The Sultanate of Oman is a rapidly growing market for British food and drink, driven by a combination of strong historical ties, a large expat community, and an increasing appetite for high-quality international products. With British products revered for their quality, Oman presents an exciting opportunity for businesses looking to import some of the UK’s best-known food and beverage brands.
At Leverbrook Export, we have over 50 years of experience helping businesses across the globe source and import British food and drink products, and we are proud to extend our expertise to Oman.
Why Oman is a Growing Market for British Food and Drink Products
British food and drink products have long been associated with quality, safety, and reliability, making them a sought-after choice in many international markets. Oman, with its growing population and increasing affluence, is no exception.
Several key factors make Oman an ideal destination for British food and drink imports:
A Significant Expat Population
The high proportion of expats in Oman immediately stands out to a would-be importer of British products. In fact, just under two million expats live in Oman, representing nearly 40% of the population. Around 10,000 of those immigrants are British nationals living and working in Oman.
However, the sheer size and scale of the expat market should provide fertile ground for British brands that boast a stellar international reputation.
Hospitality Growth
There has long been a desire from the rulers of Oman to diversify their economy away from oil, which has led to a boom in tourism and hospitality. The county now features luxury hotels, resorts, and fine-dining establishments catering to both local and international workers and visitors.
These outlets are driving demand for premium imported goods, particularly from the UK.
Awareness of British Standards
With many of the growing middle and upper classes attending educational institutions in the UK, Omani customers are very much aware of the UK’s adherence to strict quality, safety, and welfare standards in food production.
Many of those students studying in the UK also bring back awareness of British staples and favourite British brands, helping food and beverage products to transcend cultures.
What British Products Are Popular in Oman?
Oman’s market for British imports spans a wide range of categories. Here are some of the most popular product types:
- Tea and Biscuits: Traditional British tea brands such as Twinings and Yorkshire Tea, paired with classic biscuits like McVitie’s Digestives and Walkers Shortbread, perform well in Oman. These products are often sought after by both expats and locals who appreciate a taste of British culture.
- Confectionery and Snacks: British chocolates and sweets have long been popular across the Middle East, and Oman is no exception. Brands like Cadbury and Mars are household names, with their distinctive tastes standing out in a crowded market.
- Halal Meat Products: With a predominantly Muslim population, the demand for halal-certified products is strong. British halal meat is renowned for its quality, and Leverbrook Export can provide a wide range of halal meat products, including ready-to-eat options, to meet Omani consumers’ needs.
- Health and Organic Products: Oman’s consumers are becoming more health-conscious, and the demand for organic, plant-based, and “free-from” products is rising rapidly. Those importing British brands offering vegan, gluten-free, and organic alternatives, such as Alpro and Quorn, are well-positioned to capitalise on this trend.
- Condiments and Sauces: Iconic British brands like Heinz, Branston Pickle, and Coleman’s Mustard have found their place in the Omani market, adding British flavours to local dishes and Western-style meals alike.
How Leverbrook Export Makes Importing to Oman Simple
Navigating the complexities of international trade can be daunting, especially in a market with strict customs and food safety regulations like Oman. However, at Leverbrook Export, we make the process as straightforward as possible for our clients.
Here’s how we help you import British products to Oman:
- Comprehensive Documentation and Compliance: We handle all necessary paperwork, ensuring your products comply with Oman’s import regulations. This includes halal certification, food safety documentation, and labelling in both English and Arabic where required.
- Personalised Service: At Leverbrook Export, we understand that each business has unique needs. Whether you’re importing for a supermarket chain, a hotel, or a speciality food wholesaler, we tailor our services to meet your precise requirements.
- Flexible Shipping Options: We offer air and seafreight services, depending on your needs. For smaller orders or time-sensitive shipments, airfreight ensures quick delivery. For larger, more cost-effective shipments, we arrange sea freight in either full-container loads or consolidated groupage shipments.
- Groupage Services: For businesses looking to trial products in the Omani market, our groupage services allow you to import mixed pallets of goods, reducing your financial risk while providing the flexibility to test the market.
Partner with Leverbrook Export for Your Omani Imports
With over 50 years of experience and an unrivalled understanding of the Middle Eastern market, Leverbrook Export is your trusted partner for importing British food and drink products to Oman.
Our long-standing relationships with leading UK manufacturers and our ability to handle international shipping and compliance mean you can trust us to deliver the products your customers love. Whether you’re looking to stock your shelves with British favourites or introduce new and innovative products to Omani consumers, we are here to help.
Contact us today for a no-obligation quote by phone at +44 (0) 151 645 3517 or via email at info@leverbrook-export.co.uk.