Top Health and Wellness Trends in Saudi Arabia

Saudi consumers are looking for more from their everyday food and drink products. Functional and fortified foods enriched with vitamins, minerals, probiotics and omega-3s are becoming increasingly popular. These are showing up across categories such as snacks, dairy, cereals and beverages. For brands with fortified offerings, there is clear potential to tap into retail channels and supermarkets in the Kingdom.

Due to widespread lactose intolerance and food sensitivities, demand for dairy alternatives is rising. Products based on almond, oat, soya and other non-dairy ingredients are becoming mainstream. Meat alternatives are also attracting interest, giving consumers more choice in how they meet dietary preferences and health goals.

Preventative health is an area of growing focus. Saudi consumers are using supplements to support immunity, longevity and general wellbeing. Recent regulatory changes from the Saudi Food and Drug Authority (SFDA) have made it easier for international supplement brands to register and import their products, unlocking significant new opportunities in this sector.

Sports nutrition is one of the hottest categories right now. Demand for protein-based products and convenient high-protein snacks and beverages is strong, and the market is still at an early stage compared to neighbouring Gulf countries. Growth is being driven not just by male consumers, but also by women, with female-only gyms expanding rapidly and government initiatives encouraging greater participation in fitness and health. This creates a strong opportunity for international sports nutrition and protein brands to establish themselves early.