Ikita Sharma, MENA Dairy Congress Speaker: Why Data and Health Are Redefining Dairy Markets

Fr om a data and market intelligence perspective, what are the most important shifts you currently see in dairy consumption patterns across the MENA region?

Consumers are shifting toward healthfocused dairy, especially probiotic yogurts and fortified milks. Functional and fortified products are gaining strong traction across markets, with the Middle East showing particularly strong growth driven by probiotic and prebioticenriched dairy.

How are inflation, pricing sensitivity, and private label growth reshaping competitive dynamics in the dairy and broader food categories?

In UAE and KSA, shoppers remain highly valuedriven, despite low inflation. Private label is gaining strong momentum as retailers expand their dairy ranges—now competing on quality and health benefits, not just price. Across AME, food costs remain the top consumer concern, and shoppers only accept price increases when they come with added value. This is fuelling private label growth, which is up 33%, with 69% of consumers viewing it as a credible alternative to brands.

What role does data-driven decision-making now play in helping dairy brands move from short-term tactical wins to long-term commercial growth?

Winning brands use data to plan intelligently – optimizing assortment, pack sizes, promotions & pricing – based on real elasticity & ROI. Data sharpens innovation by revealing which functional benefit truly drives long term consumer uptake.

Which dairy segments show the strongest growth potential in emerging markets today — functional products, value-added dairy, or traditional staples — and why?

Functional dairy is seeing the fastest growth as consumers shift toward probiotic, fortified, and immunityboosting options. Valueadded dairy—like premium yogurts, artisanal cheeses, and organic products—is also accelerating with rising incomes and quality expectations.

How can manufacturers and retailers better collaborate using shopper and market insights to improve category performance rather than just individual brand sales?

With consumers becoming more intentional and cautious in their spending, both manufacturers & retailers would benefit from building joint category plans—aligning on pricing, pack sizes, shelf layout, and promotions. This unified approach would make the category easier for shoppers to navigate and ultimately would unlock growth for everyone, beyond individual brand performance.

From your experience working with strategic clients, what common mistakes do dairy companies make when interpreting market data or forecasting demand?

Interpreting data through their own biases rather than reading what the data actually says. They often analyse multiple data sources in silos—Retail, shopper, financials—without connecting them. This fragmented view leads to inaccurate forecasts, missed trends, and decisions that don’t reflect true consumer or category behaviour.

Looking ahead five years, what will distinguish the most successful dairy brands in terms of commercial strategy and consumer engagement?

Over the next five years, the strongest dairy brands will be those that anchor their strategy in health, functionality, and clear consumer benefits. They’ll win by offering valueled portfolios. Successful brands will also excel in personalized omni channel engagement, meeting consumers wh ere they shop – retail, cafes or quick commerce.

What are you most looking forward to at the MENA Dairy Congress, and what kind of dialogue do you hope to have with industry leaders and decision-makers at the event?

I’m most looking forward to understanding how the region is evolving across three areas: healthfocused innovation and functional value creation. I’m also keen to explore how manufacturers are extending their presence into outofhome occasions and complementary categories.

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Gold Sponsor of the MENA Dairy Congress is alainfarms.com/">Al Ain Farms.

Our partners: Super Food FZCO, International Dairy Federation (IDF).

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