Middle East and North Africa (MENA): Consumer insight

The following consumer analysis is based on Saudi Arabia and the United Arab Emirates (UAE), both key markets for UK red meat and dairy exports and reflective of the other Middle Eastern markets such as Kuwait and Qatar.

Dining out and ordering food for takeaways or home delivery remain highly popular in the Middle Eastern market. Rising incomes, Westernisation and increasing tourism are supporting growth in the region.

According to Euromonitor International’s Consumer Lifestyle Survey 2025, 48% of consumers in Saudi Arabia and 49% of consumers in the UAE reported they eat out at restaurants at least once a week, which is notably higher than the global average of 29%.

Moreover, 29% of Saudi consumers and 32% of UAE consumers expect to increase their visits to restaurants over the next 12 months, underscoring the continued strength and growth potential of the Middle Eastern foodservice sector.

When looking at the UAE’s red meat foodservice volume data, in 2025 the most popular protein consumed was poultry, followed by lamb, mutton and goat, and then beef and veal. Both the lamb, mutton and goat category and the beef and veal category experienced growth.

In the dairy sector, the most popular product consumed in the UAE’s foodservice sector is condensed milk, followed by milk, then yogurt and sour milk products, then cheese and butter.

According to IGD, modern retail in the UAE and Saudi Arabia now holds the largest share of the grocery retail market; this growth is predicted to continue into 2030, driven by rising disposable incomes.

Despite this, traditional channels, made up of independent operators and a range of small-scale food stores, remain an essential backbone of value growth for the market, along with supermarkets and hypermarkets.

At the same time, retailers are focused on driving sales in the smaller channels, such as convenience and online channels, and developing their rapid delivery options with the rise of dark stores which can fulfil online orders in a matter of hours.

IGD forecasts supermarkets will gain market share in both countries by 2030, driven by store expansion by retailers.

In contrast, despite also seeing value growth, hypermarkets are projected to see a decline in their market share in the UAE and remain flat in Saudi Arabia. Additionally, traditional channels are projected to lose market share in both countries.

Exporters should consider how the product they export can meet the needs of consumers across these different channels, through packaging and marketing to appeal to more online customers.

Bespoke AHDB consumer analysis across the Middle Eastern market reveals that quality, halal assurance and taste are vital components of red meat purchasing decisions among consumers. Communicating food safety, taste and freshness is essential for reinforcing perceptions of quality.

Euromonitor reports that demand for halal-certified meat continues to dominate the region, reflecting both the predominantly Muslim population and a growing expatriate base from other Islamic countries.

Alongside this, Euromonitor highlights that consumers are increasingly prioritising health and provenance, with a noticeable shift towards products positioned as natural, hormone-free, organic and free-range. This reflects a broader move towards cleaner, more transparent food choices.

In the UAE, Euromonitor highlights that protein is closely linked with personal wellbeing: with consumers seeking benefits related to physical appearance, immunity and digestive health.

The market is also displaying a growing appetite for premium offerings, including Wagyu beef and grass-fed lamb, driven largely by affluent consumers who prioritise superior taste, texture and nutritional value.

Many consumers still cook at home. This is especially true for significant social events, such as weddings, naming ceremonies and key Islamic festivals (Ramadan, Eid al-Fitr and Eid al-Adha). Many of these celebrations include family or communal meals, which often feature lamb.

For example, Eid al-Adha (the Festival of Sacrifice) is the most important Islamic festival, with tens of thousands of animals procured to meet demand. These animals must meet certain criteria: see our pages about navigating halal regulations, opportunities in halal and our YouTube video understanding the Qurbani market.

In 2025 in Saudi Arabia, Euromonitor reported an increased focus on value for money and awareness of digestive health, protein content and clean labels on dairy products.

This has fuelled demand for dairy products with convenient formats and functional benefits, including gut health, protein enrichment and lactose-free options. Yogurt and sour milk products – such as kefir, and lactose-free variants – have gained strong traction among health-conscious shoppers.

Meanwhile, salty cheese dishes such as fatayer are traditionally enjoyed during cultural events such as Ramadan. Also, increased in-home consumption has boosted the demand for cream, drinking milk products and butter.

In the UAE, Euromonitor highlights that rising disposable incomes, urbanisation and health-conscious lifestyles are boosting the demand for dairy products, especially those with functional health benefits such as digestive support, high protein and mental wellbeing.

Consumers in the UAE are also increasingly concerned about the environmental impact and ethical consideration of dairy products. This has resulted in increased demand for products with a lower carbon footprint and ones that support national food security goals.

Exporters should consider how they could differentiate on health and sustainability topics, with potential around showcasing the heritage and high production standards of British dairy.

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