Since the pandemic, consumers in the United Arab Emirates have placed a strong emphasis on health and wellness messaging, and there is a proactive emphasis on the need to balance their diet with important nutrients that support immunity, provide adequate calories, and are high in protein, probiotics, and fibre content. Identifying healthy products is also becoming easier for consumers, as in 2022, SEHHI, a programme to identify and label nutritious foods in restaurants, cafés, healthcare centres, hotels, grocery stores and supermarkets, was launched across Abu Dhabi.
In the period 2022-2027, more consumers are expected to turn towards foods that offer fortification or functionality, as these are increasingly seen as options to boost metabolism and aid general health. Habits adopted during the pandemic are expected to continue, as people look to change their diet in order to stay healthy.
The United Arab Emirates population that is overweight or obese is set to continue growing in the forecast period. Consumer concern about the fact that high sugar, fat, and salt content in foods can contribute to weight management issues, as well as cardiovascular issues, will therefore be a key factor boosting demand for better for you product variants.
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Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of baby food and dairy and plant-based dairy For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
See All of Our DefinitionsThis report originates from Passport, our HW Dairy Products and Alternatives research and analysis database.
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