Nut- and seed-based spreads saw the fastest growth in 2018, being the smallest category in terms of retail value, and has the largest potential for growth. The increasing popularity of nut- and seed-based spreads is fuelled by small business owners that offer healthy cashew and almond spreads.
Strawberry, apricot and cherry remained the most popular flavours within jams and preserves in 2018. These flavours are widely present in the home countries of expatriates, and they look for the same flavours in the United Arab Emirates.
Hypermarkets and supermarkets remained the leading distribution channels for sweet spreads in 2018. The different hypermarket and supermarket chains carry a variety of regional and local spreads which cater to different nationalities, as well as a wide selection of health and wellness options.
Ferrero remained the leading company within spreads in 2018 with the company’s Nutella brand increasing its already strong brand share as it is popular amongst children and adults alike. Apart from being used in the classic bread and Nutella combination, Nutella is also incorporated in Arabic desserts with a twist of chocolate flavour such as Nutella fatayer, a type of Middle Eastern pie.
International and regional manufacturers such as Ferrero are more popular than domestic ones. Most of the spreads in the United Arab Emirates are imported as the key ingredients are not readily available in the country.
Different chocolate confectionery brands of Mars became available as chocolate spreads in the United Arab Emirates in 2018. Maltesers, Bounty, Twix and M&M’s occupied the spread shelf spaces in major hypermarkets.
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This industry report originates from Passport, our Packaged Food market research database.