Health and wellness dairy products and alternatives is set to see growth across many types of claims in the United Arab Emirates in the forecast period. Discriminating consumers have developed a keen interest in their health, and are intent on adopting healthy eating to enhance their physical and mental wellbeing within the constraints of their budget.
In the period 2023-2028, more consumers are expected to turn towards foods that offer fortification or functionality, as seen above with high protein, as these are increasingly seen as options to boost their metabolism and aid general health. Good source of vitamins, which is considered a type of fortified/functional claim, is therefore expected to see one of the largest incremental growth rates in dairy products and alternatives over 2023-2028, with retail sales expected to expand by AED291 million to reach AED1,454 million in 2023 constant value terms.
Historically, the United Arab Emirates has always been a country with a relatively high obesity level globally, with 37% of the over 18-year-old population overweight in 2023, whilst 39% was obese, according to Euromonitor International’s Economies and Consumers data. Even though the obesity level is now declining, driven by government efforts and rising consumer awareness, it is still an issue in the country, and this is one of the reasons products with health and wellness claims are in high demand.
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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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