categories, from vitamins and dietary supplements to weight management, wellbeing and sports nutrition.

Oman’s dairy products and alternatives market is thriving in 2025 and is expected to post 5.6% growth in current value terms to reach OMR310.27 million, surpassing gains achieved in the previous two years. Volume sales are also set to rise by 5% to reach 272,047 tonnes. In addition to typical drivers such as population growth and increased job opportunities, expansion of dairy products and alternatives is being fuelled by shifting trends like a stronger emphasis on health and wellness, controlle

This report assesses the business environment in Oman, focusing on the regulatory environment, stability of the financial system, FDI intake, labour market flexibility and skillset, trade openness, mobility infrastructure, ICT adoption and innovative capabilities. Companies can evaluate these factors to understand the strengths and weaknesses of a country’s business environment for better strategic investment decisions.