After the easing of COVID-19 restrictions, social gatherings have surged, driving a significant uptake in hot drinks in 2023, notably coffee and tea. In Omani culture, hot drinks, particularly Omani coffee, are integral to hospitality, making it almost obligatory to offer them to visitors.
Hot drinks continues to play a prominent role in the Omani culture, steering the growth of the industry. Both the current value and volume sales have consistently shown positive trends.
Muslims, who make up the majority of the population, are not permitted to drink alcohol, which is available only from licensed hotels and restaurants. Therefore, hot and soft drinks are popular and widely consumed.
The wide choice of brands/products, packaging, and quantities in hot drinks means that the industry caters to consumers of all socioeconomic groups. Lower-income consumers tend to choose lower-priced products, while middle-income consumers look for adequate quality and value for money.
Oman's well-developed logistics sector ensures widespread consumer access to a variety of brands and options, with major hypermarkets present in densely populated cities. The historical openness of Omani coastal areas has played a significant role in introducing locals to a range of popular dishes and beverages, with karak tea being among the notable ones.
Over the forecast period, hot drinks will continue to perform well due to both population expansion and the cultural significance of consuming hot beverages in Oman. Given the universal appeal of hot drinks across all age groups, these products are anticipated to exhibit a steady growth rate in both current value and volume sales.
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Hot Drinks
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