Oman Poultry Meat Market

Oman Poultry Meat Market Analysis

The Oman Poultry Meat Market size is estimated at 200.1 million USDin 2025, and is expected to reach 217.8 million USD by 2030,growing at a CAGR of 1.71% during the forecast period (2025-2030).

The Omani poultry meat industry is experiencing significant transformation driven by changing consumer spending patterns and lifestyle preferences. Omani families allocated approximately 24% of their household budget to food expenditure in 2022, reflecting the growing importance of food consumption in household spending. The country's rapid urbanization and increasing disposable income have led to evolving dietary preferences, particularly among the younger demographic. This is evidenced by the fact that 51.1% of fast-food consumers in Oman fall within the 25-34 age group, highlighting the shift toward convenient food options among the working population.

The retail landscape in Oman is undergoing substantial modernization, with major retailers expanding their presence and enhancing their service offerings. Notable players like Carrefour and Lulu Group have established a strong footprint with approximately 24 stores across 10 cities in the country, continuously investing in infrastructure and delivery capabilities. The changing workforce demographics, particularly the rising participation of women in the labor force, which reached 16.9% in 2022, have created increased demand for convenient poultry products and ready-to-cook products.

The digital transformation of Oman's food retail sector is accelerating, supported by significant government initiatives and technological advancement. In 2023, the country reported 4.44 million internet users with a remarkable penetration rate of 96.4%. The government's commitment to digital advancement is demonstrated through its planned investment of USD 441.5 million in the Digital Transformation Programme, which aims to modernize various sectors, including food retail. This digital push received a further boost in June 2023 with Ooredoo Oman's nationwide 5G network expansion, enabling better connectivity for online poultry meat ordering and delivery services.

The tourism sector's recovery is creating new opportunities for the poultry meat industry, with international arrivals reaching 15,261 in 2022, marking an 89% increase from the previous year. This surge in tourism has led to increased demand for diverse poultry products, particularly in the foodservice sector. The industry is responding by expanding product offerings and improving distribution networks to cater to both local and international consumers. Major retailers and food service providers are adapting their strategies to accommodate this growing demand, implementing advanced storage solutions and efficient supply chain management systems to ensure product quality and availability.

Oman Poultry Meat Market Trends

High consumption of poultry meat and government investments are increasing production

• The number of Omani youth aged 18 to 29 years is 0.54 million men and women, representing 19.4% of the total population, which mainly consumes processed poultry meat. However, the total population of Oman reached 4.51 million in 2021, out of which 2.8 million were Omanis and 1.74 million were expatriates who highly consume processed poultry products. Due to their hectic lifestyles, they prefer to purchase products with longer shelf lives, increasing the demand for frozen, canned, and processed poultry meat in the country.
• Poultry production accounted for the fourth highest share of 4.4% of total meat production in the country. The country is focused more on imports to meet consumers’ demand; therefore, around 0.13 million tonnes of poultry meat was imported in 2021. Due to high import prices and increasing demand for fresh/chilled poultry meat, the government is investing in increasing domestic production. It is also taking initiatives to increase domestic poultry production, as the per capita consumption of poultry meat is high in the country and is expected to grow gradually in the upcoming years, thus creating a market for international poultry producers.
• Domestic poultry meat production increased by approximately 10 to 15 tonnes compared to 2020, reaching 6,500 metric tonnes in 2021. Of the total production, Dhofar produced approximately 5,000 tonnes of poultry meat in 2021. The company is a prominent poultry producer and supplier of chicken, with a processing facility and farms located in Salalah, Oman, and other GCC countries. The company had planned to increase its revenue to USD 31.1 million in 2021 from USD 5.2 million in 2020.

Rising international tourism and high spending on meat are increasing the market prices

• The sales value of poultry meat increased by 7.3% from 2020 to 2022, reaching USD 187.27 million in 2022 due to the increase in average prices for poultry meat, which rose by 4.34% from 1.74 per kg in 2020 to 1.81 per kg in 2022. The rising international tourism and the large Muslim population are key factors driving the sales of poultry meat in the country. For instance, around 273.01 thousand visitors came to Oman in 2022, which was 161.58 thousand higher than the 2021 data.
• However, due to the high Muslim population in the country, which accounts for more than 95% of the population, the demand for poultry meat is high, as people prefer to eat meat on a regular basis. The spending on food in Oman is high, as 24% of the household budget was spent on food in the country in 2021, while the prices for poultry meat were the lowest, around 30% lower than red meat prices. Thus, the demand for poultry meat is high, as its protein content range is 26 to 28 g per 100 g of meat, which is sufficient to meet regular intake.
• Oman's inflation rate has been on the rise, increasing the cost of poultry meat. The inflation rate in Oman in 2021 was 2.4%, driven by a 4.9% increase in food prices and a 2.9% rise in hotel and restaurant prices compared to the same period of the previous year. The prices of poultry meat were particularly high in 2021 and 2022, reaching as high as 1.79 per kg in 2021 and as low as 1.81 per kg in 2022, due to the country's high reliance on imports, which exceeded 126.96 thousand tons in 2021. As a result of the rise in import prices and increased taxes on meat, the government has shifted its focus to domestic production.

Segment Analysis: Form

Fresh/Chilled Segment in Oman Poultry Meat Market

The fresh poultry segment dominates the Oman poultry meat market, accounting for approximately 54% market share in 2024. This significant market position is primarily driven by the strong consumer preference for fresh poultry products in Omani cuisine and cultural preferences. The government of Oman has been actively supporting the agricultural sector, including poultry farming, through various initiatives and subsidies aimed at boosting local production and reducing import dependency. The segment's growth is further supported by increased penetration of fresh poultry providers like A'Saffa, Al Zain Fresh, A'Rayaf Farm Fresh, and Dhofar across the country. Additionally, the fast-food industry in Oman has witnessed significant growth, with multinational fast-food chains that serve fresh poultry-based products establishing a strong presence in the country.

Frozen Segment in Oman Poultry Meat Market

The frozen poultry segment is projected to be the fastest-growing segment in the market during 2024-2029, with an expected growth rate of approximately 2%. This growth is primarily attributed to the expanding cold storage infrastructure in the country, with the Omani government investing around USD 120 million for developing cold storage facilities. The e-commerce market in Oman is expected to grow considerably, which may increase the demand for cold storage facilities, as a significant proportion of e-commerce growth can be attributed to online grocery delivery. The demand for refrigerated trucks has continued to grow, driven by the expansion in the cold transport market due to rising demand for refrigerated and ready-to-eat food. The boom of hypermarkets and convenience stores in Oman has also led to an increase in the consumption of frozen poultry products and prepared meals.

Remaining Segments in Form Segmentation

The canned and processed poultry segments play important complementary roles in the Oman poultry meat market. Canned poultry products are particularly popular during the holy month of Ramadan, offering convenient meal solutions for iftar and suhoor. The processed poultry segment includes various value-added products such as nuggets, sausages, and deli meats, catering to the growing demand for convenient food options. These segments are particularly important in urban areas where consumers seek ready-to-eat and easy-to-prepare poultry products. The availability of these products through various distribution channels, including supermarkets and online platforms, has helped maintain their steady presence in the market.

Segment Analysis: Distribution Channel

On-Trade Segment in Oman Poultry Meat Market

The on-trade channel dominates the Oman poultry meat market, holding approximately 52% market share in 2024. This significant market position is driven by the strong presence of quick-service restaurants, full-service restaurants, and other foodservice establishments across the country. The segment's growth is supported by increasing consumer spending on dining out, with around 59% of people dining out at least once or twice a week. Popular quick-service foodservice chains like KFC, McDonald's, and Burger King maintain a substantial presence in the country, contributing significantly to chicken meat consumption through the on-trade channel. The segment's strength is further reinforced by the country's vibrant tourism sector, with international arrivals driving demand for poultry-based dishes in restaurants and hotels.

Online Channel Segment in Oman Poultry Meat Market

The online channel, a sub-segment within the off-trade distribution channel, is experiencing remarkable growth and is projected to expand at approximately 11% CAGR from 2024 to 2029. This growth is primarily driven by the country's robust digital infrastructure development, with the government investing significantly in digital transformation initiatives. The Sultanate's commitment to digital advancement is evident through its USD 441.5 million investment in the Digital Transformation Programme. The segment's expansion is further supported by the increasing penetration of internet services, with around 96.4% of the population having internet access. Major retailers like Carrefour and Lulu Group are continuously enhancing their online delivery capabilities and expanding their digital presence to meet the growing demand for convenient shopping options.

Remaining Segments in Distribution Channel

The remaining segments within the off-trade channel, including supermarkets/hypermarkets, convenience stores, and other traditional retail formats, play crucial roles in the Omani poultry meat market. Supermarkets and hypermarkets serve as primary purchasing points for consumers seeking a wide variety of poultry products, offering both fresh and processed poultry options. Convenience stores cater to immediate consumption needs and provide easy access to poultry products in residential areas. Traditional retail formats and unorganized distributors continue to serve specific market niches, particularly in areas where modern retail penetration is limited. These channels collectively ensure widespread availability of poultry products across different consumer segments and geographical locations in Oman.

Oman Poultry Meat Industry Overview

Top Companies in Oman Poultry Meat Market

Leading companies in the market are focusing heavily on product innovation and operational expansion to maintain their competitive positions. Manufacturers are introducing new processed poultry variants, including nuggets, burgers, marinated products, and ready-to-cook meals to cater to evolving consumer preferences. Companies are investing in expanding their production capacities and modernizing facilities with advanced technologies for improved efficiency. Strategic partnerships with retailers and distributors are being leveraged to enhance market reach and penetration. There is also an increased focus on obtaining quality certifications and implementing strict food safety standards to build consumer trust. Players are developing specialized poultry products lines targeting different consumer segments while also expanding their halal-certified offerings to align with local preferences.

Mix of Global and Local Players

The Omani poultry meat market demonstrates a fragmented competitive structure with both international and domestic players holding significant market positions. Global companies like BRF SA and JBS SA leverage their extensive experience and advanced technological capabilities to maintain a strong market presence, while local players such as A'Saffa Food and Al Zain Farms capitalize on their understanding of regional preferences and established distribution networks. The market sees active participation from diversified conglomerates like The Savola Group and IFFCO Group, who benefit from their integrated operations across the food value chain. Local manufacturers are increasingly investing in capacity expansion and modernization to reduce the market's import dependence.

The competitive dynamics are characterized by ongoing consolidation efforts as companies seek to strengthen their market positions through strategic acquisitions and partnerships. Major players are establishing local production facilities and forming joint ventures with regional companies to enhance their competitive advantage. The market witnesses continuous entry of new players, particularly in the commercial poultry segment, leading to increased competition and innovation. Companies are also focusing on backward integration by developing their own poultry farming operations to ensure consistent supply and quality control.

Innovation and Distribution Drive Future Success

For established players to maintain and expand their market share, developing innovative product offerings aligned with local taste preferences and convenience requirements will be crucial. Companies need to invest in advanced processing technologies and cold chain infrastructure to ensure product quality and extend market reach. Building strong relationships with modern retail channels while maintaining traditional distribution networks will be essential for market success. Incumbents must also focus on sustainability initiatives and transparent sourcing practices to meet evolving consumer expectations and regulatory requirements.

New entrants and challenger brands can gain market share by identifying and serving underserved market segments and geographical areas. Success will depend on developing efficient supply chain networks and establishing strong relationships with local distributors and retailers. Companies must invest in marketing and brand-building activities to create consumer awareness and trust. Understanding and adapting to potential regulatory changes, particularly regarding food safety and halal certification, will be critical. Players should also consider developing value-added products and premium offerings to differentiate themselves in the market while maintaining price competitiveness through operational efficiency. The role of retail poultry channels will be pivotal in reaching a broader consumer base.

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