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Almarai SWOT & PESTLE Analysis

ID : 52351853| Dec 2019| 15 pages


Business Sector :Food and Beverages

Operating Geography :Saudi Arabia, Middle East

About Almarai :

Almarai is a leading food and beverages manufacturer and distributor in the Middle East. Established in 1977, the company and its subsidiaries are active in the Middle East and the North Africa region through five categories which are Dairy, Bakery, Juice, Poultry and Infant Nutrition. The dairy and juice is marketed under the Almarai name. Bakery business is done through Western Bakeries Company Ltd under the brand name L'usine products. In terms of joint ventures, the Company operates through International Dairy and Juice (IDJ) for dairy and juice products in Egypt and Jordan. For Bakery segment, they operate through Modern Food Industries (MFI) under the brand name 7Days. The company has its headquarters in Riyadh, Saudi Arabia as has over 42,000 employees as of January 2019.
Almarai’s mission statement as per its annual report is “To provide quality and nutritious food and beverages that enrich consumers’ lives every day.”
Almarai’s vision statement is “To be the consumers’ preferred choice by leading in chosen markets with superior food and beverage products.”

Almarai Revenue :

SAR 13,723 million - FY ended Dec 31, 2018 (year-on-year growth of – 1.5%)
SAR 13,936 million - FY ended Dec 31, 2017

Competitive Analysis of Almarai

The SWOT analysis for Almarai is presented below:

1. Strong brand with high quality products
2. Market leader in dairy market in GCC
3. Strong distribution network
4. Hot climatic conditions conducive for beverages market

1. High operating costs pressurizing pricing
2. Over dependence on dairy and juices segment
3. Major dependency on imports for raw materials

1. Growth of milk market in Gulf Cooperation Council (GCC)
2. Product diversification with major opportunity in infant nutrition
3. Increasing number of pilgrims visiting Saudi for Hajj and Umrah to propel demand

1. Political situation in the Gulf region
2. Feedstock supply disruption will increase cost
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Detailed SWOT Analysis of Almarai



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1. Growth of milk market in GCC: The milk market in GCC has witnessed a steady growth in recent years. GCC fresh milk market grew at CAGR of 7% during 2009-2016 reaching production volumes of more than 700 million litres in 2016. Saudi Arabia represents the largest market for the segment, accounting for majority of the share. The country is expected to become the only market in the Gulf region that can help Almarai realize long-term volume growth potential owing to the potential population growth to 33.0 million by 2021. The milk market is expected to reach a volume of 1100 million litres by 2022. All this present a very good opportunity for Almarai which is a market leader in the segment with a market share of 28.7%.

2. Product diversification with major opportunity in infant nutrition: Along with the core segment of Dairy and Juices, they have diversified into other segments like Poultry, Bakery; and Infant Nutrition. The Bakery and Poultry segments are growing strongly year on year with a CAGR of 14.6% and 48.3% respectively between the periods of 2010-2015.The Infant Nutrition segment can be a driver of growth in the future. As of 2018, 96% of demand in the infant nutrition segment is fulfilled by imported products from outside the GCC region. Almarai has launched 15 new products in the segment in 2015 with the help of their strong product pipeline which can be a strong driver of growth. Almarai since 2017 has also produced innovative ready to-drink formula products in infant and children supplement segment which is preservative free.

3. Increasing number of pilgrims visiting Saudi for Hajj and Umrah to propel demand: With each year, there is an increasing number of pilgrims coming for Hajj and Umrah. According to the Arabian Travel Market (ATM), religious tourism has the potential of attracting 30 million pilgrims by 2030, making it the biggest source of tourism for the Kingdom. This will be almost 11 million pilgrims more than the 2017 figures of 19 million Hajj and Umrah pilgrims. This will lead to an increase in demand for consumer products in the dairy segment, benefitting Almarai.


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Major Competitors :

Major Brands :

  • Almarai
  • L’usine
  • 7DAYS
  • Nuralac

Key Business Segments / Diversification :

Juices Bakery Poultry
Infant Formula
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Check Out Analysis of Other Relevant Companies

References used in Almarai Analysis Report

1. Almarai Annual Report 2018 -

2. Almarai Annual Report 2017:

3. Saudi Arabia Poultry and Products Annual 2018 -

4. Almarai Corporate Brochure 2017 -

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Almarai SWOT & PESTLE Analysis - SWOT & PESTLE.COM

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In-text: (SWOT &, 2020)

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Almarai SWOT and PESTLE analysis has been conducted by Parth Ashar and reviewed by senior analysts from Barakaat Consulting.

Copyright of Almarai SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

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