The FMCG sector is expanding quickly because of the one basic premise 'It Is the Need', Since people need food, health care, and personal care items in their everyday lives, the FMCG market will continue to expand in tandem with the population rise. The beverage business as a whole is growing at a compound annual growth rate of 7.4 percent YoY in the GCC region. The consumer wants and behaviour will shift toward products that meet changing lifestyles as the FMCG sector expands.
Al Aman Regional, an FMCG distributor founded in 2015, has been meeting Kuwait’s expanding market demands by providing premium food & beverage items from around the world at competitive prices. The company’s mission is to support, share, and provide customers with food culture, taste, and well-being by offering high-quality food and beverages, professionalism, attentive service, and the sharing of acquired food expertise.
Al Aman Regional distributes award-winning premium brand products to a variety of market segments, including retail, HORECA, and direct customers. One of the company’s priorities is customer service and delivery; the company strives to provide the best experience to its clients.
Meeting the Traditional Customer Expectation through Technology
There are high expectations for product value, quality, availability, and delivery in the FMCG sector. The size of the FMCG market is significantly impacted by how simple it is for customers to make purchases with only a few finger swipes. Al-Aman bases its strategy on data from market research. With their analytical thinking, the marketing team at Al-Aman makes work easier for everyone in the company. They use big data analytics to anticipate market trends and surges in demand and then adjust their positioning.
They gain a competitive edge in the market by fusing these two insights—behavioural analytics and product positioning. “With a highly competitive market, the key features that differentiate our company from others are micro features. We, at Al-Aman, focus on the type of products we provide to our customers, by exploring market gaps and addressing them. We also focus on the quality of the service we provide to our customers. Direct communication, speed of delivery, and the condition of the product are our focus. Our differentiation strategy also encompasses product placement through collaborations (both online and offline)
with brand ambassadors and strategic partners”, explains Khalid Abdulmohsen Al- Bader, Managing Partner. The company envisions being one of the leading companies in the food & beverage industry, by offering the best quality product line the world has to offer at a competitive price.
Driven by Passion & Vision
The Al-Aman team is driven to support and spread the knowledge and traditions of various cuisines in each home and restaurant. They are committed to promoting taste and well-being. Al-Aman is set up such that all departments can communicate with one another in a way that is both transparent and coherent in both the longitudinal and transverse directions. Departmental silos are avoided. The operating team, which manages daily business requirements, is the organization’s heartbeat. The Marketing/R&D department serves as the brains of our firm, exchanging information and reports to increase sales and pinpoint market demands so that the company can add new products to its line-up.
According to Khalid, overall Al-Aman’s path from its inception has been difficult yet incredibly exhilarating. In the beginning, the company sold only one food item in the limited and fiercely competitive Kuwaiti market. They developed a company road map throughout the first month. The plan was to develop a natural market for a single product that would support the organisation and keep the company stable. Al-Aman was successful in organically increasing sales within the first 18 months while acquiring the respect and loyalty of new clients.
They achieved their initial goal at this time and acquired the necessary information to reveal Kuwait’s market gaps. This realisation enabled the food portfolio to expand and more complementary products to be added, ultimately leading to a one-stop store. Al-Aman had the chance to investigate a new market and put his sights on household direct sales during the pandemic when the entire world was ceasing activities, which increased immediately and considerably.
The Al-Aman team is driven to support and spread the knowledge and traditions of various cuisines in each home and restaurant
Khalid mentions, “The FMCG market will keep on growing—as I have mentioned earlier—it is the fundamental idea that this market caters to Needs not wants. There will always be a need for food, healthcare, and personal care products—no matter how consumer demographics and psychographics change in the future”. There is a lot of promise and possibility for development/ growth with Al-Aman, with top priority on growing and expanding into regional markets.
Khalid Abdulmohsen Al-Bader, Managing Partner
Khalid was fortunate enough to have a special primary school experience before earning his BSc. in Finance at the Gulf University for Science and Technology in Kuwait, as his late father held diplomatic posts in both the UK and the KSA. At his first job in Kuwait’s private sector, he began networking with peers and colleagues seamlessly. He started out as a relationship officer at Gulf Bank before changing his focus to business evaluations and financial analysis reporting. At Al-Ghanim Industries, where he worked as a second job, he expanded his business toolkit by learning more about marketing research, data analytics, real estate development, behavioural economics, and corporate budgeting. All of his previous jobs involved departmental rotation and management responsibilities, which provided him with the experience and motivation to lead the takeover of Al-Aman Regional Company in 2019. Khalid has developed a bottom-up startup approach as well as a top-down corporate management approach to running his businesses as a result of wearing many hats throughout various career cycles. He employs both mindsets depending on the team he is leading and the demands of each particular business situation.
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