Health is becoming a defining force in the Saudi FMCG landscape. Rising physical and mental wellbeing pressure, stronger sugar‑reduction intent, and the rapid expansion of Health‑Active shopper groups are reshaping how households choose, substitute and spend.
At our Who Cares? Who Does? webinar on Health we shared our findings on how Saudi shoppers struggle more with wellbeing than the global average, with concerns led by appearance, weight and daily functioning. These pressures translate into action: more shoppers reviewing ingredients, prioritising fresh foods, adopting healthier routines and reallocating spend toward categories seen as “health investments”.
Sugar attitudes are especially important. Nearly half of Saudi shoppers qualify as Sugar Reducers, yet behaviour varies widely by category – meaning brands must strike a balance between taste, trust and reformulation. Meanwhile,GLP‑1 awareness is already high, and 1 in 4 shoppers are either users or considerers, signalling future shifts toward lighter, higher‑protein, lower‑guilt choices.
These shifts are not uniform. Health‑Active shoppers behave very differently from Passives or GLP‑1 users – making segment‑led strategy essential. For brands, the opportunity lies in making health easier: clearer benefits, credible reformulations, and differentiated propositions anchored inreal shopper needs.
This is only a snapshot. To understand how these health trends affectyour specific categories and brand – and what actions will drive growth – watch our webinar for the full breakdown.
Contact our experts to explore how these health shifts impact your brand portfolio andwhere the growth opportunities lie.
Shobhit Sharma
Senior Manager Advanced Analytics, AME
Worldpanel by Numerator
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