16 - 20 FEBRUARY 2020


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Health, Wellness & Free-From

Health, Wellness & Free-From

Health and Wellness is all about experiencing food more intensively, which involves bringing attention to all the smells, tastes and feelings that arise during the process of eating. 

This trend is happening mainly in developed countries and direct links with a large number of consumers are:

  1. Scrutinising ingredients lists in supermarkets
  2. More aware of what is included in the products than ever before.
  3. Looking for minimally processed and natural food and drinks options, in line with the clean label trend.
  4. Free-From in the MENA region, however, is still a relative niche category. The key consumers of these products are those who deem the health component of the product proposition more important than intolerance.
  5. Health & Wellness, including Free-From, has thus a vast potential in the Middle East and North Africa region as more consumers become more aware of the benefits.


Health & Wellness globally is forecasted to grow at 3% over the next five years. CAGR between 2017 and 2022 in the MENA region is higher, at 7% over the same period. Mindful eating is one of the latest shifts in consumer food and drinks perception. 

*Source: Euromonitor International

gulfood health and wellness Middle East

"So many people are now taking a proactive approach to their health, looking at their blood sugar levels etc. and it was good to witness a direct response to this trend. The exhibition has given a voice to healthy products."

Jenery Lim, General Manager, Benevelle, Philippines

Key trends and sales drivers include:

  • There is an increasing desire for whole foods, ancient grains, green tea and plant-based proteins from nuts and seeds, as well as ingredients with particular health functionality.
  • Vegan and gluten free products along with plant based proteins
  • Products with low calorie options
  • Products with no 鈥渁rtificial" ingredients including sweeteners
  • Longevity foods such as avocado oil and dragon fruit

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