Tapping into Potential: Unleashing Growth in the Middle East Juice Market

The Middle East is emerging as a key region for the global juice market. Consumer preferences are evolving, with health and wellness becoming a priority, encouraging many consumers to perceive juices as synonymous with nutrition and wellbeing. For example, in the United Arab Emirates, functional juices with benefits like metabolism-boosting and collagen-enriched options are gaining traction.

While there is room for health-focused choices, consumers are being judicious in their spending, with affordability remaining essential in their juice drink choices

^{Source: Euromonitor International}

Consumers prioritise juices in their diet 

While consumers see health as a priority in their drink choices, they are also indicating that prioritising health and wellness need not conflict with their desire to save money, as pricing is ranked high among spending drivers.

In the Middle East region, while consumers see health benefits as important, most see a lower price as even more important

^{Source: Euromonitor’s Voice of the Consumer: Lifestyles Survey, fielded January to February 2024}

In the Middle East, consumers often look to juices for these health and wellness benefits. For example, in the United Arab Emirates, 42% of consumers believe fruit juices and smoothies enhance their immunity, according to Euromonitor’s Voice of the Consumer: Health and Nutrition Survey, fielded February 2023, higher than other key countries such as the US, the UK and Turkey.

As such, companies are positioning their juice products to reflect this emphasis on health and wellness. For example, local player Doki juice evolved its offering beyond refreshment and hydration by focusing on wellness with its calorie-burning juice, Lean Up. It contains grapefruit and guarana and claims to naturally boost metabolism to help burn excess fat while also delivering a refreshing citrus flavour. Another local player, Hayatna, has introduced juices with collagen, which promotes skin elasticity and vitality. 

The Middle East has also been at the forefront of the digestive health trend, with dairy brands such as Activia Laban leading the way with natural probiotics. Equally, juices such as apple, pomegranate, kiwi, and banana are providing the added benefit of being natural prebiotics, which are also suitable for digestive health. 

Still with consumer sensitivity on pricing, companies need to offer health products that remain affordable. This is particularly challenging with the global decline in orange harvests due to the citrus greening disease, presenting a scarcity problem for industry players. Nevertheless, this will not stop consumer demand for juice products that increase overall health. As such, companies may need to consider ways in which they can offer their juices with enhanced benefits at more affordable price points so that consumers can still feel they are getting their “daily dose” of nutrients, ensuring their continued wellbeing.

For a deeper dive into this industry, read our report, The World Market for Soft Drinks.