Market Trends of Saudi Arabia Protein Bar Industry
Demand for Convenient and Healthy On-the-Go Snacking is Increasing Due to Hectic Lifestyles
The demand for convenience foods has been growing rapidly due to changes in social and economic patterns, increasing expenditure on food and beverage, awareness about healthy foods, changes in meal patterns and existing food habits, and the desire to taste new products. The demand for snacks, including protein bars, has been increasing in the Gulf Cooperation Council (GCC) over the past few years due to the rising industrialization, busy lifestyles, and the increasing female working population. According to the General Authority for Statistics of Saudi Arabia, the female labor force participation rate among nationals in Saudi Arabia was 31.4% in 2021.
The increasing health awareness among the young population, owing to the rising lifestyle diseases and the benefits of healthy snacking, boosts protein bar demand. As high-protein foods give a feeling of satiety, they are a good method to control appetite, avoid overeating, and gain weight, which has led to the increased popularity of protein bars. For instance, according to the World Bank, in 2022, more than half of the adult population in Saudi Arabia was overweight, and one out of five was considered obese. Social media, travel experiences, and exposure to international brands are other factors boosting the demand for similar snack options domestically.
Regular Bars as Snack Products Hold the Major Share of the Market
Health-conscious customers are turning to specialty diets such as keto, but they do not want to deal with the hassles of frequently cooking to achieve their fitness goals due to their busy lifestyles. Protein bars have become the perfect delivery system for these consumers due to their “ready-to-eat,” “on-the-go” nature. Moreover, marketing campaigns for protein bars as a substitute for meal replacement by fitness clubs have increased the sales of these products. With the increasing number of health clubs and surging awareness about protein bars, the market is expected to witness a rise in demand during the forecast period.
Moreover, meat is a prominent part of many meals in Saudi Arabia's traditional diet, which includes animal products. As a result, the cultural preference for animal-based proteins encourages more people to eat regular protein bars, which frequently include ingredients like whey protein from milk. Hence, various animal-based protein bar brands are available in Saudi Arabia. For example, Quest Nutrition Bars, Optimum Nutrition Protein Bars, MET-Rx Protein Plus Bars, MusclePhram Combat Crunch Bars, and Pure Protein Bars, among others, contain animal-based proteins such as whey protein isolate, casein, and milk protein isolate. All these factors drive the regular protein bar market in this region.
