In February 2009, the DöhlerGroup has opened a new Centre of Expertise in Dubai, its 16th applications location worldwide, enabling the Group to fully focus on the local needs of the food and beverage market in the Middle East region.
The Middle East and its markets are evolving rapidly – with Dubai in the United Arab Emirates the very hub of this exponential growth. Meanwhile, the major global consumer trends, especially naturalness, health and weight management, are driving change in the food and beverage markets and challenging tradition. With the Middle East as a crucible, where innovation is creating exciting new concepts and opportunities on a daily basis, Döhler is responding to the dynamic market opportunities with its advanced local Centre of Expertise in Dubai.
The new facility enables tailor-made developments and applications to be created locally in the heart of the Middle East marketplace. Taste preferences, consumer aspiration and product usage differ all over the world and there are, inevitably, some important differences between the Middle East and Europe in the world of dairy and beverage products.
Premium quality, indulgence, mouthfeel and texture through fruit pieces and fruit cells are key priorities in this region’s beverages. Drinks tend to be overtly sweet, with typical sugar levels in the range of 12-16%. Carbonated soft drinks, with their excellent refreshment properties, are the most popular category followed by fruit drinks with fruit pieces and cells. Sophisticated malt beverages are also an important area, offering an interesting alternative to beer but with similar drinking properties, use occasion and positioning potential – extremely relevant for the Islamic world.
Flavours are, interestingly, quite traditional and mainstream in appeal with orange, peach, pineapple and mango extremely popular. These milder fruits provide a good fit for the fuller, sweeter product profiles demanded by consumers.
Functional beverages are growing rapidly worldwide and need to reflect local market needs to deliver relevance and brand positioning. In the Middle East a major health issue lies in the high levels of diabetes in Arab populations. An average of 30% of most Middle Eastern populations is diabetic, including a high proportion of children. A key causal factor is a diet with far too high levels of sugar.
The DöhlerGroup sees this dynamic market as a major opportunity to introduce, via its customers, a range of innovative, healthy product initiatives. Natural and exceptionally high quality functional ingredients form the foundation of these beverage concepts. Products that contribute to weight management and a balanced diet are also a high priority. Döhler’s long history of international market development coupled to the experience and knowledge of its local, Middle Eastern staff backed up with a state-of-the-art development and application centre, will help to rapidly move the market forward.
New ideas and concepts demand high levels of creativity and inspiration – from both manufacturer and a specialist B2B partner like Döhler. To turn great ideas into successful products and brands requires experience and a proven, systematic approach. Here, the DöhlerGroup has the advantage of a fully integrated solution to business development, built up over many decades, that binds technical know-how with the latest thinking in marketing and consumer insight.
Thanks to the beverage expertise and technical competence of the DöhlerGroup with a detailed understanding of the local market, channelled through the Dubai Centre of Expertise delivers absolute focus and unlimited development potential for this exciting economic region.
Döhler Middle East will think global, act local and help transform the beverage and dairy landscape.
| Herbert Eickmeier Marketing Phone +49 (0) 6151/306-1337 Fax +49 (0) 6151/306-8337 herbert.eickmeier@doehler.com |
