Naturally Healthy Packaged Food in the United Arab Emirates

PROSPECTS

NH packaged food benefits from traditional consumption habits

NH packaged food such as laban (NH sour milk products) and honey benefitted by being part of the traditional daily diets of many consumers in the United Arab Emirates. Laban, a popular traditional local beverage consumed after meals or as a snack, has higher sales during Ramadan as it gives energy and nourishment to the body before and after fasting.

NH nuts, seeds and trail mixes remains most dynamic category

NH nuts, seeds and trail mixes remained the strongest performer in current retail value terms in 2018. The category benefits from the health and wellness trend wherein it is deemed as healthier snack option compared to potato chips and other salty snacks.

Modern grocery retailers continue to lead NH packaged food sales

Hypermarkets and supermarkets remained the most important distribution channels. The category continued to benefit from the expansion of major hypermarkets and supermarkets chains, which typically carry wider NH assortments than other retailers.

COMPETITIVE LANDSCAPE

National Food Products Co retains overall leadership with its Laban Up brands

National Food Products Co LLC was the overall leader in NH packaged food in retail value terms in 2018 thanks to its strong Laban Up brand within NH sour milk products. Laban Up has a longstanding presence in the United Arab Emirates, and benefits from strong brand loyalty among local consumers.

Local and regional companies lead NH packaged food

In 2018, companies based in the United Arab Emirates and neighbouring Saudi Arabia led the top 10 NH packaged food players in retail value terms, with the exception of Rafael Salgado SA in eighth place. Thanks to their greater local and regional knowledge, these companies are better able to cater to the traditional tastes and preferences of consumers in the United Arab Emirates.

Companies give large discounts

With 5% VAT on goods and services from 1 January 2018, consumers became increasingly price conscious and planned their grocery shopping in greater detail. While both manufacturers and retailers are required to follow the VAT, they compromised on offering different marketing promotions in both regular and NH packaged food categories such as nuts, seeds and trail mixes.

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