Dubai, UAE – Middle East consumers, long renowned for their sweet tastes, are increasingly seeking out more health-conscious confectionery products, according to Euromonitor International, the global market intelligence publisher.
It is a topic that will be explored, alongside a growing trend that is witnessing a shift towards snacks as a meal replacement, at yummex Middle East 2018, the region’s dedicated event for sweets and snacks professionals, which is organised by Dubai World Trade Centre (DWTC) in partnership with Koelnmesse GmbH and runs from 30 October to 1 November.
Euromonitor International, the show’s knowledge partner, predicts that while demand for sugar-based confectionery in the Middle East and Africa (MENA) will continue to grow over the next five years, consumer choices will shift towards healthier products. The report adds that the healthy snack craze is particularly taking hold in the UAE market, driving a Compound Annual Growth Rate (CAGR) of 4 per cent compared with 1 per cent CAGR for the wider MENA region.
Indulgence is key, habits are changing
“Indulgence is and will always be a core driver in foods. However, it is changing shape and form, as consumers are more concerned about what they put into their bodies. Consumer demand is evolving, particularly towards healthier options,” states the report. “With a wealth of healthy confectionary products being introduced into the market, consumers are spoilt for choice. The trend for healthy snacking has translated into a craving for healthier treats to satisfy the sweet tooth. Claims such as gluten free, vegan, no-added sugar and the use of natural ingredients will continue to influence consumer decisions. They are happy to splash out on premium sugar confectionery products if it translates into quality, taste and better health,” the report adds.
The healthy-snacking trend is in evident among the expansive regional and international exhibitor line-up for yummex Middle East, with manufacturers racing to launch wellbeing products into the MENA market where Euromonitor International predicts confectionery sales will reach USD11 billion in value by 2021.
The UAE’s BMB Group will be rolling out its new Freakin’ Healthy superfood bars and raw chocolate range. Roy E. Koyess, brand partner, says healthier snacking options are changing the industry’s momentum.
“We’ve created Freakin’ Healthy to break through today’s boring, elitist health snack category. We believe more and more consumers are moving towards healthier lifestyles and are looking for choices that meet their snacking habits. Freakin’ Healthy promises no junk in the products and deliver snacks with benefits,” he said.
Demand, added Koyess, can translate into products free from wheat, dairy, added sugar, gluten, GMO, preservatives, artificial colours and flavours, even soy.
A new era in snacking
“The health movement has reached the Middle East,” said Koyess. “However, it comes with an elitist badge that alienates the majority. We are targeting the many who have the intention to choose healthier options yet are intimidated by the choices because they don’t understand them. There is a need for a brand that doesn’t get categorised as “hipster food”, that invites even the hardest of cynics because it uses simple language.
The ‘snacks with health benefits’ movement has also been taken up by Italian confectionery heavyweight Majani, Italy’s oldest chocolate manufacturer and creator of the legendary cremino snack first created in 1911 to celebrate the launch of the Fiat Tipo 4. At yummex Middle East, Majani will roll out their gluten-free, no-milk-recipe Italian confectionery icon, some varieties of which now have no added sugar.
Leading the global change
Giulia Pagnoni, Majani’s Export Sales Manager says natural ingredients are the key drivers in the new consumer health shift and are redefining production processes – Majini is ahead of the pack of looking at yummex Middle East 2018 to expand its global influence.
“Our premium quality chocolate products are genuine, still produced following traditional methods starting from the raw cocoa bean. Raw materials are selected with care, treated and blended to enhance their precious qualities. We have a strict internal control of allergens, most of our products are gluten free, and we have special no-milk added and no-sugar added recipes,” she said.
“After more than 220 years of activity, it’s time for Majani to look beyond national and European markets,” explained Pagnoni. “yummex Middle East is probably the most important showcase in our sector among the Gulf countries, which, according to last year’s trends are the most promising ex-EU markets for sweets and confectionery.”
The gravitation towards healthier sweet options is not only being witnessed by producers and manufacturer, with professionals involved in the preparation and cooking of snacks having to adapt to new trends, which will be on display at the Pastry and Gelato Lab during the three-day show.
New trends on display at yummex Middle East
“The new trends are definitely in products with less sugar. It might be strange for a sector that is essentially based on sugar but today the consumers are not anymore attracted by shining colors or just by a nice appearance,” said Chef Diego Aira Piva, General Manager. “Consumers are looking more and more at the ingredients. In order to meet these demands and sell the sweets, the industry needs to work more on the content/ingredients than the appearance.”
Meanwhile, taking place at The Speciality Food Festival, which is co-located alongside yummex Middle East, the Chefs Theatre, created and managed by IRC-Italian Restaurant Consulting, will offer visitors a unique experience to witness the most iconic Italian dessert, and discover the best chefs in Dubai at the event masterclasses and workshops. Additionally, visitors will be able to explore new industry trends and demand for healthier snacks at the Pastry and Gelato Lab, which will include live masterclasses. Event registration is free.
-Ends-
DWTC’s annual trio of niche food shows The Speciality Food Festival, SEAFEX Middle East and yummex Middle East cater to three distinct B2B trade platforms. The shows run from 30 October – 1 November at DWTC.
- The Speciality Food Festival is the original gourmet and artisan food event for the Middle East, Africa and Asia. www.speciality.ae
- yummex Middle East is the leading sweets & snacks event for the Middle East & North Africa region, organized in partnership with Koelnmesse GmbH. www.yummexme.com
- SEAFEX Middle East is the only professional seafood event for the Middle East, Africa and Asia. www.seafexme.com
For more information, please contact:
Naina Chaudhary
MCS/Action
T: +971 4 3902980
Sura Manhal Al Yaziji
PR and Media Relations Manager, Dubai World Trade center
T: +9713086087
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