Plant-based products are coming under renewed scrutiny as regulation and consumer expectations reshape credibility across regional food and beverage markets.
The new UAE sugar taxation introduced this month is forcing brands to reconsider formulation economics authenticity and long-term sustainability strategies. Consequently, plant-based products are no longer automatically perceived as healthier simply because they avoid animal-derived ingredients today globally. As a result, regulators and consumers increasingly expect clearer nutritional value supported by transparent processes and measurable formulation decisions.
Oat drinks face growing challenges
Oat drinks sit at the center of this debate due to the widespread industry reliance on oat syrups during production. Moreover, oat-syrup processing naturally increases sugar levels, often reaching four grams or more per serving across many commercial products. Therefore, rising fiscal pressure makes sugar heavy formulations more costly while undermining credibility among health-conscious consumers regionally. Speaking on category evolution at Gulfood 2026, YOOK’s CEO Katre Kõvask, said innovation today depends on how products are made and how they perform consistently. For example, YOOK adopted an alternative production method early by milling and blending its own oats internally from scratch consistently. This approach keeps sugar content close to one gram, supporting cost efficiency, regulatory alignment and nutritional transparency today. Additionally, the same process ensures reliable performance in coffee machines, professional environments and everyday home use across markets.
Evolving regulation and informed buyers are redefining success for plant-based brands through substance reliability and long-term trust.
