Opportunities in Oman’s food market

March 1, 2020
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Why this is important to Wisconsin businesses: A growing population, rising tourism, and increasing interest in both health foods and convenience foods are among the trends driving demand.

Food consumption in Oman is expected to continue to grow, from 3.2 million metric tons in 2018 to 4.0 million metric tons by 2023. There are multiple factors and trends driving food supply and demand in Oman:

  • An increase in the population (growth of 3.2%) and expanding consumer base
  • The growing affluence of expats, driving demand for packaged, organic and international foods reflecting the healthy habits of their home countries
  • A rise in tourism due to increased promotion by the government (tourist arrivals are projected to reach 3.3 million by 2023)
  • Lifestyle diseases (heart disease is the number-one cause of death in Oman, and diabetes is number four) have led to the adoption of healthier foods, with increased demand for organic, low-sugar, low-fat, low-salt and preservative-free foods.
  • Before COVID-19, the food service sector was predicting above-average growth due to the increases in population and tourism.
  • There is growing demand for private-label products from the local and international hypermarkets and supermarket chains.
  • Because of this growing demand, more food producers are setting up operations in Oman to service the market and surrounding countries.
  • Packaged and ready-to-eat meals have gained popularity among young expat couples and families with hectic lifestyles.
  • Oman has been particularly active in establishing its own food security by investing in modern agriculture methods like aquaculture, hydroponics and vertical farms.
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