Changes in the Saudi beverage market (page 2 of 2)

Feel alert, focussed (30%)
2. Feel cool (22%)
3. Feel close to family/entertain guests (18%)
4. Feel energetic/active/awake (18%)
5. Habit (16%)
6. Have a good time/fun (8%)
7. Feel soothed/relaxed/get sleep (4%)
8. Aid in digestion (3%)
9. Wash down the food (1%)
10. Feel refreshed/quench thirst (1%)

(1. - 5. Top reasons for drinking coffee)

It is clear from these lists "health" is not amongst the top 10 reasons for consumption of either tea or coffee.

In fact the main reasons for drinking tea and coffee are very nearly the same i.e. "feel energetic/active/awake" (tea) and "feel alert/ focussed" (coffee).

Types Of Tea And Coffee Consumed?

The share of consumption occasions for tea bags does not show any dramatic shifts over the study period (73% - 2003 to 74% - 2005); while shares of consumption occasions for traditional coffees like Arabic/Turkish have declined from 61% (2003) to 57% (2005), with corresponding increases in modern/ branded coffees like instant coffee (19% to 25%) and exotic coffees (Cappuccino, Mocha, etc.) from 1% to 7%.

This suggests that Saudi lifestyles are undergoing a change - from traditional to modern or contemporary.

The average no. of occasions of tea consumption is more than two occasions per day, while the average no. of occasions of coffee consumption is less than 2 occasions per day. Tea is mostly consumed at breakfast and anytime between lunch & dinner - while coffee is mostly consumed anytime between breakfast & lunch and at lunch/dinner times.

Given these differences in consumption occasions, the reasons for consumption of each may not be so similar after all. "Feel active/energetic/awake" may be more of a mental state and "feel alert/focussed" may be more of a physical state. Such a hypothesis warrants a more in-depth investigation, but if this is true then this would help marketers to develop appropriate and distinctive marketing plans for tea and coffee respectively.

TNS Liquids serves as a useful monitoring tool to comprehensively track the entire beverage market in Saudi Arabia. 2,400 consumers are tracked in Saudi annually on their 'yesterday beverage consumption'. TNS Liquids covers all key nationalities (Local Arabs, Expat Arabs, Asians), children & adults (7 - 49yrs), both males and females. It is also representative of both urban and provincial Saudi Arabia.