DUBAI, UAE – The global tea and coffee business is booming with coffee drinkers alone spending US $85 million a year to get their fix.
As consumers develop a thirst for premium taste and luxury experience, particularly in the Middle East, companies are increasingly having to diversify their offerings to attract today’s discerning drinkers.
That is according to market research leader Euromonitor International, which reports that consumer demand for taste, product knowledge and luxury experience is driving the growth of specialist teas and coffees in the MENA region, which accounts for 8 per cent, or US $6.5 billion, of the world’s coffee market.
Euromonitor forecasts the hot beverages sector will grow by 5.2 per cent in the region over the next five years, more than double the global average of 2.4 per cent, as consumers with high spend per capita increase their consumption of quality coffee.
These evolving consumer tastes and trends will be front and centre at the Beverages segment, one of eight dedicated sectors featuring in the new sectorised format at Gulfood 207, the 22nd edition of the world-leading food and beverage exhibition that will run from 26 February to 2 March at Dubai World Trade Centre.
More than 480 exhibitors from 40 countries will be represented in the Beverages segment in 2017. With more than $544.5 million spent on coffee in the UAE annually, one brand keen to show how it keeps pace with discerning customers is UAE-based Coffee Planet.
“Coffee culture has increased significantly in the Middle East, making it one of the fastest growing markets in the world for coffee consumption,” said Rob Jones, Coffee Planet Managing Director.
“We have observed first-hand how consumers’ knowledge and appreciation for good quality coffee is constantly improving as they take an interest in flavour, origin and brewing methods used to create their cup of coffee. We pride ourselves in catering to all kinds of consumers from foodservice to retail.
“Differentiation is essential and coffee quality is one measure that guests will use when considering the overall standard of their experience. We are in the process of exploring new options with coffee products, including single origin specialty Arabica coffees.
We are currently working on our new cold brew and nitro coffees to further highlight our ability to make the latest specialty coffees that our customers are asking for.
“This exhibition is the ideal platform to strengthen our position as a coffee solutions leader, while providing the opportunity to explore new markets and discuss best practices. The exhibition also inspires innovations for the fast-growing coffee industry.”
Tea trends will also be on the agenda during Gulfood 2017 and with tea drinkers taking more of an interest in source and taste Unilever Food Solutions (UFS) will showcase its Tea Company concept and premium brand Pure Leaf.
Lucas Dollfuss, of The Tea Company by UFS, said: “Pure Leaf is a tea solution ideal for five-star hotels, high-end restaurants, and airlines for first and business class. It is made from single-origin tea leaves, rainforest alliance certified, and presented in either silk pyramid tea bags or premium loose tea.
“Pure Leaf has everything for discerning customers: taste, origin, wellness benefits and sustainability. The primary purpose of UFS is to provide not just products, but also a range of services that are designed especially for professionals.
“An exhibition such as Gulfood gives us the opportunity to showcase our premium products and the new sectorised format means we will now get quicker and easier access to our clients and potential new business.”
Trixie LohMirmand, Senior Vice President, Exhibitions & Events Management, DWTC, said: “With growing global beverage sales and changing consumer trends, nations and companies recognise the importance of building brand-trust. The new sectorised format of Gulfood 2017 will lead to more in-depth market insights and trend awareness.
“The sectorisation marks a new era for Gulfood as it creates better accessibility for visitors who are able to get straight to their target sector and make more effective use of their time by assessing quality and benchmarking prices in respective segments.
This in turn boosts trading potential for exhibitors.”
Trendy ‘healthier’ soft drinks experiencing growth
The Beverages segment will also place a heavy focus on soft drinks, with the global soft drinks industry valued at US $262 billion, according to IBIS World’s Global Soft Drink & Bottle Water Manufacturing research.
In the MENA region, performance drinks, functional beverages and reduced sugar and ‘superfruit’ juices are on the rise thanks to an increasing youth population, growing Middle Class and a desire for more modern, exciting soft drinks, claims Euromonitor International.
One exhibitor eager to show its relevance in a fast-changing market is UAE-based National Trading & Developing Est (NTDE), the firm behind the popular Vitaene C drink.
“Our busy lifestyles don’t allow us to maintain good health and keep our daily nutritional intake in check. Vitaene C has helped consumers get vitamins in an easier and enjoyable way,” said Vahid Hosseini, Group Communications Manager at NTDE.
“Vitaene C is a healthy energy drink as it is packed with the daily-recommended requirement of 100 mg of Vitamin C, B2, B6 and B3 (Niacin), ingredients for metabolism and energy production and your immune system. The powerful combination of these vitamins makes Vitaene C a healthy substitute for soft drinks, coffee and tea, and a great drink for kids too!”
Another brand eager to show how it stays abreast of consumer tastes is US-based performance drink maker Hype. Hype Energy is a range of energy drinks distributed in over 45 countries across the world.
“Gulfood presents a unique opportunity to display our full product range to a highly-focused trade audience seeking new flavours and innovative sugar-free and low calorie products that meet consumers’ changing preferences,” said Bertrand Gachot, CEO, Hype Energy Drinks.
“Following very successful previous outings at Gulfood, our target this year is to identify new distributors which boast broad international networks of major retailers. We are sourcing distributors that can expand the Hype Energy brand into high potential growth markets and further increase our global sales,” Gachot added.
Beverages is one of the eight dedicated sectors featuring as part of the evolved sectorised format for Gulfood 2017. With a focus on finished food and beverages, the other dedicated segments are Pulses, Grains & Cereals, Meat & Poultry, Dairy, Power Brands, Health, Wellness and Free-From, and World Food.
Gulfood 2017 will feature 120 national pavilions including first-time participants from as far afield as Malta, Finland and Slovakia.
The show will also see hundreds of international heads of state, ministers, government officials and scores of national trade associations eager to ink lucrative bi-lateral trade agreements among tens of thousands of anticipated visitors.
Gulfood 2017 will host more than 5,000 local, regional and international companies from 120 countries displaying hundreds of thousands of finished food and beverage products.
Gulfood 2017 is a trade event open strictly to business and trade visitors. The show is open 11am-7pm from February 26 to March 1 2017 and 11am-5pm on March 2 2017.
