KINZA
Understanding the Saudi fizzy drinks market
Six consumer segments, projected to the population of Saudi Arabia. Scroll to see how the market is built, who drinks what, and where Kinza stands.
Where the study looked
aged 16 to 55 who drink fizzy drinks were interviewed in four cities: Riyadh, Jeddah, Dammam and Khobar. Fieldwork 2026.
- Riyadh26%
- Makkah25%
- Eastern16%
- Other regions33%
How big this market is
Each bar is who is left in the market after the filter above it.
2024 population estimate
The study spoke to nobody outside that age band
Our sample does not reach the lowest-paid workers
Putting back low earners who still buy fizzy drinks
15.48 million, rounded to the 15.5 million headline the rest of the story is built on.
- Share of the country
- They drink
- On a 2026 base
- If our assumptions move
15.5 million people, in six groups
Each circle is sized by how many people it holds. Hover a group for a quick read. Click to open everything the study knows about it.
Each group appears twice
How many people a group holds, and how much of the drinking it does. Switch between the two, and watch which groups grow and which shrink.
Servings a year, every major brand
Remaining brands account for 29% of the share of servings.
Kinza is the third brand in this market
1.33bn servings a year. Coca-Cola is on 1.34 billion.
Third brand. Coca-Cola is on 1.34 billion.
Pepsi 21.2%. Coca-Cola 14.4%. 7UP 10.1%.
Pepsi 5.40m. Coca-Cola 2.67m.
The share of occasions for Kinza is 14.2%, while 17.1% call it their main brand.
Main brand vs. actual drinking share
2.65m people call Kinza their main brand.
The share of all servings, every brand counted.
The share of occasions for Kinza is 14.2%, while 17.1% call it their main brand.
Sixteen attributes, two brands
The share of people who associate each statement with Kinza and with Pepsi. Hover an attribute to see both values and the gap between them.
Where Kinza is strong, and where Pepsi is stronger
- Kinza clearly ahead
- 2
- Level
- 1
- Pepsi ahead
- 13
Kinza’s widest lead is “An authentic Saudi brand”, +21 points. Pepsi’s widest is “An old friend I have known for years”, 31 points ahead.
Hover or tap an attribute
The widest lead in the study
“An authentic Saudi brand”
Where Kinza is ahead
- An authentic Saudi brand48% vs 27%+21
- Our own brand, one to be proud of43% vs 38%+5
- A fair deal, honest value44% vs 44%level
The research supports one clear position: Kinza is seen as the local brand, our own, one to be proud of. Pepsi is not.
Where Pepsi is stronger
- An old friend I have known for years24% vs 54%−31
- International-level quality35% vs 56%−22
- The one for hosting and gatherings32% vs 54%−22
Pepsi leads on thirteen of the sixteen attributes, and by the most on familiarity, international quality, and hosting.
Where can
Kinza grow?
The largest groups Kinza could win
They drink Kinza, but choose another brand
Drank Kinza this month. Names another brand as their main brand.
They wanted Kinza and could not find it
Went looking for it on a specific occasion. Could not get it.
They tried Kinza and stopped
Have drunk it at some point. Not in the last 3 months.
They know Kinza and have never tried it
Aware of the brand. Have never bought it.
The market, in one line
- Market15.5m
people · 9.4bn servings a year
- Segments6
groups, from 1.69m to 3.96m people
- Kinza’s position3rd
brand · 14.2% of drinking · 1.33bn servings
- Brand perception+21
“An authentic Saudi brand” · 48% vs 27%
- Opportunities4
groups, the largest 4.49m people
Kinza is the third brand in a market of 15.5 million people. It is 14.2% of what they drink, while 17.1% already call it their main brand.
The largest groups it could win are people who already drink it but choose another brand, people who went looking for it and could not find it, people who tried it and stopped, and people who know it and have never tried it.