A new appetite: How emerging trends are reshaping F&B in the UAE
In the UAE, this evolution is happening at lightning speed. The country's diverse food culture, driven by a melting pot of global influences and a tech-savvy, trend-conscious population, is redefining the way we eat. The UAE, a culinary powerhouse, is redefining the future of the food and beverage (F&B) industry. Known for its bold flavors and innovative dining experiences, the country's foodservice market is on a remarkable growth trajectory. According to Mordor Intelligence, the market is set to more than double, reaching $44 billion by 2029, with a staggering compound annual growth rate (CAGR) of 17.09 per cent.
But, what's fueling this remarkable transformation? A shift in consumer mindset, an insatiable appetite for innovation, and a keen focus on sustainability are redefining the F&B landscape. From the rising demand for plant-based products to the fusion of nostalgia with modern culinary advancements, new trends are shaping how brands strategise, innovate, and grow. This dynamic evolution was a key topic at the 30th edition of Gulfood, held from February 17 to 21, 2025. Under the theme 'The Next Frontier in Food,' the event offered invaluable market insights, shedding light on the future of global food commerce and the resilient progress of international food systems.
Consumer Mindset: Driving Industry Evolution
Consumer preferences are evolving at an accelerated pace, influencing the way food and beverage businesses operate.
According to Pinar Nazli Celikel, Business Development Head at THRYVE, IFFCO Group, today's consumers are value-driven and environmentally conscious. 'They are conscientious about the environmental impact of their choices, with about 65 per cent looking for products that will help them live more sustainable lives. They are also actively seeking healthier, functional food options: high-protein, low-fat, low-sugar, plant-based, and fortified with essential nutrients,' she explains.
This dual demand for health-conscious and eco-friendly food options has spurred innovation in the sector. IFFCO Group's THRYVE, the Middle East's first 100 per cent plant-based meat production facility, is a testament to this shift. 'Through THRYVE, we not only cater to eco-conscious consumers while providing nutritious food products, but also contribute to sustainability and food security efforts through local manufacturing and shorter supply chains, supporting the UAE's National Food Security Strategy 2051,' adds Celikel.
The preference for fresh, minimally processed, and functional foods has gained momentum, a trend that was amplified during the Covid-19 pandemic and has since endured.
Kenneth D'Costa, Managing Director at Barakat Group of Companies, echoes this sentiment: "There has been a significant shift towards healthy and fresh food and beverages. This trend has accelerated and endured post-Covid, making Barakat closer to more consumers as the leading homegrown fresh food and beverage brand in the UAE. Consumers are starting to read the label and making choices towards clean-label and functional products that provide nourishment and vitality naturally."
At the same time, advancements in food technology and a heightened focus on transparency are reshaping the industry.
Roy Nasrallah, Vice-President – Marketing at GMG, underscores how companies are navigating this transformation: "The food and beverage industry in the Middle East is undergoing significant transformation, driven by evolving consumer preferences, increased awareness around health and nutrition, advancements in tech, and a growing emphasis on sustainability. GMG is not just keeping pace with these changes but proactively shaping the future of food by expanding our product portfolio and staying ahead of market trends through strategic innovation."
Beyond healthier eating, consumers are seeking transparency, functional nutrition, and lifestyle-driven products that seamlessly fit into their routines. This shift has pushed businesses to rethink their offerings, prioritise quality, and cater to an increasingly diverse and discerning market.
Newstalgia: The Perfect Blend of Past and Future
The term 'Newstalgia' — a blend of nostalgia and innovation — has become a major influence in modern food trends. Consumers are seeking flavours that evoke cherished memories while embracing new experiences. 'Newstalgia has emerged as a powerful force, redefining preferences and shaping market trends. Consumers are drawn to flavours and formats reminiscent of childhood treats, traditional home-cooked meals, or classic snacks,' says Celikel.
From reinventing old favourites with better ingredients to merging cultural influences for a fresh take on traditional dishes, brands are tapping into this emotional connection to food. As consumers crave both familiarity and novelty, the food industry is innovating by reintroducing classic flavours with a modern twist.
Nasrallah highlights the importance of this balance: "Bridging the gap between tradition and innovation is essential in the fast-moving consumer goods space, as nostalgic flavors evoke strong emotional connections, offering comfort and familiarity while adapting to modern preferences. At GMG, we see this trend shaping the way brands reintroduce classic dishes with contemporary twists — whether through healthier ingredients, elevated presentations, or global influences."
A standout example of Newstalgia in action is GMG's Ultra Crispy Gamer Snack Edition chicken nuggets, designed to cater to the growing gaming culture and its snacking habits. "Chicken nuggets are the perfect comfort food and a fantastic example of 'Newstalgia,' where traditional comfort meals are reimagined to be more accessible for everyday adults, offering a mess-free and convenient dining experience," Nasrallah explains.
Transparency and Trust: The Rise of Clean Labels
In today's health-conscious world, consumers are paying closer attention to what they put on their plates. The demand for clean-label and organic products has surged, pushing brands to adopt more transparent sourcing and ingredient selection practices. As customers become more informed, they expect more than just marketing promises — they want proof of authenticity, quality, and sustainability.
'Actions always speak louder than words. The first step to building consumer trust is delivering thoughtful, healthy, and wholesome products that truly meet their demands,' states Celikel. Beyond clear labeling, reducing preservatives and stabilisers by shortening supply chains is key. 'At THRYVE, we embody these principles by offering guilt-free indulgence without compromising on taste,' she adds.
D'Costa emphasises the importance of ethical sourcing and traceability, stating, "Right sourcing, right processes, and right traceability ensure F&B brands deliver on the consumer promise. At Barakat, we do this every day, working with hundreds of strategic vendors from across 50+ countries and local farms to ensure our products are good for you and good for the planet."
As the clean-label movement gains traction, transparency is no longer optional — it's a necessity. Nasrallah highlights this shift: "As consumers become more conscious of what they eat, transparency is no longer just a nice-to-have; it's essential. Today, people want to know exactly what's in their food, where it comes from, how it's made, and how it will affect their health. This allows brands to connect with their audience and increase the transparency behind their products."
The key lies in simplicity. Consumers appreciate clean, easy-to-understand ingredient lists, clear certifications, and open sourcing policies. But transparency goes beyond labels. Brands that engage with customers through behind-the-scenes content, QR codes sharing the journey of an ingredient, or simply being responsive to consumer queries, are the ones that stand out in this evolving landscape.
Competitive or Collaborative? The GCC Market Dynamics
The GCC F&B landscape is both fiercely competitive and highly collaborative. Mohamed Itani, CEO – Oils & Fats, GCC and Levant, IFFCO Group, highlights Dubai's strategic position.
'Compared to other regional markets, the GCC boasts world-class infrastructure, diverse consumer bases, and a strong openness to international culinary trends. Dubai, in particular, fosters both competition and collaboration on an international scale,' says Itani.
With 18.72 million visitors in 2024 and a population surpassing 3.8 million, Dubai has seen a 61 per cent rise in dining out, with residents eating out approximately three times per week. The proliferation of food delivery services and e-commerce platforms further fuels the demand for convenience and variety.
Beyond the competition, collaboration has become a defining characteristic of the GCC market. D'Costa notes, 'I think the GCC market has been a collaborative space, with manufacturers across the region reaching out to other players for complementary capabilities. Events like Gulfood help bring these players together — showcasing their innovations and sparking conversations within the region as well as with suppliers and customers from across the world. These relationships strengthen the ecosystem and ensure food security for the UAE and the region.'
Strategies for Success in a Competitive Market
The F&B industry is a dynamic and fast-evolving sector where consumer preferences and market trends shift rapidly. To stay ahead in this competitive landscape, businesses must adopt innovative strategies that not only meet current demands but also anticipate future trends.
"The F&B industry must focus on innovation and diversification by introducing new products, flavours, and formats to meet evolving consumer preferences. Prioritising sustainability initiatives — such as eco-friendly packaging and ethical sourcing ensures alignment with the rising consumer demand for responsible consumption,' says Itani.
Leveraging technology can enhance operational efficiency and optimise supply chains. Forming strategic partnerships with local suppliers, technology firms, or food delivery platforms can further expand market reach and unlock new revenue streams," notes Itani.
Echoing this sentiment, D'Costa emphasises the need for brands to stay closely aligned with shifting consumer values.
'F&B players need to align themselves more closely with consumers' priorities like healthy eating. They need to do this while being agile to address supply chain challenges and innovative to delight the consumers.'
The Role of Technology: AI, Blockchain, and Robotics
Technology is revolutionising the F&B industry, reshaping everything from food production to consumer engagement. In the UAE, AI has become an integral force across the entire food ecosystem, from farms to delivery services. 'In the UAE, AI is influencing every facet of the food system, from farms to food delivery,' says Itani.
'IFFCO Group harnesses AI to optimise supply chains, enhance food production efficiency and implement smart waste tracking systems. Other initiatives such as AI-driven packaging solutions boost our sustainability efforts, while predictive analytics enable us to tailor product formulations to consumer preferences.'
The digital transformation of food production is also redefining customer experience. As Nasrallah explains: 'The impact of increased digitisation within the food production industry is immense, particularly when it comes to customer experience. At GMG, we recognize that our role is slightly different — we are catering to customers' needs, not just their wants. This means we have to consider factors like the patience of the customer and how long it takes to produce a product. The speed and efficiency of production directly affect a customer's perception of the brand, both in the short term and the long term.'
When viewed from this perspective, the role of AI and robotics becomes even more evident. These technologies streamline the production process, bridging the gap between innovation and delivery. They not only help businesses move faster but also enhance quality and ensure consistency — key factors in shaping consumer trust and brand loyalty. However, as these advancements become more accessible, companies must carve out unique strategies to integrate and leverage them effectively. 'The ability to adapt and make the most of these innovations is crucial for companies. Brands that don't keep up risk being left behind in an industry that's rapidly evolving,' Nasrallah adds.
Sustainability: The Cornerstone of F&B's Future
Sustainability is no longer just a buzzword, it's reshaping the FMCG industry. According to the World Economic Forum, agri-food systems contribute to nearly one-third of global greenhouse gas emissions. Today's consumers demand sustainably and ethically sourced products with minimal carbon footprints. At the forefront of this movement is IFFCO Group's Rahma brand, which introduced the region's first carbon-neutral olive oil products.
"By partnering with Climate Impact Partners, Rahma achieved CarbonNeutral® product certification, aligning with eco-conscious consumer expectations and contributing to environmental preservation," says Itani.
"Consumers are more eco-conscious than ever, holding brands accountable for their environmental impact," says Nasrallah. "From sourcing ingredients to packaging and waste management, businesses are under increasing pressure to reduce their carbon footprint and adopt sustainable practices."
D'Costa echoes this sentiment, emphasising how sustainability is redefining the industry's operations. "Sustainability is transforming the F&B industry by driving businesses to adopt eco-friendly sourcing, reduce food waste, and minimize carbon footprints. Companies are prioritizing local procurement, sustainable packaging, and energy-efficient operations to meet growing consumer demand for greener choices. Innovations like upcycled food products, plant-based alternatives, and transparent supply chains are gaining traction."
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