Today the MENA region consumers are passionate about health like never before. They have become vigorous about looking and feeling good and are convinced that healthy food and beverages can be tools for solving health problems, fighting diseases and boosting the quality of life.

Our Food TrendTracking Report revealed that consumers in the region try constantly to eat healthy natural varieties that contain fewer artificial additives like fresh fruits, vegetables, dairy products, honey, seafood, herbs and spices. They usually read the nutritional labels, and are eager to see more healthy food menu items to assure wellness and to stay thin.

In addition the report shows that consumers’ excessive focus on food diets is considered a leading trend in the MENA region as overweight has become an “epidemic”. Thus they seek professional advice and consultation from specialized dietary doctors and/or register in dietary centers that sell prepackaged meals and provide counseling sessions.

The most popular diets in the MENA region are the pre-planned meal programs that are based on ones weight. While the majority of consumers seek diets that make them loose a lot of weight in a short period of time, they are aware that diets that limit portions to a very small size or that exclude certain foods entirely may not be effective over the long term.

This TrendTracking Report also illustrates that even though MENA consumers show high interest towards healthy food, the majority (63%) are not yet aware of organic food and that only (21%) have actually purchased organic produce.

On the other hand, the shift toward convenience food in the region cannot be overlooked along with the lifestyle changes i.e. the pressure of work, time constraints, the changes of the household structures, female participation in the labor force (Not having time for cooking), consumer technology ownership and the desire for new food experiences.

Accordingly, the Food report demonstrates that (76%) of consumers in the region are snacking, (74%) are eating ready-made (easy to make) food and that about half of them grasp fast food daily or at least weekly.