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27 May 2024 11:22

Advertising & Marketing

Middle East and Africa regions are key growth drivers of packaged food globally

A surge in consumer demand for knowledge of food origin and source is now a key factor for successful sales and marketing in the global food industry, according to the latest research. 

A survey by Opinion Matters found that a food’s ‘origin’ is now second on a consumer’s list, behind only sell-by dates, when it comes to purchasing, and leading international supermarket chains are addressing the issue through transparent ‘sourcing’ advertising.

The awareness of different foods from around the world has increased dramatically as a result of globalisation, with global tourism to reach 1.5 billion by 2020 and 65 per cent of households worldwide connected online. This rise in awareness has resulted in a strong response from eager exhibitors for the World Food – one of eight specialist sectors in the newly evolved format of Gulfood 2017, which is taking place from 26 February to 2 March 2017 at the Dubai World Trade Centre (DWTC). 

One trend seen across the globe is product knowledge and value, as consumers become more price conscious and increasingly mistrust brands, especially those from the largest global food manufacturers.

There is also a shift towards more “authentic”, niche and natural products, with people seeking brands that they see as upholding key values. In addition, a growing number of consumers trust organic products to be healthier, more natural and greener but also favour smaller niche food manufacturers over large food multinationals. 

The Asia-Pacific and Middle East and Africa regions are the main global growth drivers of packaged food globally. 

Nations from East to West, North to South have signed up to showcase country-specific products, services and business opportunities at the 22nd edition of the world’s largest food and hospitality show, which will feature 120 national pavilions

“Transparency on sourcing is taking centre stage in the food-value chain and World Food recognises demand for nations to build brand-trust that is now paramount to consumers,” said Trixie LohMirmand, Senior Vice President, Exhibitions & Events Management, DWTC.

“The new sectorised format of the show will create better access for visitors to reach their target products and with World Food housed in its own dedicated sector, exhibitors will be able to offer greater insight into origin and source of their produce.”

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