CATEGORY INTELLIGENCE

50+ Categories. Five Sectors and Expanding. One Intelligence Layer.

The most detailed view of Saudi consumer behavior ever assembled. Each category brief contains penetration, frequency, basket size, competitive landscape, loyalty dynamics, and out-of-home share. All measured across every channel. Updated quarterly.

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Browse by Sector

Food & Beverage

52 categories

The largest sector by household spend and category count. From daily staples to emerging premium segments, each category measured across modern trade, traditional trade, delivery, and out-of-home channels.

Carbonated Soft DrinksUHT & Fresh MilkCooking OilRiceSnacks & CrispsBottled WaterCanned TunaCheeseYogurt & LabanTea & Coffee

Personal Care

19 categories

The fastest-growing sector by value. Premiumization is reshaping the competitive landscape, with local and international brands competing on formulation, packaging, and channel strategy.

ShampooToothpasteSoap & Body WashSkincareMale GroomingDeodorant

Homecare

12 categories

Stable consumption with the weakest brand loyalty of any sector. Private label penetration is highest here. The competitive fight is on price and distribution, not differentiation.

Laundry DetergentDish SoapSurface CleanersBleachAir Fresheners

Baby Care

6 categories

A sector in demographic transition. Declining birth rates are shrinking the buyer universe, but premiumization and brand loyalty are maintaining value. Each category brief tracks the buyer base contraction and its commercial implications.

DiapersBaby FoodBaby Milk FormulaBaby Wipes

Other FMCG

5 categories

Emerging categories and cross-sector products. Includes the fastest-growing sub-segments in the Saudi FMCG basket, driven by lifestyle shifts and health consciousness.

Pet Food & CareHealth SupplementsInsect RepellentPaper Products

WHAT'S IN EACH BRIEF

What Each Category Brief Contains

Every category brief follows a standardized analytical framework. The same metrics, the same methodology, the same depth. Comparable across categories, comparable over time.

Household Penetration

Percentage of Saudi households buying in the category. Broken by nationality, region, income band, and household size. Trended over 12 quarters.

Purchase Frequency

Average purchase occasions per buying household per period. The behavioral metric that separates habitual from occasional buyers.

Basket Size & Spend

Average volume and value per purchase occasion. Pack size trends, price tier distribution, and spend per buyer.

Competitive Landscape

Value and volume share for the top brands. Share movement over time. Brand switching flows between periods.

Loyalty Dynamics

Buyer segmentation: sole, primary, secondary, and light buyers per brand. Loyalty composition trends.

Out-of-Home Share

Percentage of category consumption occurring outside the home. Channel breakdown of OOH occasions. The metric no other source in the region provides.

Trend Direction

12-month trajectory classification: accelerating, stable, fragmenting, or contracting. With supporting evidence from the underlying metrics.

CADENCE

Updated Quarterly

Category briefs are refreshed every quarter with the latest consumption data. Penetration, frequency, share, and OOH metrics are recalculated from the full panel universe. Trend direction is reassessed. Bookmark this page.

Request a Full Category Report

Each category brief on this page provides headline metrics. The full category report includes demographic deep-dives, competitive switching analysis, growth decomposition, trial-and-repeat tracking, and consulting interpretation. Delivered as a boardroom-ready PDF with data tables.

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