Understanding the MENA Dairy Consumer: Insights from NielsenIQ’s Mallak Abdelqader
Mallak Abdelqader, Analytics and Insights Lead at NielsenIQ, shares how dairy consumers across the MENA region are becoming more intentional, health-focused, and value-driven. From the rise of high-protein and organic products to the impact of inflation and cultural loyalty on brand choice, she explains what truly shapes purchasing decisions today — and why understanding the consumer mindset is the key to winning in one of the region’s most competitive FMCG categories.
With over 12 years of experience in market research, what are the most significant shifts you have observed in the dairy category, particularly in consumer behavior?
Consumers have had many pivotal moments in the past 12 years, fr om shifts in preferences, such as shifts to non-dairy milk, to lower fat content products, as well as external circumstances such as covid, as well as cost of living price increases etc. With all of these changes, as well as the introduction of ecommerce, consumers has become a lot more knowledgeable of the products that they consume. They’re now shifting to more intentional spending and focusing on added benefits such as high protein. For some niche consumers, focus on premium products such as organic milk, camel milk, premium cheese etc. which we’re seeing its introduction in the markets as well.
Based on NielsenIQ data, which dairy segments are currently showing the strongest growth momentum in the MENA region?
We’re seeing a major shift taking place to products with added benefits. This means high protein products are seeing a lot of growth. In addition, we’re seeing a big pick up in Greek yogurt based products as well as organic products.
How are consumer priorities in dairy changing today — in terms of health, functionality, pricing, and value — and how do these trends differ across MENA markets?
Consumers are placing a lot of importance on their health. We’re seeing a major push in social media on whats healthy for us and how to be the healthiest we’ve ever been. With this push being at an all time high, consumers are looking to get the most benefit from products without impacting their overall cost of basket. If they can find what they’re looking for at a discount, its something that they’re likely to pick up again, if they enjoy the taste as well as the benefits that come with it.
Economic pressure and inflation continue to affect FMCG categories. How is this shaping dairy purchasing decisions in MENA according to your insights?
Given the increase in economic pressure and inflation taking place across FMCG categories, we’re seeing multiple saving strategies that consumers are practicing to mitigate these increases. Some of these strategies include shopping at lower-priced stores, buying in bulk, switching to a lower-priced brand as well as using ecommerce as a way to get better deals or save on gas as minimize trips to stores.
From an analytics perspective, what distinguishes dairy brands that manage to grow market share from those that struggle in highly competitive markets?
Consumers today are seeking lived alignment wh ere performance earns trust. Functional quality is the biggest factor influencing trust in the region. Better-for-you claims, ingredient simplicity and clean formulation are important, as long as the product meets consumer expectations for quality and consistency.
How important is localized insight for dairy companies operating across multiple MENA countries, and what is often underestimated by international players?
In MENA countries, culture is very important for consumers. There are certain products in the market that are associated with culture. For example, it can be associated with certain foods or certain memories that people have and therefore these products end up being an essential product for consumers. This causes it to be very high on the brand loyalty scale and would be difficult for consumers to switch to other brands. Additionally, certain seasons are important for some baskets. For example, Ramadan is very vital season for consumers in which a lot of dairy products get used, targeting consumers correctly is always keys.
You will be speaking at the MENA Dairy Congress — what key insights are you most looking forward to sharing with the audience?
I look forward to presenting the consumer perspective on the market. While looking at data and analyzing SKUs is very important, it is even more important to understand what the consumer is looking for, because understanding that can unlock a world of opportunities.
Why do you believe the MENA Dairy Congress is a timely and important platform for the dairy industry right now?
The MENA Dairy Congress is an important platform because of the ever changing nature of the consumer that is always approaching the market from a price sensitivity perspective and is looking for additional benefits. It is vital to ensure we’re keeping this in mind to ensure that we’re winning in the market.
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Consumers have had many pivotal moments in the past 12 years, fr om shifts in preferences, such as shifts to non-dairy milk, to lower fat content products, as well as external circumstances such as covid, as well as cost of living price increases etc. With all of these changes, as well as the introduction of ecommerce, consumers has become a lot more knowledgeable of the products that they consume. They’re now shifting to more intentional spending and focusing on added benefits such as high protein. For some niche consumers, focus on premium products such as organic milk, camel milk, premium cheese etc. which we’re seeing its introduction in the markets as well.
We’re seeing a major shift taking place to products with added benefits. This means high protein products are seeing a lot of growth. In addition, we’re seeing a big pick up in Greek yogurt based products as well as organic products.
How are consumer priorities in dairy changing today — in terms of health, functionality, pricing, and value — and how do these trends differ across MENA markets?
Consumers are placing a lot of importance on their health. We’re seeing a major push in social media on whats healthy for us and how to be the healthiest we’ve ever been. With this push being at an all time high, consumers are looking to get the most benefit from products without impacting their overall cost of basket. If they can find what they’re looking for at a discount, its something that they’re likely to pick up again, if they enjoy the taste as well as the benefits that come with it.
Economic pressure and inflation continue to affect FMCG categories. How is this shaping dairy purchasing decisions in MENA according to your insights?
Given the increase in economic pressure and inflation taking place across FMCG categories, we’re seeing multiple saving strategies that consumers are practicing to mitigate these increases. Some of these strategies include shopping at lower-priced stores, buying in bulk, switching to a lower-priced brand as well as using ecommerce as a way to get better deals or save on gas as minimize trips to stores.
From an analytics perspective, what distinguishes dairy brands that manage to grow market share from those that struggle in highly competitive markets?
Consumers today are seeking lived alignment wh ere performance earns trust. Functional quality is the biggest factor influencing trust in the region. Better-for-you claims, ingredient simplicity and clean formulation are important, as long as the product meets consumer expectations for quality and consistency.
How important is localized insight for dairy companies operating across multiple MENA countries, and what is often underestimated by international players?
In MENA countries, culture is very important for consumers. There are certain products in the market that are associated with culture. For example, it can be associated with certain foods or certain memories that people have and therefore these products end up being an essential product for consumers. This causes it to be very high on the brand loyalty scale and would be difficult for consumers to switch to other brands. Additionally, certain seasons are important for some baskets. For example, Ramadan is very vital season for consumers in which a lot of dairy products get used, targeting consumers correctly is always keys.
You will be speaking at the MENA Dairy Congress — what key insights are you most looking forward to sharing with the audience?
I look forward to presenting the consumer perspective on the market. While looking at data and analyzing SKUs is very important, it is even more important to understand what the consumer is looking for, because understanding that can unlock a world of opportunities.
Why do you believe the MENA Dairy Congress is a timely and important platform for the dairy industry right now?
The MENA Dairy Congress is an important platform because of the ever changing nature of the consumer that is always approaching the market from a price sensitivity perspective and is looking for additional benefits. It is vital to ensure we’re keeping this in mind to ensure that we’re winning in the market.
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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).
If you would like to participate in the MENA Dairy Congress, please complete the registration form below:
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