Health-focused juices gaining popularity in the Middle East

Despite the health trend, affordability is still a key concern.

The Middle East is rapidly becoming a key player in the global juice market as consumer preferences shift toward health and wellness, the Euromonitor International reported.

Increasingly, juices are seen as synonymous with nutrition, driving demand for beverages that offer functional benefits such as boosting metabolism or enhancing skin elasticity. This trend is particularly evident in the United Arab Emirates, where functional juices like collagen-enriched options and metabolism-boosting drinks are gaining popularity.

Despite the health trend, affordability is still a key concern. Consumers want juices that promote health but are also conscious of price, with many prioritising cost over additional benefits.

A recent survey by Euromonitor, Voice of the Consumer: Health and Nutrition, conducted in February 2023, revealed that 42% of consumers in the UAE believe fruit juices and smoothies boost immunity, a higher percentage than seen in countries such as the US, UK, and Turkey. This growing demand for health-conscious beverages is driving local companies to innovate and position their products to meet these changing preferences.

Local brands are responding to this demand with health-focused products. Doki Juice, for example, launched Lean Up, a calorie-burning juice with grapefruit and guarana, while Hayatna introduced collagen-infused juices for skin health.

Additionally, the region is seeing a rise in juices with digestive health benefits, such as natural prebiotics found in apple, pomegranate, kiwi, and banana juices.

However, challenges like the global citrus harvest decline due to citrus greening disease are raising production costs.

Despite these issues, the report said that the demand for health-oriented juices is strong, and companies are working to make these products more affordable to meet consumer expectations for both health benefits and cost efficiency.