LAHORE:
Convenor of the Pakistan Chamber of Commerce and Industry’s regional food committee, Shahid Imran, said on Wednesday that Saudi entrepreneurs are showing strong interest in forging joint ventures with Pakistani partners in the food sector, especially in the fast-growing snacks segment.
He is leading a Pakistani delegation currently touring Saudi Arabia in Jeddah. Imran noted that during recent meetings, both sides emphasised immense potential and the need to bring forward innovative, high-quality snack products to meet rising demand.
Pakistan’s delegation presented the country’s strengths in traditional snacks including nimco, roasted chickpeas, and spicy mixtures, along with modern products like flavoured chips, cookies, biscuits, and energy bars. The delegation highlighted how these offerings align well with evolving consumer tastes in Saudi Arabia. Imran said Saudi investors want co-branding, technology transfer, and halal certification. They know Pakistani snacks are affordable, tasty, and crafted with expertise.
The interest comes amid robust growth in Saudi Arabia’s broader Food and Beverage (F&B) landscape. According to Statista, a German data platform, the overall food market in Saudi Arabia is projected to reach around $57.4 billion in 2025, growing at roughly 4% annually over the next five years. The largest segment will be bread and cereal products, with a projected market volume of $10.46 billion in 2025.
This surge is driven by swift urbanisation, a youthful and increasingly affluent population, and the Saudi Vision 2030 initiative, which emphasises tourism, hospitality, and the entertainment economy. Saudi authorities aim to attract millions of tourists by the end of the decade, fuelling demand for convenience foods, quick-service restaurants, and packaged snacks.
Pakistani exporters believe their products can align with these trends while offering value. “We can offer items that meet both traditional tastes and modern health trends, like baked alternatives, organic bars, and low-fat chips,” said Ahmed Rauf, a food exporter. He added that joint ventures could help establish processing units, enhance packaging, and obtain halal and other certifications to meet Saudi regulatory standards and consumer expectations.
Pakistan’s food exports, according to the Pakistan Bureau of Statistics (PBS), currently stand at $7.116 billion in FY25. While this is a notable share of the country’s overall exports, snacks and allied categories contribute very little. By contrast, Saudi Arabia relies heavily on food imports due to agricultural limitations and water scarcity, making up a substantial portion of domestic demand. These factors make the Kingdom an attractive market for Pakistani snack makers.
Some economists warn that getting a fair share in Saudi Arabia’s food and beverage market will not be easy. “While Pakistan’s food exports cross $7 billion annually, the share of processed snacks and allied products is still very modest,” said Dr Kamran Siddiqui, an economist. “This means Pakistani exporters will face an uphill task in carving out space in Saudi Arabia’s highly competitive snack market, which is already dominated by global giants. To succeed, they will need significant investment in branding, packaging, quality certifications, and marketing campaigns tailored to Gulf consumers. Without these steps, penetrating such a dynamic and brand-conscious market will remain extremely challenging,” he added.
Despite the challenges, Pakistani exporters remain cautiously optimistic about making inroads into the Saudi market. Industry leaders admit that competing with multinational snack brands will not be easy, but they argue that Pakistan’s strength lies in affordability, authenticity, and halal assurance, which resonates strongly with Gulf consumers.
“This is not just about trade numbers; it is about building long-term partnerships that strengthen both economies. This model of cooperation could pave the way for similar ventures in other food and beverage categories such as dairy, beverages, and processed meats — expanding the horizons of bilateral trade. The road may be long, but partnerships like these can transform our food and snacks industry into a serious player in the Gulf,” the FPCCI convener added.
