Influencing the U.S. Rice Market in Saudi Arabia

JEDDAH, SAUDI ARABIA – In cooperation with one of the leading local U.S. rice brands here, USA Rice recently launched a multifaceted media campaign in Hyper Panda supermarkets at six locations in Jeddah, Riyadh, and the Eastern province.  In-store displays are broadcast on High-Definition TV screens at cashier stations, and in rice aisles festooned with category dividers on shelves, large category arches, and hanging banners.  Additionally, twelve sessions of in-person promotions took place in three Hyper Panda stores.

“During these sessions, promoters interact with consumers to gather information on their purchasing habits and perceptions of U.S.-origin rice,” said Eszter Somogyi, USA Rice director for Europe, Middle East, and Africa.  “More than 100 of these interviews have been completed thus far.  Results confirm that consumers use different types of rice depending on the dish being prepared so even if they usually buy basmati rice, the market leader in the Kingdom, they will purchase and use other varieties for different dishes.”

These interviews also showed that purchasing decisions are also often influenced by family habits using a particular variety or brand, though younger consumers increasingly follow the advice of social media influencers for recipes and cooking tips.

“To benefit from this trend and to ensure that U.S. rice remains relevant for younger consumers, the digital component of the campaign includes recipe videos prepared by five popular influencers in Saudi Arabia,” said Somogyi.  “Influencers prepared and recorded six recipe videos in cooperation with Fatafeat, the leading pan-Arab food network.”

Saudi Arabia is primarily a high-value, parboiled, long grain market for U.S. rice, but medium grain is imported as well.  Saudi Arabia was the seventh largest export destination for U.S. rice in terms of value in 2022, importing 74,500 MT with a value of $68 million.