Emerging F&B trends in the Middle East

Demand growing for healthy and organic options
Emerging F&B trends in the Middle East
Renata Messarra, Founder and Managing Director of Reborn Consultancy

The Middle Eastern Food and Beverage (F&B) industry is dynamic and constantly evolving, with new trends and developments emerging in response to consumer preferences, needs, and expectations, says Renata Messarra, managing director of Reborn Consultancy.

With over a decade of experience in the region, Messarra has successfully created awareness for well-known Hotels and F&B brands in the UAE. These include, among others, The Dubai EDITION, Tonino Lamborghini Mare Nostrum Skypool Restaurant, Vision Club, Al Safadi, Inti, Terra Solis, TWG Tea, The Pit – House of Barbecue, Esco-bar Coctel y Cocina.

A destination like Dubai is no exception. The city has continuously and consistently adapted to the demands of consumers in terms of palates, trends, and lifestyles. The industry is increasingly accommodating, creating choices for those seeking healthy food diets, as well as catering to foodies looking for unique and gourmet dining experiences.

Reborn Consultancy, a company aiming to bring new ideas to life as well as deliver effective consultation and support to the region’s top restaurants and newest outlets, has witnessed notable trends.

Read: Sunset Hospitality is behind some of the most sought-after venues

The first is the increased demand for healthy and organic options. Consumers are seeking healthier alternatives to traditional fast food and processed meals, and this has led to growth in the number of restaurants and food outlets offering plant-based, vegetarian, and gluten-free options, as well as meals made from locally sourced fresh ingredients.

Another trend is the growth in food delivery and online ordering services. Having busy lifestyles and possessing an exponential need for convenience, many consumers are turning to online platforms to order food. This has led to increasing investments in food delivery and online ordering technology, allowing consumers to order meals easily and efficiently.

The focus on unique and varied dining experiences is also a major trend in the Middle East. With diners seeking out cultural and gourmet cuisines, many restaurants are embracing the region’s rich cultural heritage and offering dishes that showcase traditional ingredients and techniques. Additionally, there has been a rise in the number of high-end dining options, such as Michelin-starred restaurants and Gault&Millau-listed venues that offer fine and unique dining experiences.

Sustainability in F&B


Sustainable and eco-friendly practices are becoming more popular. As people grow more aware of the environmental impact of food production and packaging, many restaurants are implementing sustainable practices such as reducing waste, using biodegradable packaging, and sourcing ingredients from local and organic suppliers.

A brand that comes to mind is Lucky Fish, which makes local produce sourcing not only a priority but also a key point of interest for repeat customers.

Onward and upward


We are in an extremely transformative time in the Middle East, and we expect the industry to continue developing and growing in the years to come. The focus on healthy and sustainable options and unique dining experiences, in addition to the use of technology and online mediums, will remain an industry staple, enabling it to become increasingly diverse and cater to all tastes and lifestyles.

These trends will continue to influence the overall well-being of the F&B industry in the Middle East, where investor vigilance is key to keeping top-tier dining establishments operating profitably.

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Disclaimer: Opinions conveyed in this article are solely those of the author. The information presented in this article is intended for informational purposes only. It does not constitute advice on tax and legal matters; neither are they financial or investment recommendations. Refer to our full disclaimer policy here.