Saudi Arabia Waffles & Wafers Market- Trend Analysis & Forecasts

Saudi Arabia Waffles & Wafers market valued at US$ ** million in 2024 and is projected to grow at a CAGR of **% from 2025 to 2030. The Saudi Arabia waffles and wafers market is witnessing steady growth driven by rising consumer demand for convenient snack options and the expanding youth demographic. Imported premium products and domestic innovations are shaping market dynamics. While trade policies have improved supply chains, competition from local bakeries poses challenges. Key findings highlight the increasing role of health-focused wafer products, particularly those with low sugar and gluten-free options, reflecting evolving consumer preferences toward healthier snacking alternatives in Saudi Arabia.

Market/ Product Overview

Waffles and wafers, traditionally beloved for their taste and convenience, are gaining momentum in Saudi Arabia as mainstream snack choices. Waffles, both frozen and freshly baked, cater to a growing urban population with fast-paced lifestyles. Meanwhile, wafers – typically light, crispy treats with chocolate or cream fillings – are increasingly popular among all age groups. The Saudi market is characterized by a mix of local manufacturers and international brands that offer a broad range of products, from classic flavors to health-oriented versions like sugar-free and protein-enhanced wafers. According to StatLedger, the waffles and wafers segment represented nearly **% of the overall Saudi bakery products market in 2024. Consumer trends such as premiumization, healthier ingredient formulations, and innovative flavors are expected to further drive product diversification. Retail chains, e-commerce channels, and hypermarkets serve as the main distribution points, contributing significantly to the expansion of the waffles and wafers market across urban and semi-urban regions. Overall, the industry is moving towards personalization and indulgence, supported by aggressive marketing and product placement strategies.

Saudi Arabia Significance in the Global Waffles & Wafers Supply

Saudi Arabia plays a modest yet increasingly strategic role in the global waffles and wafers supply chain. With an emphasis on economic diversification under Vision 2030, Saudi Arabia's food and beverage sector, including baked goods, has seen significant investments. In 2024, Saudi Arabia accounted for **% of the global waffles and wafers market by consumption. Although largely an import-driven market, local production capacities are expanding, especially among private labels and SME bakeries. Saudi Arabia’s geographical positioning also enables it to act as a re-export hub for GCC countries, North Africa, and parts of Asia. With strong trade links to Europe – particularly Belgium and Germany, renowned for premium wafer products – the country maintains a balanced portfolio of imported and locally produced offerings. The Kingdom’s focus on food security and self-sufficiency is prompting international brands to establish joint ventures and localized production units. Hence, Saudi Arabia’s significance is expected to rise in the global supply network, both as a burgeoning consumer base and as an emerging producer of specialty and customized waffle and wafer products.

Saudi Arabia Waffles & Wafers Supply & Demand Trend

Domestic production of waffles and wafers in Saudi Arabia has shown a consistent upward trajectory over the past five years. In 2024, local production covered nearly **% of the country's waffles and wafers demand, up from **% in 2018. Several factors, including government support for SME food businesses and consumer preference for fresh, locally-made snacks, have contributed to this growth. New production facilities, particularly in Jeddah and Riyadh, have been equipped with modern, automated lines capable of producing a wide variety of waffle and wafer products. The growing popularity of private labels offered by leading hypermarkets like Panda and Carrefour is also stimulating domestic manufacturing. Additionally, initiatives like “Made in Saudi” are encouraging local production over imports. Producers are also investing in healthier alternatives and new product formats such as filled waffles and plant-based wafers, targeting a health-conscious demographic while reinforcing the sector’s momentum.

Demand for waffles and wafers in Saudi Arabia has been steadily increasing, driven by urbanization, a youthful population, and rising disposable incomes. As of 2024, the per capita consumption of bakery snacks, including waffles and wafers, is estimated at ** kilograms annually, a **% rise since 2020. Millennials and Gen Z consumers, who represent nearly **% of the Kingdom's population, are the primary drivers of demand, favoring innovative flavors and healthier ingredients. Additionally, the surge of online food delivery services and quick-commerce platforms has made waffles and wafers more accessible, further boosting consumption. The increasing number of international food festivals and the growing café culture in major cities like Riyadh and Jeddah have introduced new varieties, such as Belgian waffles topped with gourmet ingredients. Given the continued emphasis on Westernized food habits and convenience-driven lifestyles, Saudi Arabia’s demand for waffles and wafers is poised for sustained growth through 2030.

Saudi Arabia Waffles & Wafers Market Growth Factors

Several key growth factors are propelling the Saudi Arabian waffles and wafers market. First and foremost, rapid urbanization combined with an expanding middle class has led to greater purchasing power and lifestyle changes, fueling demand for convenient, indulgent snack options. According to the General Authority for Statistics, urbanization levels in Saudi Arabia are projected to reach **% by 2030, supporting sustained market expansion. Secondly, cultural openness and exposure to Western culinary traditions are influencing food preferences among younger Saudi consumers, encouraging the acceptance of waffles as breakfast and dessert items beyond occasional treats.

Thirdly, technological advancements in manufacturing processes, including automation and high-capacity production lines, are making it feasible for domestic producers to compete on both quality and cost with imported brands. The “Made in Saudi” initiative further provides incentives for local businesses, lowering production costs and promoting national brands. Additionally, health and wellness trends are reshaping product innovation, with gluten-free, low-sugar, and vegan variants gaining significant traction.

Moreover, the expansion of modern retail formats, including hypermarkets, supermarkets, and specialized bakery stores, is enhancing product visibility and accessibility. E-commerce platforms, bolstered by the rapid digitalization of the economy, also play a crucial role, with online bakery product sales growing by **% year-on-year in 2023. All these factors combine to create a vibrant, dynamic environment for the waffles and wafers market, offering immense growth opportunities through 2030.

Saudi Arabia Waffles & Wafers Market Restraints & Challenges

Despite the positive outlook, the Saudi Arabia waffles and wafers market faces several challenges. High dependency on imported raw materials like premium chocolate, specialized flours, and dairy ingredients continues to inflate production costs, affecting competitiveness against imports. In 2024, the average import duty on processed food ingredients stood at **%, which, while relatively low, still adds financial strain for local manufacturers aiming to offer competitively priced products.

Another significant challenge is the rising health consciousness among consumers, which although a growth driver for healthier options, simultaneously reduces demand for traditional, sugar-rich waffles and wafers. According to researches, **% of Saudis are actively reducing sugar intake, impacting sales of classic product variants. Furthermore, regulatory hurdles concerning food labeling, halal certifications, and stringent quality standards can delay product launches and complicate supply chain operations.

Competitive pressure from artisanal bakeries and local cafés offering freshly made waffles is intensifying, especially in major cities. Consumers increasingly value freshness and customization, trends that packaged waffles and wafers manufacturers may struggle to match. Lastly, economic fluctuations due to volatile oil prices could potentially curb consumer spending on non-essential food items, creating cyclical dips in market performance.

Saudi Arabia Waffles & Wafers Value Chain Mapping

The value chain for waffles and wafers in Saudi Arabia begins with raw material procurement, often sourced internationally, followed by manufacturing where processes like mixing, baking, filling, and packaging occur. Major players either maintain their own production units or outsource to specialized contract manufacturers. The finished products are distributed through wholesalers, retailers, and increasingly through direct-to-consumer e-commerce channels. Modern trade formats like hypermarkets and convenience stores form the bulk of retail sales, with small grocery outlets contributing a smaller share. Marketing and branding activities, essential for differentiation in this competitive market, are carried out through traditional media and digital platforms. Consumer feedback loops via online reviews and social media also influence new product development cycles and promotional strategies.

Saudi Arabia Waffles & Wafers Market Segmentation

The Saudi Arabia waffles and wafers market is segmented based on product type, distribution channel, flavor profile, and consumer demographics.

By Product Type: The market includes plain waffles, filled waffles, plain wafers, and filled/flavored wafers. Filled wafers dominate the market, accounting for nearly **% of total sales in 2024, driven by demand for indulgent snack experiences.

By Distribution Channel: Modern trade channels like hypermarkets and supermarkets lead with **% market share. E-commerce platforms have shown rapid growth, capturing around **% of sales due to convenience and wider product variety. Convenience stores and local bakeries account for the remaining share, appealing mainly to impulse buyers.

By Flavor Profile: Traditional flavors like chocolate and vanilla remain the favorites. However, new flavor introductions such as matcha, pistachio, and berry blends are gaining traction, especially among the younger demographic. In 2024, sales of innovative flavored wafers grew by **% year-on-year.

The youth segment (ages 15-35) is the primary consumer group, driven by a penchant for trendy, premium, and healthier snack options. Meanwhile, families with young children also form a crucial target group, leading to the launch of mini-wafers and family packs by several brands. With diversification and innovation at the core of segmentation strategies, players can address varied consumer needs across Saudi Arabia’s urban and suburban centers.

Consumer Preference of Type of Waffles & Wafers

Saudi consumers show a growing preference for filled and flavored wafer products over plain variants, reflecting a broader trend toward indulgent and customized snacking experiences. According to a 2024 market survey, **% of consumers preferred chocolate-coated or cream-filled wafers, while **% favored fruity flavors. Freshly baked Belgian-style waffles are popular among urban youth, particularly when combined with toppings like Nutella or seasonal fruits. Healthier options, including protein-enhanced and low-sugar wafers, are also seeing rising demand, with **% of surveyed consumers stating they actively seek "better-for-you" alternatives when purchasing waffles or wafers.

Saudi Arabia Waffles & Wafers Trade (Export & Import) Trend

Saudi Arabia remains a net importer of waffles and wafers, primarily sourcing premium varieties from Belgium, Germany, and Italy. In 2024, imports of waffles and wafers reached US$ ** million, marking a 6% increase over the previous year. However, re-export activities, particularly to neighboring GCC countries, are growing, fueled by the establishment of regional logistics hubs. Exports of Saudi-produced waffles and wafers stood at around US$ ** million in 2024, showing a gradual upward trend. Trade policies under the Gulf Cooperation Council (GCC) free-trade framework continue to facilitate smoother transactions. The Kingdom’s drive to increase food product exports as part of Vision 2030 is encouraging manufacturers to seek regional market expansion opportunities.

Saudi Arabia Waffles & Wafers Market Competitive Analysis

The Saudi Arabia waffles and wafers market is moderately consolidated, with a mix of international giants and strong local players. Companies like Nestlé, Ferrero, and Loacker maintain significant market shares through aggressive marketing, premium product offerings, and wide retail presence. Meanwhile, local brands such as Ulker Saudi Arabia and Al Kabeer cater to value-for-money and traditional taste preferences.

The competitive landscape is becoming increasingly dynamic, with private labels from major hypermarkets like Panda and Carrefour introducing competitively priced alternatives. Innovation in packaging, health-centric formulations, and strategic celebrity endorsements are key competitive strategies. Smaller artisanal producers and café chains are intensifying competition by offering freshly made waffle products. As consumer sophistication rises, brand loyalty is becoming harder to secure, prompting major players to diversify their portfolios and invest heavily in R&D and market analytics to stay ahead.

List of Key Companies (Manufacturers/ Exporters),

■ Nestlé Saudi Arabia
■ Ferrero Saudi Arabia
■ Loacker
■ Mondelez International
■ Ulker Saudi Arabia
■ Al Kabeer Group
■ Almarai Company
■ House of Waffles
■ Wafflys Saudi Arabia
■ United Food Industries Corp. Ltd
■ Saudi Ice Cream Factory (Danya Foods)
■ Panda Retail Company (Private Label)
■ Lulu Group International (Private Label)
■ Al Othaim Markets
■ Sunbulah Group

Major brands dominating the Saudi waffles and wafers market include Nestlé, Ferrero (Kinder), Loacker, Mondelez (Oreo Wafers), and Ulker. Local players such as Al Kabeer and Almarai are also making significant inroads, particularly with the introduction of healthier snack variants. Private labels by hypermarkets, such as Panda and Lulu, are capturing growing shares by offering competitive prices. Premium artisanal brands like House of Waffles and Wafflys are tapping into niche segments by offering customizable waffle experiences. Collectively, these brands are competing across price points, flavor profiles, and marketing channels to secure a loyal consumer base in an increasingly fragmented market.

Future Outlook

The Saudi Arabia waffles and wafers market is expected to sustain its growth momentum, reaching an estimated market value of US$ ** million by 2030. Health-focused innovation, strategic partnerships, and expanding local production capacities will drive future growth. The rising popularity of artisanal waffle outlets and premium flavored wafers signals increasing market sophistication. Furthermore, as Saudi Arabia strengthens its role as a regional trade hub, local manufacturers are poised to boost exports, consolidating the Kingdom’s position in the broader Middle East food industry.