International

Markets
Bureau
MARKET ANALYSIS REPORT | DECEMBER 2010

The United Arab

Emirates Consumer

Source: Shutterstock

Source: Shutterstock

Behaviour, Attitudes and

Perceptions Toward
Food Products

The United Arab Emirates Consumer

Behaviour, Attitudes and Perceptions Toward Food Products

EXECUTIVE SUMMARY
The United Arab Emirates (U.A.E.), while rooted in
Middle-Eastern custom, is seeing a more cosmopolitan,
consumer-oriented lifestyle evolve, buoyed by oil revenues,
massive infrastructure development, and a growing
multinational workforce. This new culture is creating
unique export opportunities for many within the Canadian
agriculture and agri-food industry.
The U.A.E. is a federation of seven states, or emirates,
bordering on the Arabian Gulf and surrounded by Qatar,
Saudi Arabia and Oman. Together, Abu Dhabi, Dubai,
Sharjah, Umm al-Qaiwain, Fujairah, Ras al-Khaimah and
Ajman occupy 83,000 square kilometers with 700
kilometers of coastline along both the Persian Gulf and the
Gulf of Oman. Due to this location, the U.A.E. is a
significant distribution hub for the Middle East, Eastern
Africa, India and some European countries.
The regions financial base was originally dependent on
subsistence agriculture, nomadic animal husbandry,
pearling, and fishing. The discovery of oil in the 1960s
dramatically altered the future of the area and provided the
revenue required to move the federations economy rapidly
forward to the point where it is now the second largest in
the Middle East, after Saudi Arabia.
Harsh climatic conditions have precluded any major inroads
into food self-sufficiency and only about 15% of the
federations requirements, such as dairy, poultry and eggs,
seafood, and some fruits and vegetables, are locally
produced.
There are approximately 150 processing
facilities in the federation, producing vegetable oils, soft
drinks and juices, snack foods, pasta, confectionery and
dairy products (Agriculture and Agri-Food Canada (AAFC),
Foodservice Profile The United Arab Emirates, 2009).
This leaves many opportunities to meet the UAEs
remaining food and beverage products through import. The
foodservice sector is a particular area of growth, given the
significant expansion of the tourism industry and the
influence of a large foreign workforce. Canadians are part
of that workforce with more than 27,000 living and working
in the U.A.E.
This report is intended to increase the readers general
understanding of consumers in the U.A.E. and, more
specifically, the factors influencing their food purchase
decisions. Ensuring that product attributes match the
attitudes and values of a target population is an essential
element of a sound strategy for entering a new market, or
further penetrating an existing one.

INSIDE THIS ISSUE

Executive Summary

Global Trade Position

Economy
Political Structure

3
4
5

Demographics
Population
Ethnicity
Education
Housing

5
5
6
7
7

Health and Lifestyle

Eating Out
Emerati Cuisine
Health Indicators

8
8
9
9

Consumption and
Expenditure
Housing
Transportation and
Telecommunications
Food and Beverage
Tastes and Preferences
Foodservice

10
11
12
12
13
14

Trends
Food for Health
Convenience
Organics
Halal
Further Opportunities

16
16
17
18
19
19

Conclusion

20

Key Resources

21

DID YOU KNOW?

The currency of the U.A.E. is
the dirham (AED). 1 AED =
CAD$0.27 (October, 2010).

Source: Shutterstock

PAGE 2

GLOBAL TRADE POSITION

$US millions

The United Arab Emirates depends on international trade to foster its continued expansion.
Figure 1 shows the growth of food imports in response to the demands of the economy, and to a lesser
extent, the growth in exports as a result of U.A.E. Government initiatives on product diversification. This
demand shows continued opportunity for exporters.

Figure 1: U.A.E. Import and Export of Food Items from World 1970-2009

12

10

Im port

Export

Year
2
0
1970

1975

1980

1985

1990

1995

2000

2005

2009

Source: FAOSTAT, 2010

The countries that were most important for U.A.E. exports in 2009 included: Japan 26.5%; South Korea
10.9%; India 10.7%; Iran 7.5%; and Thailand 6.1% (Central Intelligence Agency [CIA], 2010). The
countries with the highest import penetration into the U.A.E. in 2009 included China 12.9%; India 12.0%;
the United States (U.S.) 8.6%; Germany 6.4% and Japan 6% (CIA 2010).
With just 0.4% of total exports, the United Arab Emirates is Canada's largest market in the Middle East
and North Africa, totalling CAD$1.7 billion in 2009. These exports included grains, seeds and fruits,
machinery, precious stones, metals and minerals, aircraft and aircraft simulators, as well as electrical,
telecommunications, medical and electronic equipment. Imports from the U.A.E. to Canada dropped
from CAD$335 million in 2008 to CAD$163 million and included mineral fuels and oils, chemicals,
precious stones and minerals, metals, machinery, as well as cosmetics and textiles (Global Trade Atlas,
2010).
Canada imported CAD$4.7 million worth of agri-food products from the U.A.E. in 2009. Top imports
included non-alcoholic beverages, green tea, fruit and vegetable juice, sweet biscuits and wheat flour
(Statistics Canada, 2010). The U.A.E. is the most diverse market for Canadian food in the region. In
terms of agri-food, Canada exported CAD$411 million in canola seeds, non-durum wheat, dried and
shelled lentils and peas and ice cream. Seafood has been identified as an export growth opportunity for
Canada, with live and frozen lobster, frozen sablefish, ambergris and live mussles topping the list in that
category in 2009 (Statistics Canada 2010). Other promising areas include maple syrup, beef, wild
blueberries and for foodservice markets, pork products.
Canadian food products are not only consumed in the U.A.E., but are also re-exported to other markets.
Approximately 3040% of total Canadian imports are subsequently re-exported to destinations ranging
from Russia to East Africa. For example, most of the canola seed imported into the U.A.E. is crushed
into oil and then shipped to Europe; although an increasing proportion is now being sold domestically for
human consumption (Al Ananbeh, 2010).
PAGE 3

GLOBAL TRADE POSITION

Economy
The United Arab Emirates has become an important oil and natural gas producer and ranks seventh in the
world for both proven oil and proven natural gas reserves (CIA, 2009). Revenue from these resources has
allowed significant social and economic development in the areas of finance, business, education,
transportation, housing, health and welfare. The federation has established a series of free zones in
centres across the U.A.E. with various types of economic incentives, such as exemptions from corporate
taxes or import/export duties, to encourage investment and commercial development in specific sectors.
As a result, Dubai is gaining a reputation for being the trading, financial and tourist hub of the emirates,
while Abu Dhabi is expanding beyond its petrochemical centre into the aerospace, defence, information
technology and environmental and green energy industries. While the construction mega-projects, and the
petroleum, tourism and banking sectors of Dubai and Abu Dhabi grab media headlines, it is the small and
medium-sized enterprises that constitute about 90% of all businesses in the federation (Kawich, 2010).
In 2009, the U.A.E. enjoyed a per capita Gross Domestic Product (GDP) of US$38,900 on a purchasing
power parity basis, this is slightly higher than that enjoyed by Canadians, which was US$38,200
that same year (CIA, 2010). The U.A.E., particularly in Dubai, was affected by the global financial crisis,
but the U.A.E. Government predicts a growth in GDP of 2.5% in 2010 (Walid, 2010).
With the exception of the hospitality and retail industries, workdays are generally eight hours long. The
traditional split-shift day is now moving toward the U.S. and European model of working hours between
9a.m. and 5p.m. Part-time employment is strictly controlled and generally open to nationals and those
expatriates with residency of at least a year. The weekend system followed in the UAE follows Muslim
tradition where Friday is the day of rest. Most organizations take Saturday as the second day of rest,
although some more traditional businesses take Thursday. During the holy month of Ramadan, working
hours in all organizations are shortened by at least two hours.

Figure 2: Map of The United Arab Emirates

Source: Greenwich 2000

PAGE 4

GLOBAL TRADE POSITION

Political Structure
The United Arab Emirates has a long history of being a main economic hub in the Middle East. This was
recognized by colonial Britain, which established the basis of the contemporary U.A.E. through a series of
protectionist treaties with individual emirates, collectively known as The Trucial States. The end of those
agreements with the United Kingdom and the first export of crude oil coincided in the 1960s, offering a
unique opportunity for the region to prosper independently.
By 1971, the modern United Arab Emirates was created and the process of developing a political and
administrative structure combining both traditional and contemporary values was established. The
constitutionally based federal system of government includes: the Supreme Council; the Council of
Ministers; the Federal National Council; and the Federal Judiciary.
The Supreme Council is the highest federal authority possessing both legislative and executive powers and
is composed of the rulers of each emirate. It elects the President, Vice President and the Council of
Ministers which functions much like a cabinet. The Parliament is the Federal National Council with 40
seats allocated to the individual emirates on the basis of population and size. Over the past several years,
political reform has allowed elections, through an Electoral College system, for half of these seats, and has
begun to expand its legislative role. In addition to the independent Federal Judiciary and Supreme Court,
all emirates have secular courts to hear criminal, civil and commercial matters and Islamic courts for family
and religious disputes. Each of the seven emirates has its own local government with respective
municipalities and departments.

DEMOGRAPHICS
Population
Recent reports from the U.A.E. Government suggest that their population reached 8 million in 2010
(U.A.E. National Bureau of Statistics, 2010), however, international organizations such as the United
Nations have estimated total numbers at just under 5 million. This discrepancy can be partially explained
by the fact that approximately 75% of those in the country are part of a huge transient expatriate-based
workforce: a percentage that has been increasing over time at the expense of the number of Emirati
people. This expatriate
workforce tends to be men and
Figure 3: Population Pyramid United Arab Emirates 2005
their sheer numbers has tilted
the gender balance. In 2010, it
was estimated that there was a
2.2 male/female ratio in the total
population, higher in the 15-64
age range (CIA 2010).
In spite of the inconsistency, it is
clearly evident that the U.A.E.
population growth rate has
surpassed that of any other
country in the world (CIA, 2010).
Abu Dhabi is the most
populated emirate, followed by
Dubai and then Sharjah:
combined, they are home to
approximately three quarters of
the total residents.

Source: ESCAW, 2010

PAGE 5

DEMOGRAPHICS

The U.A.E.s tremendous economic growth and development in the past forty years has attracted the
population to the cities and now approximately 86% are concentrated in urban areas (TANMIA, 2010).
Statistically, the aging of the population of the U.A.E. is not as significant as in other countries, as it is
biased by the significant non-national presence, and the fact that non-nationals leave the country by
retirement age. Figures 3 and 4 compare the population growth and distribution from 2005 to 2050 and
demonstrate the influence of the expatriate workforce.
Improved economic, social and
healthcare environments have
Figure 4: Population Pyramid United Arab Emirates 2050
had a positive affect on many
measures of development for
nationals. U.A.E. women can
expect to reach the age of 80,
with men reaching 77, and the
healthy life expectancy for both
men and women, defined as the
number of years that a person
can expect to live in full health, is
68 (Underwood. 2009). This
aging national population has
started to influence the provision
of elder care in the federation.
The U.A.E. has a widely
accessible home support
program to assist families in the
care of seniors; however, the Source: ESCAW, 2010
government is now looking to
improve its system of assisted living and nursing homes to accommodate anticipated growing numbers of
older nationals.
In the period 1990 to 2007, the birth rate declined from 4.4 children per woman to 2.3, according to the
World Health Organizations (WHO) World Health Statistics (2009). This drop has been attributed to the
growing number of female expatriate workers in the U.A.E., but also to the changing role of Emirati women
in society. Women are now better educated, have a greater interest in careers and tend to marry later, all
factors that lead to lower birthrates.
The decline of the number of nationals and the resulting impact on U.A.E. society is of great concern to
the Government. As a result, the U.A.E. has put significant resources towards understanding the effects
that expatriates have on national identity and how to ensure that Emirati history and heritage, Arab culture
and the Islamic faith are preserved.

Ethnicity
U.A.E. culture is based around its Middle-Eastern core. Although English prevails in the business world,
Arabic is the national language and Islam is the predominant religion. However, the U.A.E. has widely
accepted other cultures as the catalyst to developing their economy, and has generally accommodated the
associated new needs for food, living style, language, religion and entertainment. The three largest
groups of expatriates hail from India, Pakistan, and then Bangladesh. Members of other Asian
communities, including China, the Philippines, Thailand, Korea, Sri Lanka, Afghanistan and Iran make up
a significant proportion of the workforce, as do Western expatriates from Europe, Australia, Northern
Africa, Africa and Latin America (National Media Council, 2009).
PAGE 6

DEMOGRAPHICS
Education
Training and education in the U.A.E. is a high priority. School for both boys and girls is compulsory from
primary to secondary levels and is provided free for nationals through the primary, secondary, college and
university levels. There are also private educational establishments for Emirati children as well as offering
programs for the expatriate communities that follow the curriculum of the students countries of origin.
Literacy in the U.A.E. has improved dramatically, facilitated by the widespread availability of various types
of adult education programs. The economy demands new skill sets and with an expatriate workforce easily
available, it has become essential to implement an organized program of vocational training centres for
nationals to ensure they can compete in the job market. The Women's Federation of the UAE has played
an important role in providing non-formal educational opportunities for women to allow them to participate

Women in the United Arab Emirates

The Constitution of the U.A.E. guarantees the same legal rights for men and women. Women have made
significant inroads in education, business and government.

The literacy rate for women in 2007 was 90%.

The number of female nationals enrolled in higher education is 24% more than that of national men.
77% of U.A.E. women continue to post-secondary education in all disciplines.
22% of the Federal National Council are women, and four cabinet ministers are women.
In 2008, the first female judge was sworn in.
66% of government sector workers are women and women can be found in police and military roles

Source: U.A.E. Women in the United Arab Emirates: A Portrait of Progress. 2009

Households
Households in the United Arab Emirates can be broadly classified into three
types: national; expatriate; or single. Nationals tend to live as extended family
groups in homes and villas outside city cores and have households of six or
seven members. Professional expatriates generally live in rental apartments
within the cities, although more are moving toward home ownership, and have
households of three to four. Recent financial stress has resulted in more
expatriates moving their families back to their native countries contributing to a
rise in single households. There are also temporary camps set up for
expatriate labourers working on many of the construction mega-projects across
the U.A.E.
Although it has been the tradition that several generations share a family home,
changes in Emirati society and financial wealth are starting to change this
practice. Young nationals generally between 25 and 34 are now more likely to
live alone prior to marriage and the establishment of their own families. The
movement toward more women in the workforce, coupled with a growing senior
population is beginning to change how the elderly are supported, resulting in
more retirement and nursing homes being built.

Source: Shutterstock

PAGE 7

HEALTH AND LIFESTYLE

The highly diverse population, coupled with strong tourism, has created an environment centred on
entertainment. Eating out, shopping, going to movies, taking in the many new attractions and enjoying the
vibrant nightlife are all signatures of U.A.E. lifestyle.

Eating Out
The urban centres of the United Arab Emirates offer unlimited choice in foodservice for nationals, tourists
and international workers. In fact, there are an estimated 11,000 stand-alone restaurants in the UAE, with
approximately 500 added each year. Expatriates have many options for a taste of home. For example,
many Asian labourers prefer quick service restaurants centred on their national cuisine, so many authentic
Pakistani, Indian, Thai, Filipino, Syrian, Turkish, Indonesian and other Asian-oriented restaurants can be
found throughout the larger cities. Demand for more expensive and quality restaurants focused on global
cuisines is driven by tourism and the North American and European workers who hold professional
positions at higher salaries. Western-based fast food chains such as McDonalds, Burger King, Pizza Hut,
and Kentucky Fried Chicken (KFC) are household names, and are particularly popular with the young.
Some chains have adopted local culture by adding curtained private family sections in the restaurants and
drive-thrus to accommodate the common practice of outdoor dining, and some stay open 24 hours to
accommodate the trend of eating quite late in the evening to avoid the heat of the day. Weekends are
usually the busiest days for restaurants, cafs and fast food outlets since so many people spend their time
out with family enjoying a meal. This abundance of foodservice options has made eating out an important
aspect of U.A.E. life (Figure 5).
Restaurants, pubs/bars and clubs that are located within a hotel are permitted to serve liquor, as are those
who hold a special license allowing them to sell alcohol to non-Muslim clientele over the age of 21. NonMuslim residents in most Emirates require an alcohol license to buy and consume alcohol in their homes.
Figure 5: Eating Out More Important in the U.A.E. than the Global Average

100%
90%

8%
8%

% of respondents

8%

6%
11%
14%

80%
70%

6%

28%

7%
7%
15%

25%

60%
50%
40%
30%

74%
55%

72%

More than 3 times a week

Twice a week
Once a week
Never/Less than once a week

55%

20%
10%
0%
UAE
GLOBAL
Full Service Restaurant

UAE
GLOBAL
Fast/Casual Restaurant

Source: Datamonitor, 2009

PAGE 8

HEALTH AND LIFESTYLE

Emirati Cuisine
The influx of global cuisines has diluted the traditional food history of the Emirates, but its profile is being
raised by organizations such as the Emirati Culinary Guild, the success of food-based trade shows such
as Taste of Dubai and Gulfood and the growth in foodservice options.
Emeriti cuisine is centred on fish, rice, bread, dates, yogurt, homegrown
vegetables, and meat from sheep, goats, and camels. The distinctive taste is
provided by the use of a spice mixture call bizhar, which features a type of dried
lime called loomi, and herbs such zaatar or Arabic thyme. Teas, whether
traditional or spiced with zaatar or mint, are always at hand. Jugs of lime juice are
popular, as is laban, a drinking yogurt derived from the milk of goats or cows and
often spiked with ginger.

Source: Shutterstock

Generally lunch is the main meal of the day and features rice, often coloured,
flavoured and mixed with nuts such as pistachios or almonds, dried fruits or meat.
Fish and seafood figure prominantly, however beef, lamb and now more
frequently chicken, are features. Grains and beans are plentiful, as are both
unleavened and yeast breads. Sweets are generally served with mid-morning tea
or coffee rather than dessert after a meal.

Health Indicators
Significant government investment, as well as the growth of the private
healthcare sector, has allowed the U.A.E. to make substantial progress in many
areas of health. Increasing the number of health care professionals, improving
sanitation, building hospitals, immunization programs, and creating healthcare
networks offering health screening and education programs has improved many
health indicators related to infants and children as well as life expectancy.
However, the social and economic advancements related to rapid development
have altered the overall lifestyle toward less physical activity and poor choices in
diet. Although statistics vary slightly, it is agreed that approximately one third of
people in the U.A.E. are now obese and three-quarters are overweight. The
frequency of obesity among U.A.E. youth is two to three times greater than the
recently published international standard and the emergence of adult chronic Source: Shutterstock
illnesses such as cardiovascular diseases and Type 2 Diabetes, is now common
in children (Al-Haddad, Little and Ghafoor, 2005). According to the Health Authority of Abu Dhabi, the
UAE has the second highest level of diabetes in the world at 20% and predicts that this level will rise to
24% by 2025. Prevalence of diabetes for the region is
similar between men and women; however, percentages
are slightly higher in men under 60 years and women
over 60 years.

Source: Shutterstock, 2010

Not surprisingly, other lifestyle-related chronic diseases

are common. Systems to capture reliable statistics on
specific health care issues are now being improved, but it
is believed that one quarter of all deaths in the U.A.E. can
be attributed to cardiovascular disease (CVD) and that
the incidence of cancer is at least equal to the impact of
CVDs. Another major health concern is asthma, which is
believed to afflict around 15% of the total population, a
significant portion of which is children (McMeans, 2010).
PAGE 9

HEALTH AND LIFESTYLE

One of the most significant causes of death for adults and children relates to traffic accidents, in spite of
modern cars, good roads and driving conditions. Accidental injury, at 63%, is the number one cause of death
among children under the age of 14 and the majority of these deaths were the result of car accidents (Grivna,
2008). Statistical data also confirms that nationals are nearly twice as likely to die in road accidents as
non-nationals, and men under 35 are most at risk (Health Authority Abu Dhabi. 2009).
Smoking has long been a tradition in Arabian culture, however, the link between tobacco use and disease is
forcing the U.A.E. Government to institute both legislation banning smoking and anti-smoking awareness
campaigns. According to the World Health Organization, there is alarming growth in smoking among youth
aged 13 to 15, where 25% of boys and 13.2% of girls are smokers.
The U.A.E. is responding to this overall health crisis with wide-ranging promotion and prevention initiatives, as
well as providing increased specialized patient care services. One example is a comprehensive new nutrition
strategy based around World Health Organization guidelines (United Arab Emirates Ministry of Health 2010).

CONSUMPTION AND EXPENDITURE

Consumer demand for goods and services is an important source of economic growth in the U.A.E.
(U.A.E. National Bureau of Statistics 2010). The global economic downturn did slow the pace of spending,
however, the steady increase in population ensured its continued growth, a trend that Euromonitor
predicts to increase 58% by the year 2015. Spending on food and non-alcoholic beverages will contribute
to this overall increase, but will decrease as a percentage of the total over time (Figure 6).

Figure 6: Actual Expenditure (US$) and Projected Growth (%) in the U.A.E. by Product Type

Product Type

Projected
Growth
2010-2015

1995

2000

2005

2009

Food and non-alcoholic beverages

Alcoholic beverages and tobacco

1078.9
30.0

1031.3
35.5

1576.7
63.3

1994.2
89.2

9.9
27.4

Clothing and footwear

Housing
Household goods and services

470.3
2573.0
447.5

546.9
3060.9
517.0

1001.6
5782.6
941.6

1418.4
8410.6
1337.7

32.7
35.4
32.9

Health goods and medical services

Transport
Communications

124.9
766.2
272.5

172.2
922.3
301.5

337.8
1745.1
611.7

519.9
2521.9
880.3

43.9
35.0
37.5

Leisure and recreation

Education

226.9
330.1

277.9
401.9

538.7
789.5

802.7
1165.3

40.2
38.0

482.1
414.5
7217.0

646.5
478.1
8391.8

1437.4
955.6
15781.6

2295.8
1409.1
22845.1

52.8
42.6
35.6

Hotels and Catering

Misc goods and services
TOTAL
Source: Euromonitor, 2010

PAGE 10

CONSUMPTION AND EXPENDITURE

As one would expect from such a mix of employment, nationalities and cultures, there is great diversity in
terms of consumption and expenditure patterns. A 2009 expenditure survey from the Emirate of Dubai
Statistics Centre offers an example of those differences (Figure 7). Less affluent workers, primarily foreign
labourers, are supporting their families at home and try to minimize living expenditures as much as
possible. Many choose to live with fellow workers in a collective household where food, beverages and
tobacco, housing, transportation and telecommunications are the main expenditures. Professionally oriented expatriates are more affluent with considerable purchasing power and engage in shopping for
more U.S. and European-based products. Many have their families with them, so there is a demand for
recreation and education and more upscale housing, furniture, food, clothing, and restaurants. Additional
expenditures are made by nationals on clothing and footwear, as well as their homes and services. For all
those living in the U.A.E., housing costs are the most draining on household budgets.

Housing
The influx of foreign workers has created a huge demand
for housing and this pressure has significantly increased
both rent and real estate values. Recently, the U.A.E.
Government changed land ownership laws to allow
expatriates to own a house within specific areas of the
federation, creating a boom in home construction. Most
housing projects are booked well in advance and there is
strong demand for further projects of this nature. The
U.A.E. Government has also been investing heavily in
housing for nationals, going as far as donating houses or
land for building new residences.

Source: Shutterstock

Figure 7: Annual Percentage Expenditure by Type of Household, Emirate of Dubai, 2009

Major Expenditure Groups

National
Households

Non-national
Households

Collective
Households

Total
Households

13.5

12.8

16.3

13.3

7.2

3.1

2.7

3.9

41.4

41.2

42.9

41.4

Furnishings and household services

6.3

2.2

1.1

3.0

Medical care and health services

1.8

2.4

2.3

2.2

15.9

17.9

14.1

17.1

Recreation and education

5.6

9.6

1.3

8.0

Miscellaneous goods and services

8.3

10.8

19.3

11.1

100.0

100.0

100.0

100.0

Food, beverage and tobacco

Clothing and footwear
Rents and housing maintenance

Transport and telecommunications

TOTAL

Source: Emirate of Dubai, Household Expenditure and Income Survey, 2009

PAGE 11

CONSUMPTION AND EXPENDITURE

Transportation and Telecommunications
There is a heavy dependence on cars for transportation which has only grown with the increase in
population size. Buses and taxis are available with most users being labourers or expatriates new to the
country. The U.A.E. government is investing heavily in new transportation infrastructure, including
subways and water taxis, to accommodate this growing need. The U.A.E. has the highest penetration
levels for both landline and mobile phone users in Arab countries, with mobile accounts outnumbering the
population. Internet penetration is also the highest in Arab countries and on a par with many developed
countries.

Food and Beverage

As in all categories, expenditures on food and non-alcoholic beverages have risen steadily: 43% between
1995 and 2007. The recession had limited impact on food spending, but a recent survey of 400 Dubai
residents found that 58.8% did not reduce their spending on groceries in 2009 (Renno 2010). Eating
patterns have changed with growing wealth and changing demographics and Figure 8 projects where the
most growth is expected.
Figure 8: U.A.E. Historic and Forecasted Per Capita Consumer Expenditure on Food
Categories
Bread and Cereals
Meat
Fish and Seafood
Milk, Cheese and Eggs
Oils and Fats
Fruit
Vegetables
Sugar and Confectionery
Other Food
Total Food
Coffee, Tea and Cocoa
Mineral Waters, Soft Drinks, Juices
Total Non-Alcoholic Beverages
Spirits
Wine
Beer
Total Alcoholic Drinks

1995

2000

2005

2010

2015

2020

129.6
214.2
76.9
136.1
34.9
87.9
114.3
58.5
140
992.3

120.6
205
80.2
132.4
28.6
85.0
103.1
50.5
146.4
951.8

187.4
312
113.9
204.8
50.3
134.8
162.8
73.6
218.7
1458.3

243.7
391.9
123.5
260.1
67.1
166.0
202.1
87.9
263.5
1805.9

284.8
449.2
125.4
298.5
80.2
186.2
224.4
93.8
288.5
2031

333.8
516.1
128.7
344.6
97.4
211.2
252.4
100.7
318.2
2303.2

22.5
64.2
86.6

23.8
55.7
79.5

37.1
81.4
118.4

48.1
97
145

55.1
105.4
160.5

64.4
115
179.4

0.6
0.2
1
1.8

0.7
0.4
1.4
2.5

3.2
2.7
4.6
10.5

7.5
6.3
9.1
23

11.8
9.8
13.5
35.1

16.8
13.9
18.8
49.5

Source: Euromonitor 2010

The U.A.E.s First Farmers Market

Baker and Spice, a Dubai restaurant dedicated to local food opened the U.A.E.s first Farmers Market
in April, 2010. The farmers were from Al Ain, Abu Dhabi and Dubai and offered native and seasonal
products including: tomatoes, eggplants, zucchini, fennel, strawberries, lettuces, local and wild rocket,
broccoli, corn, and potatoes (Dubai City Guide, 2010).

PAGE 12

CONSUMPTION AND EXPENDITURE

Tastes and Preferences
Food Retail
Consumers in the three largest emirates tend to shop more at hypermarkets and frequent the smaller
shops and convenience stores for last-minute food needs. In the more distant suburbs and the lesspopulated areas of the federation, smaller grocery and convenience stores play an important role in food
shopping. The number of hypermarkets is increasing steadily with retail chains such as Carrefour,
Spinneys and Lulu dominating the big format supermarket trade. These key retailers tend to partner with
foreign companies to procure imported food products directly, while small format grocery retailers rely on
consolidated deliveries for replenishing their stock levels.
The continued growth in both affluence and the expatriate population has created the need for a diverse
range of food products in the U.A.E. The food retail sector has responded by providing a range of foods
and ingredients suiting the tastes of the different ethnic groups in the country. Datamonitor has evaluated
a number of food categories and projected growth at retail in most areas, particularly chilled foods, bakery/
cereal products, savoury snacks and pasta/noodles (Figure 9).

Figure 9: U.A.E. Market Value Forecast ($US millions)

Category
Baby Food
Bakery/Cereal
Canned
Chilled
Dairy
Dried
Frozen
Hot Drinks
Ice Cream
Meat, Fish and Poultry
Oils and Fats
Pasta/Noodles
Savoury Snacks

2008
2013 Projections
(US millions)
(US milllions)
7.7
1027.6
13.6
111.5
546.9
143.6
183.5
225.6
48.4
251.1
39.9
59.6
85.4

10.4
1544
16
171.4
709.6
180.7
237.8
259.3
61
351.4
45.3
83.8
124.4

CAGR (%)
6.1
8.5
3.2
9
5.3
4.7
5.3
2.8
4.7
6.9
2.5
7
7.8

Source: Various Datamonitor Market Forecast Reports, 2010

Co-operatives are a unique feature of the U.A.E. retail sector and account for about
30% of UAE total retail sales in the U.A.E. Some co-ops receive support from the
local government of the emirate in which they are established. They also attract
broad-based support, particularly from U.A.E. nationals, who usually hold shares in
these coops and receive an annual rebate on their purchases. Coops are known for
competitive prices on a more limited range of products.

PAGE 13

CONSUMPTION AND EXPENDITURE

In terms of grocery shopping, recent research from Datamonitor has found that attributes such as quality
and freshness, store location and customer service determine where U.A.E. consumers do their shopping
(Figure 10). Freshness has recently become a more important factor in purchasing behaviour due in part to
increased attention to health issues, the availability of fresh products due to imports, and retailers move to
formats highlighting these fresh products.

Figure 10: Most Critical Factors in Determining Shopping Destination for U.A.E. Consumers

6%

4%
Convenience of the location

24%
Lower prices in general

14%

The store carries own label products

that are value for money
Freshness and/or quality of
product/produce

0%

Choice/product range

2%
Parking facilities

12%

0%

Quality and depth of customer service

Store runs a lot of promotions and
regular price discounts
Habit - I always use it

38%

Source: Datamonitor, 2009

Foodservice
Hotels, restaurants and institutional catering companies are all
major players in the U.A.E. foodservice sector, with restaurants
serving as the primary purchasers of food and beverages
imported by the U.A.E. By 2012, food and drink purchases by
U.A.E. restaurants are expected to reach US $1.2 billion
(Datamonitor, 2008).
Source: Shutterstock

PAGE 14

CONSUMPTION AND EXPENDITURE

Restaurants
Dining out is an important element of daily life in the U.A.E. for tourists and
residents alike, and there are over 11,000 stand -alone restaurants
established to meet this need (Manoukian, 2008). Dining outlets range from
high-end restaurants and buffets, to fast food chains and cafs and almost
all offer take-out and/or delivery services. The money spent in a restaurant
varies on the type of dining experience. For example, a casual dining
restaurant generates a per-person average of CAD$20 for lunch, excluding
alcoholic drinks (PKF International Limited, 2009). According to their
research, the most popular restaurants, in order of favourite cuisine, were:
Continental/Indian/Chinese; Italian; French; Mexican; Thai; Arabic/Lebanese/
Iranian; and Japanese.
Weekends and Islamic holidays are the busiest days for restaurants and
buffets in the country, especially during the holy month of Ramadan when
many Muslims like to enjoy a restaurant meal after a day of fasting (Dubai
FAQs, 2009).

Source: Shutterstock

Institutions
The continuing expansion of schools, hospitals, and large construction camps are important factors that
contribute to the development of the institutional food catering sector in the country. The institutional
catering sector in the U.A.E. is divided into two sub-sectors: in-flight catering and industrial catering.

In-flight catering: According to the report TRENDSfood in the United Arab Emirates (2009)
prepared by the Consulate of Canada in Dubai, in-flight catering business in the UAE is dominated
by one major company, Emirates Catering, which serves a large percentage of the U.A.E. airlines
and airports. More than 150,000 meals are prepared and served to airline passengers every day
in the U.A.E., with over 50% delivered in Dubai. Meal costs vary depending on the class and
length of the flight (Manoukian, 2008).

Industrial catering: Although there are a large number of registered catering companies in the
U.A.E., nearly 90% of this sector is dominated by five companies. An estimated 1.5 million meals
are prepared daily to serve naval contingents, freight and cruise liners, offshore and onshore oil
rigs, corporate catering, company cafeterias, hospitals, universities, schools, labour camps, clubs
and prisons. Institutional caterers demand very competitive prices and are able to negotiate
aggressively due to the large volumes involved.

Source: Shutterstock

Hotels
There are over 400 hotels currently operating in the
U.A.E., with a concentration in the Emirates of Dubai and
Abu Dhabi. When coupled with the capacity in shortlease apartments, the U.A.E. has the second-largest
accommodation capacity in the Middle East after Egypt.
Approximately US $2.0 billion worth of food products were
consumed in this foodservice sub-sector in 2007
(Manoukian, 2008). Foodservice is a critical component
of the hotel industry as 40-50% of the establishments
revenues come from the foodservice facilities. Hotels,
under the direction of the executive chef, mostly buy their
requirements from the local market, which makes them
prime customers for food and beverage importers and
distributors.

PAGE 15

TRENDS
Food for Health
The surge in obesity and chronic disease rates in the U.A.E. has focused both the media and the
government on providing information and initiatives related to healthcare and nutrition. This has created
real opportunities in the food for health area as consumers will be increasingly making food choices to
meet both general health and specific concerns. This change is already evident with 57% of U.A.E.
consumers saying they are making a conscious attempt to eat in a more healthful manner (Datamonitor
2009). There are many ways to take advantage of this interest from product formulation to packaging.
Portion Size
Portion control is a common option for consumers wanting to improve health: 43% of U.A.E. consumers
say they are trying to eat and drink smaller portions all or most of the time, while consumers of all all ages
and both genders are showing interest in smaller offerings (Datamonitor. 2009). Consumers, particularly
in the U.A.E., enjoy indulgence, so premium products offered in small or single-serve sizes can provide a
pleasure-based eating experience while still controlling fat and calories. Portion-controlled offerings also
appeal to the large number of single men working in the federation. Snacking as a result of a skipped or
delayed meal, or as a treat opens opportunities for smaller servings that can balance health, convenience
and taste.
Labelling
Sixty-one percent of U.A.E. consumers say they use labelling to drive food and drink purchasing
decisions, in contrast to the 44% of global respondents (Datamonitor, 2009). Country of origin
information and the expiry date are important and with nutrition awareness starting to build, consumers
are beginning to look for ingredient listings and products with free from type messages as well as
specific information on fats, calories and carbohydrates. Label information in Arabic is mandatory at retail
and there is a challenge in making this information easily understood, due to the number of ethnicities in
the federation and their limited familiarity with nutrition.
Figure 11: U.A.E. Consumers. By Age, Interested in the Link Between
Food and Beverage Consumption and Health and Wellbeing
80%
71%
70%

% of Respondents

60%
49%

50%

49%
46%
43%

42%
40%

38%

30%

18%

20%
14%
11%

9%

10%

12%

0%
18 - 24

25 - 34

35-49

50-46

Age
Interested and actively buying

Interested, but not actively buying

Not interested and not actively buying

Source: Datamonitor Consumer Survey, April/ May 2009

PAGE 16

 TRENDS
Functional Food
Food products with increased nutrition are starting to appeal to U.A.E. consumers, with more than 50%
saying they are more likely to actively seek out functional food products with added food benefits all or
most of the time' (Datamonitor, 2009). Of particular interest are people over 50 years of age who are
more naturally interested in maintaining health.

Convenience
Takeaway and Delivery Foodservice
Approximately one half of U.A.E. residents are eating takeaway meals at home at least once a week
(Figure 12), a trend that offers growing opportunity (Datamonitor, 2009). This is evolving beyond picking
up a fastfood meal or sandwich from the convenience store, to a more restaurant- oriented meal.

Figure 12: Frequency of Takeaway Meals Eaten at Home in the U.A.E. and Globally

66%

70%

60%

% of respondents

50%

47%

UAE
GLOBAL

40%

26%

30%

18%
20%

14%

10%

5%

3% 2%

2% 2%

2% 2%

7%
3%

0%
Every Day

5 or more
times a
week

4 times a
week

3 times a
week

Twice a
week

Once a
week

Never/less
than once a
week

Source: Datamonitor, 2009

Frozen
The traditional image of frozen food being a budget conscious choice is being shaken up by a growing
number of manufacturers focused on positioning the freezer as an extension of the pantry and offer
premium products that promise improved nutrition, quality, convenience and safety. This is particularly
powerful in regions such as the Middle East where the majority of foodstuffs are imported, and offers
excellent opportunities for the ready meal market. Ice cream remains a popular year-round purchase for
U.A.E. residents

PAGE 17

TRENDS
Beverages
The combination of a hot climate, along with the culture, population growth and spending power of the
U.A.E., make this region an important market for beverages. Coffee, particularly fresh coffee, is the most
popular hot drink, followed by tea, another traditional drink of many cultures represented in the U.A.E.
The region has a strong caf culture and spending an hour at a coffee shop would be a normal part of
the day for most residents. Growth in terms of value and volume is being driven by more product choices
such as herbal or green teas, or in terms of foodservice, with the expansion of chains such as Starbucks.
The market for carbonated beverages is well-established, but with the growing awareness of health
issues, some competition from fruit and vegetable juices is expected. The growing expatriate population
is behind the growth of alcoholic drinks. Wine consumption is growing, however beer maintains the
highest level of sales value.

Organic
The claims related to the improved nutrition and quality of organic food and beverage products have
drawn U.A.E. consumers who are interested in healthy eating to the category. Figure 13 demonstrates
the level of interest of UAE consumers in purchasing organics as compared to consumers in other
countries. Recent research from Datamonitor has shown that UAE consumers did not move away from
purchasing higher quality and premium products during the recession and they predict steady growth in
organic sales over the next five years. It is also expected that the emphasis that governments in the
Middle East are placing on the development of organic farming in the region will strengthen consumer
interest.

Figure 13: Reported Purchase Behaviour for Organic Food and Beverages
in Various Countries (%)

Australia
China
India
Japan
South Korea
Germany
Netherlands
Russia
Sweden
UK
Brazil
Saudi Arabia
UAE
US
GLOBAL

All the time

Most of the
time

Total all/most
of the time

Occasionally

Rarely

Never

0.03
0.05
0.11
0.02
0.06
0.04
0.01
0.13
0.04
0.02
0.1
0.1
0.07
0.03
0.05

0.1
0.34
0.31
0.06
0.25
0.12
0.06
0.61
0.13
0.09
0.21
0.2
0.25
0.09
0.18

0.13
0.39
0.42
0.07
0.31
0.16
0.07
0.74
0.18
0.1
0.31
0.3
0.32
0.12
0.22

0.33
0.47
0.37
0.43
0.54
0.38
0.22
0.2
0.35
0.35
0.35
0.38
0.39
0.32
0.37

0.3
0.12
0.17
0.35
0.14
0.27
0.32
0.05
0.3
0.33
0.24
0.24
0.2
0.28
0.25

0.24
0.02
0.05
0.14
0.01
0.19
0.39
0.02
0.17
0.22
0.1
0.08
0.08
0.28
0.16

Source: Datamonitor, 2010

PAGE 18

TRENDS
Halal
Halal food is prepared according to Islamic dietary laws and regulations that date back centuries. In its
modern context, Halal food is defined as safe and not harmfully prepared, not containing non-halal and
najs (unclean) ingredients and is processed and manufactured using equipment that is not contaminated
with things that are najs. Food items that are prohibited (haram) include: swine; animals that were
improperly slaughtered; alcohol and intoxicants; carnivorous animals, birds of prey and land animals
without external ears; blood; contaminated foods and foods containing questionable ingredients.
The global market for halal products was estimated at US$632 billion a year in 2009, representing
approximately 16% of the global agri-food industry (Power, 2009). In accordance with religious
requirements, all Muslims must eat, drink and take medicines that are halal, which is fuelling a large and
growing demand for halal products. Considering population growth rates and increasing incomes, it is
estimated that in the future, halal food may account for 20% of world trade in food products.
Consumers are seeking a wide-range of halal-certified products in varied food categories, as well as
differentiated and value-added halal products that are not already in the market. Halal products are also
growing in popularity among non-Muslim consumers due to concerns about the humane treatment of
animals and the perception that halal products are healthier and safer. This is an area where Canadians
may have a competitive advantage given that Canada has a reputation as a supplier of safe and highquality products.

Further Opportunities
Canadas reputation for quality food and beverages is resonating in the U.A.E. Recent AAFC reports
and analyses have identified a number of promising export opportunites.
Seafood Products
The U.A.E. has rapidly emerged as one of the top destinations for
premium seafood products thanks to the unique combination of
demographics, economics and tourism. As a result, there is an
increasing demand for high-end seafood products such as lobsters,
scallops, and high quality fish. In 2008, hotels and restaurants in the
U.A.E. purchased US$111 million in seafood products from importers
and distributors, an increase of 46% from 2003. The demand from the
U.A.E. foodservice sector for seafood is expected to grow by 42% and
reach US$158 million by 2012 (Datamonitor, 2008). Lobster, both live
and frozen is the fastest growing Canadian seafood export to the U.A.E.,
being popular for its premium quality and reasonable price. In 2009, the
total export value of lobsters (live and frozen) from Canada to the U.A.E.
reached CAD$3.3 million, a significant increase over 2007s value of
CAD$1.7 million. Canada began exporting mussels to the U.A.E. in 2008
and is showing signs of similar growth potential (Statistics Canada,
2010).
Maple Syrup
Maple syrup has become a popular item to serve with breakfast or dessert in U.A.E. hotels and
restaurants. It is usually served with pancakes, waffles, cereal, fruit, and tea. Among U.A.E.
consumers, maple syrup is recognized as a healthier alternative to white or brown sugar. Canadian
maple syrup exports to the U.A.E. started to rise in 2004, with exports of CAD$14,631, increasing to
$85,032 in 2009 (Statistics Canada, 2010).

PAGE 19

TRENDS
Meat Products
The fast-growing population of non-Muslim visitors and European and North
Americans expatriates is fuelling a demand for pork products in the
foodservice sector in the U.A.E. Datamonitor predicts a growth rate of 10%
per year and expects that the market will be worth US$71 million by the year
2012. Canadian exports are responding to this trend and have grown steadily
with the total value reaching US$6 million in 2009 (Global Trade Atlas). The
growing number of Muslim tourists and Islamic hotels in the U.A.E. is
expected to mean greater demand for halal beef products. India, Australia
and New Zealand are currently the key halal beef exporters to the U.A.E. In
2007, Canada began exporting bone-in and boneless halal-certified Under
Thirty Months (UTM) beef to the federation.
Bison is an interesting niche market. The Canadian Bison Association has
launched a new initiative to increase exports of Canadian bison to the Middle
East by establishing an online presence, expanding trade markets to the retail and food service sectors and
initiating a consumer education and awareness program. Year to date comparisons between 2009 and
2010 show the value of bison meat exports into the UAE increased from CAD$19,000 to CAD$77,000 and
a volume increase of over 250% to 2404 kg. (AAFC, Bison Market and Supply Update 2010).
Wild Blueberries
Blueberries are seen as a premium fruit in the U.A.E., due to their high anti-oxidant
content. The unique flavour and nutritional value of blueberries has led to
increasing popularity among health conscious U.A.E. consumers. Foodservice
businesses have started to include more items on the menu that use blueberries as
ingredients. The first export of frozen wild blueberries from Canada to the U.A.E.
was in 2007, with an export value of CAD$105,599 (Statistics Canada, 2009).

CONCLUSION

The United Arab Emirates has many opportunities for

Canadian companies who are willing to understand the
com bination of its unique dem ography, culture and
government regulations. Canada is well-positioned in a
number of areas and can look to consumer trends in nutrition,
halal, and convenience for additional export prospects.
Companies can use the insights from this report to help them
tailor their marketing strategies for the U.A.E.

Source : Shutterstock

PAGE 20

KEY RESOURCES

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Al Ananbeh, Ahmed. (March 2010). Analytic Study on Foreign Trade Between the United Arab Emirates and Canada. Ministry of
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Manoukian, Simon. United Arab Emirates HRI Food Service Sector UpdateUAE HRI Food Service Report 2008. USDA Foreign
Agriculture Service. 19 March 2008
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2009
McMeans, Alison. (2010, February 9) Dubai enlists nurses in battle with asthma in The National. United Arab Emirates. Retrieved
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PAGE 22

The Government of Canada has prepared this report based on primary and
secondary sources of information. Although every effort has been made to
ensure that the information is accurate, Agriculture and Agri-Food Canada
assumes no liability for any actions taken based on the information
contained herein.

The United Arab Emirates Consumer: Behaviour, Attitudes and

Perceptions Toward Food Products
Her Majesty the Queen in Right of Canada, 2010
ISSN 1920-6593 Market Analysis Report
AAFC No. 11373E
Photo Credits
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the rights holders.
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Her Majesty the Queen in Right of Canada.
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please contact:
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Aussi disponible en franais sous le titre :
Le consommateur des mirats arabes unis : Comportements, attitudes et
perceptions lgard des produits alimentaires