Carbonated beverages have assimilated into Middle Eastern drinks culture. From the bustling streets of Cairo to the luxurious resorts of Dubai, carbonated drinks accommodate a wide range of consumer tastes in the region with varied flavors. Understanding the carbonated beverage market trends is essential for Middle Eastern hospitality professionals. Furthermore, it allows them to improve their beverage selection and satisfy consumers’ evolving tastes.
Statistical insights
- Saudi Arabia’s consumption of carbonated drinks is 89 liters per capita.
- Saudi Arabia is among the top 10 countries with the cases of diabetes and obesity, with overall rates of 23.7 percent and 33.7 percent respectively.
- Saudi Arabia’s younger population, aged between 18 and 24, is the highest consumer of carbonated drinks.
- The average per capita consumption of sugar-free carbonated drinks in the Middle East is estimated at nearly 4.2 liters per annum, lower than the global average of 8.3 liters per year.
- The Middle East imports more carbonated drinks from other nations than it produces locally.
Carbonated drink trends
However, a spike in locally inspired flavors has been observed due to the Middle East’s rich and diverse cultural heritage. Here are a few ongoing trends helping businesses flourish in the Middle East.
Harnessing the power of influencer marketing
Digital marketing and influencer campaigns have developed into efficient tools for beverage firms to reach their target audience in the era of social media domination. Middle Eastern customers, especially the younger generation, tend to be very active on social media and are influenced by well-known content creators. Hospitality professionals may take advantage of this trend by working with regional influencers or launching compelling digital ads highlighting their fizzy drink selection.
Sustainable packaging
Consumers in the Middle East are increasingly looking for goods that reflect their environmental awareness. As sustainability gains traction in the region, manufacturers of carbonated drinks are employing more eco-friendly packaging solutions. For example, they are opting for glass bottles and recyclable cans. Employing sustainable methods can help firms boost their brand value.
Anantara The Palm: a success story in sustainability
Anantara The Palm received the Green Growth Certification from the Green Growth 2050 council. Indeed, the entire Anantara Properties, Resorts & Spa hotel chain strongly emphasizes sustainable growth. In addition, Anantara The Palm is currently aiming to cut down on its use of plastic. Furthermore, straws and plastic drink stirrers were the first to go in favor of paper alternatives. Sustainable packaging is also used for drinks and food items.
Nostalgic retro appeal
Though innovative offerings are on the rise, the nostalgia-driven trend in the carbonated drinks sector is gaining popularity. Middle Eastern consumers long for the classic flavor of retro sodas that remind them of their youth and simpler days. Embracing this trend by using vintage packaging and selling retro-themed carbonated drinks to bring back traditional tastes can largely help businesses in the industry.
The market for carbonated drinks in the Middle East is constantly changing due to shifting consumer preferences and standards. The hospitality sector may create remarkable experiences that leave a lasting impact on guests and distinguish their locations in a crowded market by staying cognizant of their customers’ tastes and integrating their beverage offerings with the latest market trends.
About author
Rita Ghantous
Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.
