Market Trends of United Arab Emirates Energy Bar Industry
Health and Wellness Snacking is on the Rise
Consumers are developing a Western-style snack trend, demanding healthier products for munching during breaks. The appetite for health-related packaged food started to take off in the country recently. The younger people are becoming health conscious, influenced by international food culture. The rising obese population is another major factor accelerating the demand for healthier packaged products. For instance, according to Dubai Diabetes and Endocrinology Journal 2021 and according to the Central Intelligence Agency- CIA World Factbook, the United Arab Emirates had an obesity prevalence rate of 31.7%, and the Gulf countries are among the top 40 countries in the world for having a high prevalence of obesity.
Furthermore, in 2021, according to Global Obesity Observatory, around 25.1% and 45.7% of men in the United Arab Emirates are obese and overweight, respectively, and around 30.6% and 34.3% of women in the country are obese and overweight, respectively, and are looking for healthy snacking. High per capita income, import dependency for food, obese population, and potential demand for healthy snacks offer potential opportunities to manufacturers. Also, the large young population is shifting toward snacking consumption, thereby driving sales. Consumers are always on the move due to a growing busy lifestyle, which has also given rise to energy bar sales.
According to Interpack data from 2021, 5% of packed food in the world was consumed in the Middle East and is expected to rise by 19% in the United Arab Emirates. Sports nutrition products have increasingly gained popularity, mainly among athletes and individuals involved in vigorous physical activities. With the rising number of fitness enthusiasts, the demand for energy bars is also increasing. Energy bars are good nutrition for pre- and post-workout purposes. Alongside this, the demand for vegan energy bars is emerging as a market trend in the country, thereby propelling its market growth in the country further. Therefore, all the supporting statistics indicate the rising awareness and need for healthy snacking options in this region. Hence, all the above-mentioned factors act as major market drivers for the Energy bar market in the United Arab Emirates.
Supermarkets and Hypermarkets Hold Majority of the Share
Supermarkets and hypermarkets are dominating the energy bar market segment. For instance, according to The United States Department of Agriculture (USDA)- retail foods report in the United Arab Emirates 2022, with more than 150 locations across the country in 2021, the West Zone retail chain had the most supermarkets in the United Arab Emirates, and with more than 100 supermarkets, Carrefour had the second-highest number of stores in the United Arab Emirates (UAE) that same year. This is attributed to the fact that supermarkets and hypermarkets offer options such as discounts and the convenience of instant gratification. Due to the large retail space and the availability of diversified product ranges across various brands, hypermarkets/supermarkets remained the most preferred point of sales for energy bars in the studied region. The wide product visibility at supermarkets/hypermarkets further boosts the consumer base, leading to escalated sales. Hence, energy bars packaging also plays a crucial role in attracting customers and building companies' brand image.
Strategies such as business expansion and the rising number of hypermarkets and supermarkets, add to the sales of these retail formats and significantly contribute to the market studied. For instance, in February 2022, United Arab Emirates-based retail chain Grandiose Supermarket launched its fourth-largest branch, which covers an area of 30,881 sq. ft, located in the Dubai Investment Park community in the newly opened OSR Shopping Centre.
Additionally, Supermarkets and Hypermarkets are focusing on customer loyalty, digital transformation, and supply chain management to operate effectively in the given market conditions. Technology is helping supermarkets automate their supply chain and make it easier for customers to place orders. Further, supermarkets/hypermarkets are offering door-to-door delivery within a certain range, providing more utility to the customer. With continuously changing consumer expectations, supermarkets are keeping pace and finding a competitive advantage over other stores. These factors are driving the energy bar market in this region and other factors such as small packaging and high energy content, can be considered as an ideal solution for adults who need instant results, since they also contain proteins, other nutrients, and micronutrients as per daily requirements. All these factors drive the market further.
