Gulfood 2024
Inquiries, sales up for FOODPhilippines in Dubai-based trade show
October 15, 2024
A booming tourism industry, a growing foreign workforce, and the influence of religion continue to put the Middle East and North Africa (MENA) as one of the most lucrative regions for food and beverage exports. The country’s successful participation under the promotions banner FOODPhilippines in Gulfood, branded as “the world's largest annual food and beverage sourcing event” based in Dubai, attests to the robustness of the region’s markets with the Philippines’ total sales amounting to US $136.74 million, a 37% increase from last year.
Gulfood 2024, held in February, featured over 5,000 exhibitors and showcased more than 150,000 new products from 190 countries worldwide. The Philippines brought 25 companies, higher than last year’s 18, to the trade show. The country’s delegation attracted 852 buyers and generated 2,413 trade inquiries, marking a performance two times higher than in 2023.
Top Selling Products from the Philippines in Gulfood 2024 (in US Dollars)
Fruit preserves and Cavendish bananas remain as top-selling products while new key players this year are fermented marine products (bagoong and patis), brown rice, and amino sap beverages.
The best-selling Philippine food exports to the MENA region reveal several key trends. Consumers are increasingly focused on health-conscious options and nutritious food. At the same time, there’s a growing appreciation for cultural authenticity, with traditional Filipino food and ingredients gaining sales. Convenience also plays a significant role, as busy lifestyles drive demand for easy-to-prepare meals. Additionally, fermented products are becoming more popular due to their health benefits.
The Philippines' success at Gulfood can be attributed to several factors, notably, the strategic significance of the MENA region as a key export hub. The United Arab Emirates, which is part of MENA, connects Asia, Europe, and Africa, and functions as a crucial transshipment hub for the importation and exportation of products, including those from the Philippines. The market of MENA goes beyond its own’s borders, extending to its neighbors.
The changing demographics may be pushing the demand for Filipino food products in the region. In 2022, the Filipino community in the MENA region was estimated to be between 2 to 3 million strong, with around 90% of this population residing in the Gulf states of Saudi Arabia, Qatar, Kuwait, and the United Arab Emirates. The composition of Filipinos in the region has also evolved with more highly skilled workers, with higher income potential, finding employment across all industries.
The results, likewise, suggest a significant opportunity for Filipino Chefs and workers in the Hotel, Restaurant, and Catering Services (HORECA) industry to mainstream Filipino food products in the MENA region, encouraging them to incorporate Filipino ingredients and food into their businesses. This move may widen the appreciation for Filipino food and ingredients, eventually making them part of the preferences of other nationalities.
The MENA market is projected to grow from US $92.48 billion in 2024 to US $189.87 billion by 2032 and will be driven by the demand for healthy food products, including halal. The Philippine food export industry is well positioned to sustain its growth in the region by continuously enhancing its competitive edge in the global market through innovation and ardent compliance to MENA export rules and regulations.
Moreover, Philippine enterprises will also enjoy added support from the government as it is poised to support the local halal food sector through the Philippine Halal Industry Development Plan (2023-2028). This roadmap aims to increase domestic halal consumption, halal investment, government spending on halal infrastructure and investment promotion, and halal exports.
For 2025, Rowyal, a premier exporter of high-quality food products based in Oman shares food trends to watch out for. Philippine companies may benefit by looking into these trends that will shape global demand next year.
| What’s on your plate? Future Trends and Predictions |
| Sustainable Food Solutions Eco-friendly packaging, plant-based products, and items sourced from local suppliers. |
| Personalized Nutrition Customized dietary recommendations based on an individual's unique genetic, biochemical, and lifestyle factors. |
| Vertical Farming Growing crops in stacked layers to maximize yield with minimal use of natural resources. |
| Blockchain in Food Supply Digital tracking of food—where it comes from, how it’s made, and where it goes. |
| Ghost Kitchens and Dark Stores Businesses that focus only on food preparation, cooking, and delivery. |
Sources:
https://www.fortunebusinessinsights.com/mena-food-service-market-110044
https://www.alfusaic.net/blog/amplify/filipino-labor-in-the-middle-east-historical-drivers-and-modern-issues#:~:text=While%20there%20are%20no%20exact,%2C%20Kuwait%2C%20and%20the%20UAE
https://dtiwebfiles.s3.ap-southeast-1.amazonaws.com/e-library/Other+Publications/Philippine%2BHalal%2BIndustry%2BDevelopment%2BStrategic%2BPlan%2B2023-2028_Narrative%2BReport_Final%2B3%2Bsingle_rev.pdf
https://rowyal.com/en/high-demand-food-prducts-in-the-uae-market/