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…

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…

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.…

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…