With over four decades of presence in the Saudi market, Deemah has become a familiar name on shelves and in households across the Kingdom. Known for its biscuits, snacks, and confectionery, the company has built its reputation on quality, innovation, and a deep understanding of local consumers. In this interview with Deemah CEO, Mohammed Alakeel, shares his insights on how Deemah has maintained its market leadership, adapted to changing consumer trends, and aligned its growth with Saudi Arabia’s Vision 2030.
1. How has Deemah maintained its leadership across key product segments over the years?
Deemah’s growth is built on more than forty years of consumer trust, consistent quality, and product development. Since introducing our first plain and sandwich biscuits in 1987, we’ve expanded into new categories like cakes, candies, and chips. By combining our brand’s legacy with a deep understanding of local consumers, we’ve stayed relevant to different generations.
Today, we run one of the strongest distribution networks in Saudi Arabia, with presence in over 13,000 retail outlets through solid merchandising and availability. Ongoing investment in automation, quality standards, and new product development has helped us stay competitive, both locally and in over 30 export markets. Our strong brand presence, combined with products that reflect local tastes and suit daily snacking habits, continues to support our leadership in the market.
2. How does Deemah plan to sustain its competitive edge in an evolving consumer market?
Consumer habits in Saudi Arabia are changing fast, shaped by busier lifestyles and a growing demand for convenient, single-serve snacks and ready-to-eat products, especially among younger and working consumers. At the same time, there’s a rising preference for locally made brands that offer familiar flavors and reliable quality.
At Deemah, we focus on providing affordable, high-quality products that fit into everyday life and meet different snacking needs. We keep expanding our product range, invest in advanced production technologies, and maintain strong distribution across traditional stores, modern retail, and the growing e-commerce market. With more Saudi consumers choosing local products, our strategy, aligned with Vision 2030, keeps Deemah positioned as a trusted local brand ready to serve changing tastes and market demands.
3. What are the key drivers behind Deemah’s recent performance?
We’ve kept our performance steady despite market shifts, thanks to a strong operational base and a debt-free balance sheet. Our commitment to consistent quality, timely product updates, and meeting consumer needs has helped us stay a trusted brand both in Saudi Arabia and in export markets.
We continue to invest in production, brand growth, and distribution to strengthen our presence in traditional trade, modern retail, and e-commerce. Our export network, reaching over 30 countries, gives us a solid foundation for growth and helps us capture opportunities in different markets.
4. What are Deemah’s plans for production capacity and operational efficiency?
Our manufacturing capabilities are a key part of what sets Deemah apart. With a fully integrated production and distribution setup in Saudi Arabia, we’re able to maintain cost efficiency, deliver consistent quality, and reach customers across traditional trade, modern retail, and e-commerce channels.
Our main operations are based in dedicated plants in Riyadh, giving us full production control over biscuits, snacks, cakes, and candies. Our flexible and scalable setup allows us to serve different consumer needs and adjust quickly to market changes.
We maintain high standards of quality, safety, and efficiency across all facilities. We focus on operational excellence, using modern technology and continuous improvements to stay competitive and ready for future growth.
5. How is Deemah embedding sustainability across its operations and supply chain?
Sustainability plays a key role in Deemah’s long-term plans, especially as consumers and partners place more value on responsible business practices. We’re committed to making sustainability part of how we operate, produce, and connect with our communities.
Our efforts focus on better environmental management, maintaining product quality and safety, and supporting social development in line with national goals like Vision 2030. We’re also working on an ESG roadmap to set clear priorities for the future. In addition, we stay aware of growing expectations around sustainable packaging, responsible sourcing, and efficient operations. By focusing on continuous improvement, we aim to enhance our environmental and social impact while keeping the trust we’ve built over four decades as a local brand.
6. What are some of Deemah’s key community initiatives and local partnerships?
Our community commitment begins with supporting local farmers, especially when it comes to sourcing key ingredients like dates, and extends to food security, local jobs, and skill development. We’re strongly connected to Saudi traditions and believe it’s our role to support the Kingdom’s social and economic growth.
At Deemah, we focus on building Saudi talent and creating job opportunities across all parts of our business. We’re proud of our Saudization achievements and are equally committed to encouraging gender diversity, with female participation in our workforce steadily increasing.
We also work on forming long-term partnerships that create both economic and social value. In addition, we collaborate with public and private sectors to drive nationalization, support Saudi talent, and help advance the FMCG industry in the Kingdom.
7. How is Deemah contributing to Vision 2030?
Deemah is proud to support Saudi Arabia’s transformation journey. We’re growing our non-oil exports, boosting local manufacturing, and investing in innovation to help position the Kingdom as a leading hub for high-quality FMCG exports.
Our talent development aligns with Vision 2030 goals on Saudization and gender inclusion, and we’re focused on creating job opportunities in manufacturing, R&D, and commercial roles. We also strongly support the “Made in Saudi” program, which continues to shape consumer preferences, with more people choosing locally made products for their quality and national pride.
Programs under Vision 2030, like the National Transformation Program, are pushing the move toward modern trade and e-commerce, aiming for most retail to happen through these channels, while promoting local manufacturing and food self-sufficiency. With strategic investments and partnerships, we’re committed to supporting economic growth, local industry, and food security, helping drive the Kingdom’s ongoing development goals.
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