As global supply chains continue to shift, European producers are entering a decisive moment. Traditional export markets are maturing, competition is intensifying and consumer expectations are evolving rapidly. At the same time, the MENA region is emerging as one of the most dynamic forces in international food trade, and as a region that prefers the quality, safety, innovation and traceability that Europe is globally recognized for. This convergence of shifting global supply chains, rising regional demand and accelerated investment across the MENA region makes 2026 a decisive moment for European producers to recalibrate their market priorities.
Once viewed primarily as a consumption‑driven market, the MENA region is now reshaping global sourcing strategies, a transformation that will be showcased at Gulfood 2026, the world’s largest annual F&B sourcing event. With the MENA food market estimated to grow from $113.72 billion in 2025 to approximately $189.04 billion by 2032, exhibiting a CAGR of 8.41%[1], European brands are increasingly identifying the region’s readiness for premium, trusted and innovative products.
Europe Steps Forward
Today’s MENA consumer is driving demand for higher‑quality imports and specialty categories that reflect rapidly advancing consumer tastes. This shift is prompting European brands to reassess their market priorities, positioning Gulfood 2026 as a crucial entry point into a region undergoing rapid economic change. The growing commitment of European producers is evident, with major brands such as Adam Foods, Ahmad Tea, Ambrosi, Castello, Churruca, Fage, Ferba, Grana Padano, Interfel, Lindemans, Lipton, McCain / Lutosa, Monin, Norwegian Seafood Council, Oatly, Toschi, Uhrenholt, Valnerina Tartufi and Zanetti confirming their presence at Gulfood 2026.
Their participation reflects a broader shift: Europe now sees the MENA region not only as a high‑growth market, but as a strategic partner in the future of global food trade.
Europe remains one of the world’s largest exporters of high‑quality food and beverage products, with EU agri‑food exports surpassing €230 billion in 2024[2]. Strong performance in dairy, meat, specialty foods, organic products and valued categories continues to define Europe’s global leadership. Yet despite this scale, European brands are increasingly looking beyond traditional markets to regions where demand for premium, trusted and sustainably produced goods is rising fastest.
That demand is now coming from the MENA region.
Across the UAE, Saudi Arabia and North Africa, consumers are increasingly gravitating toward high‑quality, trusted and innovative imported products, from specialty cheeses and artisanal bakery to plant‑based innovations, functional beverages and certified organic lines. Rising incomes, rapid urbanisation and a young, globally connected population are accelerating this shift, creating a supply gap that Europe, with its strong heritage of quality and innovation, is uniquely positioned to fill.
At the same time, governments and private‑sector leaders across the MENA region are investing heavily in logistics, cold‑chain infrastructure and trade facilitation to make market entry faster and more efficient. Dubai’s logistics space demand, for example, surged by more than 200% in 2024[3], with Grade A facilities reaching over 95% occupancy — a clear signal of the region’s readiness to receive and distribute high‑value imported goods at scale.
For European producers, this convergence of demand and infrastructure represents a strategic opening. Gulfood 2026 is where that opportunity becomes real. As the world’s largest annual F&B sourcing event, Gulfood offers European brands direct access to buyers who are actively reshaping procurement strategies, diversifying supply sources and prioritizing the quality, traceability and innovation that Europe is known for. It provides a powerful platform for European producers to showcase authenticity, quality and innovation to decision makers, secure new distribution channels and build long‑term partnerships in a region that is rapidly redefining global food trade flows.
What begins at Gulfood 2026 will influence how the world grows, moves and consumes food — setting the pace for a more connected, resilient and innovative global market.
To register and for more information visit Gulfood.com
