Five beverage trends to watch in the MEA   

Five beverage trends to watch in the MEA   

Caroline Migiro, business development manager at Finlays MEAC, delves into the beverage trends and dynamics that brand owners should consider tapping into.

Health and wellness

Launches of functional teas and infusions have increased 120 percent between 2019-2022 [Mintel GNPD, 2023]
In the region, teas and herbal infusions are becoming more sought after. Consumers now view health and fitness as integral aspects of their lives. Thus, they are on a constant quest for functional products. Teas offering immunity boost, stress relief and digestive aid are gaining popularity among our clientele.

Selective spending

85 percent of consumers in the Middle East and Africa are concerned about the impact of inflation on their household budget (58 percent are “extremely concerned”). [GlobalData Plc, 2022]
The worldwide cost-of-living crisis and forex difficulties in several regional markets has led to mindful spending among consumers. As a result, retail brands are diversifying their offerings, providing a broader range of teas and empowering consumers to strike a balance between product excellence and affordability.

Tea tourism

Google searches for “tea tourism” and related terms increased 75 percent between 2018-2022. [Google Trends, 2023]
Tea tourism, a trend initiated five years ago, is steadily gaining traction among tea enthusiasts. Furthermore, tea estates in Turkey, Iran, Russia, India, and Kenya have begun welcoming tourists, providing a unique chance to observe the complete tea production journey, from bush to cup.

Growth of coffee and coffee-based drinks

Dubai-based DMCC Coffee Centre recorded a 50 percent increase in the volume of green coffee traded over the past 18 months. [DMCC]
Despite the prevalence of tea in the region, coffee and coffee-based beverages have been gaining traction. This shift indicates changing customer preferences and a potential rise in coffee’s market share in the region.

Increased consumer awareness 

A total of 74 percent of consumers in the Middle East and Africa pay a very high amount of attention to the ingredients in the food and beverage products they purchase. [GlobalData Plc, 2022].
Thus, consumers in the region are becoming increasingly conscious about the products they are consuming. Therefore, companies are responding by disclosing more detailed information about their products.

Caroline Migiro,
business development manager at Finlays MEAC

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