Goody Peanut butter – Making Kids Active, Smart & Strong

Suleman Abdullah
Promoaction DDB

Strategic Challenge

Background

The Kingdom of Saudi Arabia (KSA) is the largest country of the GCC region – making up almost half the GCC population. The mainly urban population of Saudi Arabia is skewed towards youth with over 50% of people under the age of 23 years.

With a high overall standard of living and consumer purchasing power, the KSA food market is very competitive and has a wide variety of local and imported food brands offering products in various categories. Goody is one of the leading local packaged food players, with offerings in many categories including peanut butter.

The peanut butter category in KSA is well established (95% awareness and 85% trial – Source: Peanut Butter U&A research, July 2007). Within the peanut butter category, Goody is a major player, with more than half the market share (2008 volume share at 58% – Source: Retail Audit). In Saudi Arabia, peanut butter is consumed mostly by kids, usually as a sandwich-filling with or without other spreads such as honey and jam.