Juice
The Juice business delivered XX 1.8 billion in revenue, achieving 4% year-on-year growth despite competitive pressure. Performance was supported by targeted innovation, refreshed pack formats, and improved execution across retail, foodservice, and digital channels, reinforcing the segment’s relevance within the wider beverage portfolio.
Value Share of Saudi Market
Total Juice Revenue (X million)
2025
X 1,785
million
4.3 %
Almarai’s Juice and Beverage business delivered a solid performance in 2025, recording strong top and bottom-line growth to reach a 45% value share in the Saudi market. We maintained a steady year-on-year growth of 4% to reach a segment revenue of X 1,785 million for 2025, despite the devaluation of the Egyptian Pound impacting revenue growth during the first quarter of the year. With Almarai’s commercial entry into the bottled water market in Q3, the Juice and Beverage vertical closed the year on a high note, contributing 8% to the total Almarai revenue. Efficiency gains across operations also contributed to the margin growth achieved this year.
An Increasingly Health-Conscious Market
The region’s fruit juice market continued to stagnate, but Almarai experienced growth driven by rising health-conscious consumer demand for premium, natural, and nutritious fruit juices. The Kingdom of Saudi Arabia remains the largest juice market in the region, with the United Arab Emirates recording the fastest growth in the segment.
Key Market Trends and Challenges
Beyond the steady rise in health-conscious trends in the market, the increasing prevalence of busier lifestyles is also driving the demand for convenience in the juice market, with consumers opting for on-the-go consumption solutions. Furthermore, the existing sugar excise tax across the GCC is expected to shift from a flat 50% rate to a tiered system as of January 2026, further encouraging manufacturers to reformulate their products and expand product portfolios, while also incentivizing consumers to choose sugar-free alternatives.
When it comes to market challenges, there has been a surge in fresh juice stores, as well as an increase in juice offerings in cafes, restaurants, and other foodservice channels across the Kingdom, to meet the growing demand for healthier beverage options, which is intensifying market competition. The Kingdom’s heavy reliance on imported fruits for juice production also translates to compounded costs related to shipping, customs duties, and overall cold chain management.
A Three-Pronged Strategy for Growth
In 2025, Almarai focused on growing our juice and beverages segment across its three main verticals; maintaining a 45% market share in the fresh juice business, growing 22% year-on-year with our premium juice business, and retaining our market share in a highly competitive long-life juice market, fulfilling our promise to deliver products that are “better for you.”
Growth Opportunities Across Our Three Core Business Verticals
We continued to focus on growing our core fresh juice business, maintaining a 45% dominant share of the Kingdom’s highly competitive fresh juice market. We increased household penetration through creative marketing campaigns supported by increased geographical reach and channel expansion, providing consumers with healthy and nutritious beverage options with no added sugar.
Our premium juice offering under the Farm’s Select brand performed strongly during the year in review, recording an impressive 22% year-on-year growth. This high sales traction is driven by a demographic of health-conscious individuals with high disposable incomes, a significant portion comprising young, working professionals as well as the region’s growing white-collar expatriate population, who are willing to pay a premium for beverages made of the finest-quality imported fruits and juices, with no added preservatives or artificial ingredients. Our ready-to-drink iced tea brand Ice Leaf, also made from the finest natural tea, fruit and flower extracts, continued to meet the demands of our consumers’ on-the-go lifestyles, recording a solid performance at the close of the year.
Our long-life juice business competed in a crowded, fiercely contested market in 2025, offering consumers a healthier proposition given the widespread availability of competitor products and pricing pressure of the market. Almarai continued to strengthen its no-added-sugar proposition, aligning with the steadily rising consumer demand for "better for you" products.
Adopting Sustainable Production Practices
Aligned with Almarai’s overarching Sustainability framework, we continue to follow stringent guidelines on nutrition and wellbeing standards, and remain compliant with local and regional benchmarks for sugar and other content in our juices. We educate our consumers of the nutritional value of our juices and beverages through a nutrient profiling system. We continue to explore sustainable packaging innovation without compromising on the freshness or quality of our products, while also focusing on continuously enhancing supply chain efficiency.
Future Outlook
The Juice and Beverages segment will continue to focus on market share gain across the core business verticals, while also exploring new adjacencies to expand our product portfolio. We anticipate the cost of production to continue facing upward pressure due to our reliance on imports, risk of global supply chain disruptions, and the growing demand for premium juices and beverages, and will therefore focus heavily on increasing cost and operational efficiencies across our operations.