Oman

After being negatively impacted by the COVID-19 pandemic in 2020 and 2021, sales of snacks finally began to improve in 2022. The removal of pandemic-related restrictions and the return of tourism in 2023 continued to support rising demand. While the…

The tobacco market in Oman is still recovering after the introduction of a 100% excise tax in 2019. In this environment, consumer demand has shifted towards lower-priced cigarettes, while cigarettes volume sales continued to decline in 2022. The…

A significant number of expats left the country after the outbreak of COVID-19 but they are now returning, with this providing a boost to retail in Oman in 2022. Consumers in Muscat are demanding greater convenience due to increasingly hectic…

Despite the COVID-19 pandemic, inflation, fuel shortages, and the consequent economic backlash, demand for home care products has performed relatively well in Oman. Home care products are widely available and affordable for the majority of consumers.…

Although state finances are improving, as an absolute monarchy, Oman has limited hopes of being a democracy and economic freedom is deteriorating. Economic recovery depends on hydrocarbons whose global prices have risen. Inflation is well contained…

Locals are officially banned from buying and consuming alcohol, with players relying on expatriates for sales, while the ban on marketing alcoholic drinks makes it challenging for brand owners to influence consumer choices. Nonetheless, the lifting…

In 2022, tissue and hygiene continues to benefit from raised awareness of hygiene in and outside of the home. Meanwhile, categories such as nappies/diapers/pants and sanitary protection are already well developed and although these products are…

In 2022, staple foods in Oman continues to witness normalisation following the COVID-19 pandemic. However, many consumers continue to prefer local brands, which increase in popularity during the pandemic due to them being more affordable. The rapid…

In 2022, hot drinks is recovering from the COVID-19 pandemic, largely due to the easement of restrictions and resumption of socialising among consumers, in and outside of the home. Tea remains intrinsically tied up with Omani culture, and drives…

Despite the COVID-19 pandemic coming to an end, soft drinks continues to struggle in 2022, however, some categories are witnessing a slight recovery. However, soft drinks in general are under fire due to steep taxes on sugary beverages and the…

In response to the COVID-19 pandemic, many OTC categories saw higher demand as they were used to treat the symptoms of the COVID-19 virus as well as side-effects of the vaccine, while some herbal/traditional categories saw higher demand as consumers…

Increasingly hectic lifestyles and growth in the number of working mothers is boosting demand for packaged dairy and baby food which is widely available via the country’s well-developed grocery retail channels. The government’s investment in…

Many categories were negatively impacted by the COVID-19 pandemic due to diminishing disposable incomes and ongoing lockdowns. However, in 2021 and 2022, the industry has recovered due to the easing of restrictions and consumers remitting to their…

Cooking ingredients and meals continued its recovery in total volume terms in 2022. A significant number of expats left the country after the outbreak of COVID-19 but they are now returning. Consumers in Muscat are demanding greater convenience due…

The number of households is set to increase moderately in Oman over 2022-2027, with couples with children remaining the dominant household type. In 2022 household spending was affected by inflation, which stood at 2.8% elevating living costs. The…

Insight into income, wealth and expenditure of consumers and households is vital in helping businesses make strategic decisions with regards to which country (or even which region within a country) to enter, which consumer segment to target, which…

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…

The report examines the economic landscape of Oman and provides information on major monetary indicators, foreign trade, investments and government finance. The economy in Oman expanded in real terms in 2022, driven by increasing public and private…