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2020-10-13
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UAE
The UAE is the second largest consumer of fresh produce or the fruit and vegetables in the Middle East and the 20th largest overall. The UAE also imported US$424.6 million of U.S. processed foods in 2019, an increase of 6%. The UAE is the 2nd largest U.S. export market for processed foods in the Middle East after Saudi Arabia. UAE consumers are categorized by income level as well as origin. High-earners are increasingly interested in healthy eating, which is driving demand for organic produce and superfoods, such as kale and berries, regardless of price. Low-income expatriates, on the other hand, have showed price-conscious behavior in recent years, which strengthened demand for staple products as well as discounted items.
The presence of people from all over the world, belonging to various social classes and a broad variety of income brackets, explains demand for all types of fruit and vegetables at various levels of quality and pricing. The fact that residents are mostly expatriates, residing inside the country on work visas, ensures a favorable demographic. However, this creates a level of uncertainty regarding consumption levels in times of economic difficulties, as loss of work usually means a return to their respective home country. The UAE is also home to a very diverse and significant foodservice landscape, also supported by its position as an important tourist hub. The growing presence of restaurants and novel dishes portrayed as healthy will likely continue to benefit sales of fresh fruit and vegetables through this channel in the future.
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