Dubai, UAE: The appetite for organic foods in the UAE is on an upward trajectory, with 38% of consumers purchasing more organic produce in the last 12 months compared to the previous year, according to a new survey conducted by YouGov*. Commissioned by Arla Foods, the world’s largest manufacturer of organic dairy products, the research also revealed that 61% of UAE consumers purchase organic foods more than once a month.
Survey participants cited that the leading driver of this trend is health reasons (59%) with 57% of consumers believing organic food to be healthy, more natural (50%) and safer for consumption (47%) when compared to non-organic food due to the belief that production methods are free from pesticides (53%), added hormones (43%) and antibiotics (20%).
Interestingly, in addition to perceiving organic to be healthier, the findings show that 45% of UAE consumers also believe it to taste better. Ethical food choice motives also have a strong influence on consumers' attitudes with 21% of respondents saying that the main reason they buy organic is concern for the environment and 12.5% citing animal welfare.
Fruit and vegetables is the dominant organic category, making up 69% of the market, followed by eggs (49%), dairy (40%), fish (36%) poultry (33%), red meat (29%) and cereals and bakery (30%).
Of the 17% of consumers that never purchase organic, price is the biggest barrier cited by almost half (49%) of respondents while 46% of consumers are simply not in the habit of purchasing organic. This may be attributed to the fact that one in four (24%) do not believe there are any added benefits and that there is limited availability in stores (14%).
Commenting on the research, Ann-Camilla Kjaempe, Category Director at Arla Foods said: “The organic food segment is gathering pace in the UAE, bolstered by consumers’ growing interest in health and wellness. Consumers are increasingly looking out for more natural foods, as we have seen from the first few months of launching Arla Organic. The research also indicates that consumers are supportive of animal welfare and environmental concerns and consider these as attractive product attributes that influence their purchasing decisions. We are proud to say that all Arla dairy products are produced to the highest standards and with respect to the environment and welfare of animals.”
She added: “While the popularity of organic food began with fruit and vegetables we are now witnessing consumers exploring categories such as organic dairy, meat and grocery items. Consumers are increasingly looking to purchase organic but traditionally the two main obstacles are price and availability. At Arla, we are committed to making organic more accessible to consumers in the Middle East so that it becomes mainstream rather than a niche market.”
In September 2017 Arla launched Arla Organic Milk in the UAE as part of its commitment to make organic accessible and affordable to families in the Middle East. Building on its success, it was subsequently launched in Saudi Arabia across Riyadh, Jeddah and Dammam in January 2018, with both markets showing strong consumer interest in the range of products.
*Research was conducted by a YouGov omnibus survey with a sample size of 1,000 respondents in the UAE during February 2018.
Arla Organic Milk can be used to make a range of delicious and invigorating smoothies to help you stay refreshed this summer. With a pure and natural taste, this fig & dates smoothie is an easy-to-make, light and rejuvenating beverage filled with goodness to tantalise your taste buds.
About Arla Foods
Arla Foods is an international dairy company owned by 11,200 farmers from the UK, Germany, Belgium, Denmark, Sweden Luxemburg and the Netherlands. Arla Foods is one of the strongest players in the international dairy arena, with a wide range of dairy products of highest quality. Well-known brands like Arla®, Puck®, Lurpak® and Castello® belong to the Arla family. Arla Foods is also the world's largest manufacturer of organic dairy products.
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