The challenges facing food and beverage companies today are more serious than ever, as they witness tough competition, strict health requirements and increased production costs. Many companies were forced to reduce costs by importing cheaper raw materials because of the economic downturn which started in 2009. This could potentially have an adverse impact on the quality of finished goods, and even increase the chances of contaminating products such as juices. Speaking about the need for health systems and international standards in the field of safety practices and food quality, Monther Al Harthi, CEO of Al Rabie Foods Company, President of Arab Beverages Association, and a member of the board of directors in the Saudi Food and Drug Authority, said: “Consumers have become more aware of healthy products, and we have noticed that many of them are reading the health information on the labels of juice bottles and food packages. Moreover, to help foster the growth of this sector, we have imposed more stringent guidelines in terms of safety and quality, to ensure that customers always receive high quality products.” “In terms of food, there are many substances that must be consumed in order to help us maintain good health. For example we have the 120ml juice bottles for children which is fortified with vitamins, which are vital for the function of various body organs and it gives strength. It also includes potassium, a mineral which is extremely important to the nervous system, heart rhythm and helps to prevent strokes. The juice also contains carbohydrates, which are a major source of energy, and fiber, a key factor in the digestive process,” said Dr. Mona Sanan, a nutrition consultant in Al Rabie Saudi Foods. “We are proud of applying global health systems and standards in the production of juices, and we are also proud that many Saudi companies are following global health systems to provide high quality products for consumers in the Kingdom. We are keen to ensure that the products we have, for example, the 120ml juice bottles for children, are the finest juices and are of top quality, as we use only the best raw materials to provide a healthy product for everyone,” Al Harthi noted. As consumers in the Kingdom are becoming increasingly health-conscious and under this scenario, majority of the companies in Saudi Arabia have diversified themselves in terms of product range. Recent study indicated that that soft drinks' popularity in the Kingdom can be attributed to the diversity of products, together with their wide availability throughout the Kingdom. Carbonates and bottled water remain the most popular in volume terms, while fruit/vegetable juice ranks second in value terms after carbonates. Other smaller sectors, including RTD tea and concentrates are gaining further popularity, especially in concentrates, where demand almost triples during Ramadan. The Saudi food processing and beverage industry, including dairy and juice manufacturing, have developed to such an extent in recent years that they are now meeting the majority of domestic demand, the study said.
