The UAE is not only an economically powerful market, but also an important hub for the Middle East, North Africa and Central Asia. There are large international trade networks that determine consumer demand trends in the region. Access to the shelves of supermarkets such as COOP, Luluand Carrefour, is an important goal for many international brands. In this article, we will focus on which products are most in demand in the UAE market, as well as strategies for getting on the shelves of supermarkets.
The state and dynamics of the UAE retail market
The UAE retail market is showing impressive growth rates, including due to a significant increase in population and a high level of urbanization. The market is concentrated mainly in such large cities as Dubaiand Abu Dhabithat are major trading hubs.
- High level of innovation:
The UAE is a leader in the introduction of the latest technologies in retail. This includes the use of mobile applicationsfor shopping, contactless payments, robotic warehouses and autonomous vehicles for the delivery of goods. An important direction is Digital transformationsupermarkets and online shopping platforms.
- Growing demand for e-commerce:
According to the data, online commerce in the UAE is showing steady growth, with about 50% of the population using online stores. Online sales are actively integrating with traditional retail chains such as Carrefourand Luluthat allows you to create hybrid formats (online + offline) to meet demand.
1. Key trends and sought-after products in the UAE market
The UAE is known for its diverse consumer base, which includes both locals and a large number of immigrants from around the world. This creates a demand for a variety of products, from traditional Arabic goods to international brands. Consider the categories of goods that are most in demand in the UAE supermarket market:
1.1 Food: Trends and Demand
Healthy eating and organic foods
In recent years, the UAE has seen a significant increase in demand for organic products, gluten-free and vegan products, as well as for alternatives to animal milk (for example, oatmeal, almond milk). More than 60% of consumers in the UAE are paying attention to healthy eating and are increasingly looking for products that meet their health needs and dietary restrictions.
Products that are popular:
- Organic vegetables and fruits
- Gluten-free products
- Vegan and vegetarian alternatives (plant-based meat)
- Low sugar foods
- Products to detoxify and cleanse the body
- Imported and international products
Due to the multicultural composition of the population of the UAE, the demand for imported products from around the world remains stable. This includes goods such as Italian pastes, French cheeses, Japanese noodles, Indian spices, as well as healthy alternatives from Europe and the United States.
Popular categories:
- Spices and seasonings from different cuisines of the world
- Italian pasta, cheeses and olive oil
- Japanese products such as noodles, soy sauce, sushi ingredients
- Gluten-free foods and for people with food allergies
- Quick and ready meals
In the context of the fast pace of life, many consumers in the UAE prefer convenient and quick cooking solutions. This applies to both ready-made meals (for example, frozen, canned) and semi-finished products for cooking at home.
Products that are popular in this category:
- Frozen dishes and fast food
- Soups and sauces in the package
- Bento containers (ready lunches) for work or study
1.2 Cosmetics and personal care products
The UAE is an important market for the beauty and cosmetics industry. According to research, the consumption of beauty products is on the rise, especially among women who are looking for high-quality skin, hair and facial care products. Premium segment products, as well as natural cosmetics, are in high demand.
Popular categories:
- Skin care products (creams, serums, lotions)
- Hair cosmetics (shampoos, masks)
- Premium decorative cosmetics
- Natural body care products (eg body oils, argan oil based creams)
1.3 Household chemicals and household products
There is a growing demand for environmentally friendly cleaning and home care products that include organic or safe components for health.
Popular categories:
- Environmentally friendly cleaning products
- Washing powders and washing liquids without chemical additives
- Dishwashing and surface cleaning products with natural ingredients
2. Strategies to hit the shelves of UAE supermarkets
If you plan to display your product on the shelves of UAE supermarkets, it is worth considering several strategies that will ensure success:
2.1 Adaptation of the range to local preferences
Importers and retailers in the UAE demand that products meet the taste and cultural preferences of local consumers. This can include adapting tastes (for example, lower spiciness content in products or tastier options for local markets), as well as compliance with existing ethical and religious norms (halal certification for food, natural ingredients in cosmetics).
2.2 Establishing partnerships with supermarkets
In order to get on the shelves of large supermarket chains, such as Carrefour, Luluor COOP, it is worth considering options for cooperation with local distributors, or even conclude direct contracts with supermarkets. Often, large chains are looking for new products that can offer additional value to their customers.
2.3 Quality Assurance and Certification
To successfully enter the UAE market, your product must meet high quality standards. This is especially important for food and cosmetics. For food, the important thing is to get halal certification, and for cosmetics — certificates of compliance with local requirements and safety standards.
2.4 Marketing and brand strategy
The marketing campaign should be targeted at a local audience, taking into account cultural, social and economic factors. The UAE is a highly competitive market, so you will need to actively promote your brand through various channels such as social media, in-store advertising, and through participation in exhibitions and events.
3. Prospects
The UAE market is one of the most promising to hit the supermarket shelves, due to the high demand for a wide range of products, especially in the categories of health food, organic products, cosmetics and household chemicals. Given the trends that are growing in the market, companies offering innovative, healthy and environmentally friendly products have a great potential for success.
Key factors in successfully entering the UAE market include adapting products to local preferences, certifying products, establishing partnerships with local retailers, and actively using marketing strategies appropriate to the cultural and economic characteristics of this region.
For a unique opportunity to get acquainted with this promising market, establish useful contacts and find partners, join our business tour in the UAEwhich will take place in February 2025. It's a chance to see the market from the inside out, learn about exit best practices, and expand your business horizons!
