One of the clearest signals across Gulf retail in 2026 is the move away from reactive, impulse-led food choices towards deliberate decision-making.

Consumers in markets like the UAE and Saudi Arabia are still looking for enjoyment and indulgence, but increasingly within boundaries they understand and control. Protein, fibre, hydration, gut health and functional benefits are no longer niche concepts. They are becoming part of everyday language, and more importantly, everyday purchasing behaviour.

This is reflected in strong year-on-year growth across protein-led categories, from ready meals and snacks to yoghurt, bars and chilled formats. In some cases, individual product lines are seeing triple-digit growth, indicating not just trend adoption but habit formation.

Food is no longer simply fuel or pleasure. It is becoming a tool, used to support energy, focus, digestion, sleep, weight management and long-term health.

Despite rising interest in whole foods and unprocessed ingredients, convenience remains critical. The difference is that convenience is being redefined.

Rather than shortcuts at the expense of quality, Gulf shoppers are seeking convenience products that save time without sacrificing nutrition or health benefits. This has driven strong performance in:

The success of these products categories is not about speed alone, but about helping consumers make “good” choices easier.

In effect, convenience is shifting from indulgent to intentional.

Functional food used to sit at the edges of the store. In 2026, it is moving firmly into the mainstream.

Hydration is a standout example. Once dominated by basic sports drinks, the category is now expanding rapidly into electrolyte blends, collagen-infused beverages, probiotic drinks and vitamin-enhanced waters. Within health and wellness aisles, hydration-related products have delivered strong digit growth, driven by consumers seeking benefits that go beyond refreshment.

This evolution is also being shaped by regulatory change, with sugar reduction and reformulation playing a growing role in how hydration products are developed and positioned across the region. Find out more about the UAE sugar-based excise tax here

The same pattern appears in fibre-forward foods, digestive health products and protein-rich staples. Overnight oats, for example, have seen explosive growth in recent years, transforming a traditional breakfast item into a functional, lifestyle-led choice.

What matters here is not the ingredient itself, but the clear benefit it delivers. Shoppers are increasingly scanning labels for purpose, not just price.

Another defining shift is the fragmentation of the consumer.

Rather than broad dietary tribes, such as vegan or keto, 2026 is shaped by personalised eating. Shoppers are adapting food choices to their own life stage, health goals and daily rhythms.

This includes:

Food is increasingly selected based on when it is eaten, not just what it contains. Concepts such as circadian eating, mini meals, portion control and functional snacking are influencing how ranges are built and how products are positioned.

For brands and retailers, this means fewer mass messages and more targeted relevance.

Alongside functional performance, trust is becoming a non-negotiable.

Consumers are scrutinising ingredient lists, questioning processing methods and paying closer attention to sourcing. This has contributed to renewed growth in organic, responsibly sourced and minimally processed products, particularly where brands can clearly communicate provenance and values.

In several fresh and organic categories, year-on-year growth is outpacing conventional equivalents, with shoppers willing to pay a premium when quality, ethics and transparency are clearly demonstrated.

Interestingly, this shift does not exclude indulgence. Instead, indulgence is being reframed. Chocolate, desserts and comfort foods continue to perform well, particularly when paired with authenticity, craftsmanship or a sense of regional identity.

Taken together, these signals point to a consumer who is not chasing novelty, but seeking alignment.

For retailers, this means range decisions are increasingly guided by behaviour, not hype. For brands, success depends on clarity of purpose, strong fundamentals and the ability to solve real problems for shoppers.

Bolst Global works with a curated portfolio of export-ready food, drink and wellness brands, supporting their market development and buyer engagement across the Gulf region. We are selective about the brands we work with and assess suitability based on product positioning, compliance, scalability and commercial readiness.

If you are considering expansion into the Middle East and would like to explore whether there is a strategic fit, get in touch to arrange an initial consultation.

As of 1 January, the UAE has moved from a blanket 50 percent excise tax on sweetened beverages to a tiered system based on sugar per 100ml.

What this means:

• Lower sugar beverages can now benefit from significantly reduced taxation
• Sweetener-based beverages may qualify for 0 percent excise tax, subject to lab verification
• Shelf prices are already adjusting
• Retailers and distributors are showing renewed appetite for the category

For compliant brands, this creates genuine re-entry and expansion opportunities in the UAE beverage space.

However, brands must be prepared for lab testing and formal proof of sugar thresholds. Compliance is now strategic, not optional.

Regulatory shifts are also affecting checkout merchandising in the UAE.

Traditional confectionery dominance at tills is being challenged, creating potential entry points for:

For brands with a strong nutritional positioning and clear differentiation, this could represent a rare opportunity to access premium in-store shelf space.

Saudi Arabia has strengthened its halal requirements.

It is no longer limited to obvious animal-based products.
Any product containing animal-derived ingredients or by-products now requires approved halal certification.

Important considerations:

For prepared brands, this creates opportunity.
For unprepared brands, it creates delays and cost implications.

Gulfood

Gulfood 2026 marked a notable shift in format, with the event split across both the Dubai World Trade Centre and the former Expo 2020 site. While the World Trade Centre retained its usual intensity and volume, the Expo site offered a more spacious and structured environment, allowing for more focused, higher quality conversations.

From a commercial perspective, this change is important. The ability to have more meaningful discussions, rather than purely high-volume traffic, is increasingly defining the value of trade shows in the region. For brands attending, the focus is shifting away from visibility alone towards the quality of meetings and the strength of follow-up opportunities.

WHX Dubai

WHX Dubai, previously known as Arab Health, has now fully transitioned to the Expo site, bringing with it a more streamlined and modern event experience. The show saw a strong UK Pavilion presence alongside consistent international attendance, particularly across the supplements, nutraceutical and healthcare categories.

For health and wellness brands, WHX Dubai continues to be a highly relevant entry point into the region. The calibre of attendees and the focus on innovation and product development make it a valuable platform, particularly for brands looking to build credibility and initiate distributor or buyer conversations in the Gulf market.

We continue to stay closely connected to the market through ongoing conversations with retailers, distributors and partners across the region.

If you are currently assessing the Gulf, or reconsidering your plans in light of recent developments, we can help you understand what this means for your category, your route to market and your level of investment.

Whether you are ready to move forward or simply need clarity before making a decision, we are happy to talk.

Until now, sweetened beverages in the UAE have been subject to a flat 50 percent excise tax, regardless of sugar content.

From 1 January 2026, this will be replaced with a tiered volumetric tax, calculated based on the grams of sugar per 100ml in a product. This brings the UAE closer in line with international public health driven sugar tax models.

This replaces the blanket 50 percent tax and creates a clear incentive for lower-sugar and reformulated products

The new model is part of the UAE’s National Health Strategy 2031, which focus on reducing sugar intake and combating lifestyle-related diseases such as obesity and diabetes.

By introducing a tax structure that rewards lower-sugar formulations, the government aims to:

The message is clear: reduce sugar, reduce tax.

The new policy affects every part of the beverage supply chain, including manufacturers, importers, and distributors. Businesses will need to take action in the following areas:

The sugar-based excise system is now confirmed and will significantly impact soft drinks, flavoured beverages, and manufacturers of syrups and concentrates. Private-label brand owners relying on third-party manufacturing, alongside importers, distributors and retailers managing reformulated products, must ensure registrations, pricing and documentation are aligned. Brands that act promptly to validate sugar data, align labelling and update excise submissions will be best placed to remain compliant, protect margins and avoid operational disruption.

If you would like to understand how the tiered sugar-based excise tax now applies to your product range, and how to manage compliance, pricing and reformulation opportunities in the UAE, you can book a call with us to discuss your options.

Book a free 15-minute consultation to discuss your product portfolio and plan your next steps.

Gulfood 2026: Dual-Venue Expansion

From 26–30 January 2026, Gulfood will take place across two venues for the first time in its history:
This moves from its usual annual timing of mid-february due to Ramadan taking place in February in 2026

This expansion comes in response to increased exhibitor demand and a drive to support new sectors across the food and beverage supply chain.

For more information visit the official Gulfood website here

Arab Health Becomes WHX Dubai

From 2026, Arab Health will rebrand as WHX Dubai and relocate to Dubai Exhibition Centre at Expo City. Instead of January, the show will shift to a February edition instead.

The rebrand is part of a broader alignment with the WHX global series of healthcare expos and reflects a modernisation of the event’s branding, infrastructure, and scope.

For more information visit the official WHX Dubai website here

Both events will now benefit from the state-of-the-art facilities at Expo City, offering more space, better visitor flow, and enhanced connectivity between sectors.

It will be essential for exhibitors to prepare early, communicate any venue-specific plans with their buyers, and consider stand positioning and marketing strategy based on the new layout.

At Bolst Global, we see these changes as a positive step forward in the evolution of two of the Middle East’s most important trade shows.

If you would like to find out more about these trade shows for 2026 and how Bolst Global can support you with our presence at these shows then do get in touch!