Saudis have high calorie consumption and love to eat out. Street foods and occasional foods for celebrations are considered "happy foods". However, obesity rates are high at 52-53% of the population. While some pursue health and wellness, losing weight through drastic measures is also popular. Gyms are seen more as social spots. There is a perception that unhealthy foods can be offset by diet drinks and green tea. Many discuss diets but lack commitment to actual health and wellness.

1. Health & Wellness in Saudi Arabia

2. Saudis Love "
their Food"
One of the Highest Per capita
food consumption
calories
2

3. And they "
Love "
to Eat Out "
Restaurant sales volume increased by 6%; "
3% more new restaurants "
Takeaway new outlets increased by 12%
(2009-2010 eruro monitor)

4. There are Foods that
make them Happy

5. Happy Foods
Street Food:
• Balela with vinegar and cumin fries with vinegar and
black pepper,
• 1 Riyal ice cream (machine soft ice cream).
• Kebdah (Liver) sandwiches.
5

6. Happy Foods
Street Food:
• Mutabaq (pastry stuffed with either sour or sweet filling),
• Ma’asube (crunchy bread with banana and honey)
• Shawarmah (bread wrapped meat sandwich)
• Falafel (lentil and grain )
6

7. Happy Food
Occasional Food:
– Rainy weather
• (rice with lintels and fish)
– Ramadan:
• Sobya (drink that is made from bread and raisin).
– Weddings or big parties.
• Ta’atema (collection of cheese, breads, pickled olives and
homemade Jams) they would have it beside other food, Saleeg
(known kind of rice).
7

8. Happy Food
Occasional Food:
– Eid: usually families gather for breakfast and special
dishes are prepared such as Dibyaza (sweet dish
made out of kammardien and nuts),
– Shaeriya (similar to noodles- they do it with sugar and
cardamom),
– Mamoul (pastry stuffed with dates or nuts) people
prepare at home.
8

9. Happy Food
Occasional Food:
Hijri (Islamic new year):
• they prepare Kahwat Looz some people call
it success coffee (Milk with cinnamon and
nuts- when you drink something with a white
color, your year will be white) some people
prepare mulokhya (green vegetable) at lunch
or dinner so that your year becomes green
and full of success and wellness.
9

10. Happy food = Happy Life

11. But, not everyone is happy
After Marriage
Before Marriage

13. Health is not the real Wealth
Heart Attack is the no1 cause of death
KSA is the 3rd most diabetic country in the world
52% of the population is fat or obese
Child obesity 14% among - 8-14 year olds"
1
3

14. Citizen Obese"
53% of the population is fat or Obese in KSA " Only 2 out of 10 are making an
effort to reduce weight
Foods, diet and wellbeing - monitoring consumer trends for competitive advantageRoger Smith and Bill Parton, ESOMAR, Annual Congress, London, September 2006
1
4

15. Did anybody see Healthy ?
• Healthy is a person who looks thin
and slim; does not matter what his/
Thin
her lifestyle and habits are.
Slim
1
5

16. However, there are some "
Health Warriors

17. But, when in Saudi, "
do as the Saudis do…..

18. Make me look thin"
I don’t care How"
Fact : slimming products category has grown by 23% in 2010
Increasing popularity of diet pills and surgical solutions for losing weight.
Despite knowledge and evidence of severe unhealthy after effects, drastic
weight loss solutions are popularly considered
Euro monitor data 2010

19. Social Gyming
Gyms are more of a social hangout,
people go there to socialize;
30 mins exercise, 2 hours social time
Gyms and Health spa are a thriving business in
KSA , 15% category growth

20. Green tea & Diet Cola
Will Save You !
Popular belief that no matter how heavy
and greasy the food that you eat, having
it with diet cola and finishing it off with
green tea will make it all right.
Commonly Overheard
“Big Mac with Cheese and Diet Coke”

21. Perpetual "
Dieting
Inconsistently followed diet plans that
continue forever
Its fashionable to talk about your diet plans
and personal health initiatives

22. “Health and Wellness” is like a fad in the society.
people love to talk about it,
be seen with it and socially be known for it
but in reality they are not committed to health.
A probable reason for this is the majority of youth population (over50%)
in the country who are reckless and lack serious understanding of the issue.