Kuwait’s chocolate and pastry segment has grown into one of the region’s most vibrant and commercially significant markets. Increasingly, its development is driven by rising consumer expectations and a rapid influx of new concepts, among other factors. With input from leading chocolatiers and pastry chefs, we explore how a passion for sweet treats is taking creativity to new levels.
A market on the rise
Kuwait’s deep-rooted culture of celebration and gifting has long fueled demand for premium chocolate and pastry products. In recent years, however, this appetite has translated into striking commercial growth. As a result, numerous new concepts are opening at pace.
Rawan Alkhaddah, founder and chief executive officer of Nouga Group, highlighted the impressive growth trajectory. “The amount of chocolate we have in Kuwait has more than doubled in the last 3-4 years,” she noted.
Raising the bar
The country’s chocolate and pastry lovers are regarded by some as among the most discerning in the region. Indeed, their high expectations span everything from portion size and product format to customization and sensory complexity. Today’s consumers expect a richly layered experience far beyond everyday sweet treats, combining flavor, texture and sensation. In return, producers have been quick to respond.
Charles Azar, owner, master consultant chef and president of The Delegation of L’Académie Nationale de Cuisine Middle East & Gulf Countries, has noticed these trends while working in Kuwait. “They work a lot on textures and feelings. They care a lot about things that are crunchy, mixing cake, mousse, cream and pralines. These things make you remember what you ate,” he observed.
Heritage as a differentiator
Discerning customer tastes are undoubtedly embedded in Kuwait’s rich culinary heritage. Significantly, the country’s cuisine features distinctive flavors, time-honored combinations and unique local pairings, rooted in ingredients and traditions. For chocolate and pastry producers, these traditions are a powerful source of inspiration. Reinterpreted through a contemporary lens, experts are drawing on them to present offerings that are both familiar and fresh. Increasingly, many recognize that an acute awareness of the local palate is essential.
“When I came here, I saw that people really want to keep the local flavors. For example, spices like saffron and cardamom,” said Farah Hamdan, owner of Farah Hamdan Patisserie. “I decided to adapt the viennoiserie with local flavors and make it with dates.”
Creativity in a changing landscape
Alongside these acknowledgments of the past, industry players are also tapping into innovation in their operations. New technologies are emerging in areas where tools like artificial intelligence (AI) can generate initial concepts quickly and efficiently. For example, businesses are making use of them in segments such as packaging and branding.
When it comes to recipe development and creative direction, however, sentiment veers toward caution. Industry experts highlight the positives of real-world experience, from human instinct and sensory judgment to chance discoveries in research. These, they note, are difficult to replicate.
“When you ask AI a question it will give you a direct answer for what you want. But when you open a book you’re open to different options. So, while you’re reading and searching, you find something else. Sometimes it’s something you didn’t expect,” said Lamees Aldakheel, owner and head pastry chef of The Pastry Studio Est.
Looking ahead
As Kuwait’s chocolate and pastry sector continues to evolve, it presents both challenges and opportunities for the industry. Tellingly, developing and retaining skilled talent remains a priority for many businesses. Accordingly, some operators are opting to address this longstanding challenge by investing in building homegrown teams from within.
Competition is also intense, with new outlets opening weekly. However, many view this dynamic landscape as healthy. “I see it as a positive thing, honestly,” said Naeema Alghadhban, chief executive officer and owner of Javoy, Floweritta, Nestidante and Chando. “It gives us a chance to develop our work more and to be more creative.”
With new concepts in the pipeline and expansion plans taking shape, the future for the industry looks bright. The country is well placed to consolidate its position as a regional chocolate and pastry hub.
Insights from HORECA Talks at HORECA Kuwait 2026, co-organized by Hospitality News Middle East and Hodema Consulting Services. Session moderated by Nada Alameddine, managing partner at Hodema Consulting Services, Middle East & Africa.
